From the rise of inbound marketing to the advent of account-based tactics, organizations are trying to find a balance between the wide reach of online marketing and the personalized strategies that more successfully convert prospects to customers.
As part of that effort, marketers are increasingly turning to interactive and experiential marketing campaigns. Whether you use interactive online experiences, in-person events, or ideally both, these channels will help your organization more deeply engage with and learn about prospects and customers. The proliferation of marketing technology makes it possible to do all of this while integrating the information you learn with the rest of your organization’s data—keep reading to learn more about the top reasons you should invest in interactive marketing experiences.
1. Interactive and experiential marketing cuts through the noise. 72% of businesses invest in content marketing, and 75% are planning on increasing their investment. Providing valuable content for prospects and customers has proven itself to be a successful marketing strategy—but the blog posts and tweets have created a lot of marketing noise. Brands need to find a way to differentiate themselves from the competition, and both interactive online content and in-person events will help them do that—while still adding value to their audience.
2. It will spur conversations—literally and figuratively—with prospects. Experiential marketing channels help create a two-way dialogue. Whether a prospect is engaging with interactive, online channels or attends a live event, interactive marketing is more personalized, user-focused and helpful than static digital or print marketing.
A blog post or mobile ad might provide useful information, but it will not encourage an audience to actively engage with a brand, and it will not encourage an audience to provide feedback about their preferences. An interactive survey or in-person conversation, on the other hand, will allow your organization to provide useful and highly-relevant information for each prospect, and will prove more engaging that a one-to-many marketing strategy.
3. You’ll build an emotional brand connection and create brand advocates. In a recent article in Harvard Business Review, Mark Boncheck and Cara France write that in the past, “you had a relationship with a brand. But in this social age, brands are the relationships.” Branding is about building relationships between an organization and its prospects. To do that, marketers must continually evaluate and adjust the experience that consumers are having with their company.
If you’re able to provide interactive, personalized and memorable experiences, you’ll be successful at building a positive brand association among your audience members, which will likely lead to brand advocates. And once you have prospects and customers who will advocate for your organization, you’ll have successfully built a free and powerful marketing channel that will organically spread through word-of-mouth.
4. It’ll help improve your product. In-person events and interactive surveys provide a great opportunity to glean consumer feedback. An in-person event, in particular, might be the only time you get to see your customers or prospects interacting with your product—and you should use it to your advantage. Not only will improving your product ultimately help you attract more customers, but it will also make your current customers happy that you’re listening to their feedback. Importantly, interactive marketing channels don’t just have to be about prospects and customers creating experiences with you—they can also encourage your audience to help create your product.
To learn more about how to best engage and interact with your audience, watch our webinar, Using Event Tech to Create Highly Engaging Experiences, Online + Offline, now on-demand.