Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Experiential Marketing in a Digital Era

Experiential Marketing in a Digital Era

Experiential marketing in a digital era
Ann Torres Áine Doherty

Introduction

This chapter addresses the opportunities and challenges experiential marketers face in pivoting from traditional, to digital and onto hybrid experiential marketing (ExM). First coined by Schmitt in 1999, ExM is defined as a live interaction which uses consumers’ insights and emotions to connect them with a brand (Young, 2009). The brand offers ‘positive, memorable, emotionally charged and unforgettable experiences’ (Batat, 2019: 43). This brand experience creates an emotional connection that forms a lasting impression on the consumer. The memorability of the experience is what creates competitive advantage, allowing companies to differentiate and build a strong relationship with consumers so when faced ...

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