Finance brands are pushing money-can’t-buy customer journeys in an effort to keep customers engaged.
Take Mastercard’s “Priceless Surprises” lottery, for example. Customers who get their name drawn could be sent to a dinner at a fancy restaurant, on a vacation to their favorite city, or even have Justin Timberlake show up at their doorstep. It’s part of a larger trend in financial marketing to let the customer “feel” the experience of the brand in a way that’s not connected to a particular product or service.
“Storytelling is dead,” said Raja Rajamannar, chief marketing and communications officer for Mastercard, speaking at Advertising Week New York on Tuesday. “You need to engage with consumers in a way that’s completely different; you need to connect with them as people, understanding what matters in their lives.”
So, rather than craft a story for the customer, brands now want to be part of that story, being there for life experiences that matter most to them. The thinking is the result of a change in the marketing strategies from storytelling around products to enmeshing the brand with the customer’s life.
Read the full story on tearsheet.co
Featured image of Chase-sponsored concert at the Club Bar & Grill in Madison Square Garden, courtesy Chase
More in Marketing
OpenAI expands ads manager to U.K., adds CPC
Similar to the U.S. the ads manager is now widely available in the U.K., and is the fifth market where advertisers can access it.
How Fanatics moved from audience targeting to optimizing campaigns for customer LTV
A recent 19% lift in LTV points to brands focus on outcome-based media buying.
As AI scrutiny grows, DUDE Wipes points to supply chain savings and productivity gains
AI may be facing an ROI reckoning. Brands, agencies and tech vendors alike are starting to face harder questions about whether generative AI can deliver the meaningful business results it promises. The honeymoon phase, however, isn’t over yet. DUDE Wipes has AI tools across the company, reducing man hours in supply chain tasks — providing employees […]