We believe in the power of Digital EQ
Today’s consumers don’t want to be marketed to – they want to connect with brands. We make that happen by modeling how people interact digitally in the world around them.
Just as IQ is a measurement of intelligence, EQ represents how people perceive, understand and navigate emotions. Digital EQ refers to how people respond in today’s digitally centric landscape.
Brands need a Digital EQ as high as their audience
Those with a high Digital EQ expect everyone around them to be able to navigate emotion digitally as well as they do – from their friends to their family to the brands they engage with.
For marketers, the key becomes engaging with people the way that they interact naturally: abandoning the desire to market to consumers and instead inviting people to participate in the brand.
We consider how everything we do works to build Digital EQ
We begin by developing a complete understanding of the way our audience engages and responds on digital. Then everything we do is approached through the lens of Digital EQ.
Explore the traditional terms to see how our approach changes with Digital EQ.
Defining Your Voice
For brands to talk to people as friends, they first need to establish a clear voice that is carried through every facet of communication.
We believe brand strategy should always start with the study of people – the people behind the brand and the people your brand touches.
Interaction shouldn’t be viewed in a vacuum but as a part of a greater experience in a person’s life.
The greatest power of traditional advertising in today’s marketplace is to invite people into a brand’s fold at scale, interesting them with a reason to connect.
The message is important, but it has to reach people – at the right, relevant time and place – to make an impact.
Rather than a one-time burst of engagement or sales, we aim to enrich relationships by spurring a meaningful increase in activity.
Every relationship takes ongoing nurturing, including those between brands and the people who love them.
Keep an eye on Digital EQ across the industry
What works and what doesn’t changes as fast as the world we live in. That’s why we post bite-sized industry reports with Digital EQ in mind every single day, so you can stay up-to-date on what’s working.