Creating Experiential Moments, Digitally
Heading into 2020, experiential marketing felt like the way of the future; even in our digitally connected world, in-person experiences were found to be the best way to capture the attention of influencers and consumers alike.
With the increasing spread of the coronavirus pandemic across the globe, the concept of experiential marketing has drastically shifted. How can you have experiential moments when people cannot come together for in-person events?
We cannot say when product launch parties, influencer dinners, and other types of experiential activations will return again, but based off of statements from political leaders, it is safe to assume that it will be a while before we can return to this type of in-person marketing.
However, we have already seen brands shift their experiential plans to the digital world. The way we cultivate connections between brands and audiences may look a little different than it did at the start of the year, but there are still ways to create interactive and valuable experiences digitally.
Livestream Content
One of the biggest trends that we’ve seen emerge over the past month is the growth of livestream content. Instagram Live videos, Twitch streaming, and other live video content have become major parts of people’s viewing experiences.
Without in-person events, livestream content gets close to replicating the feeling of interacting with others in real time. Most platforms allow audiences to ask questions and receive answers in real time, and you can reach a large number of people by streaming online.
Virtual Conferences and Festivals
The world of conferences and festivals has been rattled by social distancing measures, but plenty of companies have found ways to pivot their in-person events to digital experiences.
The Girlboss Rally, for example, was planning on hosting an in-person event in Los Angeles this April. When California announced strict social distancing measures to combat the spread of coronavirus, The Girlboss Rally switched to a free digital event, with conversations live streamed to audiences around the world. DJs like Diplo and Major Lazer have hosted live sets from their homes in lieu of concerts, finding ways to connect with their fans while still social distancing.
Virtual conferences will likely continue to remain a trend until we find ways to safely end social distancing measures. While these virtual events lack the face-to-face component of in-person events, one benefit is that they have the ability to reach a much larger audience. People from around the globe can tune in with relative ease, unconstrained by travel costs and logistics.
Video Conferencing
Video conferencing platforms like Zoom and Google Hangouts have seen a large uptick in usage as both professional and personal meetings have pivoted to the digital sphere. Brands and agencies can use these platforms to host interactive “meetings” with influencers, media, and consumers.
Video conferencing allows for a larger degree of interaction than livestream content, making it an ideal setting for anyone looking to foster relationships and have in-depth conversations while social distancing. However, this approach is best suited for smaller groups to keep that personalized feeling.
Augmented Reality
Technological advances in AR have allowed for brands to experiment with practical applications over the past few years, but the current state of the world emphasizes the value of AR even more. Beauty brands in particular have seen a lot of success with AR, as customers can use filters and apps to virtually try on different shades and test out new products before purchasing.
AR takes time and money to develop, and it won’t work for every brand, but it is an avenue worth exploring if customers typically rely on testing out products before purchasing.
While our world has shifted away from in-person events for the time being, there are still plenty of ways to engage audiences through digital experiences. Need help developing digital marketing strategies? Contact us for help.