A New Strategy Focused on Customer Brand Experiences Experience-Driven Marketing: From Brand Experience Value to Service Design ~ Takashi Asaoka

 

"Experience-Driven Marketing" is a marketing strategy focused on the customer's brand experience. It encompasses everything from user experience and service design, starting with the "co-creation" between companies and customers that began in the social media era. The concept of the customer journey, a core tool for strategy development, is also part of Experience-Driven Marketing. Underlying this new concept is the challenge: given that the value of the customer's brand experience forms the core of brand value, how should companies think and act to improve their marketing processes and ultimately establish a competitive business model?

In the world of experience-driven marketing, companies are required not to "sell individual products or services to customers," but to "provide customers with the total brand experience in the form of a customer journey." Furthermore, by strategically integrating big data into experience-driven marketing, the focus of marketing is shifting decisively from an era where "products and services of the highest possible quality" were supported by customers as brand differentiators, to an era where "products and services that match the needs of the moment" are highly valued. Furthermore, as companies positively frame social challenges as marketing opportunities, integrate them into the themes of the customer journey they provide, and refine their brand differentiation, a movement will likely emerge to reevaluate all corporate marketing activities with CSV (Creating Shared Value) as the overarching concept.

The "game for change" has already begun on a global scale.