Digital Marketing - Creating Great Product Experiences

Even though some companies have spent millions of pounds on digital marketing, they have been unable to get customers to create conversations around their brand. One reason for this is their inability to create a strong point of differentiation with their competitors' products. However, if a prospective customer is allowed to try out a product first-hand, there is a strong chance of them mentioning it to their friends in the future.

When a consumer talks about various products on social networking websites, they begin indirectly promoting the product, in their own words. Their friends do not hear 'advertiser-speak', but a direct recommendation from someone they know and trust. Below are some digital marketing examples of highly effective experiential marketing:

. Many Web 2.0 services invite people to beta-test their online applications, and provide feedback about new ideas and bugs. If these initial invitees feel that the online service is worth talking about, they may mention it on their blog, helping out the company with its digital marketing strategy.

. IKEA Hotels are furnished with signature furnishings manufactured by the same company, so that customers can experience the comfort and utility of their products, while they are away from home.

. Car rentals are sometimes subsidised by car manufacturers, to allow people to test-drive the latest models manufactured by them. For example, Dodge Caravan and Chevy Uplander.

. Cereal bars are set up at prime locations to serve free breakfast cereals. People get to taste different cereals, enabling the cereal company to conduct valuable market research about their products.

. Some food chains provide in-flight meals allowing thousands of people to actually taste their food, instead of simply watching static ads on television. For example, Lean Cuisine.

Below are some digital marketing tips for conducting better experiential marketing campaigns:

. Give people a unique feature/benefit to talk about.

. Allow consumers to experience the product, and converse about their experience.

. Drive people to post feedback about the product on digital marketing channels, which are publicly visible.

. Be prepared to reply to unfavourable digital marketing comments.

It is important to note, that experiential marketing is not a marketing gimmick, but a system of direct marketing, which can provide quick results. For this digital marketing strategy to actually work, it is important for the products being showcased to actually be good.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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