The amount of messaging pushed onto users’ screens has exploded: search, social, video, newsfeed, displays and now, native ads, making it increasingly difficult to make an impact and connect with today’s consumers in digital channels. The brand’s message has to stand out among other competitors where a user is exposed to every day. Not to mention, brands are competing with their audience’s social circles, family and friends that dynamically exchange content across multiple communication channels.
This information overload has led consumers to become more and more selective about the content they engage with and keep raising the standards for brands competing for digital attention. Today’s primary method of content consumption for digital natives is their newsfeed on the platforms of their choice. As a marketer, you would want to be seen and engage with the audience, show up in their feed – it is as simple as that.
The question now is, how to get there; by either pay to play (commonly known as sponsored posts) or by social shares. Social shares are a better investment due to the reason that if somebody would like what you have to say, they will share it within their own network with no additional ad spending required. After all, most users do not share ads, they share content that engages them. It is then why marketers need to create branded content. Although native content advertising has shown results, it is still the best in making a lasting impression on users.
Why Experimental Marketing?
Digital marketing’s one disadvantage is its lack of lasting impact. It remains true that brand recall is often much higher in traditional marketing, especially when there is an “intangible” brand experience to engage with in the first place.
Experimental marketing then is about enabling personal connections between brands and consumers by creating real-life experiences that are worth sharing. These experiences enable a combination of digital and physical, real-world connections with a goal of creating stronger memories and emotional bonds between brands and consumers.
In order to have a successful activation, here are some few concepts that have proven to ensure success:
- By Being Real – Today’s online consumers are anti-advertising and demand full authenticity. Be more about the consumer than the product itself. If delivered, the consumer will actually tank you and broadcast your message.
- Agency Integration – From the creatives to the production, to social and to media, thy must work hand-in-hand in supporting the bigger idea.
- Appealing to the Senses – If there is a chance in creating an intriguing experience that looks, feels good, sounds, tastes or smell good, you have won the consumer’s heart.
- Supporting it in all Channels – is a crucial component in ensuring success. Your idea can live ad be experienced across all cannels.
- Making it matter – Above all else, this factor is the one that truly counts. It has to start with something you should know about your consumers in order to matter to them and in creating a truly impactful experience.
There are a lot of benefits that brands can win through experiential campaigns. Those brands that are already leveraging this strategy create impactful ways to stand out above the digital noise and show up in a crowded digital field. Does yours?