The Role of Advertising and Marketing in a Digital Economy

Ocaso: We're now seeing a lot of these digital brands where you might go from being very new and trying to establish yourself into being one of the biggest companies in the world. And i think this is therefore created almost like a lighter life cycle model that's worth exploring, he says. Ocaso: You may well be using your advertising to soften the brand and build emotional connection, but the real marketing in is your layering on products and services and use cases into the ecosystem of the product y.