Experiential marketing is set to become the next big thing in marketing as advertisers bank on deeper emotional connections for brands, according to a new survey.

Compared to other marketing tools, experiential marketing builds brand loyalty and encourages word of mouth recommendation better than other methods in the Mice Group survey.

“From our regular conversations with our clients, we know they are becoming increasingly frustrated with traditional media, which they feel don’t always provide the most effective, long-term relationship building platforms they need to achieve with their customers,” said Mice Group chief executive, Brian Shepherd.

“The message we want to deliver to marketers is that experiential marketing, if used in a coordinated and effective way, is a discipline that offers significant benefits.”

It is a growing sector worth $150 billion in 2005 as experiential marketing is said to make consumers gain impact and interactivity as well as an emotional response from targeted branding.

Firms across the EU were surveyed for the report and 80 per cent said that they found experiential marketing as important to their mix of getting their message across but want it to be easier to do so.

Geoff Howard-Spink agreed, adding: “All brand owners and marketers need to better understand what experiential marketing can achieve for them.”ADNFCR-8000151-ID-17610868-ADNFCR

Related Topics: General Marketing