Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, orAnchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

More and more retailers are embracing social media, but there is still uncertainty about the best way to use it. Given this, should social media marketing be viewed as an opportunity, a necessity, or is it all just keeping up with the Joneses?

Mattel is running an advertising campaign for Barbie, “I Can Be”, a series of videos featuring extraordinary women aged six to 77 years old, living out their girlhood ambitions.

A survey has found that many people don't 'trust' retailers on social media, preferring to keep those channels for friends. And almost two thirds (61%) would rather keep their online social lives separate from their shopping activity.