Experiences marketing and digital communication strategies
Investigation article
Keywords:
digital age, strategies, marketing, consumersAbstract
Today, with the rise of the internet and the digital age, companies have the duty to adapt their strategies and methodological systems of commerce to create and maintain competitiveness in existing markets. In this contextual framework, experience marketing is one of the forms of contemporary marketing that seeks to create dependence through a certain product or service in consumers, offering empirical resources to create preferences in consumers of a brand with respect to another brand. Experience marketing, being one of the many existing forms of relationship marketing, has been modified by companies to be easily transmitted to consumers through digital communication strategies in digital environments, as in the case of websites, social networks etc.
Keywords: digital age, strategies, marketing, consumers.
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