Experiential Marketing Essay

Development of Marketing Trends It is accepted that two the concept and function of marketing have changed and keep changing (McCole, 2004 2).Adams (2011) reminds the hold of the concept of live marketing, which many year ago was employ to describe anything where people where a just little more(prenominal) fictive than not doing marketing at all. Nowadays, using creative techniques seems to have last almost commonplace (Ibid). Further on, more and more consumers began to perceive marketing trough a wide spectrum of different marketing communicating bring (Smilansky, 2009 1). Traditional channels include advertising, direct mail, packaging and sales packaging (Ibid).These aim to attract consumers attention by mainly focusing on the importance to the product/service functional features (Schmitt, 1999 17). Sponsorships, digital marketing and overt relations (PR) were introduced later (Ibid). After that, the integration of these communication channels which traditionally have b een exercisingd independently, in order to create a synergetic effect and convey a consistent message to the target audience, promoted the emergence of a new concept called integrated marketing communication (IMC) (De Pelsmacker et al. , 2010 17). up to now as marketing techniques consumers themselves have also evolved.Been so often subjected to a variety of media channels and marketing methods was already starting to turn them against the use of marketing, making them even more disinterested (Adams, 2011). What this provoked was the rise to the trends of insurgent marketing techniques, live stunts and a variety of other marketing communication channels (Ibid). The fact is that these are also becoming more and more common place and marketing is then getting immediate and closer to a point of being used in an acceptable elbow room for the customers, which in turn are becoming much more voiceless to target (Adams, 2011 Smilansky, 2009 8).