The growing importance of brand and consumer experience calls for better understanding of digital and data, and marketers need to look beyond their brand, according to Matt Sutton, CEO of AdParlor Asia Pacific. ----- The advent of digital has changed the way brands engage with consumers. While brands had full reign over their advertising messages in the past, social media has taken away that privilege as consumers become more vocal, forcing brands shape their brand stories into one that speaks to them. Done right, it can turn into an overnight marketing success. However, if brands go down the wrong path, the results can be detrimental. On a positive note, the capabilities available, coupled with a fast-paced digital environment mean that the possibilities in marketing today are limited only by imagination. The growing importance of brand and consumer experience through also calls for better understanding of digital and data.
