Experiential marketing gained momentum quickly in the years before the pandemic.

These events were a hit with consumers and the brands reaped the rewards of increased awareness and loyalty. However, all of this was stopped when COVID-19 came into play.

Brands have been creative in their experiential marketing efforts since then. Online experiences are possible thanks to technological advancements. Marketers now know how these new capabilities work. Virtual and hybrid experiences won’t go away anytime soon. Even though there is the possibility of returning to “normal”.

This is what you can expect in experiential marketing in 2022, and beyond.

Advanced AR Technology will be a must-have for retailers

Augmented Reality (AR) is a type of experiential marketing that allows consumers to interact with products and marketing services in Miami in a more fun and personal way.

Pre-pandemic, brands were already incorporating augmented reality into their marketing strategies. However, social distancing and lockdowns accelerated this process.

AR technology allows brands to show customers the benefits of their products or services, rather than just telling them. This allows brands to connect better with customers, create memorable experiences and decrease costly returns.

AR technology makes hygiene and cleanliness unnecessary because customers can shop in the privacy of their own homes.

Sephora is a brand that has had great success with its augmented-reality marketing strategy. Sephora’s Virtual Artist app allows customers to test out makeup products before purchasing them in-store. Furniture stores also love this “try before you buy” experience.

Lowe’s, Ikea, and Home Depot all offer AI technology that allows customers to see how different colors or furniture pieces will look in their homes prior to purchasing them.

To keep up with consumer demands, brands will have to embrace augmented reality shopping capabilities. They risk being left behind if they don’t.

Hybrid Events are Here to Stay

In-person events had to find new revenue streams and embrace platforms such as Twitch and TikTok. Particularly, the music industry had to transform concert experiences. They were able to make this transition, and it was a great success.

Live performances by major artists such as Justin Bieber, the Weeknd, on TikTok. Swizz Beatz, Timbaland’s 5-hour Instagram Live “producer clash”, and the Wacken Wide live stream were huge hits!

Many companies that hosted their in-person events online found it was possible to either significantly lower the cost or even make the event free. This allowed them to share their experiences with a wider audience without any upfront costs or geographic limitations. Brands that were able to expand their reach felt this positive impact.

Safety concerns will always be a part of our lives, so brands will benefit greatly from the ability to offer people the opportunity to attend events online or in person. We know how efficient large-scale virtual events are, so a hybrid approach to catering to virtual attendees will be a common trend in the future.

Meet Audiences Where They Are

Consumer behavior changed dramatically during the pandemic. Gaming usage and viewership were two areas that experienced a significant increase as people sat down at home. This trend was noticed by brands that used popular platforms such as Fortnite and League of Legends for virtual events. Travis Scott even held a Fortnite concert that was a huge success!

These platforms are a smart way to meet audiences where they are. It’s also a great way for consumers to interact with each other via virtual interaction.

Polling and live chats are great ways to connect to virtual attendees. Brands will likely continue to embrace these strategies along with popular gaming platforms.

The COVID-19 pandemic changed our lives forever. It will take time before we can return to normal. Many people will hesitate to attend events in person for a while. We’ve seen the power of tech in experiential marketing.

The future of experiential marketing is faster than anyone could have predicted, with top companies such as Walmart adopting live-stream shopping events and Facebook using AR technology to create virtual try-on features. Despite the initial impact of the pandemic on experiential marketing, it remains an important part of the marketing mix. It will continue to be so in the future.