Traditional marketing gives consumers a look into a company’s identity. On today's podcast, we were joined by Beibei Dong, Associate Professor of Marketing at Lehigh University. She spoke on the changes that smart technology is bringing to marketing strategy and the ways it is shaping how consumers interact with brands directly. With the advancement of technology, companies must find ways to engage potential customers or become stale and obsolete.

“If you really think about today’s world, so the digital technology has really stressed on the importance about like customer engagement because now customers are active co-producers or sometimes even destroyers of value for companies," Dong said.

Dong lays out examples from some of the world’s largest brands, including Walmart, McDonald’s and Doritos to explain how technology is changing their experience and business model. Consumers are now more tied to brands than ever before, and the ones who are letting their customers have a stake in the company direction are making a mark.

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