In today’s digital marketplace, everything is driven by attention. As brands compete against each other, they are competing against trends, influencers, memes and everything that gets a swipe on a mobile device. Therefore, one of the keys to successful digital marketing is creating a consistent online presence. This isn’t about posting everyday on social media; it’s about showing up with intention and clarity.

When a consumer discovers a brand through social media, they are likely to check out the overall vibe of the company, the messaging, the consistency of posts, and how those posts fit into the overall narrative of the brand. Digital Marketing helps consumers understand what the brand represents and develops a clear identity based on that understanding. The greater the frequency of the brand’s appearance, combined with the consistency and transparency of the content, establishes trust between the commercial entity and the consumer.

In addition to cultivating consistency, the combination of creativity and data has a multiplied effect on the value of an established online presence in today’s world. With artificial intelligence (AI) tools, we are able to mine our audience’s insights to gain deeper knowledge not only of what content they enjoy, but more importantly, why they liked that content. This enables brands to develop relevant content that speaks to their audience, in addition to product development based on their audience’s needs. Consequently, the strategy behind each post, keyword, etc. should be integrated with the overall journey of the audience toward the brand.