Open AccessINFORMATION ANALYSIS OF EXPERIENTIAL MARKETING ACTIVITY PERFORMED BY ROMANIAN MARKETING AGENCIES
Author(s) -
Ana-Maria Urdea,
AUTHOR_ID,
Cristinel Constantin,
AUTHOR_ID
Publication year - 2021
Publication title -
bulletin of the "transilvania" university of braşov. series v, economic sciences
Language(s) - English
Resource type - Journals
eISSN - 2065-2208
pISSN - 2065-2194
DOI - 10.31926/but.es.2021.14.63.2.1
Subject(s) - marketing , marketing research , experiential learning , digital marketing , return on marketing investment , marketing management , quantitative marketing research , business , marketing science , qualitative marketing research , marketing mix , marketing strategy , marketing effectiveness , relationship marketing , psychology , mathematics education
One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.