Traditional brand marketing can take months before a concept in the form of a creative brief hits the market in the form of a campaign.  But how can marketers predict what will matter to consumers months out?  Put bluntly, they can’t.  To address today’s digital consumers who demand content that is fresh and relevant, marketers need to redirect their focus from creating generic messages designed to have a long shelf live, to redesigning their organizations and systems to deliver daily content.

So get ready to take off your “brand” marketer hat and replace it with your “newsdesk” marketer hat.  That is, to produce marketing messages on a daily basis and work to ensure the brand message operates within the context of your customers’ daily lives.

Here are a few best practices to get you started:

• Listen: Tune into what your customers are saying to determine what they care about today.
• Program: Develop content to match daily trends.
• Update: Program content updates to stay relevant.
• Measure: Monitor impact and iterate content accordingly.

Now is the time to get on the same page as your customers and ensure that today’s marketing messages are truly that.  Fishnet can help you create engaging daily content that your customer’s care about. Contact us today!