Magazine article Marketing

The Last Word

Magazine article Marketing

The Last Word

Article excerpt

People are engaging with brands online like never before and the party atmosphere is contagious.

But in the rush to embrace the latest digital trends and platforms, brands are forgetting important social etiquette - and some simple rules of human engagement.

If brands want to be included in the conversation, they need to have something to say - and something to contribute. The arrogant bore, the wallflower, the annoying guest who's the last to leave - brands like this won't make many new friends. But listening, offering something relevant, being entertaining and interesting will go a long way to making a brand the life of the digital party.

Cultural touchpoints like music, fashion, sport, food or art are great ways to open the conversation - but to avoid embarrassment, brands need to be authentic and relevant. As well as understanding people's interests, brands have to figure out how they can use cultural content in a way that is true to themselves.

The digital ravers

Nike does this brilliantly, as does Red Bull - they understand who they are, and then they can be credible. …

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