Digital marketplaces have become an epicenter of brand exposure and experience, capturing consumer attention in ways that augment traditional channel exposure.
Case in point: Eighty-one percent of consumers who bought a name brand product on Amazon recalled the product detail page (PDP) three months later. Yet only 28 percent remembered the television commercial. This is not a knock on television and traditional media. It signals how much digital has extended customer brand relationships. Put simply, the creative story cannot end with traditional media. The brand essence must be present across every interaction point with customers, making it more important than ever to extend the brand story across marketplaces.