Experiential Marketing in the Digital Space

 

In recent years, we’ve seen the rise of experiential marketing, where brands create engaging and interactive marketing event on the ground, typically in the form of a popup store showcasing product features or brand value with games, sensational experience, or festivals. 

However, good experience marketing doesn’t always have to be in-person; there can be digital experience marketing too. For example, recently Benefits created a virtual experience with Augmented Reality and users can use their phone to find tokens in their physical space. The tokens can be exchanged for Benefits product discounts or samples. The campaigned has created a conversion rate of over 50%. 

Gamification is the key to increase engagement time and conversion rates. Adults love games too! Gamification doesn’t have always to be purchase driven. An interactive game can also deliver brand stories and drive long term customer retention and repurchase. 

Given the rise of metaverse, markets may have better infrastructure to create even more immersive digital experience for marketing purpose. There are already Metaverse fashion show and concerts that brands are leveraging. When virtual reality penetration increases in the future, brands can use the technology to fully replicate or even go beyond the current experiential marketing on the ground. Minting limited NFTs and other digital assets with utility or collection value could also create additional revenue streams.