The EA agency's "State of the Experiential Marketing Trend in 2022" report announced a true return of experience as the foundation of marketing. The present demands that we always stay up-to-date with the most advanced technology and adopt precise ethical values.
For this reason, inclusion is now as essential to "experiences" as it is to entering the Metaverse. Everyone must be able to participate in brands' offerings, whether in the physical world or in the parallel reality of Web 3, the next-generation web that is—by nature—experiential , as it is interactive and participatory.
Another element that characterizes Experiential Marketing is the post-pandemic rediscovery of in-person, outdoor events . For the experts at Agency EA, experiential marketing joins outdoor advertising as a new take on already familiar techniques , from billboards to guerrilla campaigns.
The hybrid event trend , which takes place both online and offline, is still going strong. Here, brands must chinese overseas australia database focus on creating two separate but simultaneous experiences, each with its own parameters and objectives. Click-through rates and participants, absence and abandonment rates, audience loyalty, and sponsor engagement—each element has its own KPI and ROI.
Another imperative of experiential marketing is sustainability. In the online world, this can be measured by the adoption of the cloud and the use of data centers that use green energy, for example, recyclable materials, and modes of transportation with reduced environmental impact.
Finally, one trend worth following is undoubtedly the expansion of experiential marketing into more industrial sectors. In the hospitality world, new engagement techniques demonstrate their endless possibilities: several hotels have established collaborations with wineries and wine shops, agricultural producers, food companies, linen, soap, and perfume suppliers, fashion brands, spas, and beauty centers.
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