Hey everyone! Starting to look more into experiential marketing and wanted to get people's thoughts on this - anyone have insight/thoughts on going from digital marketing (currently a media planner at an ad agency) to experiential marketing? Major similarities/differences between role responsibilities, any skills/background that would transfer, etc.? Any info is super helpful, TIA!

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Well, some XM agencies have media departments, like Mosaic, so you could start there. If you want to move into client service, the skills are all fairly similar, $ mgt, detail orientation, project management, etc. if you are looking for field management roles/onsite activation etc make it’s all about people, project management, and production…. The ability to recruit/hire/train/manage/motivate brand ambassadors will need to be there, along with budget management and working with both creative and production teams. Many XM agencies do digital extensions or digital measurement that you may be keen for.
XM is on fire right now as the world is turning back on and brands want to be in front of people IRL again. Good luck!

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Thanks for your insights this was helpful!

What role would you be targeting at an experiential agency? I think that will change what our answers are pretty drastically

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I think thats part of what I'm in the process of figuring out! Especially how typical digital ad roles translate to XM - probably looking at similar tracks to digital planning, strategy, etc (I have experience with especially display/programmatic method but also social, audio/video, DOOH). but i would love to pivot towards XM/event-related verticals for more strategic/creative exposure, especially concerning live entertainment, music and sports!

I did the opposite route - I went from experiential to digital and it was easy transition. Almost all experiential programs have some level of digital work to it nowadays. With experiential it’s a little more on the ground, on the fly work - depending on your level but it’s super awesome to watch a project unfold through experience instead of just a digital channel. I would say having knowledge of digital channels and what channels could work best for what type of activations, how to project manage something from start to finish, regardless of level and role, and how to think creatively AND strategically is important. I know this isn’t much help but there is a decent amount of overlap if you write down skills for both.

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Thanks for sharing this was super helpful!

If you're already in digital marketing, most of your skills should transfer over seamlessly. The only thing you may want to work on is your ability to really get into the head of the customer. XM takes DM to the next level, so you really need to be able to make that connection.

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thank you for sharing!!

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