What is the difference between experiential marketing and traditional marketing?

Compared with traditional marketing methods, experiential marketing has both characteristics and particularity. The similarity is that they are all to meet the needs of consumers. The main difference between them lies in the products they offer and the way they provide them. Experiential marketing has the characteristics of personalization, invisibility, continuity, interaction and subjectivity.

1. Personalization

Product marketing emphasizes providing standardized products, while service marketing emphasizes customization of products and services. However, in experiential marketing, in order to attract individual participation and realize interaction, it is necessary to embody strong personalization in the design of marketing activities. Of course, consumers are also willing to bear a relatively high price level for the experience value obtained.

2. Invisible

The invisibility of service in service marketing depends on commodities. Manufacturers usually bundle goods and services to achieve better service. Of course, many services are also an experience. But the invisibility in experiential marketing emphasizes the unforgettable and immersive experience that customers can feel, which is a perceptual effect.

3. Continuity

The experience gained by consumers will not disappear immediately because of the completion of an experience, but it has certain continuity, such as various memories of the experience, and sometimes consumers will even reevaluate the experience afterwards and produce new feelings. Therefore, the effect of experiential marketing is long-term. Once consumers are satisfied with the experience, they often have a high degree of loyalty to the enterprise.

Step 4 interact

In product marketing, consumers are the "users" of enterprises; In service marketing, consumers are called "customers"; In experiential marketing, consumers are the "guests" of enterprises and the "masters" of experiential activities. Because experience activities must involve consumers, and then there is an interactive behavior between consumers and enterprises. Experiential marketing effect is the perceived effect of consumers in interactive activities.