Experiential marketing becoming more measurable with technology: Hiren Joshi

Authored by Hiren Joshi, Founder & CEO, Ally Digital Media.

In India, German car manufacturer Audi has been employing the Audi Driving Experience, a programme that enables consumers to participate in an advanced driving experience on a national race-track. This experiential marketing technique has yielded positive results as Audi conducted the seventh edition last year.

An increasing number of marketers are turning to experiential marketing as traditional techniques are not generating the desired response from a very difficult-to-please consumer. Experiential marketing allows the consumer to get an intimate experience of the brand through activation spaces, viz. sports/music events, exhibitions, trade shows, road shows, festivals etc. It is believed that via these techniques consumers will form a deeper connection with the brand and prod them towards the brand.  

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With breakthroughs in technology, the marriage of experiential marketing and technology is a match made in heaven. An array of technological tools can gauge the success of an experiential marketing technique on several parameters – visitor footfall, dwell time, conversion process etc. This enables marketers to identify market opportunities and determine ways of enhancing the target consumer’s experience.

Let’s take a look at some of the technological tools being used in experiential marketing:

• Virtual reality (VR): Through VR, a marketer can convey the intended message using a game or conduct a product demonstration or take the consumer through the company’s history etc. There is a multitude of marketing goals that can be achieved using VR in a very unique manner.
• Augmented reality: The union of the digital world with the real world gives you augmented reality. An example that became a raging success of Augmented reality was Pokémon Go in 2016. Snapchat filters are another example of augmented reality. With appearance manipulation leading to interactive images and videos, marketers can employ this feature to promote their brands like never before.
• Live streaming: This is an excellent way for marketers to engage consumers from anywhere in the world to participate in their campaign in real time. It would be essential to build up the excitement leading up to the day of the event through social media and email promos.
• Projection mapping: In this technique, important landmarks or buildings of the city become display surfaces for video projections. This can be a real jaw-dropping experience for consumers as the adrenaline from seeing a regular feature of their city in such a mesmerising way can be quite heady.

These technological tools are enabling marketers to reach their audiences uniquely. More brands continue to jump on this bandwagon as we march in an increasingly digital age.

About the Author

Hiren Joshi has 10 years of experience in the digital eco-system . He is known for his tenacity & passion towards building, marketing & monetizing digital brands. Hiren has serviced more than 500+ brands and helped them grow their business. Some of the brands include Philips, Baskin Robbins , Sahara India and many more. This young digital marketer believes in spreading his knowledge by teaching aspiring digital enthusiasts.