As a CMO, one of the issues you may face is the keeping a track of all the new marketing trends and evaluating which ones are relevant for your audience. With my interest in enhancing brand value to consumers, I have been reading on the subject and found two articles that I though tied in the discussion around the consumer experience marketing trend very well.
- Set yourself Apart: Don’t jump on the bandwagon just because it is a new trend. If it not right for your brand, don’t do it. Deliver the right experiences by staying true to your brand DNA. The experience you craft and deliver needs to tie in to the brand and the image you are trying to build for the consumer.
- Empower and Engage: Having said the above, don’t be sales-y. Its not about what the brand does, but what it is the consumer wants. Don’t try to be everything to everyone; you will lose credibility if you try too hard.
- Define Success: It is easy to get carried away and dedicate resources to delivering these grand experiences. But make sure you have defined metrics on how to measure success. If you do not have results, you will now know if it worked.