Consumers need to be taken on "digital journeys," and brands that can successfully take them on these trips across the Internet will win in the long run, said Martin Migoya, CEO of Globant (GLOB) - Get Globant SA Report .
In his new book, The Never-Ending Digital Journey, Migoya defines a digital journey as a "context-aware interaction between an end user and a brand or business, whereby the interaction becomes a conversation in which technology facilitates a powerful experience that builds emotional connections by incorporating three key values: simplification, surprise and anticipation."
Globant, which provides these so-called digital journeys through its platform as a service technology, went public in July 2014 at $10 per share. The stock has dropped 24% so far in 2016 after more than doubling last year. The company was founded in Buenos Aires, Argentina but is listed in Luxembourg.
Globant saw its revenue rise 29% to $67.1 million when it reported its third quarter. About 84.1% of its sales came from North America, 11.5% from Latin America and 4.4% from Europe.
The company reports its fourth quarter and full-year results on Feb. 17.
As opposed to the traditional Software as a Service (or SaaS) approach, which Migoya calls "static", Globant offers a "Platform as a Service" approach, which in his view enables customers to fit their unique goals.
"It's a set of interactions, a set of applications in different shapes," said Migoya. "It could be wearable devices together with mobile apps or Web interfaces or sensors or hardware. And create an experience which is not just a transactional experience, but a whole set of interactions which needs to be very smart and needs to surprise the consumer to create lasting emotional connections."
"We are opening up a new market space," said Migoya.