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Innovation Can Come In The Form Of Emotional Connection

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In a recent Forbes article, IDM Brand’s Co-Founder and Chief Innovative officer Alannah Sandehl discusses the importance of understanding the relationship between innovative campaigns that maintain an emotional connection with consumers. In a world growing more and more digital and technologically advanced every day, people are becoming more addicted to their devices and in turn, brands are struggling to stick with their customers. The question Sandehl poses is whether or not technology can provide the answer for creating emotional connections?

Bringing together experiential marketing that touches on all five senses with digital engagement, Sandehl states, “is the best combination to create lasting memories, especially when offline engagement is dear to customers’ hearts.” This includes anything from old-fashioned community outreach to “hand-shaking without devices in hands or ears”—actually communicating to one another is the key.

Sandehl concludes with some tips for marketing professionals moving forward, which are to understand and engage their audience, for example, in a way that stimulates and sways users towards wanting to purchase more products or services in the future. Another is to truly understand brand mission and to align partnerships with purpose. Aside from communicating well, it’s imperative to listen also.

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