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Content Marketing World 2019 - Session Viewer

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Defining the Relationship: How ERM is Changing the Brand-Customer LTR

Jonathan Yaffe (CEO and Co-Founder, AnyRoad)

Location: MarketMuse Stage

Date: Wednesday, September 4

Time: 11:20am - 12:05pm

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Analytics & Data

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Today, brands large and small understand the impact of experiential marketing: Anheuser-Busch and Absolut are opening their doors for brewery and distillery tours seven days a week, Michael's Arts and Craft stores host more than 1,000 classes each year, The Golden State Warriors offer behind-the-scenes tours of locker rooms — and 30% of CMOs plan to spend 30-50% of their budgets on experiential marketing in the next three years. But, once customers live a brand, what's next? Until brands start collecting offline data on their customers, just as they capture online data, valuable insights are walking out the door. Jonathan, who discovered firsthand the impact of experiences while producing events for Red Bull, will discuss the power of data in understanding human behavior and fostering brand loyalty, and how ERM is changing the future of marketing and upending the way brands build long-term relationships with customers.

Takeaway

  • The power of experiential marketing in the current economy
  • How brands can track a customer's offline journey, from ticketing to attending, and receive real-time feedback on brand perception
  • Real-world examples of how brands are using offline data to improve their customer experience and build brand loyalty