Is experiential marketing’s future already here?

The combination of immersive experiences with the personal touch has always worked incredibly well – it’s the main reason experiential marketing has long been seen as the ‘go-to’ method for shaking people out of lasting habits and behaviours.

But the world we live in is changing fast, and with this comes a huge challenge for marketers.

All of us are now used to seeing graphic and often shocking images on a daily basis thanks to 24/7 streaming news. It’s becoming easy to be desensitised to images and experiences.

Is it possible, then, to still make an impact with consumers that feel like they’ve seen it all? Can brands create long-lasting memories and stand out against this overwhelming visual stimuli?

Thanks to the rapid advancement of newly-emerging live creative technologies, the answer is a resounding yes. We’re on the cusp of a brave new world, one that will enable us to experience products and ideas in ways that never before seemed possible.

It’s already beginning to happen.

Making the impossible possible

Leading the way for experiential marketing is virtual and augmented reality, both of which are set to grow massively as mainstream adoption explodes.

We’re already seeing the impact these technologies are having, with big brands tapping into the immersive power of VR and its ability to create fantastical worlds and offer up incredible, multi-sensory experiences to consumers.

The true difference-maker though will be live 360˚ streaming VR video, now fully possible. This technology is set to transform live events, enabling an infinite number of people to virtually ‘attend’ and soak up the experience. Once this technology truly kicks in, there will be no turning back. 

Reach anyone, anytime, anywhere

But VR and AR are not the only technologies to watch out for. Interactive digital signage, wearables and 3D printing are just some of the swiftly-advancing trends that are kicking open the doors to even more memorable brand experiences and highly shareable content.

And right at the top of the list of exciting pieces of technology are drones, which have the power to change the way we see the world.

Very soon autonomous drones with 360˚ VR capability will be readily (and pretty affordably) available. When that happens, brands will be able to reap the rewards of offering up highly unique, personal and dramatic content: perfect for social channels and the content-hungry Millennial and Gen Z audiences.

The future is now

Make no mistake: face-to-face marketing will always be central to guiding consumers through experiences. But it is live creative technology and 360˚ digital streaming that will allow brand experiences to be extended to anyone, anytime, anywhere.

These fast-growing technologies are going to rapidly enhance the personal impact of live experiences, encouraging consumers-turned-fans to extend the reach of these immersive experiences through incredible, sharable content.  

Brand owners need to be prepared, and ready, to make the most of the tools they have at their disposal in this brave new world.

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Joss Davidge is Director of the Unexpected at BEcause, a global experiential marketing group devoted to building brand love through magical, memorable and meaningful experiences.

Joss is at the forefront of the dynamic world of experiential marketing, helping clients exploit new trends and techniques to enhance and amplify real world brand experiences. Joss runs regular live tech lunch and learn sessions for brand marketers. Sign up below.