Understanding Encounter Marketing: Conceptual Insights and Differences coming from Experiential Marketing Dissertation

Understanding Knowledge Marketing: Conceptual Insights

and Differences via Experiential Marketing

Siiri Same

PhD student, Tallinn University of Technology, Estonia

The author provides given lectures on " Brand Management” for expert students Teachers of Economics, Tallinn College of Economics and Organization Administration Office of Organization Administration, Seat of Marketing

Ehitajate tee five, 19086 Tallinn, Estonia

Cellphone (+372) 506 9639

Present position two:

Marketing manager, Enterprise Estonia / Estonian Investment Firm E-mail: siiri. [email protected] ee, siiri. [email protected] com

you

Understanding Encounter Marketing: Conceptual Insights

and Differences from Experiential Marketing

Fuzy

The main objective of this daily news is to create new definitions, to suggest two conceptual models of experience marketing, and identify and highlight dissimilarities between knowledge marketing and experiential marketing. The method in this conceptual paper can be theoretical research. Resulting from analysis the author found that experience marketing, based on knowledge economy theory, is a proper and a broader term than experiential marketing. Experience marketing is proper marketing of relevant experiences. Event marketing is a tactical tool that explains the right way to do marketing (campaigns) experientially. The suggested model displays the differences between your terms.

Keywords: experience promoting, experience, event marketing, customer encounter management, brand experience

Introduction

Experiences are believed to be important concepts in marketing today. Still there exists confusion in corporate terminology and clear definitions of knowledge and encounter marketing will be absent in marketing materials. Experience is the key element in understanding consumer habit and advertising management, and according to Pine and Gilmore (1998) it is even a foundation for the entire economy. Knowledge is the main component of experience marketing and according to LaSalle and Britton (2003) and Schmitt (1999) it can be marketing for the future. During the past years, experience marketing has become a topical issue also in the logos world.

In 1999 Schmitt explained " we are in the middle of an innovation […]. A revolution which will replace traditional feature-and-benefit promoting with experiential marketing” (Schmitt 1999a). Ever since then, many content have been published, but still a scant understanding of what makes up experience and even less understanding of what encounter marketing contains is applicable. In other words, a great unambiguous meaning of experience advertising is not to be found in marketing literature.

Experience promoting is a relatively new concept in marketing and consequently clearly small empirical studies have been executed. Academics, experts, and experts see knowledge 2

promoting in different ways and offer different approaches, although we need a good foundation for the entire concept and an understanding important of encounter marketing. For example , confusion comes up when determining experience promoting, experiential marketing, and customer knowledge management which can be sometimes utilized as alternatives.

Also Tynan and McKechnie (2009) inside the review document " Encounter marketing: an overview and reassessment” refer to deficiency of clarity in marketing literature with regard to " what exactly comprises an experience and the conflation of terms associated with experience marketing”. Although they proved that there is conceptual confusion in terminology, the authors would not propose their particular definitions. Schmitt, the ausloser of experiential marketing, wrote it happened in 1999 a seminal article and a book " Experiential marketing”. But ten years later in the article (2009) written along with Brakus and Zarantonello, the keyword is usually experience promoting. In june 2006 Boswijk, Thijssen and Peelen expanded the idea of meaningful experiences in their publication " A brand new...

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