Expert predicts that 2024 will be the year of experiences driven by gamification and integration with the metaversion.
In 2023, there was an increase of 16% compared to 2022 in branded experience actions, exceeding 100 billion in investments by companies seeking this area of the market. marketing. The data was published in the 11th edition of the Brazilian Yearbook of Live Marketing and according to Rodrigo Villaboim, advertiser, specialist in live marketing and partner at the agency .be comunica, this is a scenario that should intensify further in 2024, with an even greater demand for experiences more immersive and connections with brands that have a strong and genuine concern for sustainability.
Live marketing is a vibrant stage, where brands can show their essence, their values, their purposes and their differences in a creative, authentic and impactful way. In 2024, we will see trends that will expand the possibilities of creating incomparable brand experiences, which go beyond physical limits and involve all of the public’s senses, says Villaboim.
Check out the six main live marketing trends for 2024, according to Villaboim:
Totally Immersed: The Era of Extended Reality (XR)
Extended reality (XR), which encompasses virtual reality (VR), augmented reality (AR) and mixed reality, is a revolutionary tool for creating immersive experiences that transport the public to fantastic scenarios, stimulate the imagination and generate emotions intense. In 2024, we will see events that use XR to create captivating virtual booths that allow the public to explore brands’ products and services interactively, or to create real-time interactions with AR, allowing the public to interact with characters, objects and elements digital.
Pervasive Personalization: Tailored Experiences
Personalization is an intrinsic need for consumers, who seek brands that recognize them, understand them and serve them in a unique way. By 2024, pervasive personalization will be present at all stages of live marketing, from customizing interactions at live events, which adapt to audience preferences and behavior, to delivering personalized content, which offers information, tips and recommendations relevant to each individual.
Elevated Sustainability: Eco-conscious Events with an ESG Focus
Environmental awareness is intertwined in 2024 trends, with ESG (Environmental, Social and Governance) emerging as an ethical and necessary driver. Eco-conscious events are not only desirable, but essential. The responsible use of materials for scenography and stand construction, contributing to a greener future, is increasingly on the rise.
Live marketing plays a fundamental role in promoting sustainability. Brands need to show that they care about the environment and society, and that they adopt responsible practices at their events. This generates credibility, trust and admiration on the part of the public, which is increasingly aware and demanding., highlights Rodrigo.
The Rise of Digital Interactivity: Gamification in Events
Gamification at events transcends mere fun in 2024, consolidating itself as an essential strategy for engaging the public in a unique way. Interactive challenges, digital rewards and online competitions increase participation, turning spectators into active participants.
Gamification is a way to stimulate public engagement, learning and motivation. Through playful elements, such as games, quizzes, rankings and prizes, brands can create fun, educational and competitive experiences, which generate emotion, satisfaction and loyalty. Gamification also allows the collection of data and feedback, which can be used to improve relationships and offer value, highlights Villaboim.
Integration with the Metaverse: Beyond Physical Limits
Live Marketing is no longer confined to physical space. Integration with themetaverso opens new frontiers, enabling brands to connect with global audiences in innovative ways. The metaverse is a shared digital universe where people can interact, socialize, work and play, using avatars, devices and platforms.
The metaversion is a trend that will revolutionize live marketing in 2024. Brands will be able to create hybrid events, which combine in-person and virtual events, expanding reach and accessibility. Furthermore, they will be able to explore new forms of expression, creativity and interaction, creating immersive, personalized and collaborative experiences, which go beyond physical limits, says Rodrigo.
Vivid Sensations: Creating Memorable Experiences for Body and Soul
The importance of awakening real sensations will gain prominence this year. Creating memorable experiences that people experience with their body and soul becomes a priority. To achieve this, brands need to stimulate the public’s five senses, using resources such as sounds, aromas, flavors, textures and colors.
Live marketing is a way of touching people’s hearts, generating positive and lasting emotions. To achieve this, brands need to create experiences that involve the public’s body and soul, that make them feel part of history, that make them identify with the brand’s values and mission. Vivid sensations are the essence of live marketing, which seeks to create affective and emotional bonds between brands and their consumers, comments Villaboim.
Diversity and Accessibility: Building Inclusive Events
In 2024, diversity and accessibility are not just ideas, but essential practices. Promoting diverse teams to work at events and ensuring accessibility in all dimensions, providing a full experience to all impacted audiences, is an obligation for brands.
Brands need to respect and value differences in gender, race, ethnicity, sexual orientation, age, religion, culture, disability, among others. Furthermore, they need to ensure that everyone has access to their events, whether through physical, technological and communication resources. Diversity and accessibility are pillars for building more human, ethical and democratic events, concludes Villaboim.
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