The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience

A simple example of the fluid type would be a brand that uses

television advertising merely to create brand awareness and to

drive traffic to a website where consumers can then find more

detailed product information. The interactions have two totally

different goals and create two different experiences, yet they are

both from the same brand. Healthcare marketers use this type of

approach as standard practice because the information they dis-

tribute is far too complicated for a television advertising campaign

to deliver. It’s technically impossible and fiscally inefficient to fit all

the proper information within the constraints of the television

advertising format. So healthcare marketers often use television

advertising to create awareness and to redirect ...