When Confucius spawned this quote, he never imagined that his words would serve as the cover story for the countless submissions by those claiming the title of Experiential Marketers.
All of them aspire to convince the market with tools that are far removed from traditional marketing and mass advertising.
Invasive Marketing
For Experiential Marketers, consumers expect products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds.
Consumers expect marketing to provide them with an Experience, not just another commercial message.
Experiential Marketing uses credible voices and sensory experiences; its tactics and strategies exhibit respect for the consumer and are used to create direct and meaningful connections between companies and their customers.
Even so, there are those who continue to bombard the consumer with tools born in traditional marketing; It’s not that they’ve run out of ideas, they’re just coming up with radical new ideas and media very quickly but without changing the basis of consumer engagement.
It’s no surprise, then, that the modern consumer suffers from advertising neurosis because of all this hoopla.
Even worse, all of the mainstream marketing and advertising gimmicks are characterized by an impersonality that utterly disrespects the wishes of the consumer: their tactics generate no emotional connection, and their strategies have no respect for their intended audience.
There is also no interaction as a result of having displayed a disposition towards effective and efficient communication for both brands and consumers.
Why do companies choose to attack a consumer aware – and fatigued – of action-based marketing without content and meaning? These types of campaigns do nothing more than mold the consumer into a distrustful and even negative reactionary force with respect to actions thought from the Experiential framework.
It is the tale of the little shepherd and the wolf: why would I believe, when the “normal” is lies and ears are deaf to the claims and the satisfaction of the comprehensive needs of the consumer?
Consumer mistrust turns into outright disdain for invasive marketing. The battle is on, and marketers think that if consumers are cynical about our messaging and put up ever higher barriers, then much more extreme efforts are needed to break them down.
The marketing and advertising industries are caught in a death spiral of disrespect; Those who preach that the ‘customer is king’ would have to reconsider whether their actions are not true harassment of who they say they revere.
It is obvious that consumer is fed up with the invasion of marketing and advertising in their daily lives. Studies suggest a deep-rooted hostility toward spam. Still, traditional marketers continue relentlessly, but who told them they could do that? Who allowed them to control consumer discretion? Who invited them?
The horrible truth about mass marketing these days is that it gives people messages they don’t want to hear; every ad, advertisement, or promotion generated in the marketing department is tainted by the fact that it is aimed at an audience that does not want to hear it
Experiential Marketing
Experiential marketing is a consumer-focused discipline. Reciprocity in advertising and marketing must be personal and not financial. The “XMers – Consumers of XM” (Experiential Marketing consumers) seek marketing campaigns based on conversation, on the dynamics of a one-on-one dialogue; it does not matter if that dialogue is carried out by millions of consumers.
The same rules and the same social benefits derived from personal conversations are inherent in the business strategies and tactics that must be employed.
Experiential Marketing is a discipline of personal voices; it is a methodology based on human interaction, even if that same interaction is repeated hundreds, thousands, and millions of times.
Therefore, it is no coincidence that the rise of Experiential Marketing methodologies appears exactly at the moment when advertising intrusion is at an all-time high in the lives of consumers.
The pillars of Experiential Marketing are based on principles that always involve the benefit of the consumer; one of its basic concepts is then that it should not invade the consumer and should increase their experience with the brand or the message that accompanies the product.
The idea of this new marketing is at the center of Experiential Marketing for a very simple reason: people like meaningful and positive experiences.
This experience – the consumer experience – is the next battleground for businesses.
A marketing experience that does not provide an inherent benefit to the consumer – physically, emotionally, instinctively, or mentally – does not imply Experiential Marketing; it’s just more annoying noise and unwanted publicity.
Much more important is the fact that if Consumer Experiences are the next big battleground for winning their loyalty, then companies cannot afford to engage in unprofitable experiences, and not listening and analyzing their communication will turn people off somewhat. further.
Marketing must be based, then, on an experience that provides something more than just a commercial reach, a marketing message, or transactional sales offers.
Next, we will focus on analyzing the differences between traditional Marketing vs. Experiential Marketing.
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