Could data analysis replace intuition and creativity as the next best skill for tomorrow’s digital marketers? All signs are pointing in that direction, or at least towards a fusion of data and content. Especially within the Retail industry, with consumer trends flowing from in-store, in-app, or online, retailers have an abundance of data to make sense of and capitalize on, data that can influence powerful marketing strategies. Dr. Axel Stock, Associate Professor of Marketing at the University of Central Florida, joins us on this episode of our Digital Marketing Professor Series, to add his decades of experience to the conversation.
Digital natives love YouTube, devouring hours of video daily. It’s even making them better at what they do. Take the story of Jayson Tatum, star of the Boston Celtics, featured in the Wall Street Journal. While his youth certainly has a lot to do with his ability on the court, his age also gives him different tools than those of the generations before him. He grew up watching YouTube videos. To be more precise, he didn’t just watch them. He studied them. That’s how people learn today. If you want to know how to do something or become better at it, there’s bound to be thousands, if not millions, of videos to help you.
Excessive Exclamation Points?!!! Who? Me?
I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse? Overly emphatic? Me? OK. Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback. I was just curious about the commentary. I sensed a big discussion behind the advice. Alas, I received no reply.
So I began to think about the meaning of my reader’s feedback. I "might" want to reconsider my overuse of exclamation points? Was this a complaint? A soft recommendation? Sarcastic criticism?
At the end of the day, the use of exclamation points is about communicating tone. And tone is largely a matter of taste—as in “there is no accounting for…”
Still, tone is hard to determine in online communication. But then that's the whole point: communicating tone in digital media requires content writers rethink the traditional rules and tools of style - including the use punctuation to project meaning and tone. Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here are some issues to consider.
At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services. Yet branding is not only about being different. Branding also involves a degree of what we might call sameness: While striving for difference, brands must conform to norms that make them accessible and familiar to target audiences.