Understanding Experience Marketing: Conceptual Insights and Differences from Experiential Marketing

Understanding Experience Marketing: Conceptual Insights and Differences from Experiential Marketing

Siiri Same
PhD student, Tallinn University of Technology, Estonia
The author has given lectures on “Brand Management” for master students
Faculty of Economics, Tallinn School of Economics and Business Administration
Department of Business Administration, Chair of Marketing
Ehitajate tee 5, 19086 Tallinn, Estonia
Phone [phone]
Present position 2:
Marketing manager, Enterprise Estonia / Estonian Investment Agency
E-mail: [e-mail], [e-mail]

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Understanding Experience Marketing: Conceptual Insights and Differences from Experiential Marketing
Abstract
The main objective of this paper is to create new definitions, to propose two conceptual models of experience marketing, and to identify and highlight differences between experience marketing and experiential marketing. The methodology in this conceptual paper is theoretical research. Resulting from research the author found out that experience marketing, based on experience economy theory, is a strategic and a broader term than experiential marketing.
Experience marketing is strategic marketing of relevant experiences. Experiential marketing is a tactical tool that explains how to do marketing (campaigns) experientially. The proposed model shows the differences between the terms.
Keywords: experience marketing, experience, experiential marketing, customer experience management, brand experience

Introduction
Experiences are considered to be key concepts in marketing today. Still there is confusion in business terminology and clear definitions of experience and experience marketing are absent in marketing literature. Experience is the key element in understanding consumer behavior and marketing management, and according to Pine and Gilmore (1998) it is even a foundation for the whole economy. Experience is the

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