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Globant Pioneering New ‘Digital Journey’ Market Says CEO

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.

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). 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 a share.

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