Information Analysis of Experiential Marketing Activity Performed by Romanian Marketing Agencies

Abstract

One of the main objectives of today’s marketing strategy is to create holistic experiences that approach multisensory techniques, a goal that was accomplished due to the appearance of experiential marketing strategy. Despite its advantages, in Romania, this relatively new concept is not yet very popular among companies or marketing agencies. Therefore, qualitative marketing research was conducted to identify experiential marketing activities, the technology used, and marketing effectiveness metrics applied by six marketing agencies. The results have shown that experiential marketing is becoming quintessential as a modern-day communication arsenal, amplifying the customer's direct contact with a brand.