Brands can no longer broadcast their marketing messages with a guarantee that they will be seen, heard or remembered.
The consumer is now in control. Brands, therefore, need to be sure that they can communicate with their customers on the consumers' platform of choice, be it the web, the mobile, interactive TV or in a live environment including point of sale, exhibitions or events. Marketers need to create 'converged media campaigns' where all the technology platforms join to create a rewarding and interactive experience for the customer.
It takes a unique kind of company to understand how these digital platforms fit together in the first place and, secondly of equally great importance, it takes deep and wide understanding of how best to employ specific technologies and digital platforms to appeal to a brand's target audience.
In this instance, Carbon is very rare, having both extensive cross platform digital understanding and the creative marketing intellect to guarantee brands successful digital communication with their customers.
