In a world that revolves around content, the combination of social media and experiential should be at the centre of a brand’s marketing campaign. We need only look at the IPA’s Bellwether reports, where both channels have reported sustained growth over the past two years, to see how important social and experiential have become.
The benefits of combining them are obvious. Experiences are the most effective way for brands to connect with audiences in a deeper and more engaging way – a way that is unparalleled by any other form of marketing. And social has the power to extend the life of any physical event long after it is over. However, brands need to strike a balance between these two channels to create a killer campaign – something they frequently fail to do.