AUSTIN -- There are a lot of brands at SXSW fighting hard to grab attention, from GroupMe's grilled cheese tent to Spotify's green house to Chevy's test drive activation. But do these campaigns actually drive consumer engagement and purchasing?
We met up with Nathaniel Perez, global head of social experience at SapientNitro, to talk about current marketing trends. In his role, Perez works to leverage social at all consumer touchpoints, and his team focuses on motivating behavior, building relationships and bridging the digital and physical worlds.
"I think the next year will be about behavior and data, and driving behavior in quantified ways," says Perez. Check out the video above for the full interview.