Why Read This
Now more than ever, brands are able to achieve their marketing objectives through new technologies and touchpoints. This constant stream of technology is both a blessing and a curse for strategy development — a curse in that it continues to increase complexity and misdirect efforts to the latest trinkets, and a blessing in that almost anything a marketer can think of is probably in some way possible. How, then, should marketers develop a strategy when they can do almost anything? The answer is to focus squarely on the needs of customers and the benefits you can bring them. This report lays out how to craft a winning strategy for developing marketing experiences that meet customers' needs as well as providing a foundational capability for disruptive new approaches.