A Conceptual Study of Experiential Marketing and its Influence on Customers at Online Platform

Experiential sellout creates deportment to entertain, inform, educate and let the users discover what the brands are all about by interacting with the brands in person. Experiential Learning Theory says that people learn from an experience through either becoming a part of it or analyzing it. It creates a platform to involve the customers and let the brands directly interact with the target audience. Experiential marketing is not just about entertaining the customers, it is a platform that provides the companies with a chance to showcase their product so that they can attract the customers and motivate them to buy the product. However, since the digital world came to, online experiences have become an important way to connect with the audience. Everything from YouTube videos, to social media campaigns, has increased not only in numbers but also in value. Creating experiences through experiential marketing online could be rather difficult but if done successfully, it can provide a greater customer experience and attain a positive and satisfied customer. This study is an effort to explore the concept of experiential marketing and how it can influence the customers at the online platform. The study is conceptual in nature and includes the review of some papers and is based on secondary data. It was found that experiential marketing is very challenging at online platform associated with many risks. But the results of taking such risks could be greater than any other promotional efforts. This useful and exciting approach puts the customers in genuine conversation with the product or service and helps to develop a positive customer attitude towards the brand.