Marketing is an evolutionary practice, and one that continues to change according to the demands of brands and consumers. In addition to this, technological innovation also plays a key role in determining popular market practices, as marketers embrace innovative digital concepts and integrate them into various campaigns.
In terms of experimental marketing, the continued emergence of social media has been particularly significant. More specifically, these resources have enabled experimental marketers to reach a broad, global audience, while also providing a platform from which individual campaigns and their results can be effectively measured.
3 Experimental Marketing Trends for 2013
With this in mind, what additional trends should experimental marketers look for throughout 2013 and beyond? Consider the following: -
‘Fungineering’ and the Link between Virtual and Physical Properties
The term fungineering represents a relatively novel concept, and refers to the practice of creating events or campaigns based on fun and creativity rather than science. It has provided experimental marketers with a unique opportunity to transform everyday spaces into real time billboards and live promotional events, which in turn create a more positive response from potential customers. This trend also taps into the growing affinity between physical and virtual properties, through which digital resources can be used to organize, plan and influence physical marketing campaigns. In terms of creating fun, innovative and immersive experiences, fungineering has opened up an entirely new avenue of opportunity for experimental marketers.
The Rise of Cause Related Experiences
Thanks to concepts such as crowd sourcing, consumers have grown in terms of their standing and ability to influence leading brands. With modern day consumers now also motivated by a strong sense of community spirit and social responsibility, experimental marketers have the opportunity to create campaigns based on cause related experiences. This type of exercise empowers consumer involvement, and offers them a genuine incentive to engage with a specific brand. Take the efforts of social enterprise Trashback, for example, which recently rewarded festival attendees with free alcohol in exchange for a cup of discarded cigarette ends. As a consequence, individuals were able to join forces with a brand in the pursuit of social improvement while also receiving a reward for their efforts.
Remember that Employees are Consumers Too
In 2012, Seth Godin discussed the concept of customer service and how it can be used to effectively market a product or service. Referred to as ‘scalable way to delight’, it suggests that brands should re-evaluate their view of customer service and more importantly the relationship between consumer facing staff and loyal clients. This idea is also increasingly important in terms of experimental marketing, as it forces brands to recognize that employees are also consumers who have an increasingly influential role in making innovative communication methods easily understandable. If consumers are to fully embrace experimental marketing methods, then brands must commit to sharing their message through a clear and well received voice.
The Last Word
As experimental marketing continues to evolve, there are several key trends that have emerged as a result. For brands looking to make an impact in 2013, it is crucial that their marketers remain in touch with these developments and develop campaigns which offer the greatest exposure.
