EXPERIENTIAL MARKETING: ADISTINCT WAY OF CONNECTING TO CUSTOMERS

Marketing has fundamentally changed, presenting marketers with new challenges. Traditional methods of selling and promoting products based solely on features are no longer sufficient for attracting and retaining customers. Connecting with customers innovatively is now essential, leading to the rise of experiential marketing. This distinct approach emphasizes creating meaningful customer experiences. Unlike traditional marketing, which often focuses on product attributes, experiential marketing aims to connect emotionally by providing holistic product experiences through various tools and techniques. These experiences often involve engaging the five senses, fostering deeper product understanding and appreciation. By creating positive and emotionally resonant experiences, experiential marketing seeks to cultivate positive brand image, customer loyalty, and enhanced customer satisfaction. While research supports the viability of experiential marketing in both service and product contexts, this study explores its significance as an emerging marketing tool, examines its key enablers, analyses its impact on customer perceptions and reactions, and discusses the strategic challenges associated with its implementation. Finally, recommendations for successful application of experiential marketing are provided.