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
-
Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.
-
The ‘retirement’ of M&M spokescandies raises questions about viral marketing, edgy content
Marketers have mixed feelings and questions about the value of viral, stunt marketing after M&M's "retirement" of its spokescandies.
-
With TikTok’s growing list of issues, should marketers think twice about the platform?
There is a growing list of issues that TikTok needs to resolve, but marketers seem unfazed and continue to be enthralled by the platform.
-
SponsoredHow publishers are fighting clickbait ads and protecting audiences
Sponsored by GeoEdge For publishers, delivering an engaging user experience is paramount to ensuring loyalty and safeguarding monetization opportunities. One major revenue channel for publishers is selling programmatic ads, but it’s becoming increasingly difficult to control the quality of the ads that come through programmatic channels. As a result, clickbait, offensive and misleading ads are […]
-
How gaming companies like Ubisoft want to expand screen adaption after the success of HBO’s The Last of Us
The rise of video game adaptations is certainly good news for major game developers. To learn how the Ubisoft is taking advantage of the recent explosion of interest in video game adaptations, Digiday spoke to Jason Altman, who has led the company’s film and television division since 2017.
-
Marketing Briefing: TikTok is making search a bigger focus, but marketers, agency execs say it’s early days
As some younger consumers are changing behavior and using TikTok as a search engine, marketers and agency execs say that it makes sense for brands to be early movers and find ways to stand out.
