Experiential marketing can be simply defined as learning through experience. It is a powerful marketing tool which immerses consumers in a fun, unique and memorable event. Creating a live, interactive experience enables a business to connect and engage with their audience, raising brand awareness and strengthening customer loyalty.

From a hands-on activity to a sensory experience, experiential marketing takes form in a multitude of ways, with the use of technology is increasingly at the forefront of these immersive events.

In this article, we’ll discuss the latest technology trends which have captivated both marketers and consumers alike.

2016 was a huge year for VR. It was the first time people could properly use a virtual reality headset in a public or domestic setting, with thanks to Facebook's Oculus Rift.

Shéa Bennett - Head of Digital, Identity

VIRTUAL REALITY.

2016 was a huge year for VR. It was the first time people could properly use a virtual reality headset in a public or domestic setting, with thanks to Facebook’s Oculus Rift. VR has become a regular sight now at exhibition and roadshow stands, transporting visitors to another world – and it’s expected to keep growing in popularity.

It is a highly effective way of promoting your brand message, placing your audience right in the middle of it. There is a plethora of ways you can entertain people with virtual reality, including gamification, a demo of your products or guiding them through your company backstory – and as the headsets popularise in the domestic setting, the possibilities are set to grow.

AUGMENTED REALITY

Augmented reality diverges from virtual reality by mixing a digitalised world with a real environment. A great example of this was the game that took the globe by storm in 2016: Pokémon Go.

Another is the use of Snapchat sponsored lenses and geo filters. These manipulate your appearance and surroundings from your phone’s camera, filling the screen with a fun and interactive image or video. Brands are quick to jump on these filters, which are adaptable to work in specific areas or for a certain timeframe.

Augmented reality is a fantastic way of mixing an alternative world with the real, provoking a unique and personal response from audiences, wherever they may be during your marketing campaign.

LIVE STREAMING

Social media platforms, such as Facebook, YouTube and Twitter’s Periscope have pushed live streaming into the mainstream. Through the camera on your phone, your company and consumers can live stream their experience while at your event. This is a fantastic tool for marketers and event planners, as it means you can include people from any location and encourage them to get involved with your campaign in real time.

Although you can implement a live stream anytime and anywhere, it is essential to promote it beforehand. Good examples of this would be on social media platforms and email newsletters leading up to and on the day of the event, and on information or communication boards at the event location. This will raise awareness and let viewers know in advance to watch your video.

Be sure as well to include your digital audience. Live streaming brings the event to them – but focusing it on your viewers online involves them on a personal level, communicating in real time. By mixing up your streaming content for a mixture of physical and digital audiences, it will increase engagement from both parties to your live stream and encourage (particularly your digital audience) to attend future events in person, for a fully inclusive experience.

3D (AND EDIBLE) PRINTING

3D printing has been bubbling on the surface for a long time and as it becomes more attainable for companies, it is at the forefront for a truly impressive experiential event. It boasts personalisation and allows audience members to participate in something that’s creative, entertaining and an individual outcome for all.

And now this has been taken one step further with the development of edible 3D printing. Working in a similar fashion, 3D edible printing provides a sensory delight for your audience, leaving a lasting taste of your company with them.

BEACON TECHNOLOGY

Beacon technology has been in the shadows for a while but is finally becoming an experiential marketing trend in 2017. Beacon technology works by placing low-energy Bluetooth beacons in a specific area, which sends out a coupon or personalised message directly to your consumers’ device when they reach the location.

This technology is a fantastic method of deepening your visitors experience, directly and discreetly by sending them your desired information or offer right in the area you would like them to be. They will be more likely to visit and engage with your brand if your event is near them already or alternatively, with beacon technology your message falls directly into their hands, taking the hard work of them finding you away.

SUMMARY

The latest technology trends in experiential marketing are taking forms in many ways and reaching audiences wider than ever before, with the likes of augmented reality and live streaming. With the digital and real world blurring, these trends are right at your fingertips to implement in your next experiential marketing event.

Inspired by these technology trends? Identity are experts in planning and creating immersive, fun and informative experiential campaigns so contact us today and see how we can help your brand.