I have seen Experience Marketing defined as a strategy for 35+ year old workers to use as a tool to highlight their professional experiences on their resumes. Not really the definition most of us would use but interesting none the less. Takes the whole “Are you experienced” in a different direction, doesn’t it? The definition I am thinking of is more like this : Experience marketing creates a personal experience with a brand or product that results in a lasting emotional, mental, or physical connection.
According to the 2009 Global Event View, 32% of respondents say they will transition from event marketing to experience marketing in the next 12 months; 28% have already transitioned
60% of the respondents will be using some form of experience marketing by the end of this year. So why is this happening?
Partially because event marketing has a short life span. It is a large part of experience marketing as many people physically or emotionally experience a brand at an event, trade show, or conference for the first time. Surveys show that Face to Face is still the best format for networking and deepening relationships. That is one reason that event marketing is so highly valued and will continue to be for a long time. Event marketing can help generate leads, build loyalty, and educate costumers, but the experience usually stops once the event ends.
Experience marketing uses the rapid explosion of social media and inbound marketing to create a deeper and longer lasting experience. It moves the “one off” experience to a different plane where the end user or customer has a personal interaction with the brand for a much longer time and in a deeper way. Blogs, Youtube, Facebook fan pages, e-books, flickr, webinars, and Linked-in groups are just a few of the rapidly evolving tools that experience marketing uses.
Event marketing is a huge component of experience marketing and as we continue to see more of the virtual and physical worlds collide, I expect the relationship between the two disciplines to intensify and become better defined.
Times They Are A Changing
I have seen Experience Marketing defined as a strategy for 35+ year old workers to use as a tool to highlight their professional experiences on their resumes. Not really the definition most of us would use but interesting none the less. Takes the whole “Are you experienced” in a different direction, doesn’t it?
The definition I am thinking of is more like this : Experience marketing creates a personal experience with a brand or product that results in a lasting emotional, mental, or physical connection.
According to the 2009 Global Event View, 32% of respondents say they will transition from event marketing to experience marketing in the next 12 months; 28% have already transitioned
60% of the respondents will be using some form of experience marketing by the end of this year. So why is this happening?
Partially because event marketing has a short life span. It is a large part of experience marketing as many people physically or emotionally experience a brand at an event, trade show, or conference for the first time. Surveys show that Face to Face is still the best format for networking and deepening relationships. That is one reason that event marketing is so highly valued and will continue to be for a long time. Event marketing can help generate leads, build loyalty, and educate costumers, but the experience usually stops once the event ends.
Experience marketing uses the rapid explosion of social media and inbound marketing to create a deeper and longer lasting experience. It moves the “one off” experience to a different plane where the end user or customer has a personal interaction with the brand for a much longer time and in a deeper way. Blogs, Youtube, Facebook fan pages, e-books, flickr, webinars, and Linked-in groups are just a few of the rapidly evolving tools that experience marketing uses.
Event marketing is a huge component of experience marketing and as we continue to see more of the virtual and physical worlds collide, I expect the relationship between the two disciplines to intensify and become better defined.