Power of Experiential Marketing in your Digital Content Strategy
Going beyond the product and selling the experience is the new way to market goods. Experience is the new commodity and developing content that connects with your target market is the way to go.
In this article, we will talk about into the insights shared by Berns San Juan, Managing Partner of Truelogic, on the Truelogic DX podcast, exploring why emotional marketing is key to engaging younger generations and how brands can implement experiential marketing to drive sales.
What is Experiential Marketing?
Experiential marketing focuses on creating memorable experiences that resonate with consumers on a personal level. Berns San Juan discusses how marketers often find themselves in an “idea drought” when producing content, leading to a repetitive focus on product features and specifications.
However, this type of branded content is often “emotionally sterile,” failing to connect with consumers on a deeper level.
“One of the most common themes that I see is that easily more than 50%, in certain situations, more than 70% of the content that I see is branded content where the brand is talking about itself, it’s talking about their features, they’re talking about specifications, and there isn’t really enough content out there that talks about what the anticipated experience of the product will be like,” he emphasizes.
“The anticipated experience of a product is more compelling than the features themselves. Consumers aren’t just buying a product; they’re buying the emotions and experiences associated with it,” he adds.
Experiential marketing goes beyond the mere physical aspects of a product; it encapsulates the feelings and memories associated with using it. This shift in focus is crucial as millennials and Gen Z prioritize experiences over material possessions.
Marketing Across Different Generations
Millennials and Gen Z are not just different in their buying habits; they also value different things from brands. Millennials, in particular, are known for their brand loyalty, but this loyalty is built on more than just good products. They seek brands that resonate with their values and provide a sense of community. According to a study by Sprout Social, 64% of millennials want brands to connect with them, not just sell to them.
Gen Z, on the other hand, places a high value on authenticity. They are quick to see through insincere marketing tactics and prefer brands that are genuine and transparent. Neuroscience Marketing has found that emotional engagement is now a fundamental expectation in marketing strategies, highlighting the importance of creating content that appeals to the emotions and values of these younger consumers.
“Millennials are becoming economically viable, and they care about a relationship with the brand. Gen Z values authenticity. Experience is the new commodity,” he notes.
He further elaborates, “This is not just about showing product specs but about connecting on an emotional level. It’s about making the customer feel understood and valued.”
Why Features Are Not Enough?
San Juan offers a relatable analogy: when booking a flight, most consumers don’t care about the technical specifications of the aircraft. Instead, they are more interested in the overall experience, such as comfort, service quality, and convenience. This perspective is crucial for marketers to understand—while product features are necessary, they are not the primary drivers of purchasing decisions.
He also points out that even in e-commerce, particularly in platforms like Amazon, the content often lacks a unique voice that connects with the consumer. The standard practice of using manufacturer-provided descriptions doesn’t differentiate sellers and fails to provide a compelling reason for why a particular product is ideal for the consumer. Instead, companies should focus on creating content that highlights the unique experiences their products offer, thereby standing out in a crowded marketplace
“If you and I were selling the same laptop with the same manufacturer-provided descriptions, it wouldn’t create a unique experience. Rustan’s adds editor’s notes to products, offering opinions on why something makes for a great gift or who it’s ideally made for. This adds a unique brand voice and connects with the customer on a deeper level,” he underscored.
Case Studies: Brands that Sell Experiences
De Beers: The Symbolism of Forever
De Beers’ famous slogan, “A diamond is forever,” is more than just a tagline—it’s a brilliant example of how emotional marketing can transform a product. Diamonds, at their core, are rocks, but De Beers has successfully marketed them as symbols of commitment and eternal love. This emotional resonance has made diamonds synonymous with romantic milestones.
“They’re not talking about diamonds as an investment or how indestructible they are. De Beers sells the symbolism of the diamond, representing commitment—a concept that is priceless. Emotional resonance is crucial, and if it was relevant 70, 80 years ago, it’s even more so now, with generations valuing authenticity and relationships.”
Apple: Crafting a Seamless Ecosystem
Apple has built a brand that goes beyond technology, focusing on the user experience. The company’s marketing highlights the convenience and seamless integration of its products, creating an ecosystem that keeps customers loyal for years.
“Apple markets not by specs but by experiences. They emphasize crisper photos and seamless transitions between devices. Apple users stay because the brand offers a hassle-free, integrated experience that connects all their devices.”
Despite a majority Android market in the Philippines, Apple leads in brand market share, showcasing the power of experience-driven marketing.
Nike: More Than Just Sneakers
Nike’s “Just Do It” campaign is a masterclass in experiential marketing. For decades, Nike has sold not just shoes but a lifestyle of achievement and movement. Their focus on the emotional and psychological aspects of athleticism has resonated with consumers, making Nike a timeless brand.
“Nike doesn’t focus on the weight or specs of their shoes. They market through experiences, emphasizing movement, mindset, and community. This approach has allowed Nike to price their products at premium levels, as customers associate the brand with positive, transformative experiences.”
Nike’s community-building efforts, such as running clubs, further strengthen their brand loyalty by creating physical spaces for consumers to connect and share experiences.
IKEA: Experiencing Home Before Purchase
IKEA’s approach to selling home furnishings emphasizes the experience of living with their products. With only one store in the Philippines, IKEA has creatively extended its reach through pop-up showrooms and digital experiences, allowing customers to interact with their products before making a purchase.
“IKEA has shown that allowing customers to experience products, even digitally or through temporary setups, can significantly boost online traffic and sales. Their approach of combining user-generated content with strategic marketing has led to a notable increase in online transactions and revenue.”
How Does This Apply to Digital Marketing?
1. Content Planning
“First, do your content planning,” advises Berns San Juan. “If you’re going to market like IKEA, Apple, or Nike, you need a plan. These companies understand the voice of their brand, who they’re talking to, and who they’re not talking to.” Content planning is the bedrock of a successful digital marketing strategy. It’s not just about churning out random posts; it’s about creating a cohesive narrative that resonates with your audience.
Berns highlights the importance of understanding the different types of content that appeal to various stages of the buyer’s journey. “You need to know precisely how much of your content should be brand-focused, feature specs, informational, entertaining, emotionally resonant, or FOMO (fear of missing out) content.” This strategic mix ensures that your brand remains relevant and engaging, whether your audience is seeking information, inspiration, or a compelling reason to make a purchase.
2. Channel Selection
The digital landscape offers a lot of marketing channels, each catering to different audience segments and preferences. Berns emphasizes the significance of selecting the right channels for your content. “Your users are not on your website throughout the whole buying journey. You have to understand why your users go to your website and for which motivations.”
For instance, a potential customer may visit your website for product specifications but turn to social media for real-life demonstrations and testimonials. “Channel selection allows you to figure out which content goes on your website, which goes to PR partners, Facebook, Reels, TikTok, YouTube, and ads,” Berns explains. This strategic distribution ensures that your message reaches your audience where they are most active and receptive.
3. Measuring Success
No digital marketing strategy is complete without a mechanism for measuring success. Berns stresses the importance of tracking various metrics to gauge the effectiveness of your efforts. “You need to measure how many views you’ve gotten, how much engagement you’re receiving, how many meaningful activities are being performed on a web-based asset, and what kind of loyalty you’re generating.”
These metrics provide valuable insights into what’s working and what’s not, allowing you to refine your strategy continuously. Whether it’s tracking conversions, engagement rates, or customer loyalty, having a clear understanding of your performance helps you make data-driven decisions that drive growth.
The Bottom Line: Creating Genuine Connections
Ultimately, successful digital marketing is about more than just promoting products—it’s about creating experiences and building relationships. By planning your content, choosing the right channels, and measuring success, you can craft a strategy that resonates with your audience and stands out in a crowded marketplace.
As Berns aptly puts it, “To sell products, you need to help your customers envision themselves having a better life with your product than without. Show them what your product can help them accomplish or what problem it can solve for them.” This shift towards genuine connections over traditional sales pitches is especially crucial as millennials and Gen Zs dominate the consumer space.
“The new generation of buyers wants to support brands that show them a genuinely good time.” So, focus on authenticity, engage with your audience on a personal level, and watch your digital marketing efforts thrive.
Curious about how to create powerful emotional connections with your customers? Listein in and subscribe to the Truelogic DX Podcast on Spotify, Google, and Apple Podcasts.. Contact us today and start to make meaningful connections.