In order to succeed in the NEW normal, the insights industry need to embrace an innovative approach beyond CX: Experience Driven Marketing. ESOMAR is keen to understand how this works and why it is so relevant right now!Experience Driven Marketing will help you uncover new, unexploited touchpoints to activate and minimize the negative ones, to fuel brand growth. ESOMAR joins forces with MESH Experience, the leading Agency in this field, and the giant AMAZON, to explore this.This spotlight event features:1. A pragmatic main frame to understand Experience Driven Marketing and beyond2. The presentation of the International Business Excellence GOLD Award 2020! (a case study between MESH Experience and LATAM Airlines)3. An outstanding presentation by AMAZON India4. A round table to answers all the burning questions surrounding CXBy attending this session you will explore the principles of Experience Driven Marketing including:- Take responsibility for every brand touchpoint - even those you don't control.- Measure Share of Experience (SOE), not Share of Voice (SOV).- Emotion matters and if content is king, context is queen. Use it!- How to Monetize NPS in a tool that transformed investment decisions resulting in increased revenue and churn reduction- Lessons from and innovation first UX project by Amazon India later rolled out worldwide!
Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a brand can now see how many posts support their intended position, how many are off target, and how many are simply ambiguous. This presentation demonstrates how the AI tool works, highlights the role of archetypal alignment across touch points, delivers a practical framework where brands can specifically identify the nature of their optimal social media imagery, and concludes that understanding archetypal codes is the key to optimising ROI in Social Media.
Insights and strategies for different channels and touch points are usually considered in isolation... But how do these different channels and touch points influence and convert an individual shopper in the same Path to Purchase?
This paper explains how to apply design thinking elements in the process of creating meaningful service experience among the different customer touch points. How these different touch points are constantly changing in the China landscape, why these changes happen, and what brands should be doing in order to innovate and maintain a competitive advantage will be addressed. The benefits of the process of discovery that design thinking research provides and the key advantage of thinking by doing in china context is highlighted.
Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.