Are the next consumers going to engage the way their parents have engaged with the brands? or will they be starkly different? It?s a simple question. This generation is spending many hours of their active life on apps like Discord, Reddit, or similar apps, or playing community games or streaming; how many of you use them? How many of you have children who used them? Most hands go up? The simple question then: Are the future consumers who are currently in the age bracket of 16 to 21 will engage with the brands in the current digital platforms like Instagram, Facebook, or YouTube, when they are spendingtime somewhere else?

The next generation is growing up with a different mindset, and the traits of the next generation are very different from that of the previous or the current one. Companies often use tactics that either worked in the past or don?t work now for this new generation. Many companies still need help with their marketing efforts. I think brands need to get into that context to engage with current and future customers.

I represent SAP, a 25-year-old brand in India and a 50-year-old brand worldwide. What cannot replace is your ability to bring that element of personalisation with your customer. A classic example is SAP?s ACE Awards in India, which sees participation from senior CIOs who often show up to pitch and present on weekends. It is attributed to the 16 years legacy of hyper-personalized engagement with the CIO communities.

We?ve recently created an industry-first campaign in the Metaverse. We replicated 2022?s most successful 360-degree marketing campaign, Transformation Express, by creating a digital twin of the actual bus in the metaverse.

During the Transformation Express campaign, the bus travelled 45 days across 13 citiesand engaged 7,500 customers. When we replicated the movement in the metaverse, except for the cost of developing it, we have not spent a rupee in paid media to promote the campaign. Everything was organic. And guess what? We have had close to a thousand customers visiting and engaging with us in the metaverse. And guess what? They were not just the CIOs, but they were CIO's one downs which were doing real work in digital transformation.

They transformed into an avatar and engaged with our content out there. We had a higherengagement and relevance in Metaverse as compared to the physical campaign.

Metaverse is here. It is changing how brands engage with customers, bringing context and personalisation.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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