Abstract
Experiential Marketing is a new method of marketing that has replaced traditional marketing. “Engagement marketing,” “event marketing,” “participation marketing,” and “live marketing” are all terms used to describe experiential marketing. Consumers are traditionally viewed as logical decision-makers who are concerned with functional features and advantages. Experiential marketers, on the other hand, see customers as rational and emotional people who want to have enjoyable experiences. It's a type of marketing approach that directly includes customers and encourages them to participate in the brand's growth. This transition is not slowing down; more and more marketers are shifting their focus to developing experiences for their customers. As a result, today's customers place a premium on experience. The current chapter is a discussion based on available research on experiential e-commerce marketing during the previous two decades. Through literature, the chapter attempts to clarify experiential and digital marketing and addresses the gaps in experience components identified during an online buying transaction. The chapter, therefore, highlights aspects that produce the best experience for consumers combined with benefits, difficulties, and strategy recommendations linked to the global digital experience, which contribute to a stronger and sustainable connection between customers and e-businesses. Customer behavior is influenced through experiential marketing, which produces a sense of fulfillment and a devoted following. As a result, it's a crucial topic to understand. A thorough discussion of strategic advice for online companies has resulted from the numerous benefits and challenges of online customers’ experiences.
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More, A.B. (2023). Implementing Digital Age Experience Marketing to Make Customer Relations More Sustainable. In: Nayyar, A., Naved, M., Rameshwar, R. (eds) New Horizons for Industry 4.0 in Modern Business. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-20443-2_5
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