A good event leaves an indelible imprint, resonating for years to come. It is why global brands have been shifting their marketing dollars away from traditional advertising in favor of experiential marketing. For a generation of streamers who consume media on their own time, a unique in-person experience is a shareable moment, and for big business an opportunity to develop a deep personal connection with consumers.

The skills needed to support the changes in marketing move at the speed of light. Even the most intelligent marketers can easily fall behind if they don't work to expand their skills.

Millennials are the largest generation in the U.S. workforce today, according to Pew. And yet they seem to be the ones who struggle most to find and keep the jobs they really want.

When implemented within a holistic marketing strategy, burst campaigns can catapult an app to the top of the charts and have a significant impact on user base growth and brand awareness. With more than 5.8 million apps in Google Play and Apple App Stores, marketers face tough competition, and visibility is key. Burst campaigns can be a golden ticket to those coveted top positions in the charts.

Here are some tips from one winner to a future winner.

This year, advertisers are projected to lose $16.4 billion in fraudulent spend, making mobile ad fraud one of the most critical issues plaguing the industry today.

Shifting consumer expectations have changed the fundamental elements of the modern CMO role to be one that fuses traditional marketing areas - creativity, branding, strategy, etc. - with growing amounts of data. The most successful brands will use this data-driven marketing approach to better understand customers and uncover what drives, inspires, motivates and engages them.

More than ever, today's consumers want convenient and personalized products and services - delivered in the instant. Increasingly, we are seeing that people are buying because of a brand's relevance to their needs in the moment. And seamless omnichannel experiences with complete inventory transparency are now basic requirements.

I don't envy today's digital brands. When it comes to optimizing customer journeys, they're facing a three-headed beast: data gives brands that can wrangle it a competitive advantage in delivering personalized experiences, customers are interacting with brands through multiple channels online and offline, and they are ready to abandon their journeys at the first sign of a poor experience.

The World Cup is the ideal platform for brands to showcase their identity and unique service offering while building brand equity with existing customers and cultivating relationships with new consumers. An emotive environment where excitement rules the streets and multiculturalism is celebrated, brands are presented with a positive and impactful opportunity to showcase their values, characteristics, and story.