Experiential Marketing: An Efficient Tool to Leverage Marketing Communication Impact on Consumer Behaviou
Camelia Kailani, Narcisa Ciobotar
In a dynamic economic environment marked by rapid evolution of new technologies and communication, new challenges have appeared for marketers. Traditional marketing tools have partially lost their efficiency, therefore important changes are required, in order to reach and maintain an optimum level of consumer satisfaction. Experiential marketing, one of the relative new concept which reflects these changes, focuses on enhancing the consumer direct contact with a brand or product, sending the message to consumers by offering them a personal experience, rather than spreading it by non-personal mass-media channels. This paper aims to highlight the possibilities of increasing the impact of marketing communication on consumer behaviour, rethinking the marketing communication mix in terms of experiential marketing. As an explanatory study, it describes the influence of marketing communication tools, acting through the strategic experiential modules, on the motivation, perception, attitude, learning and effective consumer behaviour. The practical importance of this study lies on identifying which marketing communication tools could offer to consumers a valuable experience, so marketers to exert a more direct and powerful influence on consumer behaviour, creating and reinforcing a sustainable relationship between consumers and brand.
experiential marketing, brand experience, marketing communication, consumer behavior.
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