It’s a new year, a new decade, and we have some new predictions for how experiential marketing will advance in 2020.
Data Privacy Rules Expand Their Reach
What was once considered a nice-to-have is now a non-negotiable.
With the California Consumer Privacy Act now in force, it’s a pretty safe bet that more states will follow their lead (as they often do) and adopt similar policies.
For experiential marketers, we can probably expect enterprise-level data security teams to: 1) play an even bigger role in the purchase decision of experiential lead capture platforms, and 2) scrutinize current practices and technologies to ensure data handling meets the protocols set forth by updated policies. In addition to wanting to keep consumer information secure, organizations want to avoid potential PR nightmares as well as hefty fines.
Efficient User Experiences Get More Leads
Never underestimate how quickly consumers will ditch a subpar user experience.
If you have ever downloaded an app that is poorly designed and isn’t easy to use, you probably know what we’re talking about. You give it 30 seconds of attention, and as soon as your patience wears thin, you delete and look for a better app.
By the same token, experiential data capture apps need to be sleek, quick, and get the job done intuitively. If any of those attributes are missing, that’s when consumers quit mid-survey and move onto a competitor. Bye-bye, prospective lead.
Experiential Strategy First, Technology Second
Only just a few years ago, it seemed experiential marketers were presented with tons of technology options for their displays: VR, AR, and other engagement tools effortlessly delivered memorable, multi-sensory experiences.
These components will still play a role, but look for experiential marketers to prioritize time at the strategy table first in order to formulate the right consumer flow and display design.
Once the physical experience is locked down, then it will be time to incorporate the right technologies that best accomplish goals.
Experiential Working with CRM/Digital Ecosystems
Proper measurement has turned experiential into a veritable competitor against all other forms of marketing. In fact, many of eshots’ clients treat experiential and digital as equals because they’re able to compare performance with the same levels of measurement precision.
In 2020, we will continue to see experiential harmonize with CRM and digital ecosystems, enabling companies to get a 360 view of all their channels and how each one is delivering on its goals. The end result will be a combination of actionable insights that drive business forward.
Selling Products Onsite
Here’s a trend that we really saw develop in 2019: directly selling products through experiential marketing.
Auto manufacturers are taking deposits on new vehicles at auto shows. CPG companies have e-commerce setups at their displays. The bottom line is that getting consumers to purchase at events accelerates the sales funnel and makes it even easier to attribute revenue to experiential marketing.
So there you have it. If 2019 taught us anything, it's that experiential marketing has the momentum that will propel it well through 2020 and beyond.