An entire era of actions has been left behind, but a new one presents itself to be tested.
Experience is irreplaceable. We know that it is something unique, no matter how it presents itself. For a long time, we understood it – experience – as something that can only happen in person, and we failed to consider the fact that the surrounding context also impacts our senses and reproduces this experience.
Defining it better, I would say that experience is any knowledge obtained through sensations, regardless of the universe inhabited or explored.
When we bring experience to the branding field, some things are left behind, an entire era of actions, and a new, completely unknown era presents itself to be discovered and tested. There are exponential possibilities in this new world that I call the “Multiverse Era” — the understanding of the existence of a plurality of universes coexisting and created to explore all the senses.
To see this fusion of universes, let's look at listening. Let's take chile whatsapp data podcasts as an example, a format that has existed for a few years and is only now becoming a protagonist. This content is much less invasive, does not require us to schedule specific times in our schedules and has a flexible duration, in addition to allowing us to carry out other activities at the same time. Although it is not new, it has become an audience phenomenon — a consequence of its perfect adaptation to the reality of our current daily lives, a sneaky strategy that has infiltrated our lives.
A recent survey by the Deezer platform shows that podcast consumption has grown by 67% this year in Brazil alone. The number of people listening to podcasts here has been higher than in France and Germany, for example. Furthermore, 25% of Brazilian listeners listen to podcasts for more than an hour a day. This is just one example of the potential for exploring content through the auditory sense, which is already present in the strategy of several brands.
Expanding the conversation to visual sensations, we have endless possibilities for immersive virtual activities, which make use of the most technological tools such as virtual and augmented reality. More than expanding the possibilities of interacting with new content, these innovations help in the gamification of programmed virtual platforms, developed with attractive and appropriate language.
The gamification of platforms is a great ally of visual activities, not only for the initial generation of user interest, but for maintaining the attention of this audience and their engagement, holding them for longer and consequently causing the generation of more specific data.
This is the big change in Brand Experience. Until recently, it was seen as a subjective marketing activity, with difficult results to achieve in practical and measurable terms. We have evolved and today we live in a new reality, Data Brand Experience, an ecosystem responsible for bringing emotion closer to reason, and making analytics the central translator for the senses.
Data generation and interpretation in this new era goes beyond traditional information collection. It is a combination of learning about the activities, behaviors and interactions of the public, providing a comprehensive overview so that companies and brands can make the best decisions, without forgetting the power of enchantment that only Brand Experience can achieve.