Where creative meets commerce: Orchestrating brand experience in digital marketplaces

A look at four trends defining the landscape reveals what every manufacturer should know about the state of brand storytelling on digital marketplaces – and why it matters so much.
  • This loss of rich, emotive content is profound – brands have spent years and billions of dollars telling stories to create meaningful connections with consumers that drive sales and loyalty but this content is invisible at the point of sale.
  • Consumers are moving their shopping and media consumption online and Gen Z is leading the charge – these “kids” with smartphones and Instagram accounts today are the ones holding tomorrow’s purse strings.
  • However, Gen Z consumers are not the only ones who have a different relationship with brands today, as digital shoppers are showing less brand affinity when searching for...

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Insights Team
Bray Leino

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