Smart, web-native upstarts, leveraging global mobile dependency, are becoming overnight brand icons by disrupting traditional markets, upending incumbents, and gratifying consumers with more convenient, affordable and accessible offerings. Innovations across the digital marketing ecosystem are enabling established brands to have more relevant, contextual and personalized interactions with customers. Social media networks and global eCommerce communities have become massively scalable ways for brands to connect, micro-target, and cross-culturally engage with audiences on a global and local level. Content marketing and campaign execution platforms are delivering richer, more compelling visual content and adaptive messages to the right recipients, at the right time, in the right place. AI-driven systems for listening, responding, and addressing consumer needs in real-time are endearing brands and multiplying brand advocates. Large-scale digital display advertising placement by highly automated media buying networks is being monitored for optimal placement in the most appealing content environments. And unified, omni-channel engagement channels are accelerating the path-to-purchase, improving the customer experience, and reducing friction across the customer journey. Many of the digital marketing innovations also introduce reputational risks, brand safety threats and customer defection issues to careless, unresponsive or security deficient brands. At the same time, however, brands also benefit from technology advances that upgrade the protection, transparency, accountability, advocacy, compliance, performance and measurability of their brands.
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