The industries of marketing and advertising are trapped in a death spiral of disrespect, who preach that the ‘customer is king’ would have to reconsider whether their actions are not true to who they say they revere harassment.
It is obvious that consumers are fed up with the invasion of marketing and advertising in their daily lives. Studies suggest an ingrained hostility towards spamming. Still, traditional marketers continue unabated, but who were told they could do that? Who allowed them to control the discretion of the consumer? Who invited them? The horrible truth about the mass marketing these days is that transmits messages that people will not listen, every advertisement, advertisement or promotion generated in the marketing department is vitiated by the fact that it is aimed at an audience that wants hear it.
Experiential marketing is a discipline focused on the consumer. Reciprocity in advertising and marketing should be personal and non-financial. The “Mars – Consumers of XM” (Experiential Marketing consumers) seek marketing campaigns based on the conversation, the dynamics of dialogue one-on-one, no matter if the dialogue is done by millions of consumers. The same rules and the same social benefits derived from personal conversations inherent in strategies and business tactics to be employed. Experiential Marketing is a discipline of personal voices, is a methodology based on human interaction, even if the same interaction is repeated hundreds, thousands and millions of times.
Therefore, it is no coincidence that the rise of Experiential Marketing methodologies appear exactly at the time of the intrusion is advertising ever seen a rise in consumers’ lives. Experiential Marketing Pillars are based on principles that always carry the benefit of consumers; one of its basic concepts is then not to invade the consumer and should increase their experience with the brand or the message that accompanies the product.
The idea of this new marketing is at the center of Experiential Marketing for one simple reason: People like to experience significant and positive. This experience – the customer experience – is the next battleground for businesses. Marketing experience does not provide an inherent benefit to the consumer – physical, emotional, instinctive or mentally – does not imply an Experiential Marketing, more noise is just annoying and unwanted advertising. Much more important is the fact that if the consumer experiences are the next big battleground for winning their loyalty, then firms cannot afford to engage in experiences that are not beneficial, and not listen and analyze their communication alienates people a little more. Marketing should be based, then, an experience that offers more than just a market reach, a marketing message or offer for sale transaction.