TOP 5 Experiential Predictions 2015 | DMA

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TOP 5 Experiential Predictions 2015


1. Big Data sounds scary

Phases like ‘Big Data’ flick the switches of Marketers, but frighten the life out of consumers. Experiential has the opportunity to gather very valuable data from very willing participants, but how it is used post experience is something that needs a considered approach.

Brands that respect the immediate follow-on conversation (post experiential campaign), will see relationships build from a strong foundation. Brands that channel efforts into the post experience data usage strategy, as much as the experiential activation itself will win in 2015.

2. Experiences and technology needs to be seamless

Interactivity and data exchange should be as seamless as the interfaces we use every day. Experience design needs to blend the expected level of functionality that generates a data exchange.

Mobile engagement will figure more in experience campaigns this year, as it is the user’s safety blanket for interaction. No need to fumble through custom made user interfaces, when you can navigate quickly to what you need on your own device. Let people use their own camera, instead of your photo-booth; motivate them to share with you for a reason.

3. This year’s ‘Selfie’ won’t be static

Check out DubSmash and you’ll see what I mean. The ‘Mov-fie’ will be the must share content of 2015. Lip-sync, overdubs, mimic and mime is the new niche playground that the masses will follow this year. It will just take a couple of celebs to put some out there and the craze will follow.

4. The big anti-climax

‘To wear or not to wear: that is the technology’ (that is letting everyone down, or not catching up with the devices yet!). This year needs to see some good software development for wearable devices, before the fad goes instinct like Google Glass.

Experiential audiences cry out to get hands on with the latest devices such as Oculus Rift, but so far the content has been poor. Will the App development be there with Apple Watch? Let’s hope so, or it will be another year of wearable anti-climaxes.

5. Competition will be fierce

The fight for marketing spend will hot up as all the channels fight to prove their worth. Experiential has struggled in the past to prove return against the mighty media houses strategy, with digital being the answer.

As we all develop campaigns that most compliment our consumer’s behaviour and lifestyle, we should not forget one thing, human contact is not dead. Having moments in the real world that produce memories, keep sakes and anecdotal tales, all require human interaction.

Digital will strengthen and lengthen those moments, inviting more to the next opportunity. But brands need to tighten the plans and not rely on one ‘all promising’ channel that sounds great in metrics. Harmony amongst the marketing mix will deliver broader, longer returns, than those that last just one click.

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