In the past, "social media marketing" or "content marketing" was all that existed. Brands used these two pillars of their marketing strategy to formulate their digital brand interactions and connect with their customers online.
Now, with more people engaging with brands from behind their screens, there are some new ways brands can create digital experiences to interact with their customers.
The changing digital landscape
Over the last decade, it has become important for any business to be present on social media. As new apps and social media platforms appear, there is a constant sense of needing to enter the platform and "crack the code" for growth.
In most cases, it's just about being on the platform with very low benchmarks for engagement (see almost any brand's Twitter account). This being said, with everyone at home over this past year, this has shifted to brands launching more experiential campaigns for their customers.
Experiential marketing campaigns can be accomplished digitally if you put in the time and investment. You need to understand how your customers want to interact with your brand. What channels are they using? What are their preferences? Where do they spend their time? These insights can guide the development of your experiential marketing strategies.
Types of digital brand experiences
There are so many different ways to connect with your fans and customers online.
These digital stunts and campaigns can be a great marketing tactic to drive brand awareness & visibility, data collection, brand loyalty, and momentum for product launches.
Some examples of effective digital experiential marketing tactics include:
- Events (digital/physical)
- Digital products (functionally beneficial)
- Content (KPI = shares/saves)
- Creating a CRM of prospects
I believe we're going to see a huge rise in digital products, live demos, memorable experiences with "celebrity" guests, and more interactive content on social media— especially with TikTok and Instagram Story placements.
Digital products don't need to mean anything too highly produced either. It can be something as simple as a 2021 Home Safety Checklist or as intricate as Topical's Burn Book.
The other great thing about digital experiential marketing is that it becomes a huge source for introducing customers to your brand and into your community.
DTC brands may even turn to producing a branded live stream or concert as a form of event marketing. Participants could sign up to be attendees for a Facebook Live event by submitting their email or even giving access to rich, first-party data.
This live marketing tactic will expose new prospective customers to your company while collecting first-party data and providing a memorable experience with your founders, employees, or brand ambassadors.
A digital transformation for fans
The ways to connect with your customers online will always change. That's why you need to stay ahead of the trend and use the latest technologies and marketing channels to reach your shoppers in meaningful ways.
By launching new digital experiences, you'll accomplish this and so much more while turning casual shoppers into avid fans of your brand.