There is a lot of discussion over the declining effectiveness of conventional advertising and corporate marketing tactics. Consumers today are more likely than ever to fast-forward through commercials, prefer commercial free streaming services over live TV, and have ad blockers installed on their computers.

It might be time for your business to change direction and use experiential marketing, a tactic that centres the consumer in a distinctive and interesting brand experience. This category can include live events, installations, product debuts, seminars, and trade shows. Experiential marketing, commonly referred to as engagement marketing, invites customers to participate in a brand experience. Experience based marketing is incredibly effective since humans are emotional beings. When a brand emotionally appeals to us, we not only buy its products, but we also keep with it over time. In a time when the majority of consumers desire individualised experiences and deep connections with a company before making a purchase, experiential marketing is now essential to any modern marketing strategy.

Even though many brands have been keen to embrace the experiential marketing trend, many still don't fully understand what it is or how to integrate it into their marketing strategies. Experiential marketing is essentially about creating a strong connection between a business and its customers. Experiential marketing aims to get people to actively interact with a brand's identity and basic values rather than simply pushing a specific product to a passive audience.