The Role of Experiential Marketing in the Marketing Mix
July 2026
You might think that we’re biased. As a brand activation agency with a strong presence within the experiential marketing space, we probably are. But you don’t have to look far to see the shift in consumer attention over the last five years.
From the moment we wake up, to when we close our eyes, we’re exposed to brand and marketing content. Whether it’s an advert on television while watching the morning news, radio or podcast presenters speaking about a carefully crafted topic on your drive to work, or a traditional out of home advertisement – needless to say, it’s everywhere.
For many of us, it’s nothing new but with each person spending over six hours a day online – a figure that’s grown over the last 10 years, it’s hardly surprising that now, more than ever, consumers and brands are looking for more hands on connection.
Brands are increasingly looking to contrast passive ‘doom scrolling’ with active participation, creating experiences that consumers can interact with.
Experiential marketing offers a truly different level of consumer engagement when compared to all other marketing mediums.
What is experiential marketing?
Sometimes called ‘engagement marketing’ or ‘participation marketing’, experiential marketing is just that, an experience. Rather than just telling consumers in a passive way, it’s an immersive, live experience that shows them what a brand or a product does.
Events such as Cannes Lions and Coachella are a hotbed of experiential marketing, full of brands hoping to stand out with creative campaigns and installations. Even events like Glastonbury have an eye on providing visitors with content creation opportunities.
There are some ‘go-to’ formats which include pop-ups, branded events, interactive installations and sampling campaigns.
The main strengths of experiential marketing include:
- Interactive: We all remember something more if we’ve had a memorable experience associated with it, don’t we?
Mark Dunn, Purity CEO, says: “With experiential marketing, you’re part of it – whether you’re watching others take part or doing it yourself. The things we do always stay with us longer than the things we’re simply told. You can’t scroll past a moment you’re taking part in.” - Designed for sharing: The most successful brand activations are those that create an in-person moment that becomes online content, spread far and wide on the digital landscape.
- Appeal to feelings and emotion rather than just pure information: Sure, you can list a product’s features and benefits, but the goal with marketing is to make them feel something, and ideally something positive. Emotional reactions are 3000 times quicker than rational thought – why not manufacture the emotional moment yourself?
“People don’t remember what a brand told them; they remember how a brand made them feel. Experiential marketing works because it turns strategy into a moment someone actually lives through, and that’s what sticks long after the paid spend has faded,” continues Mark.
Where does it fit in the marketing mix?
This is where the real magic comes in.
Done right, experiential marketing can sit across several of the more traditional channels – such as paid media, public relations, sales, and social and content creation.
By providing the activation, each element of the marketing mix can work together to amplify it in a multi-channel campaign.
“The best experiential activations don’t sit separately from the wider campaign — they feed it. A single moment on the ground can generate the content and the word-of-mouth that make every other channel work smarter,” adds Mark.
Should I include experiential marketing in my marketing plan?
Yes.
Like we said, admittedly we’re slightly biased, but if you’re looking for a way to cut through the digital noise, kickstart user generated content, gather direct qualitative feedback from potential consumers and drive clicks and footfall, then experiential marketing might be worth taking a closer look at.
If you’re thinking that experiential marketing might be just what your brand is missing, or you want to chat through some ideas, let’s talk.
