Open AccessA CONCEPTUAL STUDY ON EXPERIENTIAL MARKETING: IMPORTANCE, STRATEGIC ISSUES AND ITS IMPACT
Author(s) -
Veto Datta
Publication year - 2017
Publication title -
international journal of research - granthaalayah
Language(s) - English
Resource type - Journals
eISSN - 2394-3629
pISSN - 2350-0530
DOI - 10.29121/granthaalayah.v5.i7.2017.2105
Subject(s) - marketing , marketing management , marketing research , experiential learning , business , return on marketing investment , marketing science , relationship marketing , digital marketing , marketing strategy , feeling , qualitative marketing research , marketing effectiveness , marketing mix , psychology , social psychology , mathematics education
Traditional marketing has been changed with a new approach to marketing called Experiential Marketing. Experiential marketing is also known as "engagement marketing," "event marketing", "participation marketing," or "live marketing". Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. It is a kind of is a marketing strategy that involves customers directly and inspires them to participate in the development of a brand. This transformation is showing no transformation of slowing down; more and more marketers are moving towards creating experiences for their customers. Therefore experience is an essential element of a today’s customer. Experiential Marketing plays an important role in influencing customer behavior and creates a feeling of satisfaction and loyal base .Thus it’s a very important concept to study. The research article studies various benefits and strategic issues of experiential marketing, also suggestion are drawn therefrom.