Digital Marketing All-In-One For Dummies

Chapter 6

Developing the Brand Experience

IN THIS CHAPTER

Developing an experience for your Millennial audience

Linking experience to each touchpoint

Creating experience-centric campaigns

Millennials are price sensitive and willing to delay purchases. But when they’re ready to spend, a priority for those expenditures will be on experience-oriented purchases. Their desire for brand experiences ties in closely with their pursuit of brand relationships. A brand experience doesn’t necessarily need to be some grandiose gesture. It can be subtle. Millennials are observers who appreciate subtleties and look for relationships with companies that don’t blast them with overt corporate messages.

This chapter focuses on the creation of a brand experience for Millennials that extends beyond the simple transaction. You concentrate on integrating the experience into every campaign and look at the tools you need to integrate the brand experience into your larger marketing strategy. For more information about the structure of the buyer journey, see Book 2, Chapter 3.

Creating a Brand Experience Strategy

One of the most important things to remember is that during any customer interaction, on any ...