Experience Marketing

EXPERIENCE MARKETING

Consumption is an experience, every business a stage, and work is theater. In the age of the experience economy, customers themselves become the product. They demand “experiences” that can transform their behavior, their health, even their lives.

The above lines, written by Joseph Pine II and James Gilmore – the authors of the revolutionary book: ‘An experience economy’ epitomize the concept of marketing in a digital and ‘Experience’ economy that is emerging in the 21st century.

When the idea of products, brands and marketing first emerged, the structure that organizations and marketing managers followed was what Kotler terms as ‘The Selling Concept’. The stress would be on manufacturing what the company can easily make and then trying to aggressively sell the same.




‘The selling concept’

The 1950’s saw the emergence of a concept of consumer needs. The typical ‘Make and Sell’ thought process was replaced by the ‘S...