Experiential Marketing - Entertaining Events or a Crucial Part of the Marketing Mix?
Strazdina, Anna (2009)
Avaa tiedosto
Lataukset:
Metropolia Ammattikorkeakoulu
2009
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200909014226
https://urn.fi/URN:NBN:fi:amk-200909014226
Tiivistelmä
The aim of this study was to examine how experiential marketing can be used to create and manage customer relationships. The main focus was on the paradigm shift in marketing approach from transaction-focused to customer relationship-focused and the causes behind it. After that, experiential marketing was analysed as a method of enhancing customer relationships and brand loyalty. The attitudes towards experiential aspects of both marketers and consumers were examined in order to see how welcome the trend is.
The study used a combination of primary and secondary data. Secondary data was collected from marketing literature, industry websites and articles, and critically assessed in order to ensure a diverse approach. Primary data was gathered using qualitative research methods by interviewing an experiential marketing professional.
The results showed that the changes in technology, competitive environment and customer attitudes have lead to companies focusing on longer-term relationships with customers instead of single transactions. Experiential marketing is a constantly developing topic and has been received well by companies and public as a way of bringing customers closer to the brand. The biggest pitfall slowing down the growth of experiential campaigns proved to be the lack of appropriate measurement systems. Nevertheless, marketers showed willingness to allocate more budget to experiential elements in the nearest future.
The study used a combination of primary and secondary data. Secondary data was collected from marketing literature, industry websites and articles, and critically assessed in order to ensure a diverse approach. Primary data was gathered using qualitative research methods by interviewing an experiential marketing professional.
The results showed that the changes in technology, competitive environment and customer attitudes have lead to companies focusing on longer-term relationships with customers instead of single transactions. Experiential marketing is a constantly developing topic and has been received well by companies and public as a way of bringing customers closer to the brand. The biggest pitfall slowing down the growth of experiential campaigns proved to be the lack of appropriate measurement systems. Nevertheless, marketers showed willingness to allocate more budget to experiential elements in the nearest future.