What's Happening?
The Drum's 'Predictions' series highlights trends expected to shape experiential marketing in 2026. Martin Severs and Rich Hartle of Collaborate Global discuss the increasing integration of technology
into in-real-life (IRL) experiences, emphasizing the convergence of live and digital elements. They note that while technology should enhance brand experiences, it must not overshadow the brand itself. The article also points to the growing use of live entertainment intellectual property (IP) as a revenue stream, with examples like Netflix's live IP strategy, including 'Squid Game: The Experience' and 'Stranger Things: The First Shadow'. Additionally, the role of artificial intelligence (AI) in experiential marketing is explored, with AI being seen as a tool that can enhance visitor engagement and shift experiences from passive to interactive.
Why It's Important?
The trends outlined for 2026 in experiential marketing are significant as they reflect broader shifts in consumer engagement and brand strategy. The integration of technology into physical experiences can lead to more personalized and memorable interactions, potentially increasing brand loyalty and sales. The use of live entertainment IP offers brands new avenues for revenue and audience engagement, appealing to diverse demographics. Furthermore, the incorporation of AI in marketing strategies can provide real-time feedback and enhance customer experiences, making marketing efforts more effective. These developments suggest that brands that adapt to these trends may gain a competitive edge in the marketplace.
What's Next?
As these trends unfold, brands are likely to continue exploring innovative ways to integrate technology and live entertainment into their marketing strategies. The challenge will be to balance technological advancements with authentic brand experiences. Companies may also seek to form unexpected partnerships to stand out in a crowded market. The role of AI in marketing will likely expand, with brands experimenting with new applications to enhance customer engagement. Stakeholders in the marketing industry will need to stay informed about these trends to effectively leverage them in their strategies.
