Experience the Message
New XM Research…the mouse roars
Spending in this area is set to grow as marketing budget holders now believe that it offers considerable advantages over other marketing tools, especially in building brand loyalty and encouraging word of mouth recommendation amongst consumers.
The majority of respondents (80 per cent) described experience-based activities as being important within their marketing mix, accounting for around one third of their entire marketing budget; a percentage set to rise in the future.
But a lack of training or suitable measurement tools is holding the discipline back causing it to be seen more as a tactical tool rather than a strategic activity. And there is still a clear need to clarify and define the media options that sit within this discipline.
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