Invnt Group’s Kristina McCoobery argues that the near future of experiential marketing makes good on a long-held dream of a robust, immersive experience economy.
The landscape of live events and experiential marketing is undergoing a transformative evolution, driven by the convergence of digital innovation, a revitalized emphasis on authentic human connection, and morphing, pandemic-influenced, consumer palettes.
At the heart of this revolution lies the concept of the ‘experience economy,’ a term coined by economists B Joseph Pine II and James H Gilmore in 1998. In traditional economies, the primary focus is on the exchange of goods and services. Read full story ›
Source: The Drum
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