In the news: Creating sustainable digital experiences

Our CEO Adam Froman recently spoke with Professor Robert V. Kozinets for an article in GfK Marketing Intelligence Review (MIR) about marketing and social media hype.

The article, “Creating Sustainable Digital Experiences,” poses the question: Is the social media hype about being cool or about making money?

Adam’s response: “Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fits into the whole customer journey will consumers become engaged and add value to the company… and only then will the social brand become cool.”

Here’s a look at the story, which appears in the current issue of MIR: