Have you heard about these experiential marketing trends?

By Alex Sargent

At DSA, we specialise in creating unique, immersive event experiences for your customers, through storytelling, technology and intelligent design. An essential part of experiential design is the ability to recognise influential trends and find meaningful ways to incorporate these into our creations.  In 2017, we have already seen businesses placing event marketing at the heart of lead generation strategy; with an increased focus on personalised, 360-degree event promotion.

We are always on the lookout for engaging ways to help brands connect with consumers on an emotional level and predict that the face of branded events will be shaped by three up and coming trends:

  1. Live video event streaming
  2. Virtual reality
  3. Augmented reality

1. Live streaming video on Facebook, Snapchat, Instagram and Twitter

Live video has become one of the most effective forms of digital marketing; growing faster than any other marketing method.  The following statistics reveal the value of video:

• 82% of Twitter users watch videos
• 45% of people watch more than an hour of Facebook or YouTube videos a week
• Live videos engage viewers for three times longer than pre-recorded content
• 90% of customers report that videos influence their purchasing decisions

Video Story Telling
Live video streaming is fast becoming one of the most effective marketing channels for consumer engagement.  Consider the power of the following statistic: ‘Live demonstrations significantly define the purchasing decision for 80% of event attendees’ – Event Track.  Live video streaming from events, especially where the content features product demonstrations, customer feedback or Q & A sessions, brings your brand to life.  Video’s ability to influence the purchasing decision creates vast opportunities for your business, increasing interaction with a wider live audience (not just attendees). Advertise that you’ll be live streaming on all your event marketing materials, to build anticipation prior to every event and maximise outreach.  We are seeing an increase in the creation and promotion of video stories across multiple social media platforms. Instagram, Twitter, Snapchat and Facebook Live are enabling businesses to amplify brand messages in real-time while achieving a level of credibility and personalisation difficult to achieve using written platforms.  Once uploaded online and embedded in your website and social media feeds, your video content will remain available to view, share and revisit long after the event, further increasing your brand exposure and event ROI.

2. Virtual reality

Virtual reality (VR) is at the cutting edge of experiential marketing, immersing customers in an unforgettable brand experience. Used well, it provides businesses with a truly memorable, interactive way to demonstrate products to customers.  VR booths can be incorporated into event stands to transport your customers to a branded dimension.  Wearable technology is also developing fast, with new, budget-friendly suppliers entering the market to compete with Oculus Rift, Samsung Gear VR and Google Cardboard.

3. Augmented reality

In 2016, Pokémon Go became a worldwide success overnight, highlighting the incredible experiential marketing potential for augmented reality.  Augmented reality works by projecting computer generated images onto physical elements.  Unlike virtual reality, AR enhances real life experiences by adding virtual graphics, sound and touch.  Forms of augmented reality set to transform customer experience in the future include:

• Projection based augmented reality – projecting interactive 3D holograms using laser plasma technology.
• Superimposition based augmented reality – which enables the user to visualise how an object could look within their environment.

AR’s ability to blur the lines between simulated and real experiences provides a powerful method of interactive engagement for event marketing.  As the technology becomes more widespread and cost effective, this is an area to consider; especially when you consider 73% of consumers will share details of an exclusive event experience through social media and almost half will take a video using a mobile device.  Research firm IDC predict that 30% of consumer facing companies in the Forbes Global 2000 will incorporate VR and AR within their marketing efforts in 2017.  Virtual and augmented reality will revolutionise the way consumers identify with brands and with potential within the VR audience waiting to be tapped, the question is, will you be a market leader, or a market follower?

Experiential Marketing Expertise

At DSA, we understand which trends will create the greatest buzz for your business.  We also understand that choosing the right event technology can increase attendance by 20%.  From concept to completion, we have the expertise to place your brand in the spotlight, creating the perfect stage for a profitable and unforgettable live event for your business.

Our Experiential Marketing Guide contains a wealth of information on emerging trends in event design and build, and how to harness these to increase ROI at your next event. Click the link below to claim your free copy today.

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