The Pandemic’s Impact on Experiential Marketing

Experiential marketing was in perhaps its best place in history pre-Covid, and was on a record setting trend in popularity, but that all got shaken up by the pandemic which turned the world virtual. However, data suggests that virtual programs were remarkably efficient in brand perceptions, engagement and finally revenue. For example, participants in virtual events for a financial services company studied using Kantar’s measurement felt that the services were a bonus to their existing services. The success by many brands in the virtual environment will undoubtedly lead to more hybrid experiential marketing campaigns moving forward as they might generate a better ROI.