Consumer Engagement - The Experiential Way
Published: 2011
Author(s) Name: Devyani Rohatgi
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Abstract
Experiential marketing focuses on customer
experiences. It aims at gauging sensory, motional,
cognitive behavioural relationship wants of the
customer. This paper will focus on consumer
behaviour, the impact of experiential marketing on
the consumers, why a concept like this will place
an effect on consumer and how will it do.
Customer-centricity is the buzzword. Positioning
companies, services or products is a technique
which helps in easy brand recall due to its
approach of occupying separate place in
customers mind and how are marketers creating
this space is through experiential marketing.
Another aspect which this paper will explore is
employee involvement without which the whole
concept of providing a customer with a positive
experience cannot be executed.
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