Understanding consumer behavior and their experience with products and services is a vital part of marketing. However, it wasn’t always that way. In the Madman era, marketers’ sole focus was to get their products out there as often and as prominently as possible. Then we learned about sensory overload, and that’s when we realized that we were marketing to humans, emotional creatures, after all.
Therefore, marketers have realized that insights into how consumers experience products, services and brands, as well as how marketers can deliver engaging experiences to their customers, are important factors in positioning and differentiating products in a competitive environment.
It makes perfect sense when you realize that all memorable brand interactions include either pleasant or unpleasant experiences.
There are countless ways to differentiate an experience these days. It can be as small as Apple’s premium packaging or as huge as Disney’s theme parks, but with the tools and examples we have at our disposal today, there’s no reason not to try and improve your experiential marketing offerings.
Original post: https://themartechsummit.com/wiki-experiential-marketing/
Translator: Ngoc
