Ambient marketing may be defined as an activity of the business of creating brand recognition without necessarily pushing its product (Delana, 2008). The campaign is very often carried out by finding a thing that can be clearly connected with the business and by communicating the thing instead of the business itself.
Example of Ambient Marketing
Image 4 Resource: (Blog On Travel, 2007) visited on July 26, 2009
A campaign of an Italian advertising agency (Admcom) for the promotion of the “Casino Di Venezia“. The marketers have turned a traditional and boring luggage claim belt into a giant roulette wheel at Venice Marco Polo Airport.
The campaign may not appear as commercial advertisement at all. Ambient marketing on Internet may be performed in form of placing relevant thing (an image of a stylish shoe in case of shoe retailer) as an avatar published with blog postings, commentaries or on social networks. No other forms of ambient marketing have been recognized by secondary research however an internet activity of businesses already points out that businesses are aware of importance of recognition of the brand with the relevant product images or logically associated subjects.