Ex­pe­ri­en­tial Mar­ket­ing

ArabAd - - BOOKS - By Shirra Smi­lan­sky

Why just cre­at­ing a live event is no longer enough

A unique, im­mer­sive ex­pe­ri­ence al­lows busi­nesses to gen­er­ate a surge of brand en­gage­ment. Now, the sec­ond edi­tion of Ex­pe­ri­en­tial Mar­ket­ing by Shirra Smi­lan­sky, high­lights ex­actly how im­mer­sive brand ex­pe­ri­ences are rev­o­lu­tion­is­ing brand en­gage­ment, pro­vid­ing clear, prac­ti­cal guide­lines on how to mag­nify ex­pe­ri­en­tial mar­ket­ing strate­gies to a pow­er­ful new level.

Em­pha­sis­ing that ex­pe­ri­en­tial mar­ket­ing is not just about cre­at­ing a live event, this sec­ond edi­tion cuts through the jar­gon to pin­point ex­actly where the in­no­va­tive strat­egy fits in with the cur­rent mar­ket­ing and events cli­mate, in­clud­ing a step-by-step out­line to plan, in­te­grate and eval­u­ate its game-chang­ing re­sults.

Fea­tur­ing chap­ters on the dig­i­tal ex­pe­ri­ence and merged re­al­i­ties, the ex­pe­ri­ence econ­omy and the ex­plo­sive ‘pop-up’ phe­nom­e­non, Ex­pe­ri­en­tial Mar­ket­ing analy­ses the lat­est in­dus­try ad­vances and of­fers cut­ting-edge tech­niques to in­te­grate ex­pe­ri­en­tial mar­ket­ing in any strat­egy.

Ac­com­pa­nied by a dig­i­tal tool­kit of down­load­able re­sources and a wealth of case stud­ies, this book will pro­vide strategic de­ci­sion mak­ers with the unique com­pet­i­tive ad­van­tage they need to suc­ceed in this vi­brant new era of mar­ket­ing.

Shirra Smi­lan­sky is CEO and Ex­ec­u­tive Cre­ative Di­rec­tor of Elec­trify World­wide Ltd, an in­ter­na­tional brand en­gage­ment agency work­ing with clients such as L’oreal Luxe, Car­ling, Sel­fridges, Har­vey Ni­chols, Lan­come and Yves Saint Lau­rent.

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