Experience marketing in Russia

Abstract

The article considers experience marketing as a modern tool for increasing consumer engagement and strengthening brand loyalty in a highly competitive Russian market. The focus is on shaping the emotional experience of consumers through product demonstrations and production, online contests, social media, sampling, event marketing, as well as the use of digital technologies as marketing tools. The scientific novelty lies in a comprehensive analysis of experience marketing in the Russian context with a focus on digital technologies, as well as in classifying approaches and evaluating their effectiveness through real-world cases. The practical significance lies in the proposed recommendations for integrating emotional experience into the marketing strategies of Russian brands. The article will be useful for marketing researchers and practitioners, company executives and strategic development specialists interested in the effective use of experience marketing to strengthen competitive positions in the market. The empirical basis of the study was the data of world statistics. General scientific methods of deduction, comparison, induction, analysis and synthesis were also used. Information, analytical materials, and the results of the author's empirical research were used. According to a comprehensive analysis of experience marketing in Russia, a table has been compiled that highlights examples of Russian companies, the experience marketing tools they use, and key evaluation metrics such as goals and effect.