(Wines&Vines) - An interactive marketing expert told an estimated 315 wine industry attendees at the Jan. 18-19 Direct to Consumer Wine Symposium in San Francisco that low-cost digital tools, apps and games are driving today’s most successful brands—not messaging, the traditional advertising approach. “The good news for small and medium-size wineries here today is that marketing is becoming more democratic,” said David Blum, the managing director of Ozone Online. “We are experiencing a massive and pervasive shift in the way that brands engage and communicate with their customers.”