We are living in a technological age, with 57 percent of the global population (that's more than 4 billion people) now online. North America and Northern Europe both lead the way, with internet penetration sitting at 95 percent of the population in these key markets. And we're not far behind here in Australia, with the average Aussie spending more than five hours online everyday.
Initially, the rise of digital created a lucrative new avenue for brands and marketers. But, in more recent years, the effectiveness of digital marketing has been challenged by noisy channels and ever-more-elusive consumer attentions. Fast forwarding through ads, flicking between screens and finding every which way to avoid advertising clutter is now the norm for today's consumers.
So, how do brands and marketers combat digital fatigue and build meaningful connections with their audience? It may seem like a strange concept, but in an age where digital is dominant, consumers are craving physical connections more than ever.
Getting face to face
According to Statista, 93% of consumers claimed that live events had a larger influence on them than TV ads. With technology infiltrating nearly every facet of our everyday lives, there is much more value placed on face-to-face experiences. Real life brand experiences form the groundwork for ongoing customer relationships. Taking the time to create personalised brand experiences is what consumers appreciate most. Experiential offers the power to transform your brand from merely an ad sprawled across a billboard, or a popup on a website, to an interactive and influential persona with the level of human-ness that audiences are craving.
Cutting through the clutter
Being bombarded with upward of 6000 brand messages a day, its no wonder audiences have become disinterested and immune to these marketing approaches. Authentic and personal experiences cut through this digital clutter, getting offline and into the hands and minds of hypertargeted audiences. Exciting senses and giving people a chance to really interact with your brand gives consumers genuine and memorable, tangible experiences that really resonate. People can't, and don't want to, ignore what you've got to say!
A match made in marketing heaven
Like wine and cheese, experiential and digital can go hand in hand. The impact of your event or campaign doesn't have to stop after the activation. Fuel online conversations and encourage amplification across social media and get people talking, offline and on! According to a study by EventTrack, 98% of consumers create digital or social content at events and experiences, and 100% share the content. Not only can a brand generate amazing content for social amplification, but you can count on attendees to create and share content too. Using a combination of digital and experiential can help you build valuable relationships and get your brand messages heard.
In an age of algorithms, hashtags, likes and follows, there is no underestimating the influence of getting offline and creating real human connections. If you'd like to explore how experiential marketing could make a world of difference for your brand or business, book a demo with our team today.
