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Seeing Digital Marketing as Product Delivery: Integrating Digital Analytics with Classic Research to Guide Design Thinking around Digital Marketing Delivery

Academy Partner: Leapfrog

For brands to be effective in digital marketing, the approach must shift from communicating advertising messages to delivering consumer experiences. And those experiences – even if “just advertising” – should be seen by your target consumer as a natural part of the overall product experience. This evolution from a communications approach to a product delivery mindset is based on the principles of design thinking and fueled with insights from integrated digital data analytics and more traditional research methods.

Presenter: Scot Wheeler, VP of Marketing Insights