In this episode, Citi's CMO Jennifer Breithaupt reveals how the financial giant is moving beyond traditional advertising by strategically embracing music and experiential marketing. She details how these approaches foster deeper emotional connections with customers, enhance marketing effectiveness, and are measured through market-mix modeling. This episode is a must-listen for ecommerce operators looking to innovate their customer engagement strategies beyond conventional ads.
Key takeaways
Explore experiential marketing to build emotional connections, as Citi has done successfully with music partnerships to create memorable customer experiences.
Implement market-mix modeling to accurately measure the ROI of diverse marketing channels, moving beyond last-click attribution for a holistic view of effectiveness.
Invest in understanding why consumers are disengaging from traditional advertising and adapt your strategy to meet evolving preferences for authentic brand interactions.
Develop a brand strategy that prioritizes authentic customer engagement and emotional resonance over purely transactional messaging to build long-term loyalty.
Citi has doubled down on music as it tries to become a more emotional part of its customers' lives, Citi’s Global Consumer CMO Jennifer Breithaupt said in the latest episode of Making Marketing. Breithaupt discusses how experiential made Citi’s marketing more effective, doing market-mix modeling and more.
Explore experiential marketing to build emotional connections, as Citi has done successfully with music partnerships to create memorable customer experiences.
What does this episode say about analytics & attribution?
Implement market-mix modeling to accurately measure the ROI of diverse marketing channels, moving beyond last-click attribution for a holistic view of effectiveness.
What does this episode say about brand & content?
Invest in understanding why consumers are disengaging from traditional advertising and adapt your strategy to meet evolving preferences for authentic brand interactions.
What does this episode say about brand & content?
Develop a brand strategy that prioritizes authentic customer engagement and emotional resonance over purely transactional messaging to build long-term loyalty.
