Sunder Madakshira

Head of Marketing

‘Brand Experience’ has become the PRESENT of marketing, so much so that the only way to reach consumers is to create experiences with them? It is a tough world for brands to create these experiences campaign after campaign every day. How can brand marketing grow to meet this challenge?

In today’s world of extreme competition, designing a brand experience has become a very critical aspect of any marketing strategy. Activities and initiatives need to come together to create an experience that helps create a brand connect with the audience. A company creates an experience ecosystem when it functionally integrates technology, data and creativity around the customer and creates humanized experiences which respond to, learn from, and anticipate customers’ next moves and needs. The major challenge in today’s world is to be able understand the rapidly evolving nature of customers’ needs and brands can address this challenge by creating a solution that is personalized to each customer by maintaining ongoing conversations with customers and mapping customer journey across touchpoints.

Reaching out to tier 2, tier 3, and sometimes even media dark areas are becoming a possibility for brands thanks to mobile devices and cheaper data options. What are the different ways according to you, that brands can make full use of these opportunities to achieve exponential growth?

Creativity and an artistic sense of how to build a brand is the foundation of any company’s marketing strategy and technology gives it the innovative push it needs to turn idea into reality. While not dependent on each other, amalgamation of both technology and creativity can exponentially amplify each other’s results. Combining creativity with technology can optimize, drive, and transform the capacity for creating and transforming ideas. A consistent experience throughout the entire customer engagement involves both a robust technical platform and creative solutions.

While brands can leverage technology to maintain a 360-degree view of the customer with the help of technological data like “What did the customer purchase? When did they buy? When and how did they last engage? etc. They need creative solutions to combine this data into emotions and design images and messages that strike an emotional chord action for creating a differentiated customer experience.

Measurement is a non-negotiable for all campaigns today. In your opinion how can brands really connect experiential campaigns to a metric of measurement, especially when they sometimes include a combination of online and offline mediums.

Improving measurement capabilities helps companies better understand their customers, which in turn boosts targeting and leads to high-quality personalization and experiential campaigns. The ability to automate and analyse large amounts of customer data is helping companies better understand how to best interact with their customers across online and physical touchpoints.One of the keys for connecting the dots for advertisers is being able to collect detailed data about every customer’s online and offline journey. While, newer technologies like machine learning and artificial intelligence, with their ability to process and interpret large amounts of data, are facilitating better online measurement, offline marketing campaigns are a little trickier. While there are methods which exist for mapping offline campaigns like custom landing pages, call tracking numbers and feedback forms, none of these are completely fool-proof and error free. As an industry we need to continue working together to improve measurement metrics across online and offline channels.

As the marketer’s role becomes more and more complex, from creating experiences to being responsible for sales numbers, how is the Adobe suite of marketing products helping them meet this challenge?

At Adobe, we believe that understanding customer needs and aligning solutions to address people’s need is a key aspect in empowering brands create holistic customer experiences. Adobe products focus on smart utilization of technology to help in customising solutions to suit every customer’s demands and needs by creating a 360-degree view of our customer requirement to integrate different sources and types of data on a single platform and understanding data related to its customers. Today, Adobe Experience Cloud, is one of the leading solutions in curating experience management solutions for marketers and delivering IT to design. It also helps marketers anticipate and deliver quickly adaptable experiences across web, mobile, in store and any end-point in the customer journey.