Three Creative Ways To Drive Brand Marketing From Patrón

Mobile phones fundamentally changed how marketers reach consumers, but it's not the only technology that's impacting customer engagement. Augmented reality(AR), Virtual Reality (VR), conversational interfaces and machine learning have emerged as new tools in the digital marketing toolbox. To understand how technology is changing branding and the customer experience, I interviewed Lee Applbaum, the Global Chief Marketing Officer of Patrón Spirits International AG. Patrón is widely heralded as the company that changed Tequila's public perception. Once relegated as the liquor of a college party gone wrong, tequila is now sold in upscale bars, restaurants and clubs.