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What is Experiential marketing

Chapter 3
Handbook of Research on Effective Advertising Strategies in the Social Media Age
A special marketing approach, focuses on customer experiences.
Published in Chapter:
Social Media as an Advertisement Tool: Strategical Need of Being More Experiential
Füsun Topsümer (Ege University, Turkey) and Dincer Yarkin (Gediz University, Turkey)
Copyright: © 2015 |Pages: 12
DOI: 10.4018/978-1-4666-8125-5.ch003
Abstract
Daily routine and time pressure have become the reason for ignoring social media advertisements; because of thousands of messages on Internet, and social media, consumers need more reliable and differentiated messages. Today's customer is looking for utilitarian and hedonic attributes in the content of advertisement. Otherwise they would interpret advertisements as “time loss.” In this chapter, some suggestions are offered to companies as well as to the advertising agencies who should look for a new way of attracting customers to advertisement. Experiential components are becoming more and more vital, in advertisement as well as in marketing. Feel, sense, think, act, and relate as subjects of experiential marketing can be transferred into social media advertisements and touch consumer's heart for acquiring effective and efficient outcomes.
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More Results
Chapter 7
Experiential Marketing: A Tool to Maximize the Contribution of Natural History Museums to the Bioeconomy
A type of marketing that aims to provide an individual, engaging, and enjoyable customer experience. In this type of marketing, the sensory, affective, cognitive, social, and symbolic dimensions of the customer experience are tried to be triggered.
Published in Chapter: Experiential Marketing: A Tool to Maximize the Contribution of Natural History Museums to the Bioeconomy; From: Handbook of Research on Bioeconomy and Economic Ecosystems
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Chapter 8
Dynamic Strategies and Evolutionary Trajectories: A Comprehensive Review of Experiential Marketing in the Soft Drink Industry
A marketing approach that focuses on engaging consumers through memorable experiences and interactions, rather than traditional advertising methods, to build emotional connections with brands.
Published in Chapter: Dynamic Strategies and Evolutionary Trajectories: A Comprehensive Review of Experiential Marketing in the Soft Drink Industry; From: New Trends in Marketing and Consumer Science
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Chapter 3
Marketing Innovations in Industry 4.0 and Their Impacts on Events Marketing
It is a form of marketing that contains many emotions and enables the connection between the brand and the consumer before purchasing the product and service.
Published in Chapter: Marketing Innovations in Industry 4.0 and Their Impacts on Events Marketing; From: Impact of ICTs on Event Management and Marketing
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Chapter 5
Experiential Marketing: Understanding the Nature of Experiences in Emerging Markets' Grocery Retailing
A kind of marketing technique that creates experiences between brands and consumers.
Published in Chapter: Experiential Marketing: Understanding the Nature of Experiences in Emerging Markets' Grocery Retailing; From: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
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Chapter 22
A Commercial Stage Strengthening Brand Image in the Framework of Postmodern Consumption: Pop-Up Space
One of the postmodern consumer-oriented approaches is a marketing strategy that directly involves the target audience in the brand experience and allows the brand to interact directly with the consumer.
Published in Chapter: A Commercial Stage Strengthening Brand Image in the Framework of Postmodern Consumption: Pop-Up Space; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 8
Sensorial and Experiential Marketing in Shopping Centers: Effects on Retailer Performance
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Chapter 5
Reshaping of Museums With Experiences: An Examination on the Hatay Archeology Museum
It focuses on providing the benefit of the brand to the consumer by providing the opportunity to experience the product or service without purchasing it yet. It allows the brand to interact directly with the consumer and ensures that the consumer is part of the brand experience. This is a much more effective method than showing ordinary advertising to the consumer in any media.
Published in Chapter: Reshaping of Museums With Experiences: An Examination on the Hatay Archeology Museum; From: Impact of New Media in Tourism
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Chapter 24
Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends
it refers to a new marketing approach based on a comprehensive experience between customer and product/service
Published in Chapter: Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends; From: Handbook of Research on Mobile Marketing Management
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Chapter 5
The Assessment of Cultural Experience through the Measurement of Cross-Cutting Skills: The Giffoni Experience Case Study
“A customer focused concept”- differs to experience economy and is based on the modularity of the mind ( Pinker, 1997 ) finding its natural resolution in a holistic perspective: the individual becomes actively involved through “three basic systems – sensation, cognition and affect – each with its own structures, principles and mutual interactions.
Published in Chapter: The Assessment of Cultural Experience through the Measurement of Cross-Cutting Skills: The Giffoni Experience Case Study; From: Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives
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Chapter 11
The New Phenomenon of Authentic Experience in the Tourism Industry
The making of marketing communications more sensory by adding imagination, tactile materials, movement, smell, sound, or other sensations. Also, it includes activities that will go beyond functional features with consumers to provide them with positive and memorable experiences.
Published in Chapter: The New Phenomenon of Authentic Experience in the Tourism Industry; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 12
Tourism Experience Management and Marketing in Gastronomy
Experiential marketing is a marketing strategy that engages the consumer and creates a real-life experience that will be remembered. This type of marketing focuses specifically on getting the consumer to experience the brand.
Published in Chapter: Tourism Experience Management and Marketing in Gastronomy; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 7
Creating Brand Experience Based on Brand Equity in Tourism Destinations
Refers to a kind of life experience in which the brand and the consumer can be in direct communication, based on the direct use experiences of individuals regarding the product or service.
Published in Chapter: Creating Brand Experience Based on Brand Equity in Tourism Destinations; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 18
Customer Experience in the Banking Industry
Focuses on adding value to the lifestyles of the target group, making the consumer remember the brand, and providing consumers with a brand-related customer experience as a result of the experiences.
Published in Chapter: Customer Experience in the Banking Industry; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 7
Experiential Marketing: Strategies for the Leisure Industry
An interaction, or series of interactions, between a customer and a product, a company or its representative that lead to a reaction.
Published in Chapter: Experiential Marketing: Strategies for the Leisure Industry; From: Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies
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Chapter 10
Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility
An approach to marketing that focuses on customer experiences rather than on product functional characteristics and benefits, using emotional and experiential stimuli to influence decision-making processes.
Published in Chapter: Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility; From: Global Perspectives on Strategic Storytelling in Destination Marketing
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Chapter 1
Experiential Marketing: Post-Experience Behaviors
Focuses on influencing the lifestyle of individuals, increasing brand awareness, and providing customer experience with the purchase of goods and services.
Published in Chapter: Experiential Marketing: Post-Experience Behaviors; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 18
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
A modern approach to marketing that refers to consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. It differs from traditional marketing, which views consumers as rational decision-makers who care about functional features and benefits.
Published in Chapter: Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry; From: Handbook of Research on Global Fashion Management and Merchandising
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Chapter 5
Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences
A marketing strategy that aims to create memorable, real-life experiences between brands and consumers.
Published in Chapter: Enhancing Consumer-Brand Relationships Through Luxury Brand Experiences; From: Building Consumer-Brand Relationship in Luxury Brand Management
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Chapter 17
Leisure Time Marketing in the Context of the Entertainment Industry
The establishment and appraisal process of a marketing plan through positive or negative experiences being retrieved as a means to implement the tactics/strategies on a solid experience thereof.
Published in Chapter: Leisure Time Marketing in the Context of the Entertainment Industry; From: Handbook of Research on the Impact of Culture and Society on the Entertainment Industry
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Chapter 8
Marketing Experiential Events Through New Media: The Ferragnez Wedding Case
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Chapter 10
Innovations in Arts Marketing: From Art Sensationalism to Experiential Art Fairs
A strategy that allows the audience to experience, possibly with all senses, a brand, product, or service.
Published in Chapter: Innovations in Arts Marketing: From Art Sensationalism to Experiential Art Fairs; From: Marketing Innovation Strategies and Consumer Behavior
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Chapter 3
Customer Experience Management
It is a holistic approach that focuses on customer experiences rather than the benefits of services and products to customers.
Published in Chapter: Customer Experience Management; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 8
Experiential Marketing and Practices: The Perspective of Customer Satisfaction and Loyalty
To realize the features of products and services with a presentation that activates the senses of the consumers. The most effective way to design a product, service, brand, or business experience is to appeal to consumers’ senses.
Published in Chapter: Experiential Marketing and Practices: The Perspective of Customer Satisfaction and Loyalty; From: Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
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Chapter 21
The Impact of Augmented Reality Experiential Marketing on Tourist Experience Satisfaction
A methodology that uses certain tools to include the customers into the communication process and creates experiences.
Published in Chapter: The Impact of Augmented Reality Experiential Marketing on Tourist Experience Satisfaction; From: Handbook of Research on Applied AI for International Business and Marketing Applications
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