Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, describes the changing face of digital marketing. He says that understanding the customer experience helps a marketer choose appropriate touchpoints. He also says it's important not to let technology drive the strategy, but to let the strategy determine the technology.
What we've seen is when we focus on the consumer experience first, and define what that is and the experience we want them to have with our brand, then we're able to determine which channels best deliver that experience.
Kevin George
