Marketing Eye


Technology startups happen when someone has a good idea, a bunch of college graduates' mastermind an innovation where they see a gap, or a problem needs solving in a business. Many tech startups are bootstrapped, but as I was privy to in December 2022, some are just based on an idea.

In a recent podcast conversation between Attain's CEO, Sharn Piper, and Mellissah Smith, Founder and CEO of Robotic Marketer, the spotlight was on the power of data-driven marketing and the remarkable innovation behind Robotic Marketer. The engaging discussion covered a wide range of topics, shedding light on the constantly evolving marketing industry and the groundbreaking solutions offered by Robotic Marketer.


It shouldn't be surprising that some companies develop marketing campaigns that include tangible, interactive experiences as part of advertising their products in an effort to discover innovative ways to appeal to and stand out from their target audience. You could have seen a taste-test pop-up kiosk and been delighted to score a nice sample of free food, or maybe you were playing around with a demo smartphone in a tech store that was locked down. These are a few of the more straightforward examples of experiential marketing. The goal is to engage and personalise the target audience through real-world or virtual interactions. These kinds of activities might appear to be far more distinctive, memorable, and effective than typical advertising, and thus more meaningful to audiences


Getting your audience involved

People develop connections with the brands they deal with in much the same way that they do with other people. One may think of a brand they are familiar with as a type of friend, even if they know nothing about them and don't make them feel bad. However, they won't be able to become friends unless they have some quality time together. In this sense, experiential marketing is a bit of a short cut because it connects a brand and a person through a more intimate experience rather than having the person only have a passing awareness of a brand due to exposure to a one-way message or other superficial interactions that are typical of most daily marketing messages.

Experiential marketing is also known as engagement marketing, and it may use one or a combination of the following strategies to engage an audience through a campaign.

  •  Product demonstrations and sampling: Giving your audience the chance to try out or physically experience your product will pique their interest and give them something to compare your offering to that of your rivals, which will help them make decisions that will encourage purchases or other actions.
  • Live activity experience: Offering a special live experience can be done in a variety of inventive methods. It may be a presentation, a workshop, or a promotional pop-up exhibit that provides your audience with both information and enjoyment. When planning the activity, you could want to thrill, educate, amuse, and/or surprise your audience in order to leave them with a lasting impression that will inspire them to take action in the future.
  •  Collaborations with influencers, celebrities, or other brands can help you give your audience a unique and meaningful experience by leveraging their already-existing relationships with other organisations that they may hold in higher esteem.
  • The experience of augmented reality: Advances in technology have made it possible to instantly and in-real-time overlay computer-generated material onto 3D settings. In the interim, before it becomes more widely used as a marketing tool, augmented reality capability may offer a virtual area for inventive presentations and interactions. This can be an interesting and original method to engage your audience.

Experiences matter, and not only to your target audience. For your brand, an effective experiential marketing campaign may provide a lot of advantages.

Heightened awareness and memory

This is a crucial goal of experiential marketing since it offers a good chance to leave a lasting, favourable impression on your target audience. Your brand identity must be clearly communicated, and you can accomplish this by making heavy use of visual components like your logo and brand colours. This will help your audience associate pleasant experiences with your brand and will help them remember it longer.

differentiating oneself from rivals

Experiential marketing strategies typically demand more time and effort to develop and implement than the more straightforward marketing that your rivals would typically practise. Examples include offering your audience a free trial of your product while rivals do not, or arranging an event that introduces your audience to actual people working for your company. These actions make your brand stand out from the crowd.

improved attitudes and loyalty

Strong first impressions go further because they help to solidify audience perceptions, which makes it more difficult for rivals to change those opinions on their own. Additionally, familiarity and appeal help consumers feel connected to and trust a brand. From this trust, loyalty develops, which in turn helps your business's reputation and image. Because there is always a chance that your audience may have a terrible experience and it will have the opposite impact of what you planned, experiential marketing initiatives require significant expenditure to optimise their potential to be resounding successes.

Cross-platform marketing

It is remarkable if your company is organising a unique activity or event. In order for your audience to interact or take part in any such experiential marketing activity, you need inform them across all of your marketing channels of the what, where, and when of the activity. The activity itself should advertise the same platforms—such as your website or social media—through which certain audiences segments first learned about the activity. Your audience is more likely to be exposed to more of your material the more cross-channel promotion you do. You may increase your audience reach by encouraging them to share their experiences on social media.

obtaining helpful data from participants

Depending on the activity, there may be an opportunity to count participants, gather contact information, solicit comments, or obtain other types of replies. You may utilise this to gather information on participant habits, preferences, and perceptions, which you can use to guide business decisions and improve your overall marketing strategy.

expanded reach thanks to word-of-mouth communications.

Talking with pals while taking part in a live activity may be fin. It would be ideal to have your audience spread the word about your business to others (perhaps inside your target demographic). This demonstrates the significance of your brand's clear image when it comes to experiential marketing.

The usual formula might be upset by including experiential marketing into your larger marketing plan, especially in the eyes of your target demographic. People are continually exposed to advertising and one-way marketing communications, but it happens far less frequently when they are not only passive recipients but are actively involved, which results in a feeling of empowerment and encourages increased involvement.

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Smartphones have significantly changed humanity since the 2007 release of the first iPhone, ushering in an era of nonstop mobile connectivity. How connected may individuals be in 2023 compared to then? According to research, more than 80% of Americans own a smartphone, use them on average for more than five hours each day, and check them about 100 times every day. Other data simply serve to highlight how deeply ingrained cellphones have become in people's everyday lives, from the minute they wake up to the moment they go to bed. When leaving the house, many individuals would rather forget their money than their smartphone.

Due to the widespread use of smartphones, companies may now reach their target audiences directly in a setting where they regularly engage over the course of the day.  To provide consumers a specialized service, several firms create mobile applications.

Should your company also provide an app? A wider approach to assist achieve a target or solve a problem may have discovered possible advantages before investing money to build an app. What will be the function and purpose of your app in connection to the value it may give for your clients or users, and how does this translate to then contribute to meeting certain marketing objectives, is a foundation that must be established.

Here are 6 reasons why providing a mobile app can be worthwhile to explore as part of your marketing plan to assist give you an idea.

  1. An app increases brand awareness

A person's regular use of their smartphone makes an app's icon the branding element of a company to which they are likely most frequently exposed. This significantly increases your brand's exposure and serves as a steady, subdued reminder that aids in recognition and recall. It is also particularly beneficial in this situation because it is not seen as obtrusive or repetitive. Additionally, an app's presence in app stores (especially when it appears in recommendations, catalogues, or ranking charts) increases its visibility and can draw in new users.

  1. An app encourages user and customer involvement, which may boost commerce and income.

With the ability to supply a range of features, information, news, and messages to sustain continual connection and engagement between them and your business, literally in the palm of their hands, an app offers a direct and incredibly customizable channel to engage with your customers/users. The main purpose(s) of an app can change depending on your business's area of expertise and the value you hope to provide to your users/customers through their use of it, ultimately making it easier for them to take the desired actions, like completing a transaction after they have been given pertinent information to encourage that purchase decision.

  1. An app that offers a good user experience increases client happiness and loyalty.

One will gain related emotional advantages from obtaining functional benefits. When a user decides to use an app, they supplement the practical advantages they want with a rich, intuitive, frictionless, and customized mobile experience. That satisfying experience may increase customer happiness and loyalty, aid to boost brand perception, and assist to distinguish your product in a way that is challenging to directly imitate from that of rivals.

  1. An app makes data-driven insights more accessible

An app gives you a way to gather user data, which enables you to see patterns and obtain insightful knowledge into users' requirements and behaviors. This information is crucial for guiding decision-making and assisting in the creation and improvement of your company strategy. Since protecting user privacy is a frequently raised concern, effort should be made to ensure that data gathering practices are transparent and to provide users with knowledge and tools to control their data sharing permissions.

  1. A mobile application provides a competitive edge

In many cases, having an app by itself may act as a point of difference. Offering an app with significant utility will help you stand out and draw users and customers who prefer the convenience and functionality of a mobile app, giving them yet another reason to favor your offerings, especially when competitors themselves do not, but even when they do.

  1. Customer service is improved

It is inevitable that your users and clients may run into issues while working with your company, thus it is crucial to offer user-friendly and accessible communications for support services. An app may easily give users access to support tools, which can range from static material like FAQs or how-to articles to interactive tools like support forms, chatbots, and live chat capabilities. By answering questions from customers and users and addressing problems, you build goodwill, which may have a significant impact on solidifying positive opinions of your business.

It goes without saying that creating an app entails a financial commitment, which may be prohibitive for startups and smaller companies. Additionally, the process of developing an app can be labor-intensive and require ongoing care to keep it compatible as mobile technology advances. Users' impressions of your brand may be badly impacted if you don't live up to their expectations.

Your approach to planning and development should be guided by the value that an app provides for users and consumers as well as the value it may later offer for your organization and the calculated resources needed. Setting the stage for a good conclusion requires careful planning at the outset. If used properly, an app may help you stand out from the competition by bringing your audience closer to your company.


Atlanta, GA – May 26,2023: Marketing Eye, a international marketing consultancy firm, is spearheading the adoption of Artificial Intelligence (AI) among marketing teams through the company Robotic Marketer which was created based on machine learning from Marketing Eye’s 19 year tenure. The company is offering valuable insights and strategies for effective implementation while maintaining corporate governance and avoiding the pitfalls of "sham AI experts", while driving more effective marketing programs with quantifiable results.

Hey guys, welcome to another episode of SEO On-Air. Whether you’ve started out with content marketing or have been doing it for a while, it never hurts to revisit your content strategy to make sure it’s up to date, engaging, and innovative for your customers.