An overview to experiential marketing and its development

Tue, Nov 5th 2013, 15:53

Experiential Marketing, Engagement Marketing

Marketing and Media, the two most important aspects of promotion has greatly affected the worldwide market. Different ways have been developed to market products across the ages and media has played a pivotal role in the journey. Different types of marketing strategies have come and gone and in the course of their stay, has created different levels of effect according to their acceptance and response. Experiential marketing comes under the purview of core marketing techniques and involves a direct interaction with the end consumers without the intention of sales in particular.

In general, experiential marketing greatly differs from other forms of marketing and it is based on creating long-term relationships with the customers and providing communication in far more better ways than advertising or sales messages. Known in other words as relationship marketing, it is a type of direct response marketing campaign that emphasizes more on customer retention and satisfaction more than anything else. In other ways, it can be explained as an event management and promotion where there is a one-to-one interaction with the concerned audience who come already prepared. It is focused on only specific targeted customers who have more chances of turning into potential customers.

The efficacy of experiential marketing is based on the prospect that the customers that are targeted are not unaware of product. They get a brief knowledge of information about the product by the marketers so that a faint idea of what the product is all about. This clarifies one thing for sure that the customer doesn’t get surprise once they come in contact with the product. The chances of purchasing the product by the customers are also higher since they are also convinced about feature and quality of the product. Considering this case with other marketing types such as in TV commercials or banner advertisements, the chances of buying the product is quite low and the consumers never get convinced in the first time. It is only after a series of displaying after which the consumer gives a thought to the product.

Technology has also equally used in developing this marketing application. With the growth of internet and telecommunications, Engagement Marketing has started to evolve virally due to the effect of collaborative and social media platforms. More tools have been developed to make the communication easier and feasible between the user and the provider. Since the marketing strategy is more based on building relations with the consumers, the growth of technology has greatly helped in achieving this feat and the interaction procedure is stronger than ever.

In summary, it can be said that experiential marketing can be used to create measureable results. Since the business process in this marketing policy is quite transparent, it helps the supplier in determining the proportion of consumers ready to accept or acknowledge the product. The leads that are generated here are more realistic and have more chances of purchasing the product. The responses that are received are 100% genuine and come in effective use of the supplier and every other person included in the exchange process.

Jonathan Schultz the author here gives a detailed idea about what is experiential marketing. He also lays out the benefits of adopting this idea and how the idea can greatly benefit to Engagement Marketing different types of suppliers.

Written By Jonathan Schultz

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