This post was originally published at cmo.com
At Dmexco this year, discussions were dominated by the question of how brands and their agencies are responding to the fact that customers are now in charge.
Nestlé’s Digital Innovation Manager Stephanie Naegeli attributed the rise of storytelling to the fact that it “puts the consumer’s interests and needs at the centre”.
“When you’re a big company, you can’t do things in pockets. Real success is when you help multiple brands across multiple countries.”
Storytelling, measurement, the role of mobile and the need for partnerships were the themes that ran through this year’s Dmexco digital marketing exposition and conference in Germany earlier this month.
Author : Michael Nutley