2023 in focus: How brands can achieve customer centricity through experiential marketing in 2023

Experiential marketing is an increasingly popular strategy that focuses on creating immersive, interactive experiences for consumers. This type of marketing allows brands to connect with their customers on a deeper, more emotional level, which can be incredibly effective in building brand loyalty and boosting customer satisfaction.  According to KPMG’s global trend report 2022, it suggests that customer experience is one of the primary levers that unlock the budget for digital transformation.

In the coming year, achieving customer centricity through experiential marketing will be more critical than ever for brands. With competition in the marketplace at an all-time high, it’s crucial for businesses to find ways to differentiate themselves and create meaningful connections with their customers.

One way that brands can achieve customer centricity through experiential marketing is by using technology to create unique, interactive experiences for consumers. For example, brands can use augmented reality (AR) or virtual reality (VR) to create an immersive environment that allows customers to engage with the brand in a new and exciting way. This was one technology used expertly by Connect Marketing Services during the launch of the Marriott Hotel, in Ikeja. We created a zero-contact experience that enabled event attendees to view every room using augmented reality. This served as an external trigger and gave pandemic proof experience to the consumers.

Another way to achieve customer-centricity through experiential marketing is by creating personalized customer experiences. This could involve using data and analytics to tailor marketing campaigns and experiences to the individual preferences and needs of each customer. By doing this, brands can create a more personalized, meaningful experience for customers, which can help to build a stronger connection with the brand. One way Connect Marketing Services played in this space was with their shopping festival property, ShoppaSpree in partnership with Mastercard. Here, shoppers were rewarded for using their cards. However, we were able to scale the personalization through technology by creating random QR codes to be scanned by consumers for personalized rewards based on data provided upon sign-up.

In addition to using technology and personalization, brands can also achieve customer centricity through experiential marketing by hosting events and experiences that are designed to be engaging and memorable. This could involve hosting a pop-up shop, hosting a live event or concert, or offering exclusive, limited-time experiences to customers. By creating these types of experiences, brands can create a sense of excitement and anticipation among customers, which can help to drive brand loyalty and customer satisfaction.

Ultimately, achieving customer centricity through experiential marketing is all about creating engaging, memorable experiences that connect with customers on an emotional level. By using technology, personalization, and events, brands can create unique, immersive experiences that will help build a stronger connection with customers and drive brand loyalty.



Koolkids talks: Experiential Marketing for tomorrow

Banner for Connect Marketing KoolKids Talks series on the future of experiential marketing

Aizehi Itua once defined an experience as a series of memorable engagements throughout a journey. For businesses, this comes in form of a transaction. From how latent customers become brand ambassadors, marketing has evolved over time and has developed models to ensure they constantly win at the top of mind, point of sale and after-sales. As technology continues to evolve, new and innovative ways of marketing are being created. One of the most interesting and captivating new methods is experiential marketing.

Experiential marketing uses physical experiences to engage customers and leave a lasting impression. It’s a type of marketing that focuses on creating unique, interactive experiences for customers. It’s also perfect for brands that want to connect with their customers on a more personal level. It allows customers to interact with the brand in a way that goes beyond just seeing an ad or reading a post. Experiential marketing immerses them in an experience they will remember. With so much competition, brands need to find new and innovative ways to stand out from the crowd, and experiential marketing is a great way to do just that. It’s not just about getting customers into the shop; it’s about leaving a lasting impression that keeps them coming back for more. And that’s what it’s all about.

Experiential marketing isn’t only beneficial for brands, but also for consumers who prefer personal interaction with the brand. It’s memorable, more personal, and creates a sense of community around the brand. When people come together to experience something fun or exciting, they feel like they’re part of something special. This can help attract new customers and keep existing customers coming back.

We have experienced the acceleration of technology and for the experiential marketing space, this speed is equally a cancer and a relief. As this broadens the possibilities to be imagined by experience designers. It also improved the quality of work that can be delivered by brands. However, it’s fast paced nature can be costly and make ideas go stale in no time. Having said this, questions have come up about what is next for this space? Is experiential marketing future-proof or just a trend? What does the future of experiential marketing entail?

Well, to be honest, it’s hard to say. But one thing is for sure: experiential marketing will become increasingly important. As technology advances, we’ll see more opportunities for brands to connect with their customers on a personal level.

Think about it: In a world where people are constantly bombarded with advertising, it’s more important than ever to create an experience that people will remember. And that’s where experiential marketing comes in. By creating an interactive experience, you can connect with your customers in a way that traditional advertising can’t.

So how can you use experiential marketing in the future? It depends on your industry and your target audience. But some ideas are:

– Hosting events or experiential pop-ups

– Creating interactive online campaigns

– Developing brand ambassador programs

Here are some trends to keep an eye on in the coming years.

1. Live events will continue to be popular. People love the experience of being in the same room as their favourite author, musician or speaker.

2. Virtual and augmented reality will continue to grow in popularity. Experiences that allow people to immerse themselves in other worlds are always fascinating.

3. Interactive installations are becoming more popular. Creating hands-on experiences is a great way to engage people and remind them of your brand. Real-time

4. Social media will continue to play a big role in experiential marketing. Platforms like Snapchat and Instagram allow people to share experiences in real-time with their friends and followers.

5. Promoting good causes (CSR) 

4. Increased brand collaborations 

As we move further into the 21st century, it’s becoming increasingly clear that experiential marketing is the future. By creating unique, one-of-a-kind experiences, brands can leave a lasting impression on their customers.

If you want to keep your finger on the pulse, consider how you can integrate experiential marketing into your business. If you wish to create an interactive storefront or host unique events, there are no limits to what you can do.

Experiential marketing is a powerful tool that, when used correctly, can have a huge impact on your business. This is one thing we have mastered at connect marketing services having done this for 15 years with over 50 global brands served.

Chat us up today to Start your next experiential marketing campaign today.