Post by amirmukaddas on Mar 13, 2024 22:33:08 GMT -8
The world of modern marketing evolves quickly, driven by technological innovations and new theories, which modify previous strategies and traditional business processes. One of the most interesting marketing theories of recent years is that of experiential marketing, developed by Bernd Schmitt , full professor of International Business at the Marketing department of Columbia University, who has written several influential books in these areas, such as Experiential Marketing, Customer Experience Management, Big Think Strategy and Happy Customers Everywhere. In this post by Pop Up Mag, let's see together what the theory on experiential marketing formulated by Bernd Schmitt consists of, for our appointment with the most interesting marketing theories .
Welcome back to our portal! Emotion as a leverage for purchasing: experiential marketing according to Bernd Schmitt In the modern world, characterized by advanced technology and the Internet, consumers are increasingly active in searching for information on a specific product/service. In this way, it can be said that the consumer actively participates in the purchasing process and is no longer a passive subject Denmark Telegram Number Data to whom the characteristics of the product must be communicated with traditional communication. In this way they become consumers who need to be more involved, especially on an emotional level. The goal is to make him live a memorable experience , so much so as to trigger unconscious reactions and strong emotions in him, which push him to want to buy.
According to Bernd Schmitt, it is possible to manage the emotional components of the purchase through five experience categories , called Strategic Experiential Modules (SEMs) . Let's see what it's about in the next lines! Stimulate the 5 senses The first point on which Bernd Schmitt's theory on experiential marketing is based is that of using the 5 senses (sight, hearing, touch, smell and taste) to stimulate a reaction in the consumer, pushing him to desire the product, and ultimately to buy it. L’esperienza sensoriale è molto importante nelle fasi pre, durante e post acquisto. Può essere semplicemente l’allestimento di uno stand dove far assaggiare il prodotto, se si tratta di un alimento, oppure diffondere una fragranza nell’ambiente (come può succedere quando si passa vicino ad una panetteria e l’odore del pane caldo ci fa venire voglia di comprarne un pezzo e portarlo a casa).
Welcome back to our portal! Emotion as a leverage for purchasing: experiential marketing according to Bernd Schmitt In the modern world, characterized by advanced technology and the Internet, consumers are increasingly active in searching for information on a specific product/service. In this way, it can be said that the consumer actively participates in the purchasing process and is no longer a passive subject Denmark Telegram Number Data to whom the characteristics of the product must be communicated with traditional communication. In this way they become consumers who need to be more involved, especially on an emotional level. The goal is to make him live a memorable experience , so much so as to trigger unconscious reactions and strong emotions in him, which push him to want to buy.
According to Bernd Schmitt, it is possible to manage the emotional components of the purchase through five experience categories , called Strategic Experiential Modules (SEMs) . Let's see what it's about in the next lines! Stimulate the 5 senses The first point on which Bernd Schmitt's theory on experiential marketing is based is that of using the 5 senses (sight, hearing, touch, smell and taste) to stimulate a reaction in the consumer, pushing him to desire the product, and ultimately to buy it. L’esperienza sensoriale è molto importante nelle fasi pre, durante e post acquisto. Può essere semplicemente l’allestimento di uno stand dove far assaggiare il prodotto, se si tratta di un alimento, oppure diffondere una fragranza nell’ambiente (come può succedere quando si passa vicino ad una panetteria e l’odore del pane caldo ci fa venire voglia di comprarne un pezzo e portarlo a casa).