Experiential marketing is all about getting real life experience into your marketing. While marketing has always had a lot of theory to it, now theory is being turned into practice.
What is theory and practice in theory and practice?
Theory is what you learn in books and the fundamentals of marketing. Practice is putting what you’ve learned into action. You’ll experiment with different marketing theories and try new things to see what works best for you. In this article, we’ll discuss the theory behind online experiential marketing (OEM), as well as how you can put this theory into practice.
Why Online Experiential Marketing?
You may be asking yourself, “Why should I experiment with online experiential marketing (OEM)? Won’t on-site visits get me the most engagement and the best results?”
While this may be true, you must remember that your experience as a customer, whether it’s good or bad, depends on a number of factors. One of the top factors is your relationship with the brand. If you have a good relationship with the brand, you’ll have a good experience as a customer. However, if you have a poor relationship with the brand, you could have a bad experience as a customer, even if you go on site to visit a famous location. This is why you need to experiment with different marketing initiatives to find which ones work best for you.
Also, going on site to experience a brand’s products or services isn’t always the best way to determine if you like the brand or not. You may like a brand without even knowing it, based on your experience as a customer. This is why it’s a good idea to try different marketing strategies and analyse their results. After some time, you’ll find a marketing combination that works best for you and move to adopt it.
Getting Real Life Experience
Getting real life experience into your marketing means actually engaging with and listening to your target audience. It’s not enough to simply talk about your products or services, you have to find a way to connect with and understand consumers’ needs and wants. This way, you can provide the best possible experience for your audience and build credibility.
The most effective way to do this is with an online survey. Your audience is already online, so this is the best place to reach them. You can ask questions about their demographic, what products they use, and how they use them. Additionally, you can experiment with different topics to see what works best.
Surveying your audience can give you insight into what they want and need, as well as expose areas where you can provide value. From there, you can develop content that will appeal to them heavily based on their answers to your survey questions. You can also use the collected data from the survey to determine where you should focus your marketing efforts in the future.
What Is Experimentation?
So, you’ve decided to experiment with online experiential marketing. That’s great! But, before you jump into experimentation, it’s important to first discuss theory. What is experimentation in theory and practice?
Experimentation is the process of testing marketing theories and seeing how they perform in practice. As you may have guessed, marketing experiments are performed to test different marketing theories and find the best ones for converting leads into paying customers. While there is no set formula for conducting a successful marketing experiment, there are some general guidelines you can follow to increase the chances of your experiment proving successful. These include: