Experiential expert lists how brands can achieve customer-centricity in 2023
By Felicia Nwosu
Hopewell Efese, Account Director, Connect Marketing Services, has enumerated several methods brands can deploy to achieve customer-centricity through experiential marketing in the coming year, 2023. He argued that such methods could be leveraged to create more immersive and interactive experiences for consumers.
Mr. Efese stated that experiential marketing allows brands to connect with their customers on a deeper, more emotional level, which can be incredibly effective in building brand loyalty and boosting customer satisfaction. He made this observation on his agency’s LinkedIn platform.
Citing KPMG’s global trend report of 2022, which suggested that customer experience is one of the primary levers that unlocked the budget for digital transformation, Mr. Efese, while corroborating the report, said in the coming year, achieving customer-centricity through experiential marketing will be more critical than ever for brands. He noted that, with competition in the marketplace at an all-time high, it’s crucial for businesses to find ways to differentiate themselves and create meaningful connections with their customers through experiential marketing.
“One way that brands can achieve customer-centricity through experiential marketing is by using technology to create unique, interactive experiences for consumers. For example, brands can use Augmented Reality (AR) or Virtual Reality (VR) to create an immersive environment that allows customers to engage with the brand in a new and exciting way,” he said.
He also enumerated other methods brands can leverage to harness consumers’ product journey.
“Another way to achieve customer-centricity through experiential marketing is by creating personalized customer experiences. This could involve using data and analytics to tailor marketing campaigns and experiences to the individual preferences and needs of each customer. By doing this, brands can create a more personalized, meaningful experience for customers, which can help to build a stronger connection with the brand.
According to Mr. Efese, one way Connect Marketing Services played in this space was with their shopping festival property, ShoppaSpree in partnership with Mastercard, where shoppers were rewarded for using their cards. He explained that they were able to scale the personalization through technology by creating random QR codes to be scanned by consumers for personalized rewards based on data provided upon sign-up.
The experiential marketing guru advised that, in addition to using technology and personalization, brands can also achieve customer-centricity through experiential marketing by hosting events and experiences that are designed to be engaging and memorable. By creating these types of experiences, he reaffirmed that brands can create a sense of excitement and anticipation among customers, by engaging and building memorable experiences that connect with customers on an emotional level.
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