Editor’s Note: The CX movement has exploded in the past several years, also has gone beyond traditional product or service satisfaction. Smart marketers now realize that every experience with the newest – not just with the product, but each man or touchpoint linked to the new – can affect the relationship, for good and for bad. Here, Fiona Blades gives us her take on the importance of moving beyond just product concerns and argues that the entire experience is what really matters.

Gone are the times when a fantastic product drove gains. Marketers now must consider every manner people experience their new. Amazing experiences producing real value for individuals, construct advocacy, which contributes to acquisition, as well as retention and increase in the share of pocket.

Forget the 5 or 4 P’s and Embrace a New Approach — Experience Driven Marketing

Can you draw a pie chart of where you are investing in your own brand? Yes, that’s pretty easy!  Now, can you draw a pie chart of how folks are experiencing your own brand? This is the question we ask Marketing Directors.

How can you know if what you push in advertising will be picked up? What proportion of owned and got media are individuals experiencing? What exactly does that pie chart look like?

Cutting Through the Noise

We’re bombarded with information it’s coming out of our call centers, our sites , our retail partners, our media agencies. Yet in spite of becoming awash with information, we’ve got a information black hole. We’ve got GRPs, click-throughs, Likes, Share of Voice to assist us to quantify marketing activities but that leaves us with a dizzying collection of metrics where we are comparing apples and pears.

We don’t even have a way of linking the various data sources readily, we examine all in silos. The marketing team appears at advertising recall and media spend. The trade marketing team works together with retail partners. The customer service staff pays attention to the telephone center and CRM metrics. Who is looking at all from the view of the adventures our customer is needing? And isn’t this fundamental?

The Power of Experience

An increasing number of marketers are getting to be attuned to the power of experience. Whether that is all about creating a seamless consumer experience, the ability of touchpoints or connecting with individuals ’s pursuits. We think you will need to understand every experience or experience with your fresh, if that is a momentous experience in being provided the first mortgage or even a fleeting glimpse of a poster.

And in virtually every business, there is a real focus on getting back to the customer. We need knowledge from a human-centered perspective. We need to understand how brands and sectors fit in with the remainder of someone’s existence, with their passions, if they’re occupied, when they have the time to hear us, what will help them achieve their targets.

We need a new advertising and marketing framework, new information and metrics to assist us.

We need a human-centered marketing and advertising strategy that puts the customer center stage. We predict this Experience Driven Marketing.  It’s based on learnings from capturing experiences within the past 12 years and also our proprietary Experience Model and Metrics.

Why does Experience Driven Marketing develop brands? Because great experiences produce real value for individuals, construct advocacy, which contributes to acquisition, as well as retention and growth in share of pocket.  We urge you to embrace our Manifesto for Experience Driven Marketing:

Take responsibility for each brand touchpoint — even the ones you don’t even control.
Quantify Share of Experience, not Share of Voice.
Emotion matters. Insist on Engaged Reach.
If Content is King, Context is Queen. Utilize it.
Experience is a journey. The destination is not the purchase, but clients fulfilling their targets.
If our clients buy adventures, we will need to organize around them. Not only products, works or channels.

Take on the Customers Perception

When you look through the customer’s eyes and experience your new as they do, then it will completely change your decision making. Pepsi found that encounters in bars, restaurants, and pubs as well as KFC TV advertisements featuring Pepsi at the end shooter, made people feel closer to Pepsi. Packaged goods clients discovered that cheery TV advertisements at the beginning of the day improved individuals ’s moods whereas for financial services individuals start to engage after 6pm in the commute home. For electronic equipment, viewing the product in someone’s residence significantly impacts on manufacturer consideration. 1 client found a merchant ad featuring their brand was as engaging and persuasive as their own brand advertising — this changes where to invest for the greatest return.

With Experience Driven Marketing you will discover fresh, unexploited touchpoints to trigger, you’ll come face to face with negative ones that you will need to diminish, you will understand that which are helping clients to realize their goals and finally to develop enduring brands in their heads.

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