Consumers have become unpredictable over time. And one of the tools that has helped advertising professionals to improve their actions has been, without a doubt, experiential marketing ; a type of personalized marketing that awakens emotions and motivates the consumer to take action in the purchase process.
Experiential marketing has been the winning horse in brand sales strategies in recent years, especially for a segment of the population: millennials and Generation Z. And it is these same people who today, despite the crisis we are experiencing, continue to want brands to create experiences in order to connect with them. Well, they consider that experience is a key factor that pushes them to make purchasing decisions.
