MarTech Podcast ™ // Marketing + Technology = Business Growth
Fueling Fandom & Creating Better Advertising Experiences
Nov 7, 2024
Scott Donaton, CMO at Versus, shares insights into enhancing audience engagement through AI-powered gamification. He discusses the evolving relationship between brands and customers, emphasizing interactive engagement over passive approaches. The conversation highlights the importance of competitive intelligence in marketing strategies and the value of storytelling that resonates emotionally with audiences. Scott also explores how technology is reshaping advertising experiences and the need for brands to adapt to diverse consumer preferences.
25:52
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Quick takeaways
- Engaging audiences through interactive experiences and AI-driven content transformation is essential for building brand fandom and loyalty.
- Transitioning from traditional interruptive advertising to seamless, contextual approaches enhances consumer engagement and resonates with emotional connections.
Deep dives
Transforming Audience Engagement
Creating an engaging audience experience is essential for brands seeking to build fandom. Companies must focus on transforming passive viewership into interactive engagement, as demonstrated by platforms that encourage audience participation through AI-driven content. For example, using gamified elements allows fans to make predictions and share opinions about their favorite shows and events, fostering a deeper emotional connection. This shift not only keeps audiences returning but also enhances brand loyalty and drives revenue through increased interaction.
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