Experiential marketing, also sometimes known as Engagement Marketing, is a way to interact with consumers in order to increase exposure and loyalty to your brand.
Brands that effectively practice experiential marketing interact with their customers through multiple digital or offline channels (they actually do it anywhere such consumers spend time).
The strategic use of social data and affinity ensure that consumers engage with the brand consistently through their own habits and interests.
Effectiveness of Experiential Marketing
As more and more digital content emerges competing for limited consumer attention, the one-way system of communication between a brand and its audience has become less and less effective.
This type of marketing simply doesn’t work with today’s consumers who are always connected and value authenticity above all else.
As consumer attention disperses across multiple platforms, marketers need the flexibility to keep up with fast-moving and changing trends.