Designing marketing experiences
Lene Mailund, Kim Halskov · 2008
The two-dimensional model presented in this article is a contribution to the discussion of the ways in which IT-based marketing experiences in a physical setting may be designed and understood. In the presentation of the model, the focus has been on central issues regarding the design of the IT-based experience's physical design, interaction, and content, with regard to ensuring the achievement of the desired behavioural, cognitive, and affective effects, and, in the final analysis, the desired overarching marketing effect. The paper draws on three installations from a research project, which include two commercial partners: a major department store, and a large international chewing gum research and manufacturing company, whose primary marketing channels are international sweets conventions. Additional inspiration for the model's strategies have been drawn from the field of digital art installation.