Never before has there been such abundance of DATA, not only about a BRAND, but also its COMPETITORS and its CATEGORY - all of which can be ACCESSED and leveraged. 

This is the era for INSIGHTS-led competition.  

The times have changed.

The biggest advantage of the digital communication channel is the ability to MEASURE the results of implemented strategies versus expectations more effectively. 

All effective digital communication strategies must incorporate ONLINE CONSUMER PROFILING, identification of key output and input METRICS, and bedding down of performance TARGETS, all aligned with a brand's COMMUNICATION OBJECTIVES. 

Ever-changing market TRENDS must guide content marketing efforts for all brands.

The one constant is that VISUAL content is more memorable.

VIDEO is currently the most engaging type of content, and yet the most challenging to produce.

CURATION of user content has become the accepted norm.

Competition for CONSUMERS who purchase online starts with DISCOVERY of a brands' owned platforms, HIGH LOADING SPEEDS of the platforms on preferred devices, and POSITIVE NAVIGATIONAL EXPERIENCE. 

Search engine optimisation plays a direct role in the ability of online platforms to attract the right consumers, and to get them [consumers] to navigate their way to the desired CALL-TO-ACTION.

The difference between the TRADITIONAL and ONLINE consumer journey models is COMMUNITY DEVELOPMENT.

New media channels provide INSTANT FEEDBACK LOOPS, which enhance opportunities for turning consumers into ADVOCATES.

Brands looking to earn free positive mentions and reviews, repeat sales and peer referrals; need to build ONLINE COMMUNITIES, and limit "one-night stands" that can be potential PR disasters.