Measurement of ROI in Experiential Consumer Engagement

Marketers that look closely at customer lifetime value also look at speed to purchase and ask the question, "What is the monetary value of transforming this prospect into a customer sooner, rather than later?"

When it comes to experiential marketing ROI, it's about time. This is because Experiential Marketing:

• Allows more time to be spent with stakeholders

• Requires less time to inspire action among participants

• Leads to longer relationships and advocacy that pay off over time

So, even before a brand or product is being launched, customers are given a feel of the product and we make them either purchase it or recommend it. An effective strategy is experiential marketing, which provides costeffective "face time" with audiences and moments of truth that lead to action and advocacy.

We endeavour to bring out the potential that the advent of 3G in Indian Telephony can provide in opening up new vistas in the field of Experiential Consumer Engagement.

This can be achieved through the development of Mobile Applications, in the following way:

• Interactive Ads and Games that can be easily downloaded on the mobile phones by consumers

• Real time conferencing (audio/video) between companies and consumers over mobiles

• Location-based Services / Real-time Data mining from consumers

This would not only increase the reach of companies but also the investments in marketingcan be more clearly defined - like expenditure on Applications development, revenue to the telecom operators and the Consumer feedback sought real time. Consumers can also make outright purchase orders over mobile phones.