Writing briefs in the digital age

Variation on a theme of the last post, but well worth a peruse. Making marketing work in a digitally connectd world means thinking not just about what you want to say and where you want to say it but how you provide ways for people to engage and participate and then spin on the conversation.

Which brings me back to an interesting post I read recently about propagation planning briefs, which is an extension of the theme. These days we need to plan not just for the people we hope to reach directly but the people they go on to reach.

Particularly given the results of the first wave of research from the Facebook/Nielsen collaboration about the value of social endorsement over straight advertising in shifting brand metrics such as awareness and purchase intent.

The brief in the post digital age

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Making Digital Creative work

I tripped over this presentation on my womblings around the interweb. It's not anything particularly new, but it's a good reinforcer and reminder of how you can make your digital activity work hardest for you. Worth a quick flick through for sure.

Remember on the web, the consumer is in control, they decide what they click on or don't, so be useful, relevant and / or entertaining.

AdAge Digital 2010 6 Foundations of Great Digital Creative

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