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This article was translated using AI technologies from our Spanish edition. Errors can occur as a result of this process.
The opinions expressed by the entrepreneur's contributors are their own.
Consumers have become unpredictable over time. And, without a doubt, one of the tools advertisers have used to improve their promotions has been experience marketing. A kind of personalized marketing that arouses emotions and motivates the consumer to take action in the buying process.
Experience marketing has been the winning horse in brand sales strategies in recent years, especially for part of the population: Millennials and Generation Z. And it is precisely these people who today, despite the crisis we are experiencing, want to continue creating brands with experiences in order to connect with them. Well, they think experience is a key factor driving them into making purchasing decisions.
But it is true that the reality is very different from what we imagined and the times we live in are difficult. If we could apply beforehand Trial Marketing In an event we now need to arouse emotions and create sensory experiences through a virtual environment. How do we do it then?
Forms of communication in which experience marketing is supported
Video: Flashmob of Mexican music in Madrid via Alejandro Fernández on YouTube
Experience marketing (or experience marketing) has the purpose of engaging with the target audience through a sensory experience and creating a positive experience for the users. His essence? Create livable and unforgettable experiences.
Many brands recognize that this type of emotional marketing is what triggers users to convert and become loyal followers of their brand.
In recent years, experience marketing has also relied on new forms of communication like these to achieve good results:
Event Marketing Flash Mobs Marketing In Malls Pop Up Stores
All of these are open innovation models that allow us to generate experiences where the scope depends on the involvement of the customer. Obviously, the coronavirus will mean a before and after in changes in user habits and thus in understanding experience marketing.
Now brands can no longer organize a flash mob or create an event (in which case, capacity is limited). And so they need to find new ways to permeate consumers through experiences.
Experience marketing forecasts and trends
Pop-up shop in Japan / Image: Depositphotos.com
Things won't be the same again. But what is sure not to go away is experience marketing, because for millennials experience is still the key in the buying process.
This means that innovation in new shapes and formats will be required to create experiences. With this in mind, the use of hybrid formats is envisaged: online meetings and actions in streaming or live. With all of this, the user will not be able to live the experience directly, but it will be possible to create an illusion in order to live it.
On the flip side, many marketers are already testing new tools and seeing technology as an advantage to help them create experiences. So thanks to the technology, you are betting on more personalized and direct actions.
Without going any further, Zoom is a tool that brands use to serve consumers and that is revolutionizing the way we communicate with customers. This is just an example, but there are plenty of apps and tools online that you can use to create immersive experiences.
Build an engaging community
The Harley Davison brand community is known worldwide / Image: Depositphotos.com
Finally, mention the idea of brand communities and shared experiences. If you manage to create a committed community that remains loyal to your brand and defends it with all your might, you can motivate your fans to share experiences on their social networks.
And how do you create real fans of your brand? First we need to examine what is being said about our brand, who is saying it and where. Then find a common passion with your clients and try to focus the conversation on that passion that you share.
The next step will be to offer your customers something unique and exclusive and clearly define the benefits they will enjoy. And now comes the most important thing: keep your fans in suspense with a good experience. Here are some ideas to get it:
Create polls or games. Show the appreciation of your fans in public. Encourage and share the content fans are generating about your brand
Indeed, it won't be an easy challenge for brands. What used to be done in an open space with thousands of people is now implemented in smaller and more individual actions. However, it is not impossible that all you have to do is build a strong community around your brand and adapt your experimental marketing strategy to new changes in consumer habits, relying on technology, innovation and creativity.