Experiential Marketing in an Age of Hyper-Connectivity

Experiential Marketing in an Age of Hyper-Connectivity
Author: Nadia Pomirleanu
Publisher: Cambridge Scholars Publishing
Total Pages: 180
Release: 2022-02-22
Genre: Business & Economics
ISBN: 1527580350
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This book will serve as a first-stop, academic resource for every scholar of experiential marketing, aspiring marketing and consumer behavior student, agency executive, professor, and experiential marketing practitioner. It is as rigorous as it is informative and can be used as an introductory reading for experiential marketing courses and seminars, and as a playbook for future research development in the experiential marketing domain. This book will help readers learn the state of customer experience and experiential marketing, understand the use of experiential marketing in specific contexts such as fashion or e-retail, and how to reach and expand a firm’s customer base using experiential promotional products. It includes cutting-edge sensory marketing developments that can be used in a firm’s customer experience strategy to create hedonic experiences. Overall, this book captures the essence of experiential marketing, the newest marketing paradigm.

Experiential Marketing

Experiential Marketing
Author: Kerry Smith
Publisher: John Wiley & Sons
Total Pages: 224
Release: 2016-03-29
Genre: Business & Economics
ISBN: 1119145880
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The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

Experience the Message

Experience the Message
Author: Max Lenderman
Publisher: McClelland & Stewart
Total Pages: 331
Release: 2010-01-05
Genre: Business & Economics
ISBN: 1551991691
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Finalist for the National Business Book Award. Consumers have changed dramatically in the age of mass media, and the brand world is moving toward guerrilla and viral marketing to cut past the media clutter. In Experience the Message, Max Lenderman explains who the new marketers are, how they work, and why they matter. He guides us through today’s experiential marketing revolution, revealing how companies can interact with consumers in meaningful ways and what consumers can demand and expect.

The Age of Engage

The Age of Engage
Author: Denise Shiffman
Publisher: Hunt Street Press
Total Pages: 242
Release: 2008
Genre: Interactive marketing
ISBN: 0979802806
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Whether you're a marketer, communications expert, CEO, or business owner, you face the daunting challenge of marketing with your customers, not to them. In this book, Denise Shiffman lays out a blueprint for how you can create persuasive value so that your products stand out, build trust by reshaping audience interactions, expand social currency and extend your sphere of influence, and deploy new marketing vehicles to capture the hearts, minds, and wallets of your customers.--[book cover].

Experiential Marketing

Experiential Marketing
Author: Shaz Smilansky
Publisher:
Total Pages:
Release: 2009-01-01
Genre:
ISBN: 9780749457167
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Experiential marketing is predicated to be one of the biggest growth areas within marketing over the next five years and many organizations are beginning to adopt an experiential marketing orientation, placing live brand experiences at the core of their overall marketing strategies. This innovative form of marketing will become key to brands who strive to engage their customers, and Experiential Marketing will be essential in showing companies the way forward. In addition to numerous high-profile interviews and international case studies, the book includes coverage on: " The benefits of an experiential marketing approach " Outsourcing versus in-house marketing " Setting objectives " The target audience " Bringing the message to life " Experiential strategies " Selecting locations and brand ambassadors " Gauging effectiveness " Measurement, evaluation and LROI Consumers are constantly inundated with repetitive traditional advertising messages which bombard their consciousness, interrupt their TV shows and get in the way of their everyday lives. Often, the consumer does not feel any real emotional connection with these brands and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. This engaging new title is a practical guide to experiential marketing, a methodology that is revolutionizing the face of marketing as we know it. Experiential marketing campaigns are geared around live brand experiences two-way communications between consumers and brands, which bring brand personalities to life and develop long-lasting relationships with target audiences. Experiential Marketing explores this new era in marketing communication, which gives customers a fabulous brand- relevant experience designed to add value to their lives and ultimately increases customer brand loyalty. This book demonstrates how experiential marketing fits in with the current marketing climate, and it explains how to go about planning, activating and evaluating it for best results. Including interviews and international case studies demonstrating successful experiential marketing campaigns, it is essential reading for marketing, business, advertising and media professionals, as well as for marketing students. Contents: Introduction " Why experiential?: The context marketing communication " What is experiential marketing " Traditional approaches are losing effectiveness " Experiential marketing a differentiator " The benefits " Criticisms fact and fiction " What level of resources? " A shift in awareness " Outsourcing VS in House: In-house " Outsourcing to your media or full-service agency " Working with a PR agency " Working with a sales promotion agency " Better: How do you use BETTER? " IDEA: Using IDEA " Choosing the idea " Situation and background: SET MESSAGE " Situation and background" Experiential Objectives: Examples of experiential marketing campaigns " Target Audiences: Analyzing target audiences " Message key communication: Bringing the message to life " Experiential Strategy: STRATEGIES " Integrating the selected elements to form the experiential strategy " Scenarios " Make the experience memorable and ongoing " Selected Locations and Brand Ambassadors: Choosing locations " Examples of live brand experience locations " Live brand experience are like theatre productions " Brand ambassador selection " Recruiting brand ambassadors " Systems and Mechanisms for Measurement: How much to spend on measurement " Action: Contents of the action plan " Gauging effectiveness: Systems and mechanisms for measurement and how they enable Gauging effectiveness " Real-time reporting and online client access pages " Flexibility and change management solutions " Evaluation: Introduction " The written evaluation section " The campaign evaluation (post-campaign) " Interviews " International case studies " Conclusion

Experiential Marketing

Experiential Marketing
Author: Wided Batat
Publisher: Routledge
Total Pages: 278
Release: 2019-01-28
Genre: Business & Economics
ISBN: 1351867350
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Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty? In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic. Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.

Experience Marketing

Experience Marketing
Author: Bernd Schmitt
Publisher: Now Publishers Inc
Total Pages: 73
Release: 2011
Genre: Business & Economics
ISBN: 1601984529
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Experience Marketing examines a new and exciting concept that is of interest to academics and marketing practitioners who have come to realize that understanding how consumers experience brands, and how to provide appealing brand experiences for them, is critical for differentiating their offerings in a competitive marketplace. Understanding consumer experiences is a core task for consumer research, but consumer and marketing research on experience is still emerging. Experience Marketing reviews and discusses experience research conducted in various disciplines and in sub-disciplines of marketing. The author begins with an exploration of the experience concept itself. What do we mean by "experience"? What are consumer experiences? How are they different from other established constructs in our field? Next, this monograph reviews the key concepts of experience marketing and provides empirical research findings that shed light on consumer insights on experiences. It also examines the strategic management and marketing literature on customer experience and the practical frameworks for managing experiences. Finally, it explores an exciting emerging area of research-the interface of consumer experience and happiness.

The New Marketing

The New Marketing
Author: Cheryl Burgess
Publisher: SAGE
Total Pages: 317
Release: 2020-07-27
Genre: Business & Economics
ISBN: 152973830X
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In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Organizational Innovation in the Digital Age

Organizational Innovation in the Digital Age
Author: Carolina Machado
Publisher: Springer Nature
Total Pages: 221
Release: 2022-04-18
Genre: Technology & Engineering
ISBN: 3030981835
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This book focuses on how businesses manage organizational innovation processes. It explores the innovative policies and practices that organizations need to develop to allow them to be successful in this digital age. These policies will be based on key resources such as research and development and human resources and need to enable companies to respond to challenges they may face due to the digital economy. It explains how organizational innovation can be used to improve business’s development, performance, conduct and outcomes. Contributing to stimulate the growth and development of each individual in a dynamic, competitive and global economy, the present book can be used by a diverse range of readers, including academics, researchers, managers and engineers interested in matters related with Organizational Innovation in the Digital Age.

Digital and Social Media Marketing

Digital and Social Media Marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
Total Pages: 337
Release: 2019-11-11
Genre: Business & Economics
ISBN: 3030243745
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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.