BizSugar.com › Marketing › 2010 Forrester Marketing Forum, Brand Adapted

Adaptive marketing is fueled – even forced – by whatever is changing. The consumer is always changing, and so is how the consumer interacts with brand. The more clear the brand is at the top, the easier direct digital marketing is because whether an interaction is through email, mobile, or the Web site, the brand endures. Direct digital marketing is responsible for taking the principles of the brand and communicating them at the most minute – and important – levels.