Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
Post World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships
Three months after the World Cup ended in a Spanish victory, the partnerships with marquee players keep coming.
How Lush quit social media ads and still drove growth
Quitting Meta, TikTok and X seemed like a gamble, but Lush was returning to its marketing roots. The results reshaped their entire approach.
In Graphic Detail: What Apple’s identity block means for the ad money
How Apple’s identity block hits publishers’ wallets, and why Apple can afford it.