EL MARKETING EXPERIENCIAL COMO HERRAMIENTA PARA FIDELIZAR CLIENTES A MARCAS, EN LA CIUDAD GUAYAQUIL

Abstract

Due to the impact that it can have on customers, experiential marketing has become an essential resource within a strategic plan when it comes to brand positioning at the national and international level. Its implementation creates long term benefits on the brand’s stability, such as: a positive emotional memory when it’s used, an increase in sales, customer loyalty, an active advertisement, and bonding brands with customers. In Ecuador, particularly in the city of Guayaquil, the use of experiential marketing is rare despite the benefits it can have on a company. The high level of risk aversion when it comes to choosing the type of advertisement to implement, the type of media outlet to use, and what/how to communicate, are among the factors hampering its presence as a strategic resource