It's the trends at the intersection of culture and technology that warrant the most attention because marketing is about establishing a place for your brand in the world; and technology, because new channels, tools and devices mean people interact with the world in new and interesting ways.
Savvy brands must adapt to shrinking budgets by prioritizing an earned-first approach over a paid-first strategy. And rightly so, as today's success hinges on transforming marketing to become more socially driven and participation-first to overcome the prevailing 'cost of media crisis' facing brands.
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