Yumi Prentice, President, David&Goliath presented “The Real Question In Storytelling: How True Is The Story? “As marketers, we’re blessed to live in the time that we do,” she said. “We have a plethora of tools, platforms and increasingly intelligent technologies that help us reach and engage our audiences in more relevant, resonant and efficient ways.”

But getting closer to the customer is about so much more than targeting and reach. “Today, people are making their buying decisions based on values, as much they are buying on value. Earning customer closeness requires uncovering what truly matters to them, finding authentic ways to demonstrate shared values, and delivering not just messaging, but actions that prove out your brand’s truths,” said Prentice.

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