The Rise of Experience Economy and Marketing 5.0
Rhytheema Dulloo, Ilse Niemann‐Struweg · 2025
The 21st century has witnessed a fundamental transformation in value creation, shifting from traditional service-based models to an experience-driven economy. This chapter explores the convergence of the Experience Economy and Marketing 5.0, analyzing how businesses integrate advanced technological capabilities with human-centric approaches to enhance consumer engagement and value delivery. As digital saturation and shifting consumer expectations reshape global markets, organizations must adopt immersive, personalized experiences that blend physical and digital interactions. This research examines the strategic imperatives, economic impact, and societal implications of this paradigm shift, highlighting the role of AI, extended reality, and predictive analytics in experience design. Through theoretical exploration, case studies, and strategic analysis, the author develops a comprehensive framework “Digital Human Integration Framework of Marketing Excellence” for businesses to navigate the new experiential marketing landscape, ensuring competitive advantage in a digitalized world.