How Will Digital Platforms be Harnessed in 2010, and How Will They Change the Way People Interact with Brands?

Abstract

A range of new marketing mediums can be leveraged to keep people tuned in and seamlessly integrate brands into their everyday lives. Accordingly, digital platform adoption by brands will continue to grow along with the diverse set of consumer actions unlocked by the introduction of the platforms themselves. In the coming year, savvy chief marketing officers (CMOs) will use digital platforms in new ways to make their brands integral and integrated parts of customers’ everyday lives. As digital adoptions continue to skyrocket with the introduction of new platforms, marketers can no longer view these methods as standalone touchpoints but instead must recognize them as seamless engagement opportunities that can keep customers connected to a brand story throughout the day. To be successful in every digital initiative and strengthen the brand-consumer relationship, CMOs should select digital platforms that deliver high engagement value, connect brands with consumers’ social networks, and provide value and relevance in the context of each consumer’s location and activity.