To view this video, please enable JavaScript and consider upgrading to a web browser that supports HTML5 video Media Summit and Experiential Marketing | Nov 8, 2022 Raja Rajamannar, Chief Marketing Officer of Mastercard (US), explores how the world of marketing is embracing more sensory and experiential approaches. And looks at what all marketers can learn from this broader approach.
For the holiday season, Nordstrom's Flagship New York City store has launched Oh, What Funhouse!, a multi-sensory journey through gifting. We wanted to flip the script on traditional holiday shopping, said Olivia Kim, SVP of Creative at Nordstrom. Oh, What Funhouse!' transforms the store into a surreal playground where gifting becomes instinctive, expressive, and joyful. It's about awakening the senses, embracing bold choices, and creating moments that feel unmistakably New York.
Aesthetics are all around us, from dorm room inspirations and home decor to water bottles and popular aesthetics like cottagecore, coquette, and clean girl. In the age of social media and digital marketing, the aesthetic experience is literally in our devices, from our social media feeds to our lock screens to brands' webpages. There is even a comprehensive list of aesthetics!
Flash forward to today, and the landscape couldn't look more different. For starters, thanks to accessible education and unfiltered reviews, social media has democratized the industry. Niche names now rival (and often replace) the big players, formulas have gotten cleaner and more sustainable, and new formats - lotions, solids, and more - share shelf space with traditional spritzes and sprays.
