Now, more than ever, brand storytelling is driven by digital media.
But the digital landscape is chaotic. It’s a highly fragmented universe that includes online video, display, search, mobile apps, social commerce, interactive TV, gaming and more. These new channels have disrupted the traditional path to purchase… but they’ve also created new opportunities to connect. Consumers today are always connected via mobile devices — at home, on-the-go, and in shopping environments.
But with so many moving pieces, how do you keep your brand’s digital mix straight in your head? Has your boss ever asked what your brand was doing in digital? Imagine the horror of having to explain such complexity!
To simplify that explanation, create a digital ecosystem.
What is a digital ecosystem?
Simply stated, an ecosystem is a set of relationships. A digital ecosystem visually clarifies how your mix of digital channels works together relative to your consumer’s journey.
A digital ecosystem is categorized by drivers, hubs and outcomes. It connects all the content experiences that your brand delivers and shows how your consumer gets from one place to another. Most importantly, a digital ecosystem highlights an end game for each digital investment.
Start with business goals, KPIs and your consumer!
Your consumer should define the elements of your digital ecosystem. Take the time to understand and chart their persona and expectations along their entire journey. Understand which media connections are most relevant (and why) during each phase of their decision-making process and articulate the type of content that gets them engaged.