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Three quarters of marketers across the globe plan to increase their usage of and spending on experiential marketing in 2008, according to a new survey.

The research, carried out by experiential agency Jack Morton Worldwide, found that 75 per cent of marketers plan to increase their experiential budget in 2008. A further 70 per cent say that the channel is ‘extremely or very important’ to their company.

Almost all of the respondents agreed that ‘brand experiences that deliver on brand promises are central to building commitment and loyalty’. Another 99 per cent believe that ‘what a brand does is as important as what a brand says’.

Jack Morton Worldwide managing director Julian Pullen says: “When 86 per cent of marketers agree that ‘brands need to talk less and do more,’ clearly marketers now see experiential marketing as core to marketing strategy and not just an add on, and as the survey reveals they’re demonstrating this with how they’re allocating and planning their budgets.

“Beyond spend, the survey is testament to experiential marketing’s ability to emotionally engage and generate advocacy.”