Marketers have started to adopt the techniques of experiential marketing? Take Coca-Cola as an example, it invites customers to shake their mobile devices in front of the Coca-Cola TV ads to earn freebies. Another great example is having a football match in shopping mall organized by sport apparel stores. They are the examples of experiential marketing aims to establish connections between brands and customers, through the use of as many human senses as possible. When customers immerse in a memorable and emotional campaign, the experience generates loyalty, encourages purchase decisions and resonates with your brand proposition.
Putting experiential marketing in the digital context, we can see some themes: online to offline (or vice versa), location-based, real-time marketing, consumer events and viral. The case on Delta Air Line suggests the importance of the viral in experiential marketing. Nothing is better than word-of-mouth when it comes to selling experience. Adding a component that is “sharable” via social media is a critical success factor to experiential marketing.
ClickZ has recently published an article sharing tips to streamline one’s email strategy.
From a customer engagement process point of view, it is always tempting to collect as much information as possible about customers during the “sign-up” phase. We think this is very risky giving concerns on personal data privacy and the actual personalization that marketers can put together. We don’t give away details when we meet a stranger, do we? This is particularly true in Asia. We recommend improving customer profile as you engage your customers and as you develop capabilities on offering personalization.
Typical email strategy will include a “welcoming” phase and other automated messages such as birthdays and anniversaries. When in use with other behavioral-based triggers, this type of automation is proven to be beneficial in many previous case studies. However, we would recommend special attention to be paid on triggers based on demographic profiles due to privacy concerns. Data captured may not be valid if there is no regular means of updating.
The article highlighted that up to 50% of e-mails are opened on mobile devices. In Asia, our statistics reveal the same trend, if not higher. In China, with a very high mobile internet population it is essential to have “mobile-first” mindset when you conceive any digital marketing efforts.
Therefore, if your e-mail strategy is running on a traditional platform not capable of delivering responsive e-mail, you risk having 50% of your customers having sub-standard experience. It might be a good idea to review your e-mail marketing deliverables before your competition does.