Take a peak: How marketers can turn digital noise into lasting loyalty

Advertisers have long understood the interplay between emotional connections and the human memory. For decades, appeals to nostalgia have underpinned scores of marketing campaigns, and for the most part, they’ve worked.

The real challenge in today’s media environment however, is gaining enough of your audience’s attention to trigger that emotional response. In an era dominated by price-sensitive consumer behaviour, where brands are constantly vying for attention through aggressive pricing strategies and quantifiable benefits for buyers, the inevitable question continues to arise: Does customer loyalty truly exist in such a hyper-competitive market?

Finding clarity in complexity: The peak-end rule meets AI

On the plus side, modern digital connectivity and the ubiquity of smartphones in Southeast Asia  allow brands to consistently communicate with their customers. According to Sprout Social, the average person uses 6.7 different social platforms each month, spends two hours and 27 minutes a day on social media, and receives between 50 to 100 push notifications each day.

And yet that constant stream of short, dopamine-infused notifications has made it near impossible for brands to compete for users’ small window of attention. On a physical level, SEA consumers are typically very busy and time-poor. The same applies to marketers. A travel brand may have over 40 marketing interactions with a traveller before they make a booking; so how do they know which ones matter?

To overcome these challenges, we've integrated two powerful concepts—the psychological ‘peak-end rule’ and advanced AI analytics. This approach addresses both the emotional and technological aspects of engaging consumers, helping brands create an experience that is memorable, personalised, and builds customer loyalty. It also helps break through digital noise by focusing on critical moments in the purchase journey rather than attempting to perfect every single touchpoint.

Why endings matter

Emotional and sensorial marketing have become staples for many brands. Fast-food chain Jollibee, for example, sparked joy last year with complimentary surprise meals for visitors at a pop-up photo booth. Others like cosmetics giant Lush are famous for creating a highly physical and interactive experience in-store, bringing customers in close contact with multiple products.

These experiences work for some brands, but for the majority, they simply aren’t time or cost effective. Today, brands have seconds, not minutes, to capture consumers’ attention and bring them to the point of purchase. With businesses fiercely competing for consumer attention in a landscape where price is often a key consideration, this is where the peak-end rule comes in; the idea that humans remember the most intense point—the peak—and the end of an experience more vividly than any other part.

Marketers can apply the rule by creating high-impact, emotionally resonant ‘peak’ moments that leave a positive impression. When strategically placed at key touchpoints, these emotionally-driven interactions are transformed into engaging brand stories.

A positive impression is then cemented by creating a memorable ‘end’ or final experience. This can be achieved, for example, by sending an unexpected thank-you message or an exclusive offer after a customer makes a purchase. Ending on a satisfying experience is what turns interactions into sales (or convinces a customer to pay a higher price), and ultimately drives long-term customer loyalty.

Looking ahead: Designing for advocacy in 2025

Consumers respond strongly to moments that resonate with them. By thoughtfully applying the peak-end rule, brands can strategically design their customer journey to stand out in a crowded, price-sensitive marketplace.

This is a powerful blueprint for shaping effective consumer experiences. Heading into 2025, brands that embrace this approach—creating emotional, memorable experiences at critical moments—will be better positioned to secure customer loyalty and drive advocacy.