Author: Alex Ooi
For brands, the digital realm needs to be more than just a numbers game, and success should be measured by the real impact on lives of a brand’s online community, writes Alex Ooi.
What if we could use the same model that we’ve been using in the physical world and extrapolate our approach for a digital world – that brands in the digital ecosystem should treat each new platform as a store?
The fact that everyone is talking about social media causes a euphoric rush in the number of brand platforms that are currently trying to capture a share of the available digital real estate. However, when one digs deeper, many are still only treading the surface of what is possible.