#CMCOpinions

Professor Bhagyshree Tikas explains us why it is crucial for the brands to resort to experiential marketing.

There’s no better time than now to start considering and exploring new marketing ideas and strategies. Serious cool ways to reach out to consumers through non-traditional marketing is known as experiential marketing. We also believe that marketing is changing or has changed a lot.

But the principles remain the same till date; segment your market, identify your target, tailor a product, determine the price, distribute, and promote extensively. However, the dynamics have been evolving with technology, and it’s time to take the Apple approach “Think different”.

The next big question arises…

How can you take what you have to offer to the next level and engage with your target market in a way they prefer to be spoken and marketed to?

The true gold for brands lies in understanding consumer mind and behavior and to get under their skin with authenticity, just like a good friendship!!! Experiential equity will soon become the most important metric in marketing.

Today, sitting back comfortably in the passenger seat is preferred more, sinceexperience-ism is the current day gold. Armed to the social media teeth with an authentic, culturally relevant campaign, a brand can flex its reach like never before and do more than just selling a product to this new, experience-hungry audience.

Brands are not only making themselves visible, but are also beginning to understand as to what exactly their audience wants.

In this experience economy, we have moved from owning stuff, to doing stuff. Consumers aren’t just consumers anymore. They are more like brand advocates that crave an authentic experience, which they can take part in, talk about and share with their peers.

Hence the magic lies in a brand’s ability to surprise, energise, give a delight and activate people in their world.