In recent years, marketers have been repeating a message repeatedly. To connect with audiences and to convert them into customers, the elements that were used in the past are no longer valid.Although recurring formats in marketing and advertising strategies continue to exist and continue to be used, marketers have had to assume that consumers not only expect different things but also connect differently with what brands are offering them. In the market in which companies now have to move, they have to offer a new brand profile, highlight certain values ​​above others and, above all, they have to be able to offer experiences.The word “experiences” has become one of those that are used repeatedly in the marketing discourse. Studies have shown its importance and changes in the market have established its presence in the marketing strategy.The big brands are beginning to understand their value and the experiences have started to be more and more present. For example, you just have to look at how stores are changing and what companies are doing in that area to see how the trend impacts. Stores are no longer just selling things, they are also trying to offer experiences.Are brands and companies on track to position experiences more prominently and even erase traditional marketing and advertising from their work? Some companies are doing this and some managers defend it.

Although brand experiences Kazakhstan Phone Number List are not something new, more and more companies are adopting this philosophy to build loyalty and reach their consumers and potential customers. Brands such as Coca-Cola, Burger King, Apple, Samsung or Amazon among many others, are clear examples of companies that are strongly committed to a continued experience of their brands, despite the fact that they are also some of the companies with the highest advertising investment. Mastercard, migrating your budgets to experiencesOne of the last to speak of this trend has been the head of marketing and communication at Mastercard, Raja Rajamannar, who has defended the blackout of traditional formats to position himself using more experiences.

“Six years ago, we decided to turn around and change our entire strategy and not rely on ads as the main way to connect with consumers,” explained the manager, noting that while doing so they began to focus on experiences. They try to offer “exclusive experiences” that their customers will only have using their MasterCard. “Advertising is all about storytelling, so I say that storytelling is dead. The future is storymaking,” he added. Mastercard is migrating its traditional advertising budgets (“a lot of it”) to experiences. Those experiences are focused on the “passion points” of your customers, because they believe that this is the way it works. For example, they are betting on creating a sound image or launching a pilot experience in restaurants that makes food more immersive.

A world without adsOf course, the MasterCard executive is not the only one who sees things this way and who thinks that brands should pivot from betting on advertising to focusing on other things. As early as last winter, Procter & Gamble chief brand officer Marc Richard noted that brands should start preparing for an ad-free world .”I would say that the days of advertising as we know it are numbered and we have to start thinking about a world without ads,” he said then. The manager started, in his conclusion, from how the context was changing things. It is no longer just that consumers are looking for something other than brands, it is that the latest big stars of content consumption (the VoD, for example) succeed without ads.

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