Defining “brand experiences” could enable marketers to better measure them

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 13, 2019, 2:49 AM UTC

For this, the close relationship between digital research and physical experiences must become the norm.

With regard to events and marketing, the biggest challenges for businesses are to devise creative campaigns or experiential events, and measure their success. The author recommends rethinking the definition of “brand experiences” to generate effective campaigns and prompt greater buy-in.

Multi-channel journeys are becoming more complex with several touchpoints available to consumers. To make experiential marketing measurements more robust, brands must not only connect the dots between a customer’s in-store or at-event activity, but also their journey after having experienced the product.

When it comes to metrics, a well-rounded and holistic ROI strategy can reflect return on investment and experience. The author suggests adopting a measurement model that goes beyond counting people, and understands what was beneficial for the brand through its experiential marketing.

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