How to measure experiential marketing

This article discusses 'experiential marketing' (EM), defined as 'a live interaction with consumers, which presents products or ideas within the context of a total brand experience'.

How to measure experiential marketing

Kate Halliday and Matthew Coles

It is well documented that today's consumers are bombarded with literally thousands of brand messages in the normal course of a day. Established and less established channels of marketing...

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