Written by: Nithin Narayanan
In the market today, there are lot of Me-too products available be it any product or merchandise category. Consumers are exposed to adverts the moment they switch on the television or radio. Service providers use transit advertising to the maximum to get the attention of the customer.
But customers see value as a balance between benefit and the cost to acquire that product or service. No matter how much advertising and marketing is carried out, if the product is not good and it does not satisfy the need of the customer, the product concerned is termed a failure.
These theories of benefit and need base positioning is a facet of Traditional Marketing. Experimental marketing comes into play where there is an increasingly growing demand to incorporate consumer in every possible way as to make company and the product an integral part of consumer's life.
This kind of marketing is not In-Your -Face type but more subtle in approach. The very focal point of Experimental Marketing is to instill good experiences and in turn satisfy consumer aspirations. On the other hand Traditional Marketing revolves around promoting the brand as better than the others.
The gamut of Experimental Marketing can be extended to Consumer Relationship Management (C.R.M). Once retail scenario develops, it would lay more significance on creating positive experience for the customer. In turn this is directly related to the quality of the In-Store Retail Executives. In India, many retailers are more concerned with the number of stores than the quality of operations specifically CRM. One startling aspect between retailers in Metropolitan cities and Tier II and III cities is that retailers in smaller cities go that extra mile to satisfy the customer. Whereas in Metros, retailers are more business centric than people centric. They fail to understand that management is truly all about people. This also reflects in their marketing communication which is Product centric.
Experimental Marketing is one must remember is a way, a process not an end in itself. It is a means to an end. Consumers are much more educated and aware now and know exactly what they want. Examples such as Tivo, customized services, a few years back- Gmail , pop up blockers reiterates that experimental marketing is preferred. Experimental Marketing is also termed as Customer Experience Marketing.
Customer experience framework would consists of these following steps-
Knowing your customer.
Establishing experimental platform.
Implementing the experimental platform.
Carrying out and engaging in innovation.
During the past decade Experimental Marketing has come to the forefront in branding world. Many global companies have successfully carried out these theories and constantly engage in research to further marketing novelty.