Don’t Just Tell Consumers About Your Brand -- Have Them Experience It

For decades I have been studying word of mouth which is undeniably the most powerful form of marketing Nielsenamp8217s Global Trust In Advertising Study finds that nearly everyone around the world 88 trust recommendations from people they know more than any other channel Nielsenamp8217s 2021 Trust in Advertising Study A multitude of other sources find very similar resultsBut a lingering question is always how do I drive word of mouth Often the answer was through talk worthy advertising Ads that broke through would get people talking thereby amplifying the message and adding credibility After all recommendations from family and friends are highly trusted but ads less so Back them with brand experiences however and the results could be magicalThe data showing the ability of brand experiences such as social media content creator and influencer content virtual ampamp metaverse engagements and special events and inperson events to drive engagement and brand favorability is overwhelming And marketer interest in driving engagement through brand experiences is growing significantly in the face of the declining reach of traditional advertisingAccording to the recent research I conducted with Reach3 using their immersive mobile chatbased conversational methodology 80 of consumers either have engaged in brand experiences 18 or would want to 62 Younger people are somewhat more likely to have already engaged with brand experiences 1 in 4 have done so but interest in doing so is high across all age groups This is an appealing marketing vehicle for consumers of all agesFurther the study finds people generally like brand experiences or the idea of brand experiences far more than traditional advertising with 69 saying so as compared to just 48 who said they like traditional adsWhat is most eye popping is the headtohead comparison Brand experiences win every timeamp8230 and by huge marginsBrand experiences are rated by consumers as more exciting 48 pts versus ads unique 61 memorable 42 shareable 42Brand experiences are also more likely to be beneficial to the brand from a consumer sentiment point of view Consumers tell us they are far more likely than ads to motivate them to want to try or use the brand 22 boosting positive feelings 32 and sparking emotional connectedness 40The only metric where brand experiences and traditional ads score about the same is amp8216relevanceamp8217Once consumers participate in brand experiences they feel even more strongly about them Among the one in five consumers who have participated in brand experiences 40 say they outright love brand experiences and another 45 like them By a two to one margin once consumers engage with brand experiences they find them to be more relevant than advertising 51 to 25 whereas among the total public this was the one metric that was just about tiedAs the media landscape continues to fragment securing reach targets through advertising is becoming more challenging consumer attention is difficult to hold and trust in ads is middling Itamp8217s time to get amp8220experiencedamp8221 The brand experience train is picking up steam and consumers are enjoying the ride Brands need to hop on and enjoy the ride as wellSelfpublished at MediaVillage through the wwwAvrioB2Bcom platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Don’t Just Tell Consumers About Your Brand -- Have Them Experience It

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Ed Keller

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Don’t Just Tell Consumers About Your Brand -- Have Them Experience It

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