“Experience marketing is a new and exciting concept”
“… And it is not only of academic interest. Marketing practitioners have come to realize that understanding how consumers experience brands and, in turn, how to provide appealing brand experiences for them, is crucial for differentiating their offerings in a competitive marketplace …” (Bernd Schmitt)
“ … experiences have been researched in several fields and from different perspectives. Research has demonstrated the importance of experience in various settings (e.g., stores, location based events and in online and social media environments). Research has resulted in consumer insight on how they perceive extended experiences, how they remember experiences, whether positive and negative experiences can co-exist, how experiential attributes are processed, and whether experiences are rational. Valuable practical frameworks have been developed for managing experiences at various customer touchpoints“
It is particularly clear that Experience marketing need new forms of Advertising production!
In this scenario, we see new forms of Content Providers making their way on market