Evolution of marketing approach from traditional to experiential realm

In this ever-changing world, it would not be an element of surprise if one says that brands live with us. Call it evolution, call it change, call it shift, or call it a new era, experiential marketing has surely taken selling to an entirely new level. While Brands today have changed focus from a sole customer satisfaction to customer delight, customer experience has swiftly become a key tactic in many marketing campaigns.

The traditional branding had a functional approach which involved making the customers aware of the features, benefits and the use of the product through word of mouth. It meant captivating customer’s attention and making the product visually appealing. While this approach would allow your potential customer to listen, read or to view your brand messaging, which would limit to one way communication and would not guarantee the unflagging loyalty of the customers.

Customers today want to discuss before they evaluate, they want to interact to understand whether they are taking the right decision and they want to experience before they buy. The reason for the shift to experiential marketing is to gain everlasting brand loyalty of the customers. The customers today play a significant role in making the branding strategies of the marketer a success, since loyalty comes from the repetitive consumption of the brand. It can simply be defined as a shift from telling the customers about a product to making them experience it themselves.

Experiential marketing has more interactive approach, which engages your customers in a dialogue to generate a deeper level of emotional connect. Today expectations are driven by experiences, in order to get customers attached to your brand, the new age marketers create innovative physical, emotional, thrilling or lifestyle related brand experiences. The purpose is to have a long-lasting memorable impact on the customers’ mind and they would in-turn take ownership of your brand marketing because they Have an emotional investment attached to your brand.

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.