Customer experience is not a new concept. However, the idea of leveraging customer experience as a differentiator to grow your business has only recently started to take root. Instead of resetting the dial whenever consumers switch channels, marketers now strive to deliver seamless and relevant experiences across every channel and interaction.

This focus on the customer experience journey is in response to increasingly powerful consumers, who expect companies to understand their unique needs and preferences. These empowered consumers are driven to purchase products and services from companies they perceive as authentic. To meet these expectations, marketers must draw in consumers by creating meaningful, one-on-one connections with brands.

Enter experiential marketing. An innovative concept that forges closer ties between brands and consumers, experiential marketing is a highly effective way of capturing and retaining consumer interest. And it makes for better customer experiences too. There is a drawback, however: incorporating experiential into a marketing strategy isn't simple. Not only does the process require a significant shift of internal operations, but it also means understanding where to allocate budget for maximum impact. So, is experiential worth the effort and how can it be implemented effectively?