Experiential marketing has increasingly become the go-to strategy for brands. Here are some numbers:
- Hybrid events open up new ways to engage an audience. One of the biggest benefits of hybrid events, according to 48% of event planners, is that they provide more possibilities for people to connect.
- Experiential marketing allows businesses to reach out to customers wherever they are. In October 2021, about half of consumers returned to “regular” out-of-home activities, such as attending events. With new versions on the horizon, hybrid events will appeal to both consumers who haven’t yet recovered from the epidemic and those who have.
- Early adopters are increasing their bets, and new brands are joining the party. In 2022, 48% of marketers that utilized experiential marketing in 2021 aim to expand their investment in this sort of marketing, while 9% plan to spend for the first time.
- Cross-channel collaboration isn’t going away anytime soon. Customers are engaged in real time by 75% of marketers across several channels, including immersive channels like hybrid events. Marketers rely on pre-produced video (81%), streaming video (73%), and virtual experiences to support these efforts (46%).
While marketers have been tapping into experiential marketing for some time now, the trend has accelerated in recent years.