BXP - June/July 2017 - 31

31

Deeper Connections
How multimedia marketing can deliver
better brand experiences.
BY KEITH LORIA

Consumers today are always shopping. John Bajorek, senior

into a marketplace versus a place to push Sears products. As

vice president of brand, strategy and design for Pine Strategy

a contrast, I really love how Best Buy approaches its mobile

& Design, explains, "They might not be physically shop-

presence. They have a marketplace as well but they're very

ping, but mentally we are constantly processing needs and

clear about what products that you can pick in store and what

wants. With a powerful device in our possession at all times,

is being sold by Best Buy versus its partners."

a connected experience is a must have; it is oxygen for a
brand."

Jeff Rosenblum, a founding partner of marketing agency
Questus, notes, "When brands empower consumers across

And thanks to the ubiquity of brands that are extremely user-

the digital journey, they build momentum-not just shifting

friendly, such as Amazon and Uber, consumers have virtually

prospects to customers, but also customers to evangelists."

no patience. Shoppers simply won't stand for a weak, disconnected brand experience.

The stakes are even higher in some of the most desirable
consumer target markets. New research commissioned by

Gil Walker, CEO of Warhead, which delivers a web design

Registria found that consumers age 18 to 34 think it's more

platform that aims to offer tools for quick on-boarding of sites

important to register products to be notified of deals on

while retaining strong, flexible design and e-commerce tools,

accessories or other products than other age groups. The

sees even household brands forget the importance of having

survey also found that people with higher incomes-$75,000

a strategic approach to the Web. "Some companies like Sears

and up-feel it's more important to register products to stay

are mixing in other brands," he notes. "They're trying to do

connected with a brand for VIP and loyalty programs than

all these different things and ended up turning their websites

people in lower income groups.

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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