Digital content

 Highlights:

✓ Brand strategy expertise brought to digital

✓ Alignment of channel messaging

✓ Digital experience aligns with customer needs

✓ Create a bridge with the geeks

I was made the first ever strategic planner for what was called ‘e-business’ at the time. Over two decades ago, there was a huge gap between the brand ad people and the digital gurus. There still is.

Bring the discipline of brand marketing to digital

• Goals are different in digital

• Messaging and engagement are different in digital

• Brand is brand, even in digital

Collaboration with geeks

The digital team is great at mapping out personas, goals, steps on the path - and analyzing the details of clicks. However, sometimes they can focus on the process and miss the touchy-feely stuff of consumer emotion.

Digital content needs to support the customer experience of the brand, delivering the emotional benefit that customer is looking for from the experience. The digital team will benefit from having a brand planner who speaks their language. My approach will be collaborative with your team. 

Examples of digital content include:

• Thought leadership

• Product information

• Personalization and configuration