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EVENT MARKETING: The increase in experiential marketing

New technologies are enabling B2B marketers to create more immersive and multisensory experiences than ever before. Claire Weekes reports

When you think of experiential marketing what image springs to mind? Most likely one from the many flashy efforts executed by T-Mobile in recent years – the brand has become famous for its take-overs of public places in its adverts. But despite the assumption that experiential activity is more of a B2C thing, its use in the B2B world is more prevalent than ever thanks to an explosion of new tools and technologies available to create sensory experiences.

More than ever, B2B brands are looking for ways to tap into a business buyer’s emotions in innovative and attention-grabbing ways. Traditional B2B experiential marketing includes everything from tradeshow marketing to sales support and customer events, and this remains the case.