---
title: 'How the pandemic changed experiential marketing'
url: 'https://alliedglobalmarketing.com/knowledge/pages/3-things-i-know'
markdown: 'https://alliedglobalmarketing.com/knowledge/pages/3-things-i-know.md'
date: '2021-03-23'
description: 'The pandemic has reinforced how much people really crave physical interaction & engagement. There is a strong desire - by both consumers and brands alike - to get back out to live events. The pandemic has only increased interest in Experiential marketing as a vital and valuable part of the ma…'
taxonomy:
  category:
    - 'Paid Media'
    - 'Earned Media'
    - Experiential
---

![](https://alliedglobalmarketing.com/images/7/c/b/2/d/7cb2dc2fe5a285e872c4e103118fa821abd96612-cover.webp) 

 Knowledge: Paid Media

#  How the pandemic changed experiential marketing 

 Jennifer Granozio, SVP Allied Experiential

 03.23.21

![AEX_3Things_Events_1](https://alliedglobalmarketing.com/user/pages/knowledge/pages/3-things-i-know/AEX_3Things_Events_1.jpg "AEX_3Things_Events_1")

1. The pandemic has reinforced how much people really crave physical interaction & engagement. There is a strong desire - by both consumers and brands alike - to get back out to live events. The pandemic has only increased interest in Experiential marketing as a vital and valuable part of the marketing mix.

![AEX_3Things_Events_2](https://alliedglobalmarketing.com/user/pages/knowledge/pages/3-things-i-know/AEX_3Things_Events_2.jpg "AEX_3Things_Events_2")

2. The necessity for virtual events has changed audience behavior. Now that consumers are comfortable attending events online, virtual events will continue to be incorporated into future activations.

![AEX_3Things_Events_3](https://alliedglobalmarketing.com/user/pages/knowledge/pages/3-things-i-know/AEX_3Things_Events_3.jpg "AEX_3Things_Events_3")

3. Virtual events can be used to target niche audiences, so we anticipate seeing this influence physical activations after the pandemic; Brands now see the value in speaking to specific micro-communities and motivating like-minded individuals to connect with each other and their brands.",

 [Paid Media ](https://alliedglobalmarketing.com/knowledge/category:Paid%20Media) [Earned Media ](https://alliedglobalmarketing.com/knowledge/category:Earned%20Media) [Experiential ](https://alliedglobalmarketing.com/knowledge/category:Experiential) 

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