what does it take for brands to thrive in today’s digital– first world?

Natasa Perdiou, country manager for Cyprus at Action Global Communications, joined an expert panel at the 22nd Advertising, Marketing and Communication Conference in Cyprus to share insights on the evolving role of digital marketing in today’s content-driven and inter-connected brand ecosystem.

As our country manager explained, digital has shifted from a supporting tool to a central, strategic driver in the marketing mix, enabling data-driven decisions, agile content, and real-time brand engagement.

“Digital is not just a channel. It’s the medium, the message, and the space where brands are judged today,” she added.

As Perdiou noted, in today’s marketing mix, digital connects all other elements, from performance to creative to communication. It fosters agility, builds feedback loops, and places testing and iteration at the core of brand strategy.

“Digital enables brands to create consistent, personalised, and authentic touchpoints across the customer journey,” she added, noting that to stand out in an increasingly crowded digital space, success hinges on a brand’s ability to cultivate a clear identity, authentic voice, and strategic consistency.

“Brands that create content which goes beyond selling and speaks to their audiences on a human level are the ones that resonate. It’s not always about having big budgets. It’s about clarity, creativity, and connection,” she concluded.

She also touched on influencer marketing as a key component of digital strategy, highlighting the importance of authenticity and long-term collaboration.

“When an influencer’s content, core values, and lifestyle align with a brand’s niche audience, the brand’s messages become more relatable and impactful,” she said, referencing Action Cyprus’ award-winning campaign for Cryos International as a strong example.

Hosted in Nicosia, the 22nd Advertising, Marketing and Communication Conference brought together leading voices from the local and international marketing world to explore the trends shaping the industry — from the impact of AI and evolving client needs to the future of creative communication.