Experiential marketing is becoming increasingly desirable because it brings back the face-to-face connections that allow for meaningful dialogues to open, something lost in more traditional marketing. All industry indications are that technology-driven interactive experiences will continue to capture larger portions of advertising budgets. If you are an agency or brand that wants to incorporate live events into your current campaigns, you may be wondering: what’s next? Here’s a rundown on some terms you hear and ideas to consider incorporating into your next campaign.
From a tradeshow to engagement campaign, communication is the heart of the experience. Transmedia is new term that describes the “cross-device” experience. Duplicate experiences on websites, mobile phones, and tablets are redundant. It’s much more effective to encourage different interactions on different devices. Transmedia strategy should be a part of your planning.
Projection mapping is another hot tech-based trend in all live event marketing. This used to be seen primarily at outdoor events, on the sides of buildings. For a great example of this, check out our Chevy Sonic engagement. Projection mapping is becoming sought after in indoor events as well, such as tradeshows and b-2-b events.
Gamification is another buzzword you’ll hear when experiential marketing is discussed in 2013. Gamification reintroduces the element of fun to interactions and of course, fun is effective when you’re looking to connect. Highly desirable for businesses, M2 Research predicts that business spending on gamification this year will be $242M and will reach $2.8 B by 2016.
Mobile Apps are certainly still hot. The app ecoculture is here to stay, and consumers grow ever more comfortable with them. An app downloaded at a live event has the benefit of a shelf-life that extends long past the event, especially when it is useful or entertaining. ED has a digital engagement platform that shortens the development time of custom apps, with a marketer’s toolkit to fully integrate the app into the overall goals of the campaign it supports.
Elation Digital is an experienced experiential marketing partner that enables your agency or brand to connect, one-to-one with potential prospects, on tight timetables with respect to budgets. By forecasting the emerging trends, we help you get ahead of the curve.