Digital technologies have enabled an exponential increase in brand interaction, with the public using a variety of channels to meet their information and commercial needs.
In order to create maximum value, marketing and communication tools must generate trust, establishing a direct relationship with the target audience through a multi-channel strategy.
Adopting a direct-to-consumer (DTC) strategy is increasingly important and underpins the creation of a long-term relationship. By encouraging the target audience to participate at an early stage, the vertical integration made possible by digital technologies facilitates the collection of valuable data and insights.
The most effective brands are able to adapt to differing contexts and channels – social, mobile or retail – while remaining true to themselves.