Three major development trends of experiential marketing under the epidemic

With the economic prosperity and social progress, consumers' consumption ability has been improved, the demand has been upgraded, the market environment has become more complex and the degree of competition has been intensified, plus the birth and development of digital technologies such as AR and VR have promoted the arrival of the experience economy. Experience marketing is a derivative of experience economy, which is a way of thinking to redefine and design marketing by standing on the five aspects of consumers' sensation, emotion, thinking, action and association. Experiential marketing really regards experience as a commodity with "value" to sell to customers, and many enterprises bring consumers a good shopping experience by designing offline physical stores, which brings great development space for enterprises, but the arrival of the epidemic has hindered the travel of consumers, and their consumption activities have gradually shifted to online, which has seriously hit the experience industry, so enterprises have to overcome all difficulties. Therefore, enterprises have to overcome all difficulties and combine online and offline to promote the upgrading and development of experience marketing. This paper will analyze the development trend of experiential marketing in the era of epidemic. Essentially, experiential marketing is a marketing activity based on consumers' spiritual enjoyment and spiritual experience, which takes satisfying consumers' spiritual experience as the starting point and destination, and through a series of practical activities such as marketing research, planning, dissemination, and execution, it creates consumers' experience with educational, aesthetic, moral, and cultural power while consumers are physically and mentally pleasurable to realize the marketing goal of consumers' brand loyalty. Some studies show that compared with physical consumption, experience consumption is more effective in promoting individual happiness, including not only hedonic happiness, but also meaningful happiness. With the rapid development of the Internet, the change of the times, the main force of consumers has become the post-95, most of whom no longer pursue the "need", but "want"; no longer pursue material satisfaction, but spiritual fulfillment, and so, this group of consumers More focus on consumer experience. Under the development of science and technology and the continuous updating of marketing thinking and means, experiential marketing has gradually evolved into the familiar experiential activities, product launches, experiential stores, flash stores, etc. As most of the "experiential marketing" has been developed, it has become more and more popular among consumers. As most of the "experiential marketing" is still executed and presented offline, it is plagued by the limited number of participants and execution conditions, difficult to calculate the return on investment, and unmeasurable contribution to product sales, making the momentum of "experiential marketing" once suppressed by online advertising, and relegated to the status of a marketing program, with the result that "experiential marketing" has been reduced to the status of a marketing program, and has become a marketing program. The "supporting role" in the marketing program. And the arrival of the epidemic is to make experience marketing worse, more offline activities forced to the line, consumers feel the experience is limited to cell phones, computers and other electronic products in the screen, thus, experience marketing into a new business model. Technology upgrade fusion experience AR, VR, AI, big data, cloud technology and other new technologies, the emergence and development of new applications for the experience of the industry injected power, the enterprise under the application of these innovative technologies and the experience of fusion upgrading, to further enhance the consumer's experience and sense of immersion. At this stage of experience marketing mainly through the visual, auditory stimulation, obviously, this has almost reached the bottleneck of the enterprise, visual and auditory impact has been insufficient, the consumer can not be satisfied, only the actual sense of touch on the goods, smell, taste, in order to meet the further needs of consumers. In the rapid development of the short video industry, the form of eating podcasts by the public's favorite, the anchor will generally be in front of the camera full of many of the food, to see the tempting food and hear the voice of the anchor to enjoy the food, which provoked the consumers a strong desire to consume the products in the video, and bluntly said: "If only there was a smell of the flavor of the phone would be good! "This different experience aroused consumers' interest. Thus, companies are committed to the direction of smell, touch, taste, greatly enriching the experience of the five senses of immersion, which is the key to the layout of the next generation of experience. The core of the content-rich convergence experience experience industry is still the content itself, to constantly innovate the content to create new market demand, which is based on in-depth insights into the target market population, and a deep understanding of the core of their own products. At a time when digital technology continues to progress, creators are provided with greater room for innovation, planners use the most touching and easy to reach the target group in a unique way, bring them high-quality, meaningful experience, and open a long-term interactive relationship with them, in the viewing style, artistic expression, superimposed on the exploration of entertainment, the future will be more diversified and richer experience. Process tracking fusion experience experience marketing from a brief one-time experience into the whole process of tracking the consumer journey, from the place or platform where the consumer experience occurs forward to the brand, product awareness, and backward to the purchase, use, service and re-purchase of the whole process of the experience, and for each experience marketing to create a long-lasting, product-specific or marketing narrative for each experience marketing ecosystem will be more and more More and more similar, have **** the same needs of consumers gathered, let them experience activities, product use, etc. to analyze, so as to conduct word-of-mouth marketing, to attract more consumers, so as to consolidate the enterprise's consumer base. Experience economy era has come, technological means, communication platforms and marketing methods of continuous updating to promote the development of high-quality, humane experience marketing, enterprises use experience marketing as a tool to bring products and consumers, brands and consumers closer to the distance, so that customers participate in and recall the experience process, to enhance their sense of well-being. In the future, experiential marketing will surely become a favorite position and field of consumers and fierce competition among enterprises. References:[1] Gushui. Out of the epidemic, where is the future of experiential marketing? 丨Da V said. Successful Marketing,2021-03-10.[2] Experience is King! Experiential marketing is the new trend of the future! The new marketing of gaming,2021-08-18.