As new technology emerges and more brands now understand the importance of experiential marketing, we run through our top predictions for the coming year.
1. Social media integration - the power of live video
Social media will focus even more on live video. The emergence of Facebook Live and Snapchat mean brands can broadcast visualised stories in real-time. Live integration will increasingly help bring experiences to the masses; however brands and agencies must work harder to understand what really excites this secondary audience.
2. The normalisation of augmented reality
In 2016 Pokémon Go transformed the whole world into a playground. It won’t be long before other brands will deliver real world experiences using similar tools. Snapchat is already exploring how virtual reality can be integrated with physical experience, with the introduction of Snapchat spectacles.
3. Personalised experiences
Personalised experiences help brands create new ways to engage consumers, as they become more involved in the brand storytelling process. Food is a great way to engage people, and our 2016 national campaign for The Co-op, Unpredictable Summer taught people how to create their own dishes using Co-op ingredients. We also developed The Mix Kitchen at Bestival, where Co-op’s in-house food mixologists cooked fresh dishes curated by festival-goers’.
4. Purchases driven by experience
As digital becomes more prominent on the high-street - an increasing number of brands will be experimenting with new ways for consumers to test products for free. By trying products in real situations, consumers will better understand their value. Dyson led the way in 2016 by launching their first experience-led store on Oxford Street.
These marketing trends will not develop in isolation. Cross-channel marketing engages all the consumers’ senses. Personalised experiences are at the forefront of using new technology to help brands reach their customers.
If brands want to remain relevant in 2017 they will need to embrace new ways to engage consumers.