John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.
Gareth Ellen, Admap, July/August 2018, pp. 27-29
Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.
A fixation on short-term results, and the pressure to deliver ever-increasing growth, means that management, processes, structures and cultures are hard-wired into how a business makes money, often at the expense of how it will make money in the future.
Sam Peña-Taylor, Event Reports, MMA Impact Forum, May 2018
ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.
MUNICH/PARIS: Faced with growing competition from the likes of Amazon and other online retailers, two leading European electronics retailers are fighting back with plans to launch a “European Retail Alliance”.
Arpapat Boonrod and Prachawan Ketavan, ESOMAR, APAC, 2018
Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
Farid Jeeawody, Admap, May 2018, pp. 25-27
During the 40 years Bernie Ecclestone ran the sport, Formula 1 was defined by money, with fans treated as a side issue, resulting in falling global TV audiences and an especially lacklustre performance in the US market.
Vanessa Tadier, Admap, May 2018, pp. 42-43
While some believe the term ‘experiential marketing’ should only apply to real-world interactions or events, the wider industry is starting to recognise its benefits in engaging individuals in immersive activities, both online and offline.
ORLANDO, FL: Ford, the automaker, is taking a “network approach” to virtual reality (VR) that provides this content with enduring strategic value, rather than adopting a campaign-led mindset about this innovative channel.
GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.
This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).
Lyle Maltz, WARC Best Practice, March 2017
This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.