Marketers in Asia have been found to early adopters of immersive technology, compared to the rest of the world. This is according to a recent Freeman study. Currently, more than two-thirds of survey respondents agree that brand experience is an effective way to reach their organisations’ goals.
This extends to immersive and sensory brand experiences – encompassing everything from events, trade shows, sponsorship, virtual and hybrid events, and exhibits, to permanent installations, virtual or augmented reality experiences, and pop-ups. The study found that marketers in Asia are early adopters of more immersive and interactive technologies. 42% tap into sensory interaction as a way to personalise brand experience, compared to only 28% in North America and 13% in Western Europe.
Meanwhile, 31% of Asian companies use virtual reality, compared to only 7% to 9% percent elsewhere. Gamification is another growing digital integration, with 22% of companies in Asia utilising this form of integration. This is compared to only 9% in North America and 13% in Western Europe.
Impact seen in marketing budget allocations
Marketers in Asia are also putting their money where their mouths are, with nearly one in three expecting to allocate at least 21% to 50% of their overall marketing budget to brand experience. This will be for the next three to five years.
According to Freeman, this is because 50% of Asian marketers feel that brand experiences help increase sales. 47% agree that it builds loyalty and 44% appreciate it for the ability to narrowly target and audience. Meanwhile, 40% feel that it creates a memorable experience for important audiences.
Currently, the top three tactics Asian marketers use to drive brand experience are social media (50%), website (46%) and sensory interaction(42%). Meanwhile on a global level, 29% of marketers use interactive touch screen technology, 21% take advantage of location mapping/beacons, 16% use virtual reality and 15% add gamification elements to their events.
The study also noted that nine out of 10 marketers agree that brand experiences deliver stronger face to face interactions and compelling brand engagements. Hence, marketers also believe in customising experiences to create stronger connections.
The 2017 Freeman Global Brand Experience Study polled nearly 1,000 marketing professionals across Asia, North America and Western Europe, in roles focused on both B2B and B2C segments.