Creating Sustainable Digital Experiences

In an interview, Adam Froman, CEO of Delvinia, talked about his career. The only constant in multimedia and digital technology space is the constant change. The market dramatically changed around 2007 or 2008 with the growth of social media. Marketers realized that digital technologies provided users with choice and control for how they interact with companies. The idea of having a consumer-centric approach to technology started emerging. If you're looking at things from a customer-centric point of view, then it's less about how to leverage social media for marketing purposes. Instead, it's about strategically leveraging social media in an omni-channel environment. What they're doing often these days is mapping the customer journey. A company needs to analyze how its brand fits into the social experience of its customers. The strategy shouldn't change, just the tactics. In a year from now, an app might be irrelevant.

Publication: 
GfK Marketing Intelligence Review
Author: 
Froman, Adam.
Document Type: 
Research
Paywall: 
Free

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