Earlier this year at the Discover Martech Virtual Event, discussion abounded on the future of marketing, in the wake of the COVID-19 scenario. Marketing is obviously always evolving, but it’s likely to take on a few unique traits now
Mark Bornstein, VP Marketing at ON24, has some ideas about this
What’s the situation right now?
- In-person events, a major chunk of marketing budgets for most brands, are impossible
- Though essential, marketing budgets are often the first a struggling company will cut.
- Prospects are scrambling to adjust
As such, Bornstein points out, there’s even more pressure for marketers to drive the buyer’s journey, and with fewer resources. However, there is some light at the end of the tunnel. In this case, because people have to stay at home, they’re getting creative and getting connected.
Thanks to this, people’s expectations of a brand’s digital experience are changing. It’s not about clicks, downloads, and impressions anymore, Bornstein says. It’s about engagement. It’s about experiential marketing.
What is experiential marketing?
What that mean is, it doesn’t matter what channel you use to reach customers – it is all about the experience and how you actively engage them. As Bornstein says, it should look branded through and through, should be interactive, multimedia friendly, and be authentically human.
Every marketing channel should lead to something else, where the customer can pick and choose what they want and the path they want to head.
For instance, we’ve seen how much more convenient webinars are to attend than in-person events, but that’s not all. Bornstein also says the old dry “present a concept” formula is done for. Now, we need to look to more engaging formats that mimic talk shows, chats, and the like. The next generation of webinar series are programs design to engage and encourage interaction, and people will want to subscribe or opt-in to receiving them regularly.
You can take the expression “it takes a village to raise a child” and translate it into today’s marketing experiences like this: “it takes a multitouch content experience to convert a customer.”
It takes a village
It takes between 11-17 interactions to enable a purchase with a customer. Now you can create 11-17 standalone touchpoints and wait forever for that conversion to happen. However Bornstein says that you don’t want to do that. Instead, you want to build an experience that leads from one interaction to the next and so on. The goal of each experience is to do stuff – interact, chat, download, etc..
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