Editor's Note

After All, We're Emotional Beings

There is a lot of talk about how traditional advertising and corporate marketing strategies are losing their effectiveness. Nowadays, consumers are more likely than ever to choose commercial-free streaming services over live TV, fast-forward through commercials, and have ad blockers installed on their PCs. It could be time for your company to change course and turn to experiential marketing, a strategy that puts the customer at the centre of a distinctive and engaging brand experience. Live events, installations, product launches, seminars, and trade exhibitions can all fall under this category. Consumers are actively engaged in experiential marketing, also known as engagement marketing, which invites them to take part in a brand experience. Since we are emotional beings, experiential marketing is extremely powerful. We not only purchase a product when a brand emotionally appeals...  >>More