In a conversation recently with a colleague, I was asked why I work in digital media, why I like it so much. It really got me thinking, and here is my answer.
Of all marketing tactics, digital is the most grounded and has the most opportunity to get brands back to a respectful relationship with consumers. It is the only place that brands can participate in an authentic dialogue on a grand scale.
I am extremely pro long game tactics in digital. Creating the right content to tell consumers about why your products or services have value, optimizing that content for consumption across all digital entry-ways, and creating points of ask and response that are dedicated to either providing current customers with a better experience or helping prospective customers gain confidence.
The execution of this type of digital footprint optimization is simultaneously data driven, creative, and technology savvy. It combines the right brain with the left brain in way that I adore.
At the end of the day, its really that simple. The opportunity to provide meaningful messaging at the right time and a means of stepping away from the old regime of mass and frequency.