Experiential essential to brand building

Jack Morton survey finds 85% of marketers plan to maintain or increase experiential budgets

Jack Morton Worldwide: Julian Pullan
Jack Morton Worldwide: Julian Pullan

Experiential is becoming a more important part of the marketing mix with budgets increasing irrespective of the recession, according to a Jack Morton Worldwide survey of 400 marketers in Europe, the US, China and Australia.

Despite the recession, 68% of marketers surveyed said that experiential marketing had become increasingly important to their organisation. The survey also found that 85% of respondents intend to maintain or increase their experiential marketing budget.

Nearly all of those surveyed said that experiential marketing is vital if brands are to build relationships and maintain loyalty.

Jack Morton executive vice-president Julian Pullan said: "Experiential has an ability to engage on an emotional level, establish long-lasting and relevant dialogue and create passionate advocates."

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