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As digital becomes omnipresent, what can brands do better to cut through?

As my colleague Dara suggested ways to make your video content stand out on YouTube in this space recently (See related articles, left), I'm going to look at other digital opportunities and strategy.

Sarah Speake, strategic marketing director, Google UK.Trying to get through to customers amid other messages is one thing, but in this environment you need to be focused.

With that in mind, brands can think of three ways to focus:

First, win the moments that matter - everything (not just in the digital space) can be boiled down to a series of moments as people go about their day. If you identify key moments (when people are about to buy; research a purchase; be entertained) and focus on winning them, your resources will be well spent. Personalisation, context and relevance are all key to winning each moment.

You need to make better decisions. To do this you need the right customer, industry and performance insights. Check out Google's newly updated www.consumerbarometer.com

Finally, go bigger, faster - if you can tap into technology that works together, across your business needs, your digital activity should be more than the sum of its parts.

For more on cutting through in a competitive digital world, visit:



Think with Google


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