These emerging consumer macro-pillars from the Advertising Playbook 2018 help marketers meet their audience’s expectations of what an innovative brand should do

Experiential marketing has become the most critical tool in the modern marketer’s weapon chest. No longer a tactic, experiential marketing offers a scalable solution that drives sales, builds loyalty and adds significant business value. PSFK’s Advertising Playbook 2018 is a guide to help marketers understand the state of the modern consumer and craft more compelling advertisements.

Find out more by downloading the full report. Below, we unpack some of the emerging consumer macro-pillars from the full report that can ground activations and communications, ensuring that marketing strategies meet the audience’s expectations of what an innovative, trustworthy and coveted brand would do:

Convenience

The “Amazon Prime” economy creates an expectation of seamless immediacy in all brand experiences—physical and digital. Customers want brands to intercept them in the right moments of their purchase journey with relevant assistance, information or rewards.

Community

Today’s hyper-aware consumers desire and demand corporate transparency and accountability, both locally and globally. They expect brands to participate in and improve their community and want organizations to apply their Purpose and Mission to all marketing activities

Curation

The inundation of information and advertising creates infinite choices; audiences are eager for help understanding what brands fit their lifestyle in order to sort in-the-moment product purchases and larger brand allegiances.

Customization

The seamlessness of data collection, coupled with consumers’ willingness to share their experiences with friends and peer groups, enables personalized products, retail, services and experiences. Consumers expect to exchange their data—but will feel taken advantage of if they don’t receive a custom benefit in return.

Download the full report here, or request a meeting for your office. For full access to all of PSFK’s reports, debriefs, articles and archives, become a PSFK Member today.



Lead Image: Into the Unknown: A Journey through Science
Fiction, Barbican Centre 3 June – 1 September.
Installation shot. Credit Tristan Fewings / Getty
Images.

Experiential marketing has become the most critical tool in the modern marketer’s weapon chest. No longer a tactic, experiential marketing offers a scalable solution that drives sales, builds loyalty and adds significant business value. PSFK’s Advertising Playbook 2018 is a guide to help marketers understand the state of the modern consumer and craft more compelling advertisements.

Find out more by downloading the full report. Below, we unpack some of the emerging consumer macro-pillars from the full report that can ground activations and communications, ensuring that marketing strategies meet the audience’s expectations of what an innovative, trustworthy and coveted brand would do: