Context in the digital space is very important but is one of the hardest things to grasp for businesses and brands when building campaigns and/or ads. I will use last week's digital events to illustrate. A video released by the Clinton campaign about information on aliens being made public, NC transgender laws and the many companies that are banning travel there, and a number of cat/animal videos.
So what do you as a brand pay attention to and try to create campaigns and content around? My advice is to ignore all Politics. A: they're boring and B: you may end up alienating an audience (pun intended) On a personal note, no one should take seriously the orange candidate. Only put forward campaigns of support that align with previous company policies on controversial issues, such as transgender laws. Do not create negative content ever, if you have nothing nice to say, don't say it! Politician's take note:)
Create ads and campaigns that are positive. Make people feel good about your brand and what the company stands for. A good gauge is to ignore 1/2 of what's out there and align your campaigns with happy or neutral content. Animals, nature, food and cute kids always work if you can't create something original due to resources or lack of time. Once you lose an audience it's lost and very hard to win back as is trust in any relationship. Now please enjoy this baby pic of my son:)
My career is anything but typical. I love technology and the digital world. After Silicon Alley imploded and sixdegrees.com, one of the first social media cos did so with it. I still wanted to stay in digital and explore how it could connect people and businesses to further communication. I convinced some technology cos, they were the only ones listening at the time, to continue and advertise online to brand themselves and sell their services and products.