In a few weeks we will be celebrating marketing at the world’s first Festival of Marketing. In line with our Modern Marketing Manifesto we believe that now is an exciting time to be in marketing.
The events that make up the Festival (Jump, Crunch, Punch, Funnel) cover different aspects of marketing. But perhaps the unifying theme is customer experience, across digital and physical.
The ‘experience economy’ was first proposed by Pine and Gillmore in 1998 in the Harvard Business Review. It describes how economies mature over time from ‘commodity’ through ‘goods’ to ‘services’ and, finally, ‘experiences’.
In this final stage businesses can charge for the value of the "transformation", of the “feeling”, that an experience offers.