A Macy’s executive at Forrester’s Marketing 2016 Forum explained how digital and mobile video allowed the department store chain to create a more in-depth storytelling piece that generated more than 33 million views.
During the session, “Thriving in the Post-Digital Age,” the executive detailed how showing the emotionality of a brand is necessary to connect with consumers, and mobile has allowed the brand to create more long-form content that relies heavily on sentiment.
