by Sameer Patel, Enterprise Irregulars

As many of you know, I dove head first into the world of consumer marketing automation in August of last year when I took the CEO role at Kahuna. This gave me a temporary licence to be blissfully ignorant about age old “conventions” and to look outside in. My first impressions about the space, 60 days in, are here. The most striking finding: While brand engagement and online purchasing dynamics are going through a fundamental change, the parties involved are all on extremely different pages. […]

When you look for answers or examples of successful modern alternatives, all roads lead towards a systematic and decisive focus on experience design. More specifically, a decisive focus by brands on designing processes (and employing modern technology) that puts the consumer in the center of the experience. Anthropologist Brian Solis astutely describes experience design as this:

“It’s about people, those who are and aren’t like us, and bringing people together in meaningful ways. It’s human-centered and empathetic. Your brand, reputation and the perception of your work is or will be separated by what you create and what people experience and share. That divide is where your work begins.”

The age of permission-based consumerism is here.