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Addressing the following, ensure a road map for your brand: Seek to identify new business opportunities and trends (scope) Identify your current business position in the market (Market) Research competitors and identify their strategic objectives (data) Review analytics to understand your target audience (target) Customer touch points can no longer be seen as silo approaches Instead, it must be viewed as an integrated multi-channel approach, both offline and online, working seamlessly. By looking at customer’s journey in micro-moments , fragment touch points into smaller decision making moments that allow business to identify opportunities to influence these micro-moments and lead prospects toward brand. Experiential marketing for the experiential economy In an evolving and maturing experiential economy, it is essential to move away from a transaction-based marketing strategy and meet target audience’s expectations. success of executing experiential marketing