品牌体验：营销的新时代（英文版）_15页-5mb

Brand Experience: A New Era in Marketing Summary

Core Content

The 2017 Freeman Global Brand Experience Study highlights the growing importance of brand experience in modern marketing. As the marketing landscape evolves rapidly, with increased competition and changing consumer expectations, brand experience has emerged as a powerful tool for creating meaningful connections, driving engagement, and achieving business objectives. It is positioned as the next era in marketing, emphasizing the intersection of organizational goals and audience needs to deliver immersive, user-centric experiences.

Main Viewpoints

• Brand Experience Defined: It is the art of creating a sensory experience that fosters a lasting relationship between a brand and an individual. This includes events, virtual experiences, augmented reality, and more.
• Marketing Roles: The study includes insights from CMOs, brand managers, and event planners, each with their own perspective on the value and implementation of brand experience.
• Effectiveness of Brand Experience: Marketers recognize brand experience as an effective method for achieving various goals, including building loyalty, generating leads, increasing brand advocacy, and boosting sales.
• Role of Technology: Technology plays a crucial role in personalizing brand experiences, though many marketers are still using traditional methods like websites and social media.
• Regional Differences: Asian marketers are more likely to adopt immersive and interactive technologies, and they are also increasing their brand experience budgets at a faster rate than their counterparts in North America and Western Europe.

Key Information

Goals Achieved by Brand Experience

• Building Loyalty: Over 59% of CMOs believe brand experience is effective in creating ongoing relationships with key audiences.
• Lead Generation: 54% of B-to-B marketers and 53% of brand managers see brand experience as effective for lead generation.
• Growth in Brand Advocacy: 58% of CMOs report that brand experience helps increase brand advocacy.
• Making Customers Feel Valued: 61% of North American marketers and 56% of Western European marketers believe brand experience helps make customers feel valued.
• Increased Sales: 56% of North American and 50% of Asian marketers see brand experience as effective for increasing sales.

Budget Trends

• Marketers are increasingly allocating a larger portion of their budgets to brand experience.
• By Role: Over 33% of CMOs expect to allocate 21% to 50% of their budgets to brand experience.
• By Industry: 28% of B-to-B marketers and 18% of B-to-C marketers plan to allocate similar percentages.
• By Geography: Asian marketers are expected to grow their brand experience budgets at the fastest rate, with 32% anticipating spending more than one-fifth of their total budgets.

Technology Integration

• The top three current tactics used by marketers are websites, social media, and email marketing.
• Interactive Touch Screen Technology: Only 22% of marketers are using this, while more experienced organizations (those with 20+ events per year) are more likely to adopt it.
• Virtual Reality (VR): Only 8% of marketers use VR, but those in Asia are more likely to do so, with 31% using it.
• Gamification: 22% of Asian companies use gamification, compared to 9% and 13% in other regions.
• Location Mapping/Beacons: 21% of event-focused organizations use this to enhance personalization.

Case Studies

• New York Comic Con: ReedPop uses immersive elements like a 360-degree revolving stage, video screens, and LED displays to create unforgettable brand experiences.
• Jeunesse: Utilizes a wide range of interactive and immersive technologies to personalize brand experience.
• Warner Bros. Fantastic Beasts Launch in China: Combines 3-D paintings, AR activations, and digital scavenger hunts to create a memorable and engaging event.

Strategic Recommendations

• Start Small: Use existing technologies like mobile apps, social media, and touch screens to begin personalizing brand experiences.
• Power Up: Incorporate more advanced techniques such as gamification and second screen technology for enhanced personalization.
• Go Big: Utilize beacon technology and virtual/augmented reality to deliver highly customized and immersive brand experiences.

Conclusion

Brand experience is becoming central to marketing strategies, offering a unique way to connect with audiences on a personal level. As technology advances and consumer expectations grow, the role of brand experience will continue to expand, driving loyalty, advocacy, and sales. Marketers must align their strategies with business objectives, integrate data and customer experience, and adopt a more personalized and immersive approach to remain competitive.

A CMO's Guide to Driving Alignment

Chris Cavanaugh, EVP & CMO of Freeman, emphasizes the importance of using data to understand the customer and aligning all marketing teams around a unified strategy. This ensures that brand experiences are not only memorable but also strategically aligned with broader business goals.

Closing Thoughts

The best way for a brand to be remembered is to be memorable. Brand experience enables direct, personal engagement with consumers, making it a vital component of modern marketing.