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Measurement of ROI in Experiential Consumer Engagement

PRIMA: Practices and Research in Marketing

Volume 1 Issue 2

Published: 2011
Author(s) Name: Debayan Roy, Sandeep Duvvuru
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Abstract

Marketers that look closely at customer lifetime value also look at speed to purchase and ask the question, What is the monetary value of transforming this prospect into a customer sooner, rather than later? When it comes to experiential marketing ROI, its about time. This is because Experiential Marketing: • Allows more time to be spent with stakeholders • Requires less time to inspire action among participants • Leads to longer relationships and advocacy that pay off over time So, even before a brand or product is being launched, customers are given a feel of the product and we make them either purchase it or recommend it. An effective strategy is experiential marketing, which provides costeffective “face time” with audiences and moments of truth that lead to action and advocacy.

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