Nobody eagerly waits for a company's "message." Nearly nobody writes a story from a press release, watches a 60 (or 30) second television ad or clicks through a digital banner. If brand content appears in someone's newsfeed and they don't like it, then with one click they can banish that brand from their experience forever.
Given this, how does a brand successfully reach people in the digital world?
It strives to hold, not grab, the audiences attention鈥y delivering digital/social experiences that make them want to stick around, explore and share the content they find with their networks.
To create this sort of experience, a brand must know intimately what its audience cares most ab...
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