We’ve all heard the marketing industry is evolving at a breakneck speed. I actually think its consumers that are doing the evolving. As marketers, we are just trying to keep up. Today’s consumers value meaningful engagement, which can’t be copied or faked. They crave authenticity and social awareness. They are attracted to ethical, responsible, and sustainable businesses. In other words, they’re seeking more of a relationship from the brands they choose to support. Enter the “brand-led experience.” What it isn’t? The predominant approaches to meeting the needs of this new empowered and connected consumer have basic flaws. The traditional brand-led approach is too transactional, too much selling to. On the other end of the spectrum is the tech-led approach, like that of Uber or Tinder, which leverages their vast amounts of data to personalize offerings to consumers but it isn’t distinct enough to build lasting consumer loyalty. What it is? A new marketing approach is needed. One that: – builds relationships. – is in service to consumers. – is distinctive and not easily replicated with technology. We call this new approach brand-led experiences. Done right, customized experiences can deepen engagement with a new type of consumer: one who is willing to spend a little more time interacting with a brand if the pay-off is unique, relevant experiences that add value to their lives. Being a brand experience-led company is about using both brand-led and technology-led approaches to forge deep connections with consumers through meaningful customized experiences. In fact, successful […]
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