With 82 percent of Americans online, 93 percent owning mobile phones and 155 million using Facebook, access to digital technologies is officially pervasive, yet retailers still spend an estimated 60–70 percent of their marketing budget on printed ad circulars.

Millions of dollars are spent developing and launching new products each year, but the reality is only 10 percent will succeed. While this has been the accepted norm and considered the “cost of doing business,” a new approach unveiled by Nielsen improves the likelihood of new product success to 75 percent.

Understanding purchasing and media habits of the rapidly growing multicultural market the next big challenge/opportunity facing marketers and brands today.

At the closing main room event at Consumer 360 in Orlando, which focused on innovation and branding, Fortune’s Adam Lashnisky moderated a discussion between, Bob Lutz, retired Vice Chairman of GM, and author Malcolm Gladwell.

In its journey to rebuild its brand in a differentiated and relevant manner, Walgreens has achieved milestones that offer other retailers important lessons in brand building. Kim Feil, CMO, Walgreens describes the practices that helped rebuild the brand.

Nielsen’s Steve Hasker addressed attendees at Consumer 360 in Orlando with a focus on how technology evolution and consumer advancement has challenged marketers to keep up with the innovation cycle and consumer demand.

Identifying clear paths to purchase in the context of consumer demand and advertising was the focus of a Nielsen panel discussion led by Adam Lashinsky, Senior Editor at Large at Fortune Magazine.

The American consumer is changing. Uneven population growth, a growing base of older consumers with new needs, changes in household spending, a declining percentage of households with children and particularly increased ethnic diversity mean that manufacturers and retailers need to rethink how they invest their marketing dollars.

At Nielsen’s Consumer 360 client event in Orlando Florida, Paul Swiontkowski and Kim Stanford from Microsoft shared how they efficiently delivered television ads to the viewers most likely to respond to Microsoft’s message.

With more consumers using smartphones and connected devices like the iPad, there is no avoiding the importance of mobile apps. Apps are responsible for 56 percent of all smartphone activity according to data shared by Jonathan Carson, CEO of Telecom at Nielsen, during Nielsen’s Consumer 360 conference.