Content comes to today’s consumer – they no longer have to seek it out. Smart brands are making sure their content is being seen in natural, organic ways. Traditional advertising does not work the same way it used to. Consumers want to commune with their favorite brands, not be sold by them. Trust in advertising is at an all-time low. Trust in what your friends or family tell you remains at an all-time high.
The truth is out there. Maybe that’s why global brands have invested billions of dollars in digital platforms over the last decade in a bid to keep up with the rising demands for transparency. And the demands – as well as the budgets – continue to increase. Zepeda says your customers will give you access to other tangential needs and problems that they want you to solve. “You will go beyond your original box, and partner with your customers in innovative and co-created ways.”