Q&A: GE's Chief Marketing Officer on Storytelling in the New Digital Industrial Era

Linda Boff discusses virtual reality and branded content

General Electric may be 125 years old, but when it comes to innovative social media campaigns, it's often light-years ahead of most marketers. GE's early adoption of emerging platforms and its willingness to experiment with Snapchat, Vine and Instagram—along with a clear strategy to target an audience interested in innovation and discovery—has positioned the multinational conglomerate as a leading voice in branded content.