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Marketing has evolved; when has it stopped, really?

It’s no longer about shiny campaigns, flashy stunts, or that desperate attempt to make something “viral.” Today, it’s about creating experiences that matter, that stick, that grow—not just with your audience, but beyond them. Experiences that can be expanded and repurposed, built into something bigger, more immersive, more alive.

Think of it like this: an activation—whether it’s online, mobile, augmented reality, or even physical—is not just a moment. It’s the start of something bigger. For example, imagine a retailer launching a mobile-based loyalty program where each interaction earns rewards that lead to exclusive in-store experiences. This way, each activation becomes a part of a larger journey, continuously engaging the customer. And if we don’t think beyond it? Well, it’s just another flash in the pan. Gone and forgotten like an old advertorial.

But how do we get there? How do we take a seed and make it a forest? How do we take a single activation and nurture it into a thriving experience ecosystem? Let’s talk about that now.

From Activation to Experience Symphony

In marketing, we’ve been trained to think in moments. Each campaign is a moment, a burst of energy, a tap on the dopamine button that makes a consumer smile and maybe even click a link. But moments fade. They’re transitory by nature.

To make marketing truly impactful, we need to think beyond the moment and create ecosystems. Each activation—whether it’s an AR try-on for sneakers or a local pop-up event—should evolve, grow, and tie back into the bigger picture of your brand’s story. It shouldn't end when the audience leaves; it should continue to provide value and connection.

Take, for instance, a simple mobile experience. It could be a gamified product quiz that helps people find their best match. Simple enough, right? Now imagine a real-world example: a beauty brand launches a gamified quiz to help customers find their perfect skincare routine. The data from this quiz is then used to personalize product recommendations and create a loyalty program that evolves over time, offering tailored rewards based on customer preferences and behaviors. This kind of approach transforms a single activation into a dynamic, evolving experience ecosystem—one that keeps customers engaged well beyond the initial interaction.

Now consider the contrasting scenario of a retail brand that launched a one-off AR experience in-store. It was a fun gimmick—customers could see a digital version of themselves wearing the brand's clothing. However, after the initial novelty wore off, the brand failed to capture and use the data effectively. Without a long-term strategy, the activation became just another fleeting moment, quickly forgotten once customers left the store. Instead, the brand could have used the data collected to personalize future offers or integrate the AR feature into an ongoing loyalty program, ensuring the experience remained relevant and engaging.

These two examples highlight the importance of thinking beyond immediate engagement—considering how to nurture an experience that evolves and remains meaningful over time. The point is, a single activation is not the end goal; it’s the beginning of something more interconnected, more strategic. It’s the first piece in an experience that your brand can build upon, expand, and even commercialize.

Phygital: Where Digital and Physical Tango

You read that right: phygital. Yeah, I know, I’m a full-on digital and tech loyalist, but hear me out. Blending digital convenience with physical experience, these interactions transform retail into something more interactive and memorable. Whether it’s an AR try-on for products or using a mobile app to enhance an in-store visit, phygital makes each consumer interaction more dynamic and personalized, ultimately blurring the lines between digital and physical for a richer customer journey.

For some brands, it sounds a bit far-fetched. But here’s the thing—it’s not. It’s already here, and it’s what separates the brands who are merely existing from those that are thriving. Hybrid experiences bridge individual activations into cohesive brand stories. They evolve an initial idea—like an AR-enhanced in-store demo—into something the consumer shares, revisits, and engages with across multiple touchpoints, deepening their relationship with the brand.

If you’re working at an agency, this isn’t just about client-customer engagement even—it's about commercial viability.

Scaling Creativity

Let’s talk about the money. Because at the end of the day, that’s why we’re here, right? After all, creativity might feed the soul, but money still pays the rent.

Marketing’s evolution isn’t just about being flashy or creating “fun experiences”—it's about turning those experiences into profitable, enduring models. Too often, marketers create without asking: how does this pay off in the long run?

Building experiences is one thing. Turning them into scalable models requires a shift—from creative thinking to strategic commercialization. It means transforming a one-off activation into a reusable, resellable product or service.

This is where marketers, especially marketing agencies, need to embrace the business development mindset. How can what we create for one brand become something we can offer to others? How do we move beyond selling one-off campaigns and move towards selling repeatable, scalable solutions? Start by identifying the core components of your campaign that can be systematized—develop templates, toolkits, and frameworks that can be applied across different brands and industries. This approach not only increases efficiency but also ensures that your creative efforts can generate value long after the initial activation.

Consider the story of a hospitality brand that develops an app offering augmented reality tours of its resort properties. Initially, it’s a one-off marketing campaign to attract visitors. But with strategic foresight, the company turns this AR feature into a platform other resorts can license. This move drives additional revenue and positions the brand as a technology leader in the hospitality sector.

The Marketer Maestro

The truth is, even the best ideas are worthless if they can't be brought to life.

Strategy and execution are often treated as silos—the ‘visionaries’ who dream and the ‘doers’ who execute. For an idea to thrive, you need to bridge both roles. Staying close to the process allows you to understand and overcome limitations, and to spot opportunities during execution. This end-to-end involvement turns ideas into scalable, enduring impacts.

When we think about building experience ecosystems, we have to think of the marketer as both the conductor and the first violinist. Leading the orchestra, sure, but also getting involved where it matters, driving the rhythm, and setting the pace for everyone else.

Here Comes The Buzzwords

‘Innovation’ and ‘culture’ are often treated as buzzwords, but they mean nothing without consistent action, freedom, and the right environment. Just saying 'innovation' doesn’t actually make it happen—trust me, I’ve tried. To foster innovation, you must give your team the freedom to experiment without fear of failure. Lead by example, showing that every idea, no matter how small or unconventional, deserves consideration.

To future-proof a brand, innovation has to be embedded within the culture. It’s about challenging norms, celebrating risk-taking, and dedicating time for out-of-the-box ideas. This deliberate practice encourages creativity and shows that risk-taking is a valued part of the process.

Consider the story of a fintech startup I worked with earlier this year. They gave every team member 'innovation hours'—time each week to work on any idea, no matter how outlandish. One developer proposed a completely new way to integrate their software with other platforms. It was a risk, but the company supported it. That idea turned into one of their biggest features, driving significant growth. The real lesson here? Building a culture of innovation isn’t just about giving time; it’s about creating an ecosystem where creativity flourishes and contributes to sustainable growth.

Jazz-Like Marketing Adaptability

We live in an era of infinite connectivity, where each campaign, each activation, and each experience must be designed not just for today but for tomorrow—with the understanding that tomorrow is inherently unpredictable. To future-proof an experience is to understand that adaptability is the only constant we have.

The best marketing experiences are like good jazz—structured but ready to adapt to changing circumstances. And just like jazz, sometimes you’ve got to improvise when someone accidentally hits a sour note—just smile and keep playing. Take the 'Share a Coke' campaign: it started with a few popular names, then adapted based on consumer demand—adding nicknames and custom labels. This kind of adaptation strategy can also be applied to other industries, like hospitality or retail, where personalization and customer involvement can turn a simple campaign into a lasting, engaging experience. This evolution made it resonate with a broader audience, turning a simple concept into an enduring, memorable experience.

Swaying to the Rhythm of Ecosystems

If there's one thing to take from all this, it's that marketing, really, is like jazz—an art form that requires structure and adaptability. Marketing ecosystems need rhythm and flexibility, evolving as needed. The best marketers know when to stick to the plan and when to improvise—turning campaigns into enduring performances that resonate long after the music ends.

Take the risk, embrace the rhythm, and turn every activation into an enduring story. And remember, even if the rhythm gets a little chaotic, it’s all part of the dance.