Digital outcomes can be some of the most powerful when it comes to attracting and promoting a brand and it’s identity. Anything from a podcast to live streams, social media to newsletters with generation Z being named ‘Gen Vis’ the world is becoming a much more technologically savvy place with digital platforms being something that can make or break a reputation.
Brands most commonly use digital platforms as a way to tell a story, attract attention and bring awareness to new products or other aspects of their campaign, to appear more relatable to their consumer and create the illusion of a personal experience. Some brands use it to create their own visual identity and are known for their digital presence more than anything else. Once they have an audience they can the use visuals to create a desire for what they promote. A successful example of this is the Directors Cut, Gucci film, promoting their new community store in Soho.
Something brands must be aware of is how instant the digital world is. There’s instant feedback, instant love or instant hate, meaning a brand has to be extremely on top of what’s being posted and how people are responding. The digital world is ever evolving and in today’s world it’s extremely difficult to create unique and individual content for online campaigns as feeds must be constantly updated with innovative visuals to keep their consumers attention. The easily shareable quality to the digital platforms means it can be forwarded and misconstrued to the extent it could become offensive due to the modifications; this is difficult to avoid as the outcomes can only be form one perspective. Not to mention how expensive the equipment and postproduction is to create top quality content.
Most importantly digital platforms and content is made to be seen, made to be spoken about and shared via hashtags, competitions and followers; having a successful and engaging digital presence as a brand can create huge profit increases in not only engagement but also sales.
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