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...