On 18 April 2023, we hosted our inaugural Experience Intelligence Live event, which explored the latest experience marketing trends, including highlights from the recent SXSW in Texas.
Our esteemed panel included Simon Cahill, Head of Marketing and Commercial Partnerships from SXSW, who shared insights on how to make an impact and stand out at SXSW Sydney, as well as GPJ presenters Christine Mills, Jessica Quiney, James Bennett, Adrian Goldthorp, and Aimee Rollandi.
Our panellists discussed how, in a world where attention spans are shrinking, brands need to create experiences that are immersive, interactive, and multisensory to capture customers’ attention and engage them in a meaningful way.
Another hot topic was AI-powered experiences. While some may be apprehensive about the rapid development of AI models such as ChatGPT and how they are going to evolve, futurists point out that what matters is not necessarily the technologies themselves, but rather how we as human beings choose to design and wield them. Brands must prioritise transparency in their use of customer data, ensure that AI algorithms are fair and unbiased, and combat misinformation and fake news.
Finally, our panel also discussed the power of surprise and delight moments in marketing. These unexpected moments have a significant impact on brand engagement and are highly memorable and shareable. For example, Dolby Atmos’ partnership with GRAMMY®-winning hip-hop artist Macklemore to showcase the future of music through a surprise performance was one of the highlights of SXSW Austin. At events like SXSW, where attendees are exposed to countless brands and experiences, creating a memorable and impactful moment can make all the difference in standing out and making a lasting impression.
At GPJ, we’re passionate about helping brands create experiences that connect with their audiences on a deeper level. Our Experience Intelligence Live event, which shone a spotlight on SXSW, is just one example of our commitment to sharing our insights with the industry.