Today, marketing is not defined by how many people you reach but by how many people you influence. Marketing is not about print circulars, or online ads, it’s about connecting customers with solutions that meet their needs. Customers are connected, influential, and they expect that you engage with them – it’s not an option anymore. Customers who are informed, and connected to your brand, are more likely to shop with you. Creating loyalty doesn’t happen overnight. It’s a process, which requires listening to what your customers are saying about your brand, and reacting to their sentiment whether it’s good or bad. The challenge for brand marketers today isn’t just how-to keep up with the evolution of the customer but being a storyteller within a media company. Listen to Carlos Gil's passionate keynote on the "State of Digital Marketing 2015", presented on February 20, 2015 at the 54th Annual American Marketing Association Conferene in St. Louis, Missouri.