Experiential versus Traditional Marketing.

05.10.2015

For the first class topic is Experiential versus Traditional Marketing.
Experiential marketing is a new aspect in marketing and which made different type of industries and companies use this to create experiences for their targets. On the other hand, Schimitt (1999) points out the difference between experiential and traditional marketing is "traditional marketing views consumers as rational decision makers who care about functional features and benefits ; experiential marketers view consumers a rational and emotional  human beings who are concerned with achieving pleasurable experiences."

Experiential marketing focus on 3 keys determinants with 5 type of human senses.
3 key determinants

5 type of experiences

3 key determinants

The Omnipresence of Information Technology	-          Varity promotions as well as improvement in the information revolution speed. For example: from print to voice. -          Connect and share an experiential universe with one another anytime
The Supremacy of the Brand	-          Promote the brand reputation -          Provide and enhance customer experiences, such as some kinds of productions which not traditionally think of brand.
The Ubiquity Communications and Entertainment	-          Things that can connect people or social directly or indirectly such as newspaper, mobile app etc. -          No efforts to provide fun and entertainment for their customers

In contrast, Traditional marketing is simple and focusing on strategy, planning, and implementation of the promotional design.  

References
Dormann, C. (2005). Affective experiences in the Home: measuring emotion. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.83.4660&rep=rep1&type=pdf.

Super Duper. (2009). Creating Rich Sensory Experiences . Retrieved from :http://www.superduperinc.com/handouts/pdf/206_CreatingRichSensoryEx.pdf.

Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15 (1), 53-67. doi: 10.1362/026725799784870496.