Philip Otley on the customer experience reel

Customers. In today's data-driven world they seem somewhat mystical to catch and difficult to keep. So what's the best way to catch new customers - hook, line and sinker? And how can you use branded content to connect with existing customers at multiple touch points?  This week on The CMO Show, Mark and JV delve deep into the world of branded content when they're joined by Philip Otley, a partner at PwC's Experience Centre in Sydney. Philip sheds insight into the world of branded content, bringing his 20 years of experience in the marketing industry to talk about the importance of emotional connections with customers, the rise of data-driven marketing and how creativity still thrives. "Back in the golden age of advertising, there was a cultural monopoly where a small number of channels would actually determine what you would be seeing," Philip told Mark and JV. "Yet the challenge now is we still need to pull those emotional strings but the volume, the number of channels, the competition within content, the amount of user-generated content is much, much higher." Tune in to hear more of Philip's thoughts on how branded content and emotional engagement could help you increase customer retention...