Why experiential marketing drives instantaneous results – Ojeikhoa
By Abimbola Mohammed
Otis Ojeikhoa, Managing Director/CEO of Brands Optimal, has argued that, in contrast to influencer marketing, which may lose consumers at various stages of the purchasing journey, experiential marketing provides a direct and personalised experience that resonates with consumers. This, he noted, is because experiential marketing is a form of marketing that targets consumers at the point of purchase, providing an instantaneous and memorable experience.
The agency boss made this known in an interview with MARKETING EDGE Publications, when he spoke on how experiential marketing provides a tangible and interactive experience that lasts long in the mind of the consumers.
He pointed out that, in contemporary marketing landscape, influencer marketing has become a popular strategy for driving engagement. He, however, added that, while influencer marketing can generate buzz, it may not always lead to conversion as experiential marketing will.
“By meeting consumers at their doorstep, sampling products, and providing interactive experiences, brands can create a lasting impression that drives conversion and loyalty,” he noted.
According to the industry expert, “Human beings rely heavily on word-of-mouth recommendations when making purchasing decisions. Influencer marketing taps into this phenomenon, leveraging the influence of individuals with large followings to promote products. However, there’s a gap between engagement and conversion – a gap that experiential marketing is designed to bridge.”
Ojeikhoa further noted that, “Experiential marketing targets consumers at the point of purchase, providing a tangible and interactive experience that leaves a lasting impression. By engaging with consumers in person, brands can build trust, demonstrate product benefits, and create a memorable experience that drives conversion.”
The key to experiential marketing’s success lies in its ability to close the gap between engagement and conversion. By providing a seamless experience that takes consumers from awareness to purchase, brands can ensure that leads remain hot from initial engagement to final purchase.
Experiential marketing offers a unique advantage in today’s marketing landscape. By targeting consumers at the point of purchase and providing a tangible and interactive experience, brands can drive instantaneous results, close the gap between engagement and conversion, and create a lasting impression that resonates with consumers.
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