The shift from good ol’ marketing to delivering “experiences” means that brands must strive to invoke emotion from their customers, said John Mellor, Adobe’s VP of strategy, alliances, and marketing, during his day-two keynote at Adobe Summit, in Las Vegas.
“The impact of experience,” Mellor told the 12,000-plus attendees, “is not just functional. It is also about how [the experience] makes us feel. Experience is about the emotion we have when we interact with brands. We are not just marketers anymore. We are not just stewards. We are ambassadors of experience. And every experience leads to an emotional response.”
According to Mellor, brands that focus on making experiences rewarding—and even a “little bit magical”—will build better connections to their customers.