The Future of Activation

BRAND ACTIVATION DEALS DIRECTLY WITH CONSUMER EXPERIENCE AND IT IS AN INTEGRAL PART OF MARKETING COMMUNICATIONS BUT WHERE IS IT GOING?

I want to smell it, taste it, see it, feel it, and hear it. I want a product I can experience. These have the mantra of the modern day African consumer. No one wants to purchase a product that doesn’t connect with their daily living. Ask yourself, when was the last time you purchased a product you didn’t try or someone you trust didn’t tell you about? I’m sure you don’t remember, neither do I. little wonder why organizations are increasing their marketing budget and channelling it towards consumer experience.

Over the years there have been a few strategies that have been employed in experiential marketing, which are:

One-on-one marketing

This has become increasingly annoying as businesses use “brand ambassadors/guerrilla marketers” to intrude personal space while waving flyers in your face.

One-on-one marketing will never die; people want to have an experience making them feel like they are the only ones on the planet, however the strategy must evolve. Digital marketing and tech have found a way around this.

BA or what?

If we stop using street marketers as brand ambassadors then what should we do? Truth is, no one likes it when a BA steps up to them in the street and starts to market a product they don’t even care about. Technology like hologram is being experimented with in order to capture attention and prompt purchase; very effective, in my opinion.

Evolution/Approach

I would like to end this paragraph and this article with one sentence “tech is the future of activation marketing or consumer experience” but I can’t because activation wouldn’t be all tech, although it will be an integral part. Activation seeks to capture all senses, so whatever strategy that’s employed to achieve this will win.