Marketers should focus on experience over product as a consumer hook according to study

October 29, 2015 1:35

de Swaan Arons

Marketers need to move their focus away from their products and focus on the experience if they want to continue to attract attention and drive sales, according to a new study.

The 2020 Insights survey of marketers by Millward Brown revealed that successful marketers are continuing to move away from the traditional strategies of product benefits, instead embracing the total experience their brands are offering.

Presenting the research at the Australian Association of National Advertisers Reset Conference in Sydney, Marc de Swaan Arons said that marketers who were classed as leaders in the research were embracing experience as the hook for their brands.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

AANA customer experience

3 COMMENTS

Eaon 29 Oct 15

MB would say that. They have a warehouse full of Stengel’s book still to shift. Post hoc fallacy etc. All brands have a purpose.

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Havin' a laugh 29 Oct 15

If the total experience of washing liquid is clean clothes, is that not the same as the product benefit? I mean what more total experience can I get?
Come on, what is this puff?

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Bon 29 Oct 15

I feel like the more sophisticated brands were taking this approach even as far back as the ’70s or ’80s, selling the ‘dream’ or higher purpose as opposed to product benefits. Is this new? Isn’t that what Just Do It is?

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