Experiential Marketing In An Age Of Hyper Connectivity
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Experiential Marketing In An Age Of Hyper Connectivity
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Author : Nadia Pomirleanu
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2022-02-22
Experiential Marketing In An Age Of Hyper Connectivity written by Nadia Pomirleanu and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-22 with Business & Economics categories.
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
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Author : Kerry Smith
language : en
Publisher: John Wiley & Sons
Release Date : 2016-03-29
Experiential Marketing written by Kerry Smith and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-29 with Business & Economics categories.
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.
Connect
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Author : Lars Birkholm Petersen
language : en
Publisher: John Wiley & Sons
Release Date : 2014-09-15
Connect written by Lars Birkholm Petersen and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-15 with Business & Economics categories.
Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
The Age Of Engage
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Author : Denise Shiffman
language : en
Publisher: Hunt Street Press
Release Date : 2008
The Age Of Engage written by Denise Shiffman and has been published by Hunt Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Interactive marketing categories.
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
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Author : Shaz Smilansky
language : en
Publisher:
Release Date : 2009-01-01
Experiential Marketing written by Shaz Smilansky and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-01-01 with categories.
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
Experience The Message
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Author : Max Lenderman
language : en
Publisher: McClelland & Stewart
Release Date : 2010-01-05
Experience The Message written by Max Lenderman and has been published by McClelland & Stewart this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-01-05 with Business & Economics categories.
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.
Experiential Marketing
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Author : Wided Batat
language : en
Publisher: Routledge
Release Date : 2019-01-28
Experiential Marketing written by Wided Batat and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-28 with Business & Economics categories.
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.
Experiential Marketing
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Author : Bernd H. Schmitt
language : en
Publisher: Simon and Schuster
Release Date : 2000-12-11
Experiential Marketing written by Bernd H. Schmitt and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-12-11 with Business & Economics categories.
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
Strategies For The Digital Customer Experience
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Author : Batat, Wided
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-05-06
Strategies For The Digital Customer Experience written by Batat, Wided and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-06 with Business & Economics categories.
This innovative book proposes a conceptual framework to integrate the ecological and tourism aspects of Protected Area regulation, assisting decision-makers to develop contextually effective laws and management plans that avoid over-regulating or under-regulating tourism, given the areas' ecological profiles.
Consuming Experience
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Author : Antonella Caru
language : en
Publisher: Routledge
Release Date : 2013-01-11
Consuming Experience written by Antonella Caru and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-11 with Business & Economics categories.
This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the market: an individual’s daily life is made up of consuming experiences that can occur with or without a market relation. Offering an overview of the consumption experience, it outlines a continuum of experiences of consumption that consumers go through, including: those that are mainly constructed by consumers around small items that comprise their daily life, such as organic products and non-profit or local associations those that have been co-developed by companies and consumers: tourism or adventure projects, rock concerts and cultural events those that have been largely developed by the companies where consumers are immersed in a hyper-real context such as fashion, sports brands, edutainment and retail. Broad and comprehensive, this book provides a challenging vision of the consumption experience, which is an invaluable tool for all those studying marketing and consumer behaviour.