Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

Experience can address the existential crisis in marketing

Marketing has been facing an existential crisis. An industry once famed for seduction is now becoming infamous for stalking. Marketing is relinquishing the art of persuasion, substituting it for data-driven retargeting assets, which never quite add up to a story. It’s no surprise that 47% of internet users have used adblocking software today and that our invasive behaviours have led governments to regulate against us with the GDPR and, in hot pursuit, the California Consumer Privacy Act.

CMOs understand this crisis. In Dentsu International’s annual survey of 1,000 CMOs, respondents claim their greatest challenge lies in consumer engagement, and that their top priority is “creativity and big ideas that build the brand and create an emotional connection”.