In recent years, the marketing industry has moved towards new, innovative trends while incorporating digital into strategies. As we progress towards creating products for a generation that wants to feel included and wants human interaction, marketers are developing campaigns that tap into behavior and intent.
Experiential marketing is a form of event marketing that brings campaigns to life and directly involve the consumers it serves. For example, Refinery29 – a media and entertainment company catering to women – wanted to leverage experiential marketing in their marketing campaigns. They decided to play off their company name and created a campaign called 29Rooms, where each of the 29 rooms had a different theme. Each room had a different “partner” whether it was a musician, a company or an artist. It created a sense of camaraderie among visitors, generating trust and awareness with the brand.
The idea behind “human” marketing is to tailor content, advertisements, and information to people based on what they need. It is part of the process of analyzing data about specific consumers to understand products they would like. Another part of the process is really listening to what consumers want – identifying how they feel about certain brands, why they feel that way, and what causes them to feel differently about other brands.
An example of this would be TD Bank’s recent campaign, aimed at making a connection with consumers by involving human interaction. In one commercial, TD Bank differentiated themselves from their competitors by eliminating the serious tone that typically follows banking/financial institutions. Instead, they created a lighthearted ad that focused on the “human” quality behind their brand.
Cause-based marketing is a cultural phenomenon that has increased in popularity in recent years. Many companies dedicate campaigns to causes, but there are some brands that devote their entire brand. For example, TOMS footwear donates a pair of shoes to third-world countries for every pair purchased. TOMS shoes are casual and typically run at $60+ per pair, but the brand has developed a following by allowing consumers feel they are helping someone in need through their purchase.
Cause-based marketing allows busy consumers who might not have time to volunteer to still be involved in their community and give back to those in need.
For more information on marketing trends, reach out to WunderLand Group.
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