Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Consumer needs change over time as a result of the fast-paced advancement in technology and induction Internet, expansion that leads to difficulty for brands adapt their marketing promotion strategy trying remain innovative effective at meeting consumers’ expectations. This research investigates what effect experiential campaigns have on both customers’ perception business outcomes, aiming develop deeper understanding marketing, its challenges, benefits, understand reactions touchpoints, explore type increases perceived value, envisage evolution strategy. To capture all important facets objectives, an exploratory survey based voices 31 experts from around world was applied. By identifying key drivers hybrid setting, present study highlighted role has communication strategy, offering additional insights specialists implementation steps. A theoretical framework steps needed put into practice proposed.