Experiential marketing: Future trends and a rise in demand for sensory experiences

Experiential marketing, which is also referred to as engagement marketing, is more than just your typical marketing experience. Rather, it is a deliberate approach that aims to create remarkable and all-encompassing experiences for consumers.

The focus is to captivate customers through interactive, immersive, and sensory experiences, enabling brands to foster a stronger emotional bond with their audience and resulting in increased customer loyalty and retention.

As technology continues to evolve and customer expectations shift, the demand for sensory experiences in marketing is on a rocket-like rise.

The field of experiential marketing has been greatly impacted by virtual and augmented reality (VR and AR) technologies, which have gained considerable popularity in recent times.

In 2019, we collaborated with the Emirates Mars Mission to take a Space Shuttle into a reality through an AR filter. These technologies provide an immersive experience that enables brands to create captivating, authentic encounters that can transport consumers to alternate realities or improve their existing environment.

With VR and AR technologies becoming more readily available and cost-effective, it is anticipated that their utilisation in experiential marketing campaigns will increase dramatically.

Immersive marketing is also being revolutionised by the emergence of artificial intelligence (AI) technology. With the help of AI-powered tools, brands can evaluate consumer data to develop customised experiences that cater to individual preferences and behaviours.

This degree of personalisation provides brands with the ability to offer extremely pertinent and compelling experiences, which can foster more profound emotional ties and greater customer loyalty.

With an increasing demand for unique experiences, consumers are becoming more selective and discerning. As a result, there has been a growing need for multisensory marketing campaigns. To create immersive and unforgettable experiences, brands are now incorporating elements that engage all five senses: Sight, sound, touch, taste and smell.

Alongside everything else, the emergence of social media has played a vital role in shaping the landscape of experiential marketing. Brands are now using platforms such as Instagram, Facebook and TikTok to amplify their campaigns.

With the integration of live streaming and social media, consumers can share their experiences in real-time, thereby increasing the reach and impact of experiential marketing initiatives. This was evident on a grand scale at Expo 2020 Dubai when social accounts assisted with managing all aspects of the hybrid events, from live-streaming, virtual and physical attendee management, Q&A sessions, polling, and even remote tech support.

As technology continues to evolve, we can expect more innovative ways in which brands can incorporate these channels into their experiential marketing efforts to drive their objectives.

Additionally, there has been a rise in the demand for sustainable and eco-friendly experiences, as consumers become more environmentally conscious.

For instance, even as far back as 2018, we created an immersive experience whereby simply walking on a treadmill generated energy to charge a large quantity of mobile phones.

At the time, it was innovative and unusual, but brands now are expected to create similar experiences that align with their principles and promote sustainability. This approach is not only socially responsible, but also enhances the overall appeal of the brand among its target audience.

Undoubtedly, the world has undergone a dramatic transformation and technology has played a significant role in that evolution.

While these advancements are remarkable, it is undeniable that by embracing these future trends, brands can create immersive and unforgettable experiences that effectively connect with their intended audience and foster enduring emotional connections.

As the experiential marketing industry continues to evolve and innovate, we can anticipate even more thrilling developments and the emergence of sensory experiences as a fundamental aspect of successful campaigns.

Sankalp Sharma and Siddhant Sharma are the founders of Rayqube

Read: How experiential marketing can increase your customer base