Are you experienced?

Engagement-based marketing is all the rage. Forrester Research, Gartner, and JupiteResearch have all published major commentary on engagement in the past 12 months. Agencies like my employer Avenue A | Razorfish are talking about the importance of building brands through experiences that engage consumers, online and offline. David Polinchock of the Brand Experience Lab publishes a popular blog, The Experience Economist. In reality, marketers have been pursuing the holy grail of engagement since Starbucks proved that you could charge a premium rate for a cup of coffee if you provided a memorable experience (probably even before that). So why all the talk now – and why will agencies like mine continue to talk about engaging experiences? I can think of three reasons:

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Are you experienced?

Engagement-based marketing is all the rage. Forrester Research, Gartner, and JupiteResearch have all published major commentary on engagement in the past 12 months. Agencies like my employer Avenue A | Razorfish are talking about the importance of building brands through experiences that engage consumers, online and offline. David Polinchock of the Brand Experience Lab publishes a popular blog, The Experience Economist. In reality, marketers have been pursuing the holy grail of engagement since Starbucks proved that you could charge a premium rate for a cup of coffee if you provided a memorable experience (probably even before that). So why all the talk now – and why will agencies like mine continue to talk about engaging experiences? I can think of three reasons:

Continue reading