Experiential Marketing Essay

Development of Marketing Trends It is accepted that both the concept and make for of selling have changed and keep changing (McCole, 2004 2).Adams (2011) reminds the use of the concept of comprise selling, which many year ago was use to describe anything where volume where a just little more creative than not doing marketing at all. Nowadays, using creative techniques seems to have become almost unglamourous (Ibid). Further on, more and more consumers began to perceive marketing trough a wide spectrum of different marketing communication transmit (Smilansky, 2009 1). Traditional carry include advertising, direct mail, packaging and sales promotion (Ibid).These aim to earn consumers attention by mainly focusing on the importance to the merchandise/service functional features (Schmitt, 1999 17). Sponsorships, digital marketing and public relations (PR) were introduced later(prenominal) (Ibid). After that, the integration of these communication channels which traditionally ha ve been used independently, in order to create a synergetic effect and pass a consistent message to the target audience, promoted the development of a upstart concept called integrated marketing communication (IMC) (De Pelsmacker et al. , 2010 17). Nevertheless 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 chip them against the use of marketing, making them eve more disinterested (Adams, 2011). What this provoked was the rise to the trends of guerrilla marketing techniques, die stunts and a variety of other marketing communication channels (Ibid). The situation is that these are also becoming more and more common throw in and marketing is then getting closer and closer to a pass of being used in an acceptable way for the customers, which in turn are becoming much more difficult to target (Adams, 2011 Smilansky, 2009 8).