Importance of Experiential and Engagement Marketing [REPORT]

A recently released industry report reveals that the evolving field of experiential, personalized and hyper-local marketing is now rated “very” or “somewhat” important by three out of four consumer brand marketers, and that engagement marketing causes almost nine out of 10 shoppers to add a product to their shopping list.

The Path To Purchase Institute, in collaboration with CROSSMARK, a leading sales and marketing services company, and Marketing Werks, a leading consumer-engagement company in the country, just released the industry report which reveals the increasing importance and effectiveness of the evolving field of experiential marketing.

The in-depth report — “Experiential Marketing: Can it be Localized, Personalized and Scaled Up Affordably?” — presents the results of a recent national survey of consumers and consumer brand marketing executives. It was designed to gauge the effectiveness of experiential marketing that includes a wide variety of techniques ranging from events, brand ambassador programs and sports marketing tie-ins to highly specialized multicultural and digital campaigns.

Among the consumer findings, 88 percent of shoppers say that if they enjoy an experiential interaction with a product away from a store, they’ll add it to their shopping list. Eighty percent said they prefer brands that “do more to interact” with them over those that “just advertise” to them.  Seven out of 10 shoppers say they’ll share a brand experience through social media and other means of sharing. Four in 10 say they’d “like” a brand on Facebook, and one in four will post comments on a social networking site.

Jim Rose, President of CROSSMARK Marketing Services, said the report confirms the importance of experiential and engagement marketing in reaching consumers and shoppers.

“Shoppers want to see, taste and try products before they buy them,” Rose said. “When marketing is localized and personalized, the impact is powerful. Experiencing a brand facilitates a greater connection and a faster path to loyalty.”

To download report CLICK HERE.