Improving brand experience is based on understanding the value the brand delivers, and then easing the customer’s journey toward that value. Accenture Interactive’s Nikki Mendonça explains how in The WARC Guide to structuring for marketing effectiveness.
This month, The WARC Guide looks at some of the key structural considerations for brand marketers looking to drive more effective marketing, with brand experience an increasingly important factor (subscribers can read the full report here).
“Making sure your brand promise consistently permeates the customer experience across all physical and digital touchpoints is a complex undertaking – and one that requires humans and machines to work together,” writes Mendonça, Managing Director of Marketing Operations at Accenture Interactive, in The new playbook for effective brand experience.
First it is about understanding the value of a brand – whether from purpose, price, authenticity, engagement, convenience, or consistency. From that, you can build consistency through the organisation.
Purpose is useful, but for its real value, it must be at the heart of the effectiveness conversation. “Defining a clear brand purpose helps brands convey a more meaningful role in society and become more culturally integrated.”
Beyond that, data signals from both physical and digital touchpoints must be brought together in order to understand the single customer view. “Brands should track and digest all signals from your customers across all platforms to better inform your connected customer experience,” writes Mendonça.
Of course, doing this effectively will be a major undertaking. “Many brands have only just begun to leverage AI and machine learning in their marketing, and many are unprepared for the new world of voice-activated devices which are driving growth.
“To break out of traditional approaches to advertising and marketing and prepare for AI-powered brand experiences, companies need to budget for greater strategic investment in intelligent technologies.”
But the element that will activate those investments is more difficult to buy. A culture of learning and experimentation is necessary at different levels of the organisation to adapt to consumer needs and market realities.
“Brand experience activations requires constant experimentation as consumer needs and ecosystem platforms are always changing.”
WARC subscribers can register for an exclusive webinar in which Lucinda Peniston-Baines and Rob Foster of Observatory International discuss Structuring Marketer - Agency Partnerships for Effectiveness. This takes place on Wednesday 22nd April, 3:00pm BST / 10:00am EDT.
The WARC Guide is a compilation of fresh new research and expert guidance with WARC’s editorial teams in New York, London, Singapore and Shanghai pulling in the best new thinking globally. It also showcases the best on WARC – case studies, best practice and data sourced from across the platform.
Sourced from WARC