By Ben Taylor (Project Worldwide, CEO APAC)
The experience marketing industry continues to go through massive transformation and I believe the next frontier will be better demonstrating the impact of live experiences; providing heightened personalization, qualifying client leads, augmenting experiences through artificial intelligence and being the source of content for broader, far-reaching campaigns to drive business results.
We’ve been chiming that bell in the experiential space for at least two decades. But, here’s the thing; like our advertising brethren who historically claimed they could measure the effectiveness of a TVC by the surge in power during an ad break, the experiential business has struggled to make claim on a sale. Unlike digital experiences where every command, interaction and in some cases, sale, can be directly attributed, live experiences are more intuitive and analogue.
But that’s changing thanks to new technologies. With permission, we can now build very accurate profiles, behaviours, preferences and habits of attendees. The fact that clients and prospects spend a significant amount of time at an event gives us more opportunity to interact, influence and learn from them.
Read the full article on Campaign Asia.