Great marketing is about making consumers enjoy the experience they have with your brand. Every consumer touchpoint should be a delightful brand experience, even when carrying a commercial message. This is how you positively impact everyday customer behavior and purchasing decisions. If we want people to change how they behave, we have to change their experiences. In spite of this knowledge, brand marketing is often tied to vanity metrics that don’t drive any real behavior change, and performance marketing is not much better than the cheesy infomercial you see on late-night TV.
But marketers want to do better: no one sets out to do a mediocre job. The industry is continuously innovating to deliver better brand experiences and drive impact, but the results are often inconsistent, making it difficult to know what new practices to adopt.
This post explores some of the current efforts made to provide a better brand experience. Through this careful exploration, we’ll discuss why it’s so hard to raise the bar and look to the future to see how to break out of stale marketing cycles.