Music festivals have never been more popular. The experience economy shows digital natives aren’t rejecters of marketing

This article titled “Using experiential marketing to engage young consumers” was written by Anna Jones, for theguardian.com on Thursday 11th August 2016 12.00 UTC

Digital natives live for special moments and brands that fail to create these risk becoming irrelevant. However, organisations that deliver a personalised experience have the opportunity to transform people from passive consumers into active participants.

Computers are second nature to digital natives and they spend lots of time online. As a result, they want instant access to everything for free or little money, which poses challenges for brands. Challenges that are worth addressing because this audience can be highly lucrative for organisations that understand their needs.

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