Freeman.“The role of brand experience continues to increase in scope and importance, as audience expectations evolve,” says Chris Cavanaugh, Freeman’s executive vice president and chief marketing officer said. “Steep competition, changing demographics and more sophisticated audiences mean now, more than ever, marketers need new approaches. The right brand experiences have the power to evolve brands, build relationships and inspire action. Our new research helps us understand brand experience as a medium of the future.”Here are some of the key findings from the study:
- 9 in 10 marketers agree brand experience delivers more compelling engagement
- 59% of CMOs recognize brand experience create ongoing relationships with consumers
- Companies that deliver more than 20 events per year are more likely to take advantage of technological tools, such as interactive touch screens, location mapping, virtual reality, and gamification
- 1 in 4 marketers harness all five senses during brand experiences
