Consumption and Experiential Marketing

With the continued rise of service industries across developed economies there is an increased focus on how organisations can most effectively market the intangible.  Whether this is services, people, places, performances or even physical goods with an added ‘experiential’ element to their offering, many marketing professionals are looking at new ways to engage and communicate with their customers. 

The cutting edge research in this Research Cluster is looking at the shear breadth of experiential options that are now possible and asking the key questions about whether these ‘experiences’ impact on buying behaviour and help drive businesses forward. Different business sectors will clearly want to offer widely varying experiences and the group includes experts covering numerous fields from online retail, to tourism, to B-2-B, to older person’s marketing to inbound digital marketing. The group combines academic excellence with a practitioner focus and we collaborate with many organisations, sharing both new ideas and best practice.