Brands need to compete in the new digital landscape, and sometimes that means pushing the boundaries beyond the ordinary. It isn't enough to simply utilize digital media, brands need to authentically connect with a consumer's digital life. In an insightful commentary for Forbes, Shannon Andrick details three novel, creative ways for brands to navigate the digital landscape:
- "Reinventing the app as the new brand hub" - Shannon writes that "brands are designing the app experience around the needs of their best customers, increasing functionality and making the experience more personal and intuitive."
- "Virtual personification helps reach the aspirational customer" - Shannon shares the fascinating example of Gucci, who recognized that younger consumers may not be able to afford Gucci clothing, so the company created a "digital clone" that can be "dressed" in Gucci instead.
- "Gaming provides a new platform for advertising and marketing" - According to Shannon, "While game development may not be the best fit for most brands, you can capitalize on this trend through advertising, sponsorships and other partnership opportunities."
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