As the gap between brand inspiration and commercial transaction narrows in the digital age, we need to find new ways to engineer meaningful interactions between brands and consumers. For most brands this means customer engagement should result in a commercial transaction.
At Isobar, we call this a ‘Brand Commerce’ marketing approach. It is about creating inspirational brand stories through the creative use of technology that ultimately leads to a transaction.
Essential to this process is a deep understanding of the context of a user’s digital life, especially now the digital and real worlds seamlessly overlap. We need to understand and use each potential brand touchpoint in the journey
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