Oplevelsesbaseret Markedskommunikation

Abstract

The fields of experience economy, experience design and marketing communication have all been subject to extensive research and investigation. The findings in each field suggest that experiences might be useful in marketing communication. However, this particular use of experiences has not been subject to much research or investigation. As such, the purpose of this thesis is to investigate the potential and the implementation of experiences in marketing communication. Therefore, this thesis investigates the following thesis statement: What is the theoretical potential of experiences in marketing communication, and what must be considered when working with experience based marketing communication? In the investigation of this thesis statement, the following subjects are examined: The definition of experiences A theoretical understanding of experiences and their components is formed through analysis in order to define “experiences” in the perspective of marketing communication. The purpose of examining this subject is to make a rather incomprehensible concept tangible and form a definition of experiences that is useful in working with experience based marketing communication. It is found that experiences can be defined as unusual events, which bring pleasure or discomfort and activate emotions. Experiences in marketing communication A theoretical understanding of the significance of experiences on the communication situation in marketing communication is formed. It is found that in order to describe the communication situation in experience based marketing communication, focus must be shifted from the text to the experience, and that the experience occurs in the field between sender’s text and the participation of the recipient. Strengths and weaknesses The pros and cons of experience based marketing communication are discussed in relation to theoretical problems and the tendencies of consumers and society in 2011. It is found that experiences can strengthen the memory and recollection of marketing communication, and that single experiences can affect the collected experience of an individual and the emotional attachment this individual has towards a product, brand or company. In addition, experience based marketing communication can affect sender’s image, differentiate sender from its competitors, break through the mental ad filter, increase the effect of ads in relation to marketing investment, and stimulate word-of-mouth. These strengths, however, are reliant on extensive insight by sender in both the use of experiences in marketing communication and the target group. In addition, some control of the communication situation must be forfeited due to how crucial the participation of the recipient is to the end experience. It is also even more important than normal that the marketing communication is relevant to both referent and recipient. Considerations in practical use The implementation of experiences in marketing communication need careful consideration. Through analysis and discussion, it is found, that the implications of implementing experiences must be considered at a strategic level as well as a practical level. If it is found through considerations on the strategic level that experience based marketing communication would be beneficial, the following questions must be considered on the practical level: - Which experiences could be relevant to both referent and recipient? - Which media posses the greatest potential for the experience? - Which context serves the experience best? - Which genres could be beneficial to draw on? Based on the findings in this thesis, the MOTE-model is created. The MOTE-model illustrates how experience based marketing communication affect the collected experience of the recipient, and how the collected experience affects brand choice and willingness to further participation in sender’s communication.

A master thesis from Aalborg University

Oplevelsesbaseret Markedskommunikation

[Experience Based Marketing Communication]