THE RISE OF EXPERIENTIAL MARKETING AND WHAT IT MEANS

Anyone who’s been watching marketing industry trends over the past few years will have noticed a shift away from traditional advertising toward what some believe to be a “new” sector of marketing: experiential.

A widely mentioned buzzword, “experiential marketing” is now recognized as the powerful tool it actually is—though the true definition, the reasons for its growth, and the secrets to its lasting power are not quite as familiar.

Defining Experiential

Experiential marketing has been around for more than a century; but, in recent years, because of various business and societal shifts, its share of global brand marketing budgets has grown significantly.

Experiential takes many forms, from pop-up activations to permanent installations, from B2B conferences to B2C experiences. The techniques used can address the senses in a tactile… Read More