Nine rules of online content

This article explores the role of content in the path to purchase, arguing that content should have a clear purpose and reinforce a consistent message.

Nine rules of online content

Tom DoctoroffJWT Asia Pacific

Engagement ideas, always conceived to trigger behavioural change, are woven into the fabric of consumers' lives as they progress along a shopper's path to purchase. At each stage, both digital and analogue media can be deployed to encourage desired behaviour.

Digital advertising is sometimes called 'liquid content' because it can appear practically anywhere. The number of digital platforms is multiplying yearly. But the fractionated nature of digital content can lead to disjointed messaging. Inconsistency across digital channels is a lost opportunity.

For example, since 2013, Singapore Airlines has been running...

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