Market Insights

When we refer to the “digital experience”,  we’re referring to the way marketers incorporate digital into the customer journey to acquire data and ultimately create more personalized experiences. Why should you care about the evolution of digital experiences? Well, according to Salesforce, 52% of consumers indicated that they are likely to switch brands if a company doesn’t personalize communications to them. By crafting engaging digital experiences, marketers have an opportunity to captivate consumers like never before, and with the help of the digital experience (DX) ecosystem, can leverage those relationships over and over again.

We’ve all been to that one concert or event; the speaker or performer gets up on stage and tells everyone to put down their phones. You know the one. They tell you to fully embrace the experience without the aid of your mobile device. We totally understand the sentiment, but the truth is, today, our smartphones help us to fully experience events. The ability to record, connect, and engage at an event is an important part of our experience. It makes us feel good. So rather than seeing digital technology as a distraction, let’s embrace this technology for what it is; a portal for engaging XM experiences.

Sweepstakes, giveaways, and contests are a popular marketing tactic for growing your audience and winning new business leads. However, there is a common misconception that giving away something for free will instantly generate new customers and sales overnight. This is not always the case. Oftentimes, contests and sweepstakes are so poorly executed that brands will spend more time and money on the prizing than on the business they earn. Think about some of the contests or sweepstakes you’ve entered into. Did they have something in common? Now, what about the ones you didn’t enter? Was there a reason why you opted out?

WILY helps some of the world’s most trusted brands develop contests to engage and drive consumers to retail. Recently, we helped Canon Canada activate their MLSE sponsorship using omnichannel marketing and a one-of-a-kind contest experience. The campaign leverages a combination of indirect and direct communication channels – websites, retailers, email, mobile, and more, for a unique chance to win VIP Leafs tickets and take home a Canon camera. Before getting into the case study, let’s first explore what omni-channel marketing is, and how brands can utilize it to acquire data and activate consumers.