A different way of thinking about digital

Welcome to the largest community in the world.

After working in Digital for over 25 years, the Internet is still fundamentally changing how we think about advertising on a daily basis. People claim to have it all figured out, but if there’s one thing we’ve learned thus far, it’s that the Internet is undefeated. Rather than doing what we’ve done for years and remaining reactive to evolving digital trends, let’s get a little more proactive and start to view things differently.

So let’s start here: no more thinking about digital as a publishing platform. Because in the end, it’s not just an endless spate of content, SEO, and advertising space. It’s a living community with its own rules, its own language, its own celebrities and education hubs—and especially its own public forum. It may be the biggest media market in the world. And we all live here.

If brands want to stay relevant and use this community to drive success, we have work to do, even after 25 years of experience. So let’s adapt to the way people talk, explore the makeup of the groups that weave the fabric of the community. Let’s act like locals act. Here’s how we get started:

Learn the language

The Online Lexicon is ostensibly one of the fastest growing languages in the world. If you want to succeed in this community, start by embracing the humanity of evolving language. Slang evolves more quickly than it ever has, as social media continues to thrive and online communities continue to grow. If you adapt to the landscape as quickly as consumers do, it’s easier to keep your brand relevant and make lasting connections.

Be what they came to see

Brands win when they tailor their content to the demands of their audience. Things like collaborations, branded content, and episodic social initiatives not only show customers you understand them, they also fit in with existing behaviors, helping break down a barrier between you and your targets. Platforms like YouTube give brands a chance to create both paid and owned content that removes the commercial barrier and drives engagement.

Psychographics over Demographics 

Residents get to choose the communities to which they belong. As do brands in the digital realm. With contextual targeting capabilities in digital, social and curated online video placements, brands can reach their audience with more precision than ever. It could be “Plant Moms” or “Mountain Bike Crew”, but when you’re talking with people who choose what they interact with on a day-to-day basis, it becomes more about what they’re into than how they fill out their census forms. Between groups, subreddits, followers, and forums, we have access to a ton of information that helps us reach people in new ways.

Set up a residence

Creating a cohesive experience between your social channels, your site, and your in-market creative—including your offline work—means your brand is instantly recognizable. That means greater brand recall and more conversions in a setting where people are opting in to viewing branded content almost constantly. It also means your site’s SEO rankings improve, because Google rewards brands for consistency and relevance to the user. This experience is your digital brand residence.

Work with the locals

Content creators are the celebrity endorsement of the Extremely Online. Are we milking a metaphor? Sure. But it holds up. Joining relevant conversations through community-focused content is an incredibly valuable tool for brands. But it can’t seem forced. Work with your media team and even external partners to find the creators whose communities make sense for you. This will help you start more meaningful conversations with your audience, borrow engagement from credible affiliates, and advance your brand.

Bring Souvenirs from the Outside World 

Showcasing real-world brand experiences online is a great community builder. Online communities are often built on FOMO, one-upmanship, and sharing vicarious experience. When you create engaging experiential activations offline and show it to your audience on their favorite channels, you give them something to latch on to. So they feel like a part of something bigger and want to experience your brand for themselves.

Tailor your messages

 A more focused target audience requires a more refined message. If you try to push your message in the wrong context, you lose ground. Instead, try to insert your brand into the online cultural context more naturally. When you vary your creative based on audience and amplify it through smart media placements, you’ll find out which groups are most likely to interact with your brand. All while making more appealing content for everyone within whom you interact.

Conclusion

Earning the right to be an impactful resident within the largest community in the country is a team effort. Media, Creative, Content, and UX must be more collaborative than ever to keep your brand relevant, consistent, and successful. Make sure your teams are talking to each other and find every opportunity to break down silos so you can see the full 360-degree picture of your brand. Because if you don’t, the Internet will notice. And as we all know, the Internet is undefeated.