부산대학교 도서관

The insight into customers' real needs, through a holistic perspective, is a challenge for all the companies functioning within the frame of the information technologies. By using contemporary digital marketing tools, this article aims at clarifying the importance of all the experiences lived by the customers - user experience, customer experience and brand experience - at the example of the gaming company Fnatic. By their direct application, the limits between these disappear in time, and, via their synergistic actions, they blend into a unique experience lived by a customer. Thanks to this unity of experience, a very competitive marketing strategy can be formed, not necessarily linked to the information and technology industry but all the others in the digital world.