There will always be a place in marketing for traditional advertising. After all, a well-crafted, interesting ad (in any medium) still captures attention and can generate interest on a product or service. In recent years, however, marketing firms have been increasingly experimenting with other approaches. In particular, the Internet has given companies (and their ad agencies) an unprecedented ability to interact more directly with consumers –not only in terms of reaching out to them, but also hearing from them. This has led to marketing that often seems more conversational than the traditional “one-way” communication of the past. This type of marketing is called, among other things, Experiential Marketing.

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