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BEST PRACTICES & STRATEGIES

How to measure “immersive experiences”?

Live interaction with customers is and will general, the priority of companies is shifting away from
remain an important tool in marketing, especially the one-off spontaneous purchase of a product to long-
when companies know how to take advantage of term customer relationships and the development of a
digital opportunities. Technical gadgets, such as brand name. But live communication at events has on
VR and AR, can offer customers a multi-sensory top another advantage: important target groups and
digital brand experience at trade fairs, road decision-makers cannot simply be reached via email
shows and customer events. But how can these campaigns, but they are regulars at trade fairs and in-
immersive customer experiences be measured dustry events and are open to communication when
and used? there.

Technical gadgets as a collective experience Make customer experiences measurable

So-called “immersive digital experiences”, like a photo How well the creative digital actions are received and
in front of the green screen background, a 360°-photo whether they really create an "immersive experience"
box for the glamor shoot, or the 4D virtual reality activity can hardly be determined without sophisticated tools
on the exhibition stand, are trendy and a point of attrac- and the collection of data.
tion for visitors on all kind of events. The attraction of
interactive marketing campaigns for visitors is to im- Innovative marketing must pursue two central princi-
merse in digital worlds using technical gadgets, to ples: experience must generate a wow factor and inter-
share the collective experience on social media, or actions should generate data that can then be used to
simply for having fun. build a brand.
Companies, however, pursue more specific intentions What is the return on investment (ROI)? Which part of
since the interaction is an additional opportunity to find the experience was particularly well received? Is there
out more about potential customers and to create a room for improvement? How do the results depend on
lasting brand impression. Opting for an immersive ex- the season, demographics or location? And more im-
perience marketing strategy corresponds entirely to the portantly: How can the data obtained be marketed fur-
lifestyle of younger consumers who are more interested ther?
in “experiencing” a product than in purchasing it. In

April 2021: Immersive Technologies in Marketing 11