I have always considered myself to be somewhat of an introvert. Yet, during the Covid-19 quarantine, I realized just how much I crave interacting with others and the world around me—scrolling through Instagram and Twitter just wasn’t enough. Once the pandemic restrictions were lifted, I was eager for the return of in-person events; I have even shed my introvert label.
This is a familiar anecdote that I think illustrates an interesting marketing trend I have noticed: Many of us are gravitating toward less passive, more interactive experiences. We spent so much time scrolling and sitting over the last two years that consumers have become desensitized to static content. Experiential content, on the other hand, has proven to be not only popular, but persuasive. In fact, prior to the pandemic, event and experiential marketing was projected to reach $2,330 billion by 2026. Given its effectiveness, event marketing can be a worthy investment for business owners. But what exactly does successful interactive marketing look like?
