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Conversation Is The Key To Integrated Brand Experiences

By Jake Stevens

Today, one of the largest problems that many brands must overcome is how to create integrated online and offline brand experiences for customers.

Personally, I really think that it all comes down to conversation. If you consider the online brand experience, until fairly recently it all centred around functionality: the emphasis was on basics such as website navigation, the ability to find information and how visible websites were on search engines such as Google. In other words, it was all about brands talking TO customers.

But this kind of broadcast approach is no longer enough for the contemporary consumer. You only have to look at the explosion and impact of social media platforms to understand that modern online audiences expect two-way engagement.

That means brand messaging needs to be different to be effective. It needs to be based around rich experiences – ones which are memorable and valuable, and which create lasting legacies.

The most successful online brand experiences today are implementing this to create online experiences that are truly engaging, and which allow the consumer to shape the conversation to a certain extent. This can take a variety of forms, from entertaining virals to online interaction on social media platforms, and all include a visible, experiential responsiveness from the brand. This has the power to turn consumers into raving fans, by way of providing a legacy of lasting, positive experience.

The interesting thing, however, is the fact that these online experiences and conversations can have a real impact on how consumers engage with the brand in the offline world, too.

There is a huge amplification effect that can be observed when online and offline brand experiences are well integrated – which we have seen with T-mobiles flash mob dance. As customers come to expect more rich and valuable experiences, they also crave conversation, discovery and ultimately enlightenment, which is in many ways the holy grail of experiential marketing. Good agencies can exploit the resulting rich stream of conversation to then optimise campaign performance across a variety of channels.

If you haven’t yet fully considered how to integrate your offline and online brand experience, it might be a conversation worth having soon.

At the end of the day, event marketing is a great tool for brand that wants to fully engage with its audience and turn consumers into fans.

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Article Citation
MLA Style Citation:
Stevens, Jake "Conversation Is The Key To Integrated Brand Experiences." Conversation Is The Key To Integrated Brand Experiences. 7 Oct. 2010. 26 Dec 2014 <>.

APA Style Citation:
Stevens, J (2010, October 7). Conversation Is The Key To Integrated Brand Experiences. Retrieved December 26, 2014, from

Chicago Style Citation:
Stevens, Jake "Conversation Is The Key To Integrated Brand Experiences"

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