Download Psychology Research Analysis of the Experience Marketing in Information Age

Psychology Research 06 (2012) 1838—658X
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Psychology Research
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Analysis of the Experience Marketing in Information Age
Xiaoyun CHEN , Shufen ZHOU, Ling JIAN
Xinyu University, 338001, P.R. China
KEYWORDS
ABSTRACT
Information age,
Experience marketing,
Strategy
Experience Marketing is a new marketing model which appears in experience economic
ages. Experience Marketing lays emphasis on the consumer’s mental experiences, it use
more scientific investigate and survey methods to research consumers and find the
behaviors of consumers is rational as well as sensible. This article firstly analyses the
difference between experience marketing and traditional marketing ideas, then advise some
implementation strategies of enterprise’ experience marketing.
© ST. PLUM-BLOSSOM PRESS PTY LTD
1 Introduction
In modern information age with flourishing network media, the growth of speed and scope in disseminating information changes the
environment of enterprise’ marketing thoroughly. With fierce competition of commodities and the generation of many kinds of
advertisings methods such as advertising of famous person, product placement, new media and viral ads, consumers become more
and more confused and find it so harder to choose products. As the improvement of living standard and the standards of people's
material life, consumers pursue not only material and service, but also happiness consumption. For enterprise, the marketing ideas
and marketing technology in the past has been challenged enormously. The highest heaven of marketing is not just to sell products
and services to consumers, but to sell them into the heart of consumers. That is a process from “let you like” to “I’m lovin' it”.
In 1970, the famous futurologist Alwyn Toffler in the world once predicts in his Future Shock, “the next step of service economic is
towards experience economic, people will create more and more economic activities related to the experiencing, sellers will win from
providing experience service.” The forty years’ development practices prove that his prediction is going to come to reality gradually.
Following the agricultural economy, industry economy and service economy, experience economy has achieved the dominant
position in modern times. Meantime, the experience marketing has risen fast and spread widely all over the world.
2 Compare with Service Marketing, Some Misunderstands About Experience
Marketing
In today’s marketing field, the concept of “Experience economic” has been misused obviously. The famous marketing master Philip
Kotler considers that” experience marketing is to let the target customers to inspect, listen and try out the products, experience
products and services provided from enterprise personally, perceives the quality and performance of products and services practically,
thus let them confirm the value and trust brands and products from this enterprise. Then they will close to products automatically and
become the loyal customers.
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English edition copyright © ST. PLUM-BLOSSOM PRESS PTY LTD
DOI: 10. 5503/J. PR. 2012.06.017
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Experience marketing is not the service marketing as some people think. It appears bases on the experience economy. So they are
different on the objective firstly, experience marketing is the thought among the processes in product (narrowed meaning product)
development and product popularization. The objective is to awake some kinds of memories or scenario and build unforgettable
sensory experience. However, the service marketing itself is combined with products tightly; the objective is to assist hardware. The
former has a higher demand, “let customers touched’ and “let customers satisfied’ is the main difference between them.
It is not perfect and comprehensive to take the customer satisfactory as objective and promote service marketing which advocate
“Consumerism” and” Customer oriented” ideas. That is to say, what is suitable for the current experience economic is not only the
service marketing, but more is applying to promote the experience marketing. Because, the measures of service marketing have taken
aim at improving customers’ satisfactory vigorously and keeping the market shares to the best of enterprise's ability, gain the profit
maximize finally. However, some practices and researches find that, customers satisfactory are not equal to the customer’s loyalty.
High satisfactory is not equal to the customers’ high loyalty. Practices still prove that constantly, there are phenomenon of high
satisfactory and low loyalty exists in so many lines of business.
Experience marketing is paid more attention to explore the potential demand and expected desires of customers, also provides the
good experience and cheerful feeling to customers, accordingly distillate into customers’ loyalty. In view of this point, experience
marketing is another evolution and promotion of service marketing.
3 The Forms, Characteristic of Experience Marketing and Difference Between
Tradition Marketing
3.1 The forms of experience marketing
As the complexity and diversity of experiences, the author of “experience marketing” Bernd H.Schmidt divided different experiences
into five types visual sense, hearing sense, touching sense, taste sense and smell sense and define it as strategies experience module.
3.1.1 Perceptual experience, also called sensory experience. It uses those perceptual organs such as visual sense, hearing sense,
touching sense, taste sense and smell sense in the experience marketing. Sensory experience can be divided into companies and
products identification, initiating consumer’ motive in purchasing, increasing products added value and so on.
3.1.2 Thinking experience, it is to impress and interest consumers by using some creative methods and make them to think about
questions intensively and dispersedly. Accordingly, it will create a cognition and problem-solving experience for consumers.
3.1.3 Behaviors experience, it means to increase consumers’ physical experience. The consumers will be told the alternate methods of
their actions, alternate life styles and interactive, at the same time, those will also enrich their lives. And they will change their life
style inspired or naturally.
3.1.4 Emotion experience, it means to reflect consumers’ internal sensation and mood, and to make consumers feel all kinds of
emotion in consuming, such as family, friendship and sweet love.
3.1.5 Related experience, it means to practice self-improvement personal eager to take others’ good impression. It related consumers
with relatively abroad social system, and to build certain brand preference.
3.2 The characteristic of experience marketing
Nowadays, with the differentiation, individuation and diversification of consumers’ demand gradually, customer not only pay close
attention to the function values of products itself, but more focus on acquiring the experience feeling in the processes of purchasing
products.
3.2.1 Experience marketing emphasizes the interactive connection between enterprises and consumers
People generate experience after they feel, suffer or live in some circumstances, Experience marketing redefine and redesign the
thinking way from five aspects of consumers including sensory, emotion, thinking, behaviors and relations. It emphasizes consumers’
participation, contacting and bringing the emotion sympathy to consumers. Therefore, it is important to communicate with consumers
frequently for enterprise. To build sensory experience by using visual sense, hearing sense, touching sense, taste sense and smell
sense, will stimulate consumers directly and inspire their purchasing desire and add products’ value. For example, in the world expo
in China, Tencent’ three dimensional interconnect and interactive online life platform, inspire the passion of public’s participation
greatly, which is more effective than repeated advertising Publicity.
3.2.2 Experience marketing is individual culture marketing
Cultural marketing consists of some factors like integrated marketing, cultural atmosphere, excellent communication and affinity.
There is full of freedom, relax, natural affection such as kind like family, friendship here, it is the bridge connecting parents with
children, and the stage which young people express their love to each other. It is a significant reason that the experience marketing,
the fast food from foreign, which contains cultural and human nature’ affinity can be implement successfully in china. In nowadays,
with the more and more homogeneity products appear, consumers are harder to identify which can quench their thirst better and
which are healthier from purified water and mineral water. When consumers choose some kinds of products, they are attracting much
greater attention about the pursuit of spirit and cultural aspects, they emphasizes the meaningful commemoration and memories
which products bring to them. Experience marketing is emphasizing more about what consumers can perceive and feel an
unforgettable, sweet experience especially is an effect that can be perceived.
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3.3 The difference between experience marketing and traditional marketing
Experience marketing is development and extension of traditional marketing. Compare with past time, it pay close attention to
customers’ demands and gains about sensibility.
3.3.1 Distinguish in key point. Traditional marketing’s key point is the natural unique feature, quality and service levels of products,
as well as the function to customers. As to the intangible value and mental experiences from image and brand of product, it consider
little even without consideration, because they think this is intangible and immeasurable things. According to the viewpoint of
Maslow's Hierarchy of Needs theory, customers are not only having physical needs, but also mental needs, neither of them can be
neglected. Furthermore, in nowadays with excessive material life; people need to weaken their physical needs and strength the mental
needs. The experience marketing is properly fit in with the development of economy. It emphasizes the customers’ physical needs,
stress their mental needs moreover and give attention to customers’ memorable experience from enterprise.
3.3.2 Distinguish in customer’s hypothesis. Traditional marketing considers that customers is rational, that is, when customers
purchase products and services to fulfill some physical needs, they need to make rational decision by cognizing, judging, choosing
and purchasing, actually, in some circumstances, the purchasing activities of consumers are not so complex process, but just follow
their feeling and emotion. Therefore, experience marketing person consider that the customers either rational or sensible, it’s the
integration of rationality and sensibility. Consumers purchase under the comprehensive effect of rationality and sensibility, especially
after consumers acquired enough products and high level services, sometimes more depending on the sensible experience, they can
finish purchasing very conformable.
3.3.3 Distinguish in emphasis point of marketing methods. Traditional marketing methods and tools are qualitative as well as
quantitative which is a method and tool used in processing language information. The common methods are regression model,
location map and combinatorial analysis and so on. Those methods are scientific and quite useful. However, they cannot grasp the
value that customers want to seek. What customers need are the products, propaganda and marketing activities, they can activate
sensory, touch heart and motivate inspiration. Experience marketing makes use of pictures collecting, photography technology, story
telling and other methods to understand how customers feel and think some certain questions. These methods are helpful to know
customers’ experience in general.
4 Creative Experience Marketing Strategies
4.1 Setting up a customers-oriented experience marketing ideas which creating total customer experience
Ideas are the guide of action. If enterprise management requires meeting the challenge of experience economic times, firstly, it must
change traditional products-oriented marketing ideas and set up customers-oriented ideas which can create total customer experience
to fulfill customers’ psychological needs and mental needs, accordingly, achieve the goals of obtaining profit. This is the inevitable
trend of economic development. Customers are the most important resources, the meaning of other elements are supporting and
maintaining your customers and developing potential customers.
4.2 Establishing experience marketing strategies and realize stereoscopic experience marketing
Enterprises’ strategies are a general plan for enterprises’ goals, approaches and methods to achieve goals for the purpose of surviving
and developing stable. It is the intensive reflection of enterprises’ management mind. In order to build experience marketing ideas,
enterprises need to establish related experience marketing strategies. Consequently, the stereoscopic experience marketing can
achieved, namely the sustainable in times and systematic in spaces of experience marketing. It is the key point whether the enterprise
can achieve success. Specifically, experience marketing strategies require enterprise to have a sustainable development vision, and
implement experience marketing as long-term development strategies through every periods of enterprise management development
and every links of marketing. Even the mental status of employees need to create experience for customers, satisfy the psychic need
and mental need of customers, finally, the sustainable in times and systematic in spaces of marketing can be achieved.
4.3 Take full advantage of network resources to achieve the experience marketing networking
The high-speed advancement of modern network in mechanics of communication and increasingly electrification, automation and
mechanization of production technology provide technology support and guarantees. Enterprise should take full advantage of the
high convenient instrument from modern network to build network system for communication between enterprise and customers. On
the one hand, in the aspects of communicating with customers, enterprise can strengthen communication with customers by BBS in
internet, E-mail or telephone. On the other hand, the customers’ database should be built; meanwhile, flexible production line should
also be introduced into enterprise. By this way, the preparation work can be finished for developing and producing individual
products that suitable for customers.
4.4 Strategies combination of experience marketing
Enterprise can combine and apply emotional experience marketing, festival cultural experience marketing, beautification experience
marketing, individual experience marketing strategies, service experience marketing strategies, environment experience marketing
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strategies into marketing activities by exploring Core value of brand, acquiring high premiums capability, setting experience price,
integrating various sensory stimulation, creating terminal experience and carrying out experience promotion by use of souvenirs to
satisfy the requirement of customers at maximum degree.
5 Conclusion
In conclusion, experience marketing is the integration of scientific marketing, cultural marketing and service marketing. Experience
marketing has been taken highly attention and become a major concern by more and more enterprises. In this information age with
flourishing network media, it is reasonable that experience marketing will be a favorable weapon of enterprise when getting involved
in competition with others along with the development of experience economic. Future marketing is the times of experience
marketing. Enterprise should seize this sale sharp to create brand image and structure competition advantage.
References
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Alwyn Toffler. Future Shock [M], Guizhou People's Press,1985
LI Lanzhen. Implementation Strategy of Experience Marketing in Enterprise [J], The Financial Times, 2011(6): 104-105
HUANG Yufang. Experience Marketing Strategies in 3G Times [J], Telecommunications Science, 2009 (12): 81-83
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