Digital Strategy

Three uncommon (but vital) cybersecurity considerations for digital marketers It is known as a pandemic for a reason: cyber warfare is continually evolving, spreading and adapting. In our last piece, we discussed the new cyber pandemic, and why digital marketers need to be paying attention. But while the two key attack vectors are through email…

A new cyber pandemic: why it matters for digital marketers The threats we face, like the lives we live, are primarily digital, not physical; we fear hacking, leaking, and other means of infiltration. We fear the anonymous intruder, the pilfered account, the mysterious email – and the sanctity of the server that protects – with…

Three common digital-marketer dilemmas, and how to face them From a high vantage, the nuisance of the year disappears. One statistic isn’t as large as another, or does not meet its pre-year target. Increasingly, digital marketers face targets over which their control can alternatively be absolute, or inexistent. They are left to answer to a…

Four most common disparities between product and product marketing Product and product marketing walk the same path, but they’re rarely in sync. Product and product marketing walk the same path, but they’re rarely in sync. One strays further ahead, whereas the other lags behind – and the tether between slacks and pulls. When it works,…

How to create a brand identity that covers multiple products Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Brands evolve as…

How to create a brand identity from scratch You’ve just started out: you have a product, but no language with which to communicate it.  You’ve just started out: you have a product, but no language with which to communicate it. Tepid words form silent drops. The markers are wrongly placed. The real value has been…

Is SEO still worth considering in 2021? SEO’s story arch is a decade in the making.  SEO’s story arch is a decade in the making. From the lofty heights of pre-2011’s SEO content mills to the dreary lows of many questioning its significance, SEO has faced a journey familiar to many of our fictional characters:…

Beginning anew: top priorities for a fresh digital communication strategy The start of any year can resemble a river of shifting priorities. This year is special, however; the river better resembles rapids, defying any attempt to stem its flow, to hold fast to an idea before it slips away.  The start of any year can…

Five ways to jumpstart a neglected digital communication strategy Normal is a misnomer. The world is always in a stage of change; what worked last year, what was tolerable, liked or disliked, is differently received this year. Normal is a misnomer. The world is always in a stage of change; what worked last year, what…

The future of social media, and how it'll influence your digital communication strategy Social media has been on an uneasy trajectory over the past few years. One of rising popularity and suspicion; its dominant cultural, social, and political position suspending it on a mountaintop of scrutiny.  Social media has been on an uneasy trajectory over…