Upplevelsebaserad kommunikation : Och dess betydelse för marknadskommunikation i framkant

Marketing communication is an industry in constant development. Companies are seeking new, smart ways to reach out to consumers who require a higher demand in brands that engage and activate them. Corporations are in need to be at the forefront in the development of marketing communication to strengthen the differentiation of the company's range of products and services. This study aims to contribute to an understanding of what it means to be at the forefront in the development of marketing communication and the role of experience-based communications for this development. With a hermeneutical perspective and an inductive approach, we have analyzed the empirical data generated during our interviews with carefully selected informants. The study shows that marketing communications at the forefront is insightful and engaging in a constant interplay between the company and the consumers. It is important for companies today to ask "how" to communicate instead of "what" to communicate. The informants believe that the experience-based communications is about creating opportunities for interaction with a brand through digital or physical two-way communication. The study shows that experience-based communication is a key part of marketing communications at the forefront.Validerat; 20110913 (anonymous