At the 2016 Forrester Marketing conference, host Carlton Doty proclaimed that we’re living in a “post-digital world” and asked brands if they had what it took to win. One of the key takeaways was to move from strategies oriented around 1:many, 1:few, or even 1:1 and get to 1:moment – which is an approach we help marketers seize at 4C.

Now let’s fast forward to 2017 and this year’s Forrester Consumer Marketing Forum which was held in NYC last week. Kicking things off, host Melissa Parrish asked brands to think about how their marketing can be more value-driven – not value in terms of product benefits but rather aligning with customers’ core values and beliefs.

Gone are the days when brands could stay neutral and avoid hot-button issues like politics. In the post-digital world, consumers can choose what brands they interact with and when they interact with them. And increasingly, these choices are being made based on shared values.

So how can brands know which issues to address and with which values to align?

As ever, social media can provide a window into the soul of the consumer and help brands determine which way they should lean and what landmines to avoid altogether. By layering in additional data such as television consumption and ad occurrence, a more complete map of consumer affinity emerges and real-time value-driven marketing becomes possible.

Just make sure you don’t bite off more than you can chew!

Stick with it for more of 4C’s Insights.

Read the rest of 4C’s Insights Volume 51 here.

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