Abstract
Today, it has become very essential for brands to connect to their consumers, to reach out to them, since the way the customer perceives the brand is important for its identity. Traditionally, brands would either advertise on television or print media, but with the advance of technology brands are now turning towards digital marketing to create awareness of their presence in their market. Technology and market research company Forrester forecasted that digital media spending will increase to US$ 118 bn by 2021.
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© 2018 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
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Patil, P. (2018). How Brands Connect to Technology. In: von Gizycki, V., Elias, C. (eds) Omnichannel Branding. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-21450-0_2
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