Blazinstar explains value of two-way interaction

Marvin Foster, business development director at Blazinstar Experiential, believes that in the future, experiential marketing and digital will play a joint role.

In the current climate, experiential marketing and digital play vital roles for brands aiming to engage their target audiences.

Predictions show that experiential and digital are playing and will continue to play a major role in marketing strategies, with budgets expanding year by year in these areas while television advertising declines.

After analysing consumer buying-behaviour patterns, and after several surveys, there is sufficient research to prove that consumers across all demographics are more likely to respond well to a brand when engaged through a relevant face-to-face activity or through interactive methods.

Consumers nowadays like to be spoilt, pampered and taken care of.

Once a brand can get this close to a consumer and achieve this in an exciting, memorable way, the tables turn and the consumers feel like that brand is a part of their lives, leading on to consistent purchasing and that person becoming first a participant then a brand evangelist, ultimately maintaining brand loyalty.

Marketing decisions should be made very carefully.

It is one thing to create mass brand awareness with everyone knowing about your brand, seeing your brand, and even all your competitors knowing what you're doing and hoping to beat you to the next big thing.

But, we as marketers think consumers first - 'How do I get consumers on board and maintain quality service?'
We know this will lead to more sales and that's what counts.

With resource behind an experiential marketing strategy, brand success is not far from reach.

Experiential marketing and digital strategies are working together in the same lane, on the road of two-way interaction.

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