"There’s really one central principle of good content: it should be appropriate in its method of delivery, in its style and structure, and above all in its substance"
— E. Kissane in The Elements of Content Strategy
"The key to most of the successful interactive applications is therefore to customise the experience: to make it feel tailor made. The more options a user is given, the more personal and intimate experience will be"
— P; Barry in The Advertising Concept Book — A complete guide to creative ideas, strategies and campaigns
"Join online communities and make use of other online sources of information to listen to what’s being said about your brand by people who have the power to influence those you’d like to attract"
— A. P. Adamson in Brand Digital — Simple ways top brands succeed in the digital world
"The importance of effort and clever persistence cannot be overstated. It’s often not enough to work hard or follow what seems the logical course of action. Sometimes you’ve got to try a little ingenuity"
— T. Kelley in The Art of Innovation
"Whether you are developing campaigns that drive conversations in social or in traditional media, you need to start with an idea, a hook, something that is worth talking about and sharing. This isn’t just about a media plan"
— A. Young in Brand Media Strategy — Integrated Communications Planning in the Digital Era
"Denizens of digiworld want interaction and nitty-gritty information. They want two-way communication. They want to be in control as they evaluate brands and pull information that is relevant to them"
— C. Kaputa in Breakthrough Branding — How smart entrepreneurs and entrepreneurs transform a small idea into a big brand
"The digital era has armed consumers with information and choice. People feel that they know their brands and they want to be involved in analyzing them. They want to connect with brands and with each other in the buying process. And the Internet makes it easy for them to do this"
— C. Kaputa in Breakthrough Branding
"New media refers to all the interactive forms of communication that use the internet, like blogs, websites, social networks, RSS feeds, and the like. One of the hottest areas of new media is social media, including Facebook, Twitter, LinkedIn, and others, which provide platforms for a peer-to-peer interactive dialogue and foster the creation and exchange of user-generated content"
— C. Kaputa in Breakthrough Branding
"Different platforms communicate differently, deliver different communication experiences. Creative that is developed for, rather than adapted to, the medium is going to be more relevant to how consumers interact and use that medium"
— A. Young in Brand Media Strategy — Integrated Communications Planning in the Digital Era
"Digital media adds complexity as well as opportunity to marketing plans. Traditional definitions of advertising have expanded in integrated communications"
— A. Young in Brand Media Strategy — Integrated communications planning in the digital era
"Select a primary goal, one that can be consistently tracked across all efforts. With that one goal in mind, you can create measurable objectives and keep all tactics focused on hem"
— A. Young in Brand Media Strategy — Integrated communications planning in the digital era
