Informatics Publishing Limited

Abstract

The popularity of social media among customers has opened up new avenues for marketers to provide them holistic brand experience. In today’s marketplace the success of a brand depends upon the combined and mutual experiences of consumers. The biggest challenge faced by marketers nowadays is to secure effective interaction with customers and inspire them to share their experiences with others. This way only they can create constructive and unforgettable experiences that can attract and retain customers. The contemporary strategy being used by marketers nowadays is experiential marketing. It allows the customers to intermingle completely with the brand, appealing to their rational as well as emotional sides and forming experiences that are truly memorable. This customer’s interaction and involvement with the brand brings it to the life and helps in thinning the line between their memorable experiences and brand awareness. The main objective of the paper is to gain insights into the evolution of the notion of experience applied in experiential marketing and also drawing its comparison with traditional marketing strategies. An attempt has been made to add live cases of experiential marketing to justify the significance and relevance of this concept.

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