Experiential Marketing's Reset Is Being Propelled By ‘Virtual Fatigue’

Digital should be part of a balanced use of interactive screens as in-person events retake center stage

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“Enthusiastic caution” may be the most celebratory description for the current state of experiential marketing. Tugging at the imaginations of agencies and marketers is the idea that a backup plan and disaster preparedness must be baked into every program moving forward.

The crisis mode that gripped performance marketing agencies and brands since March 2020 may actually lead to a stronger year than initially predicted. As vaccinations rise, consumers’ pent-up demand for something physically social increases exponentially.



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This story first appeared in the May 3, 2021, issue of Adweek magazine. Click here to subscribe.