The other digital media tactical tools

No! executing web-banners, won’t do it for digital media.

Craig R. Williams

Each time I start a consultancy with a new client, one of the questions they always ask is:

Do you believe I need to expand beyond, a social media strategy to include other digital channels?

time equals money.jpeg

To answer them – I explain the importance of the following concept: “TIME = MONEY”.

One (1) of my ‘rule of thumb‘ – always understand the customers’ ‘unintended‘ purpose of your brand/product.

In the case of digital media, it’s understanding, where the brand’s current customers and potential consumers are placing their native attention online.

The result is that customers are pivoting away from web-based platforms towards an app-based ecosystem.


It means that most consumer wants to spend more time in ONE (1) digital ecosystem and that ecosystem needs to reside and operates wholesomely on their mobile device.

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So, I am dedicating this post on three (3) unexpected digital channels. I found these to be very effective for some of my clients, as they delivered robust results. These channels are:

  1. App.
  2. Podcast
  3. Gaming.

As marketing strategists, we are fully aware that we are engaging “Dual-Screen” and “Disruptive-Screen” consumers daily. So, we are required to develop and execute a digital media strategy with a fantastic online UX ecosystem to increase brand conversion.


App Strategy = “mobile-first”


In the past marketers would optimise their brand’s OMNI-channels by having discount coupons placed:

  1. In magazines;
  2. In-store displays and
  3. Website banner.

However, we have seen the emergence of app engagement for most brands versus those OMNI-channels for consumers.

From my experience, the best ROIs for apps, was to:

  1. Driving e-commerce activities in one ecosystem and
  2. Immersive storytelling to solidify the brand’s lifestyle products.

However, ensure the app is:

  1. Equipped to convert within its ecosystem.
  2. Able to mine data, to facilitate an effective customer segmentation strategy, direct marketing programmes, and retargeting tactics.

This app strategy is best for brands that control their order fulfilment process, like financial institutions, telecoms or travel trade and tourism brands.

The optimal customer funnel journey for this tactical tool is during the awareness, consideration & purchase period.

Podcast Strategy = smart engagement

podcast icon.jpeg

To effectively execute a podcat strategy, it requires the following:

  1. Segmentation of your marketing message,
  2. dissecting the brand’s essence and
  3. aligning the podcaster authenticity.

When I executed a podcast strategy, the best results were for brands that were in lifestyle products, immersive learning – academics product, health products, wellness brands and personal brands.

The optimal customer funnel journey for this tactical tool is during the consideration period.

Gaming Strategy = “Cults”.



For me, the most understated digital advertising platform is gaming. Has a Gamer (myself – laughing), they always:

  1. lathers back up to the brand quickly,
  2. VERY loyal,
  3. Passionate brand advocates, and
  4. have an extremely high lifetime spend-value.

I saw strong ROIs for my clients’ brands when I executed the following tactics :

  1. Product placement in the game,
  2. Create content via gamification.

These tactics optimised brand’s presence and spend investment.


My clients that saw successes with a Gaming Strategy were the sport-related brand; a brand strategy anchored in sport-sponsorship centric; active lifestyle brand and an athlete brands.

The optimal customer funnel journey for this tactical tool is during the awareness & consideration period

Tell me, more about your experiences on when executing on these platforms.

Next week, I will share my experience with LinkedIn, Google’s and Facebook’s when executing strategies for B2B.


”Craig, keep that focus on the client’s business imperatives. Develop their SWOT MATCHING strategies (via Game Theory), & execute those defensive strategies – ONLY when the business imperative is threatened…”

So grateful to my kick-ass mentors, for reinforcing that – what & how I conceptualize, & implement strategically is robust & adaptative. #NoDistraction – focused on problem-solving & adding value.

Brand Strategist Role

Being a #BusinessStrategist, my three focal points for my clients are:

1a. Defining the client’s target consumers & establish VP. (hint: it’s not everyone).

1b. Establish where their target consumers’ attentapproach customer segmentation).

2. Design the tactical programs to leverage the client’s brand/product in those spaces (OMNI channel approach).

Uber New CEO Letter on London’s Issue. 

Uber New CEO’s Letter Dara Khosrowshahi….


Dear London: we r far from perfect but we have 40k licensed drivers and 3.5mm Londoners depending on us. Pls work w/us to make things right. 

Thanks Pierre, and thanks to everyone working on this issue. Like all of you, I’m hugely disappointed in the decision by London’s Mayor and Transport for London. It could have profound negative consequences for the 40,000 drivers who depend on Uber for work and the 3.5 million Londoners who rely on Uber to get around.

It’s particularly discouraging that this is happening in the UK, where the team has led the way on partnerships with local groups to increase the number of wheelchair-accessible and electric vehicles on the road.

While the impulse may be to say that this is unfair, one of the lessons I’ve learned over time is that change comes from self-reflection. So it’s worth examining how we got here. The truth is that there is a high cost to a bad reputation. Irrespective of whether we did everything that is being said about us in London today (and to be clear, I don’t think we did), it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.

Going forward, it’s critical that we act with integrity in everything we do, and learn how to be a better partner to every city we operate in. That doesn’t mean abandoning our principles—we will vigorously appeal TfL’s decision—but rather building trust through our actions and our behavior. In doing so, we will show that Uber is not just a really great product, but a really great company that is meaningfully contributing to society, beyond its business and its bottom line.

Thanks for everything you’re doing to make Uber the best company it can be, and particularly to our teammates in London and across the UK.




In marketing the challenge is to tell a story that captures the hearts and minds of the customers/consumers.  The ultimate goal is to solidify our brands presence in a specific mental space in the consumer’s daily lives, and construct the mental availability frame to match the situation for the consumer. Basically the marketing teams job is to sell a dream via experiences and integrate their brands into the typical consumer social fabric.

#StoryTelling #Experiential #Marketing

What is a Brand?

This is a specific emotion or reference point that is linked to the product or service, which results in a customer journey, when interacting with the product/service.

What is Branding?

Branding is the visual manifestation of the brand in the spaces/location  (physical, digital or audio), that the target customers operates or conduct their daily activities.  These visual manifestations are critical to re-enforce the values of the brand and constantly communicate/establish the brand as an important element in the customers social fabric – towards a lifestyle brand.

A Brand isn’t:

  1. A digital media presence.
  2. Perception.
  3. A marketing strategic plan.
  4. CEO/CFO or Executives.
  5. A Product/Service.
  6. The logo.

A Brand is:

  1. Experiential.
  2. The Integrity/Credibility.
  3. Engagement.
  4. Value System.
  5. USP – Unique Selling Point 

So a Brand is the process of developing or maintaining a reputation, that results in a specific customer experience. This is re-enforced by daily employees actions as the interface with the customers, which results in a clear USP – which they becomes the Brand…

What is Brand Identity?

These are the visual elements that supports the USP in the customer’s mental availability frame.  This includes the colours, logo, name or any type of symbols that are used in communication with public (team members included).  The identity works to drive that critical mental availability at the point of purchase…