Magazine article Marketing

Experiential

Magazine article Marketing

Experiential

Article excerpt

Ever been on Meetup.com? It's a social-media platform expressly designed to aid groups of people who share interests to meet. Its growth in recent years has been attributed to people's increasing frustration with virtual social lives and a hunger to use the internet to facilitate physical, real-world meetings, rather than just endlessly swapping 'likes'.

The result is a great combination of old and new tech - using the digital world to enable the kind of human contact that will always be the most primary of human motivations.

In a similar way, the recent move toward blending experiential with digital feels like an obvious goal for marketers. Experiential has always been valued for the way it can build or strengthen relationships with consumers, but its Achilles heel has always been its one-off nature. Add in a digital component and not only do you have a way of extending the life of an event, you can also generate vast swathes of free content that is likely to be more enticing to consumers than that created by marketers.

As Undercurrent's Damian Clarke (page 79) observes, a digital component in an experiential campaign has moved on from being just a handy way to measure success to be an equal partner to the event work. …

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