Gone are the days when a great product alone drove profits. Marketers today need to consider every way that people encounter their brand. Great experiences creating real value for people build advocacy, which leads to acquisition, as well as retention and increase in share of wallet.
Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.
Earlier in my career, I was the Planning Director of an Omnicom agency, Claydon Heeley, where I worked on brands like Mercedes-Benz.
MESH Experience has always believed that experiences build brands and grow customer engagement and that is why we always frame our data and insight through an experience-driven marketing lens. And so it was a pleasure to work with Starcom in Australia to explore the importance of consumer..
Over the years, questions have increasingly been raised about the viability and ROI of traditional brand health tracking. Brands are asking whether it is cost effective, in relation to the business decisions delivered. They are craving a more forward-looking, predictive approach to metrics. They..
Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself.