Fuelling Fandom: Future-proof Digital Experiences to Build Tomorrow’s Fans

OVERVIEW

Digital experiences are shaping contemporary fandom. The more “fanatic” your customers are, the higher their customer lifetime value and share of wallet becomes. Digital engagement is shaping contemporary superfans, with brands across all sectors relying on it more than ever to identify their fans so they can personalise content, supercharge the customer experience and turn every customer into an advocate. So how do you do that?

Vision

You need a sharp definition of what you want to achieve and what experiences you want to deliver. That requires the right mindset, the right structure, the right strategy and everyone to be facing in the same direction. You can’t build superfans without advocates by your side. How do you ensure your digital fan engagement vision runs right through the whole organisation so that your values form a key part of your content strategy?

Flexible fandom for the future

The most loved brands today achieve emotional loyalty and supercharge the fan experience because they develop and execute a digital fan engagement strategy. This means building real emotional affinity now with your audience – by geography, demography or attitude. You also need to show them new things and new ways to engage so you can grow together. How do you find out what your customers want now, while being able to test what they might want in the future?

Build and renew

Whether it’s building your community or developing new direct to consumer propositions, you have to grow your content in a modular fashion while ensuring cohesive integration in order to deliver a bespoke message. You need to gain control over your customers’ behavioural and transactional data – your business’s most valuable future asset. How do you set yourself up to see what you need to see to grow your brand?