Consumer Engagement - The Experiential Way

Merely two decades ago marketers in India realised that to sell a product the customers needs to recognise their product and hence focus was on making the product visible (branding), then a decade ago too many players entered the market and confused the customer and hence the concept of differentiation of the brand became the sole important factor so as to give visibility to the brand. Today, almost every product comes with a differentiated offering and customer still remains confused. Marketers needed something to penetrate into the clutter of all brands surrounding the customer and hence came the concept of experiential marketing. Experiential marketing is to stimulate in active manner, to engage consumer in a personal life experience, to allow them to be receptive with the brand in a personalised environment. It is to create and add the value of life, which are to be involved in the product development process.

Experiential marketing focuses on customer experiences. It aims at gauging sensory, motional, cognitive behavioural relationship wants of the customer. This paper will focus on consumer behaviour, the impact of experiential marketing on the consumers, why a concept like this will place an effect on consumer and how will it do.

Customer-centricity is the buzzword. Positioning companies, services or products is a technique which helps in easy brand recall due to its approach of occupying separate place in customer's mind and how are marketers creating this space is through experiential marketing. Another aspect which this paper will explore is employee involvement without which the whole concept of providing a customer with a positive experience cannot be executed.