The world of experiential marketing is constantly changing. It is a fast paced environment where innovation is required and standing out in your market is essential. Luckily, as creatives, we are always up for a challenge. In 2021, the shift towards a digital channel was a swift one, with many working from home and having to rethink their strategies. Experiential marketers had to strongly reconsider “What does it truly mean to be creative in this day in age?”. As the wants and needs of the consumer have changed, so has the palate of the industry, and the creatives alongside it. We have had to take hold of this new reality and put it into action. And now it’s time to go full-speed ahead with our bold ideas. So now that we have our finger on the pulse, what does the rest of 2022 look like for Experiential Marketing?
Virtual Experiential Marketing has made a dynamic impact in the industry recently. Having to have gotten incredibly imaginative and clever through the implementation of modern advancements such as Virtual Reality (VR) and Augmented Reality (AR), marketers have been able to capture consumer’s attention in a way that had subtracted many of the important qualities about the desire built around a product or service, such as taste, touch and smell but invited a whole new experience that has brought on excitement, engagement and a craving for modern technology through cutting edge concepts. These characteristics as a whole have allowed this type of marketing to have been warmly embraced by consumers in 2022.
Hybrid Marketing has also come onto the scene with a splash, and we can expect to see much more of this type of marketing in 2022. With 34% of event organizers expected to invest more in hybrid events in the next few years, many companies are planning to take their in-person events and turn them hybrid, allowing for a virtual experience that brings like-minded individuals together for an occasion such as a product launch or conference. One notable company who always seems to be well ahead of the game is Apple. They host “Apple Special Events” which bring Apple product lovers together to introduce new products, technologies and more. They are true masters at leveraging Hybrid Marketing to their advantage through outstanding production value and a dedicated consumer base.
Branded art installations have dramatically impacted the way that consumers are able to experience a brand through out-of-home marketing in an outdoor atmosphere. Though it is not necessarily new, this type of marketing continues to bring groups of people together in an outdoor environment to experience something impactful. These striking and impressive marketing efforts can lead consumers to take pictures and post on social media and create community experiences, generating buzz and increasing organic brand awareness.In 2022, we will continue to see a lot of the same practices that have always been there, but there will always be room for more. According to Small Buz Genius, “94% of customers are likely to show loyalty to a brand that offers complete transparency”. Consumers value brands that drive purpose in their marketing efforts, and stand for strong values. They find a benefit in what is important to them, and the need to feel emotion through a brand has never been more important than it is right now. What does your brand mean to you, your consumers and for the future of your business? It should be groundbreaking. It should be unparalleled. Embracing these 2022 marketing trends and continuing to strive for inventive ideas and diverse perspectives through our craft will ensure that Experiential Marketing will always be as important as it is right now.
How do you plan to create powerful experiences in 2022?
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