How to effectively integrate digital with experiential marketing
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- Title
- How to effectively integrate digital with experiential marketing
- Creator
- Annie Sjoberg
- Supervisor
- Isabel Da Silva.
- Date
- 2016
- Abstract
- The question this research assessed was to what extent digital can be effectively integrated with experiential marketing. The overall purpose was to determine critical success factors for both digital and experiential marketing, and present integration possibilities of those in order to conclusively form integration models. The chosen research philosophy was subjective due to social interactions and customers perceptions importance for this research. The inductive research approach was chosen in order to develop resulting theory. Primary research was conducted including interviews, with digital and experiential representatives, and questionnaire. The interviews covered topics such as possibilities for integration as well as benefits of the separate subjects. The questionnaire covered opinions and preferences regarding integrating digital with experiential. Case studies showed practical executions of the subject. Data was analysed using an inductive approach in favour of the ability to let the acquired information shape the outcome of the research. Findings indicate that critical success factors regarding the digital subject included instruments for call to action, enabling further engagement with the brand as well as collecting valuable information for the audience. Equally, critical success factors regarding experiential were found, including the need for the unexpected and the involvement of emotions, as well as actively engaging with customers on a personal level. Research showed integration possibilities regarding the following concepts; Generate hype, interest and reach; Increase levels of engagement; Create professional or authentic content; Track subsequent customer activities. The developed integration models portrayed possibilities regarding time as well as purpose of the experiential activity. The models aimed to provide guidelines for integration, as the foundation of integrating both subjects must have a solid base in the experiential strategy. Therefore, the implications made by this research were development of new theory in the marketing field along with practical methods of implementation. These provided guidelines to be used by numerous businesses wanting to integrate digital in their experiential activities.
- Subject
- Marketing and Branding
- Extent
- 87 pages : illustrations
- Format
- Publisher
- Regent's University London
- degree
- BAGM Marketing
- Language
- English
- Date Issued
- 2016
- Type
- Report
- Rights Holder
- Regent's University London & Annie Sjoberg
- Item sets
- Theses or Dissertation