Unconventional Marketing: advertising that becomes an experience

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How to integrate creative strategies and people’s experiences to improve the perception of brands and companies and build engaging relationships


UX design workshop

In the digital age, where users are continually bombarded with advertising messages, standing out in the marketing landscape has become more of a challenge than ever.

Unconventional Marketing emerges as a creative and innovative answer to this problem, as it transforms advertising from a simple message into a truly engaging experience.

In this article, we will explore precisely how Unconventional Marketing strategies can revolutionise companies’ approach to advertising, with particular emphasis on the importance of UX (User Experience) and UI (User Interface) in creating memorable campaigns.

The importance of people’s experience in marketing

People’s experience is not limited to the digital world. Every point of contact with the brand, from website navigation to interaction with a physical product, contributes to an overall experience that can amplify or undermine the effectiveness of an advertising campaign.

A well-designed UX ensures that this experience is smooth, intuitive and, above all, memorable. Likewise, an engaging user interface (UI) serves not only to capture attention, but also to guide the user through a journey that is both enjoyable and informative.

Unconventional Marketing strategies

These strategies differ from traditional advertising techniques to embrace less conventional methods, often characterized by a high degree of creativity and customization, such as:

  • Experiential marketing: creating events or situations where consumers can interact directly with the brand in unique and memorable ways.
  • Guerilla marketing: use surprise and low-cost techniques to generate a strong visual or emotional impact in unexpected places.
  • Viral marketing: designing content that people are encouraged to share widely, leveraging social networks to amplify the message.
  • Mass customisation: offering customised products or experiences on a large scale.

The importance of listening to people and the TSW approach

To ensure that your marketing strategies are effective, it is essential to conduct in-depth research with users. This allows companies to understand not only the preferences and behaviors of their target, but also the emotional and social dynamics that influence brand perception.

The approach used by our researchers at TSW uses tools such as interviews, surveys, usability tests and online behavior analysis, so that the companies that turn to us can collect valuable insights to guide the development of truly innovative and engaging advertising campaigns.

Unconventional Marketing: yes, but how?

Unconventional Marketing represents a powerful tool for companies looking to stand out in a crowded market by transforming advertising into a meaningful and memorable experience for consumers. By integrating creative strategies and listening to people with a deep understanding of UX and UI, companies can not only capture the attention of their audiences, but also build lasting relationships based on positive, authentic experiences.

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26 March 2024 Luca Salvagnini

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TAG: usability test experience design qualitative research The Sixth W approach user testing UX and UI digital marketing