https://www.facebook.com/341053609263906/

Desi Fun

How to ensure digital strategy is aligned with brand strategy:

Most marketers today are well-versed in digital tactics, but when it comes to connecting those tactics to broader brand strategy, many are a bit lost. Fortunately, ensuring digital activation is consistent with the brand strategy it's intended to serve is a simple – but important – task.

Why digital activation needs to begin with brand strategy:

Digital activation shouldn't just be consistent with brand positioning – it should be inspired by it.

Brand positioning lies at the centre of every successful activation, digital or otherwise. A consistent positioning helps marketers stay "on point" with regard to messaging and overall experience. And when there is consistency between brand positioning and the digital activation that results from it, consumers experience the brand in the way it's intended to be experienced – whether they encounter the brand at a pop-up stand or in an online article.

Content development: Content is king, but that throne isn’t guaranteed to brands that fail to uphold their positioning through the content they create. Today’s online audiences expect content to educate them, whilst companies expect that content to drive tangible business results.

Social media: Anything employees post on social media must also be aligned with brand positioning. To accomplish this goal, staffing agency Kelly Services focuses on multiple target audiences: prospects, customers, current employees, and candidates. Each group is interested in the company for a different reason, and each group uses social media. But the brand positioning is a common thread that underlies all activity.

Customer service: The days of long hold times aren't over yet, but the people at Wistia – a video hosting and analytics company – are working to change that. It's created an entire library of video content that provides great customer service and introduces customers and prospects to real members of the team.

Related Stories
» 82% of consumers have made purchases as result of content marketing
» Why brands have been left wondering how to make friends and manage influencers
» Super size ad budgets – Are they really a game changer?
» Advancing the integration of digital discovery into the mainstream retail experience
» CMA probe to ‘name and shame’ celebrities in breach of influencer guidelines