“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“
In this scenario, we see new forms of Content Providers making their way on market