What is experiential marketing?

Experiential marketing, also known as engagement marketing, is a discipline within the marketing and advertising field that focuses on including consumers as part of the evolution of a brand or product. The theory underpinning experiential marketing is that consumers should be part of the process of developing a brand and have a say in how marketing experiences should be run. Through consumer engagement events, brand managers can glean feedback, develop greater brand awareness among consumers, and more effectively connect potential consumers with the brands they are working on.