Today’s fast-paced environment has transformed how we find brands; we live in a digital-first world. Your online presence defines who you are, provides a storefront and represents a reputation all at the same time. In my experience as a digital marketer, I have seen how small changes in strategy can dramatically change how a brand interacts with its audience. This is why I believe that digital marketing is such an exciting field; it allows for quick adjustments (through constant monitoring) to build relationships with consumers.

There is one important thing to remember though, behind all of the buzz and trends in the digital marketing world people connect to a story. Not necessarily just a post on Facebook or Twitter. This is why the goal of digital marketing should never be to be everywhere, but to show up when it matters; providing content that is valuable and authentic. Digital marketing works best when creativity merges with clarity; whether it is a creative content strategy, a visually stimulating infographic and/or an effective timing on an email, it should create a moment for someone to pause and say I can relate to this brand.

As I have stated before, traditional marketing principles exist today as much as ever in my opinion; we continue to study human behaviour and analyse behaviour patterns to build a brand’s credibility. The fundamentals have not changed; they are just expressed through digital platforms now vs traditional media that have always existed.