According to the Future of Experience report by Adobe, produced in collaboration with Goldsmiths, the customer journey no longer exists.Instead of concentrating on the traditional path to purchase, brands need to consider the customer’s experience as a whole. And to truly connect, this experience must be meaningful.That’s easier said than done, so here’s a look at five ways in which the report suggests brands can create meaningful experiences.Use technology to drive emotionMost consumers crave experiences that connect on an emotional level. For brands, this means using technology in more creative ways.With their ability to transport users from reality into an entirely different world, virtual and augmented reality (VR and AR) are the most obvious tools to use.However, it can only work if the technology and content work in unison.If it allows the user to connect with an idea or other person (as opposed to isolating them from the world) then it moves from an immersive experience into an empathetic experience – one that’s driven by emotion, regardless of the channel or platform.Another way brands can promote empathy and emotion is through social good.One example of this is Lush, a cosmetics retailer that runs charitable campaigns and supports grass-roots organisations.By giving the consumer a meaningful reason to buy, it also provides them with a very good reason to come back.Creating new and unexpected experiences

Read all: How marketers can use new tech to deliver meaningful brand experiences | Econsultancy

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