purpose of this study is to integrate customer experience, the characteristics
of internet and marketing theory to develop an experience marketing framework
in the internet age. This framework not only provides online customer
experience, but also combines marketing resources effectively to obtain higher
marketing benefits. It can increase customer satisfaction through the internet.
Lastly the goal is to make the theories and objectives of online experience
marketing relevant for today’s business goals.
is a new and exciting marketing concept. Experience marketing is strategic
marketing of relevant experiences. The premise of experiential marketing is to
create a deeper level of connection between the consumer and the brand by
immersing them in a memorable experience. If a brand event stirs positive
emotions in people then they are more likely to associate those emotions with
that brand. This encourages brand loyalty and the stronger possibility of sales
further down the line.
marketing is more holistic than traditional marketing and seeks to understand
the entire world of customer experiences. It helps companies to improve
interaction with customers to develop relationships that will ultimately lead
to the customer loyalty, co-creation of value and growth for the company.
today’s technology-driven world, however, a whole range of new touchpoints are
evolving and creating consumer experiences. Understanding interactions with these
media, particularly internet browsing and social media is of critical
3) Literature Study
H. Schmitt (2001) presented experience in marketing – the view that
experiential marketing is a customer-centric function and suggested a process
design to allow customers to form a deep impression and the greatest level of
spiritual satisfaction in the process. The basic aim is to match the tactical
tools – experience “media” in order to achieve the strategic objectives to
create experience. The interactive capabilities of Internet media and ecommerce
are clearly the most suitable media experience. This allows users to interact
with other people and share experiences across the world.
and Simonson (2008) pointed out experience marketing goes beyond the
conventional view of specific products (product attributes and benefits) to
give an overall view of the product. Consumers increasingly feel that time is
valuable and that business activities have become increasingly troubled by the
efficiency of today’s world. In today’s virtual world, information conveyed by
the product attributes and benefits, brand name and brand relevance, are no
longer enough to attract the attention of consumers. Therefore, the network
that can provide a memorable experience is the one that will form an
ever-lasting image in the mind of consumers.
& Novak (2007) thought that the more time internet users spend online, greater
the chances of them to join one or more online communities. When users join the
network in the community, they create future opportunities for enhanced social
interaction. This also provides a plethora of opportunities to market products
and services in the virtual space. However, the marketing of physical market
and virtual market is different.
internet is a powerful tool for building relationships with all of a company’s
communication targets. In the 21st century, traditional marketing has paved way
for experience marketing.
aim of this study is to develop an experience marketing framework for the online
medium while achieving memorable customer experiences and making the online
experience marketing relevant for today’s business goals.
frameworks for managing and marketing experiences will be discussed.
the last few years, many marketing researchers have come to the agreement that
marketing’s fundamental mission is to manage customer experience. Hence the
strategy has now shifted from selling products and services to “selling
customer experiences’. Although it is unable completely to substitute for
physical channel, internet marketing is definitely the future. This paper aims
to look beyond conventional experience marketing set-up and explore how
positive customer experience can be channeled through an online medium as well
regardless of the industry, region and demographic challenges.
importantly, I feel we must better understand the relation between customer
experience and happiness so that marketers not only provide utilitarian value
to their customers, but also improve their overall well-being
paper is intended to integrate customer experience, marketing theory and the
characteristics of internet to develop an experience marketing framework for
the internet age. The new framework proposed here can achieve a more successful
customer pleasurable experiences and increase customer satisfaction on the
internet. The aim is to make the theories and applications of experience relevant
for researches and businesses of the future through this new framework.
7) Research methodology
marketing can be more effective than any kind of display ad, but at the same
time it is harder to measure as conversions may not happen till much further
down the line.
these leads back to one of the most valuable metrics, that is, customer
lifetime value (CLV). The aim of a properly executed experiential marketing
campaign will encourage the customer to keep coming back for more, over a long
period of time.
need to review the related literature to understand the difference between
traditional and experience marketing, and also learn to understand how the
internet can also act as a medium for customer experience over and above live
research work will be divided into two parts, the first one dedicated to
understanding the implications of experience marketing and the second one to
conceptualize a framework for linking experience, marketing theory and the
this the various research papers and research material availed has been
thoroughly analyzed and then understood to develop the necessary hypothesis for
our new framework. Therefore, the primary soured being the various researches
available on the subject. Finally, the relation between overall customer
delight and experience marketing will also be discussed at length towards the