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A 12-step guide for implementing a digital asset management system



Launching an enterprise-wide digital asset management (DAM) program is no easy thing. W.L. Gore and Associates, best known for its Gore-Tex fabric and products, found itself having to do just that. At The MarTech Conference, Rachel Edwards, the company’s Enterprise DAM librarian, walked us through how they did it. She also explained why the minimum viable product (MVP) strategy they chose was key to its successful launch. (There’s a video of her talk at the end of this article.)

The problem. Gore needed a DAM because its assets were all over the place. Shared drives, external hard drives, SharePoint sites, folders on individual PCs. There was no centralized repository of assets, no standardized process for finding assets and no content governance. Each division, and even in some cases, smaller subdivisions within those primary divisions, had their own way of doing things. There was no consistency. This was especially painful for users who worked across multiple divisions.

What is MVP? “It’s the version of a product that has just enough features to attract and be usable by early adopters,” said Edwards. “Those early adopters can then validate the product and provide feedback and ideas for future enhancements and development. Using the MVP approach to launch your DAM has many benefits, especially if your company has never had a DAM before.”

1: Find out the requirements

Edwards says don’t ask stakeholders what they want, ask what they need. The fact is they may not have any idea about what they want. “They may not have any context for framing the question if they just found out what a DAM is and have only a high level understanding of how it might benefit them in the long term,” she said.

When that’s the case, they often tend to err on the side of wanting everything they think a DAM  system can possibly do, just in case, regardless of what they actually need the DAM to do in order to meet business requirements. “This can quickly lead you down the dangerous path of over-customization,” she said. “Over-customization can not only negatively affect your site performance, but it can significantly hinder your ability to upgrade and enhance your DAM further down the road.” 

A 12 step guide for implementing a digital asset management system

2: Separate the needs from the wants

Begin with filtering the requirements down to the needs versus the wants. The MVP is essentially the smallest unit of delivery that provides value to someone. And who is that someone? “Focus your energy in creating your DAM on pleasing the innovators and the early adopters of technology who will be your noisy minority and your pool of end users,” she said. “Please your noisy minority and let them gradually pull in the others with their enthusiasm for the success of the DAM. They’ll be your biggest cheerleaders and one of your biggest PR assets.” 

The minimum for a DAM. At its core, a basic DAM is a repository to store assets that have metadata attached to them. That metadata allows you to find the assets through a search mechanism once they’re in the DAM, so you can get them back out when you need them for use. “If you have these three basic functions – upload, search and download – you have your starter DAM,” Edwards said. “You also have the option of installing the straight out of the box version of whatever DAM system you’ve purchased. See what the system can do right out of the gate without worrying about customizations.”

It took about six months to pick the right DAM vendor and platform. Much of that time was spent analyzing the overall business needs the DAM must meet. Because this was an enterprise-level effort, the solution had to be robust enough to accommodate the requirements of the company’s four diverse divisions: Fabric, Apparel, Medical and Performance Solutions.

Read next: 20 questions to ask digital asset management platform vendors during the demo

3: Define the stakeholders’ role

Next, the team determined who the stakeholders were in each division. It was essential that they understood their roles on the project and the time commitment involved. “We needed to make sure that they could and would remain fully engaged for the duration of the work,” Edwards said. “The participation of your stakeholders can significantly help or hurt the progress and timeline of your project. So set clear expectations right from the start. And don’t be afraid to remove or replace stakeholders who are not meeting your expectations.”

The focus of the kickoff meeting with the stakeholders was assessing the specific needs of each division. “We knew that our user base was not sophisticated when it came to using DAM systems, so we kept the conversation relatively high level,” she said. “We also used this as an opportunity to explain the MVP process and set expectations. We were very clear that the product they would receive on day one was not the final product.” 

2022 MarTech replacement survey2022 MarTech replacement survey

MVP wasn’t the only new thing being tried on this project. This was also the company’s first time using the agile methodology of breaking tasks up into multiple short phases and delivering work in frequent smaller increments. “The DAM project is now frequently commended as Gore’s first agile success,” Edwards said. “It ultimately encouraged other project teams at the company to adopt the agile style of working.”

Key to success: Clear communication right from the kickoff meeting was a major factor in that success. Edwards said it got the stakeholders thinking in terms of smaller deliverables.  explaining that we would be delivering updated functionality faster but in smaller packages. 

  • TIP: Creating a communication plan is vital. Define how you’ll be informing stakeholders of both progress and blockers.

4: Determine which needs are enterprise-wide

Once you have the requirements, split them into two groups, those specific to one division and those which apply to all divisions. 

The Gore team decided to do a phased rollout starting with the Medical division. There were two reasons for this. One was because Medical had the best grasp of where their assets were located and had already begun using some naming conventions for them. The other was that  they had very specific legal and regulatory compliance requirements around their content that had to be accounted for right from the start. “We realized that if we accounted for the strictest rights management case right from the beginning,” said Edwards. “We could be confident moving forward that if it worked for Medical it would work for everyone else.” This determined the baseline asset management tool that the other divisions could use and build on later. 

5: Prioritize time, money or output

Edward’s team set a 13 week time frame for building this first version of the DAM. They budgeted $25,000 a week for each week’s work. “Taking into consideration time, money and output, we knew that we couldn’t maximize all three,” Edwards said. So, having set the time and the budget, they then pared the output down to what they absolutely needed.

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  • TIP: Get advice from early adopters. “Out of our 10,000 employees, we had a noisy minority of 13 engaged early adopters in the Medical division, and we leaned on them for defining must haves versus nice to haves for the MVP.” 

6: Meet with stakeholders during the build

Throughout these 13 weeks, the team met regularly with the stakeholders in order to continually adjust, recalibrate, and agree on changing priorities. That meant

  • Daily stand-up meetings with the core project team and implementation partner.
  • Weekly status meetings with stakeholders. 
  • Demos displaying progress and updates were held about every two weeks.

Because requirements, plans and results were reevaluated frequently, this allowed the team to respond to changes and blockers quickly. 

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7: Start training as soon as you launch

Once they officially launched the MVP DAM, the team began end-user training. “In each of those sessions, we not only explained what exactly a DAM is for those who maybe hadn’t been exposed to one before, but we also stress the fact that this was the MVP version,” said Edwards.

8: Do everything you can to get user feedback

It was essential for users to understand that the DAM was a work in progress. Its functionality would continue to grow and expand overtime. The team also emphasized users would help determine this through their feedback. The team made it clear who users could reach out to with questions and suggestions and provided several methods for them to do so. They made it clear they wanted any and all feedback, big or small, good or bad.

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9: Let it simmer

“Once your MVP DAM is live, have users live with it for a while and not just for a few weeks,” said Edwards. “It takes months for users to really dig in and for you to gather usage statistics that are giving you an accurate enough picture of how the DAM is being used to be useful. Have your users see how it fits into their work and how it fills their needs and then they can start thinking about how it could do those things better.”

Questions to ask users. As they’re using the DAM, check in with your users regularly. Your initial questions:

  • What’s working? 
  • What’s not working? 
  • What features would you love to have that aren’t currently available? 

10: Find out what users aren’t doing

A good DAM system will provide you with data about what your users are doing with it. That will also tell you what they’re not doing that they could be. Ask them about that.

  • TIP: “When your users are being actively encouraged to provide feedback when they know that their feedback is being listened to, and that they’re a valuable piece in the improvement planning process, it really helps to drive user engagement and happy, engaged users can help bring in more happy, engaged users.” 

11: Find out where else they’re getting assets

Your DAM is your central repository for all of your company’s assets. For it to be successful, it needs to be the single source of truth for all of your content. If your users aren’t getting their assets from the DAM, find out where they are getting them from. How can those other systems integrate with your DAM? Can the DAM replace those systems? If there was a system they were using as a pseudo-DAM before, turn it off. If turning it off isn’t possible, make sure all the assets that are now in the DAM have been removed from it. 

“There are likely more places out there where users are obtaining assets than you realize,” said Edwards. “Keep asking the questions. The answers they give you today about how the DAM is or is not working for them may not be the answer they give you next week, next month, or even next year. At Gore I stay in regular contact with our stakeholders and we have monthly meetings with our super users.”

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12: Have business units do surveys

In the year following the MVP DAM’s launch, divisions sent quarterly surveys to their users, asking them what they liked and didn’t like about the DAM, when they used it and when they didn’t, but should have. That feedback was used to both enhance the DAM’s functionality and to assist the divisions with streamlining and improving their content and metadata. “We have an analytics dashboard that enables us to measure asset usage and effectiveness so we can continually improve the asset production process,” said Edwards. “We can see what’s working and get rid of what isn’t.”

Information your system’s dashboard should provide:

  • How are each business units’ users searching?
  • Are they just using the free text search box, only the search filters provided for them, or a combination of both to find their assets? “If they’re not utilizing the search filters, we can discuss how we might be able to improve them.”
  • Downloads by asset type and a list of the most frequently downloaded assets in each unit. 
  • Search terms that were entered by users that returned 0 results. This helps determine if metadata needs adjusting, or if there are new assets could be created to meet users’ needs. 


A DAM isn’t a set-it-and-forget-it system. New users will bring new questions and new needs. Your work is never done. Keep your eyes on your metrics and remain actively engaged with your users to make sure that your DAM remains successful as that single source of truth for all of your companies assets today, tomorrow and beyond. 

“The DAM program is ongoing and sustained,” said Edwards. “There’s always something you can do to improve the way people work. What content they need and how they obtain that content is always evolving.”


About The Author

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Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

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Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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Crafting Effortless Sales Through ‘Wow’ Moments in Experience Marketing



Crafting Effortless Sales Through 'Wow' Moments in Experience Marketing

Crafting Effortless Sales Through Wow Moments in Experience Marketing

In an era where consumers are bombarded with endless choices and digital noise, standing out as a brand is more challenging than ever. Enter experience marketing – a strategy that transcends traditional advertising by focusing on creating immersive, memorable interactions. This innovative approach leverages the elements of surprise, delight, and reciprocity to forge strong emotional connections with customers, making the sale of your core product feel effortless. But how can businesses implement this strategy effectively? This guide delves into the art of crafting ‘wow’ moments that captivate audiences and transform customer engagement.

The Basics of Experience Marketing

Experience marketing is an evolved form of marketing that focuses on creating meaningful interactions with customers, aiming to elicit strong emotional responses that lead to brand loyalty and advocacy. Unlike conventional marketing, which often prioritizes product promotion, experience marketing centers on the customer’s holistic journey with the brand, creating a narrative that resonates on a personal level.

In today’s competitive market, experience marketing is not just beneficial; it’s essential. It differentiates your brand in a crowded marketplace, elevating your offerings beyond mere commodities to become integral parts of your customers’ lives. Through memorable experiences, you not only attract attention but also foster a community of loyal customers who are more likely to return and recommend your brand to others.

Principles of Experience Marketing

At the heart of experience marketing lie several key principles:

  • Emotional Connection: Crafting campaigns that touch on human emotions, from joy to surprise, creating memorable moments that customers are eager to share.
  • Customer-Centricity: Putting the customer’s needs and desires at the forefront of every marketing strategy, ensuring that each interaction adds value and enhances their experience with the brand.
  • Immersive Experiences: Utilizing technology and storytelling to create immersive experiences that captivate customers, making your brand a living part of their world.
  • Engagement Across Touchpoints: Ensuring consistent, engaging experiences across all customer touchpoints, from digital platforms to physical stores.

Understanding Your Audience

Before diving into the intricacies of crafting ‘wow’ moments, it’s crucial to understand who you’re creating these moments for. Identifying your audience’s pain points and desires is the first step in tailoring experiences that truly resonate.

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This involves deep market research, customer interviews, and leveraging data analytics to paint a comprehensive picture of your target demographic. By understanding the journey your customers are on, you can design touchpoints that not only meet but exceed their expectations.

  • Identifying Pain Points and Desires: Use surveys, social media listening, and customer feedback to gather insights. What frustrates your customers about your industry? What do they wish for more than anything else? These insights will guide your efforts to create experiences that truly resonate.
  • Mapping the Customer Journey: Visualize every step a customer takes from discovering your brand to making a purchase and beyond. This map will highlight critical touchpoints where you can introduce ‘wow’ moments that transform the customer experience.

Developing Your Experience Marketing Strategy

With a clear understanding of your audience, it’s time to build the framework of your experience marketing strategy. This involves setting clear objectives, identifying key customer touchpoints, and conceptualizing the experiences you want to create.

  • Setting Objectives: Define what you aim to achieve with your experience marketing efforts. Whether it’s increasing brand awareness, boosting sales, or improving customer retention, having clear goals will shape your approach and help measure success.
  • Strategic Touchpoint Identification: List all the potential touchpoints where customers interact with your brand, from social media to in-store experiences. Consider every stage of the customer journey and look for opportunities to enhance these interactions.

Enhancing Customer Experiences with Surprise, Delight, and Reciprocity

This section is where the magic happens. By integrating the elements of surprise, delight, and reciprocity, you can elevate ordinary customer interactions into unforgettable experiences.

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  • Incorporating Surprise and Delight: Go beyond what’s expected. This could be as simple as a personalized thank-you note with each purchase or as elaborate as a surprise gift for loyal customers. The key is to create moments that feel special and unexpected.
  • Applying the Principle of Reciprocity: When customers receive something of value, they’re naturally inclined to give something back. This can be leveraged by offering helpful resources, exceptional service, or customer appreciation events. Such gestures encourage loyalty and positive word-of-mouth.
  • Examples and Case Studies: Highlight real-world examples of brands that have successfully implemented these strategies. Analyze what they did, why it worked, and how it impacted their relationship with customers.

Best Practices for Experience Marketing

To ensure your experience marketing strategy is as effective as possible, it’s important to adhere to some best practices.

  • Personalization at Scale: Leverage data and technology to personalize experiences without losing efficiency. Tailored experiences make customers feel valued and understood.
  • Using Technology to Enhance Experiences: From augmented reality (AR) to mobile apps, technology offers myriad ways to create immersive experiences that surprise and engage customers.
  • Measuring Success: Utilize analytics tools to track the success of your experience marketing initiatives. Key performance indicators (KPIs) could include engagement rates, conversion rates, and customer satisfaction scores.

Section 5: Overcoming Common Challenges

Even the best-laid plans can encounter obstacles. This section addresses common challenges in experience marketing and how to overcome them.

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  • Budget Constraints: Learn how to create impactful experiences without breaking the bank. It’s about creativity, not just expenditure.
  • Maintaining Consistency: Ensuring a consistent brand experience across all touchpoints can be daunting. Develop a comprehensive brand guideline and train your team accordingly.
  • Staying Ahead of Trends: The digital landscape is ever-changing. Stay informed about the latest trends in experience marketing and be ready to adapt your strategy as necessary.

The Path to Effortless Sales

By creating memorable experiences that resonate on a personal level, you make the path to purchase not just easy but natural. When customers feel connected to your brand, appreciated, and valued, making a sale becomes a byproduct of your relationship with them. Experience marketing, when done right, transforms transactions into interactions, customers into advocates, and products into passions.

Now is the time to reassess your marketing strategy. Are you just selling a product, or are you providing an unforgettable experience? Dive into the world of experience marketing and start creating those ‘wow’ moments that will not only distinguish your brand but also make sales feel effortless.

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