Trends and innovation in the digital space are rapid and ever changing, so how do you harness the potential of these tools to power your business? You use them as you would any other marketing and brand building tool. Be discerning. Understand the ultimate goal of your digital venture. Is it brand engagement? Pure commerce? Educational? A mix? Most importantly, understand your audience and how that audience consumes digital content.

Building it is no guarantee that they will come, and if they do, that they will stay.

Digital should be an extension of your brand, not the driving force. Traditional high involvement categories in the ‘real world’ naturally enjoy a greater relevance in the digital space. The message must have interest and value, an audience must exist, otherwise the platform is irrelevant.  Valuable digital is about providing content that educates your audience and passes on some of your expertese,  or advises how they can behave in a different way to take advantage of a situation. However you approach it, there must be a plan and it must be authentic to your brand and your audience. Otherwise, it’s just digital noise.

Your people are as important to your brand as your customers, so you need to make sure they get a consistent brand experience from the moment they see a job advertised, through the interview, onboarding process and migration into your team.

Digital that adds something to your audience’s life is digital that matters.