why "Experience-based marketing" Offer new opportunities

The world of marketing is constantly changing, especially with new definitions and approaches. The latest is “experience-based marketing,” which is basically about dialogue with customers. Given the widespread suspicion of traditional advertising (television, printed matter, radio, etc.) these days, consumers prefer to experience products and services in the context of how they are used in their daily lives. I will.

The concept of encouraging customers to try and use their products / services more often isn’t new, but two initiatives that make today’s experiential marketing more appropriate as an essential tool for building brand equity. There is power.

• Emotional Branding-Brand development has evolved from functional branding to emotional branding. The key to successful branding is to build and nurture customer relationships. It begins with customer-centric brand positioning, which includes unique personality traits and emotional benefits that are important to the target customer. Once established, it should be used as a compass to guide all marketing initiatives, especially in experiential marketing. Communicating emotions such as brand trust, comfort, and credibility is important to make all kinds of customer experiences more meaningful and memorable, and well worth sharing with friends online. There is. In this regard, “experience-based branding” is the creation and facilitation of these emotional sensory interactions with customers. It emotionally influences customer preferences, forms brand awareness, and affects customer satisfaction and loyalty.

• Digital Marketing-Another factor that makes experiential marketing more effective in developing this connection with customers is the interactive capabilities of social media and other forms of digital marketing. Today, we can segment more efficiently and learn more about our customers’ desires and passions, resulting in the development of more relevant and compelling content to attract our customers. Traditional marketing may have emotional benefits (especially television), but the interaction of digital marketing can empower customers and especially want to experience products and services on their own terms. Will be higher. Most consumers today collect information online before making a purchase, such as seeking advice from friends who have experienced the product / service. As a result, more and more websites and apps are designed to offer different types of experiences.

Traditionalists may argue that experiential marketing is simply a form of sampling, sponsorship, or event marketing. Still important, these two drivers make this experiential marketing practice very effective in building today’s customer loyalty and brand equity. When using all traditional interactive forms of communication, it is imperative to consistently focus on the core emotional benefits of a brand’s value proposition. By actually experiencing a product or service, customers can better determine whether they are fulfilling both the rational and emotional promises that are fundamental to determining the value of a product. A car dealership like Lexus, which rents a car to a customer when repairing a car, is a good example of providing the opportunity to “experience” the life of a new car in your lifestyle and environment. Such an experience also enhances the customer’s “brand trust”.

Experience-based marketing reflects the growing importance of emphasizing emotions to build a successful brand and the growing opportunities from digital media. It definitely deserves consideration as it represents a refreshing improvement for all marketers.