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Working
with you to develop your online language conversation platforms
Creating
style guides to ensure your site has the maximum impact and to make
content production easier
Auditing
your use of online language, the efficiency of
your navigational signposting, screen texts and overall tone
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Usefulness: the online language of brand
Online, people expect to be doing something. Offline, they’re consuming – and that's more passive.
So if it’s not clear what someone can do immediately they reach your website or open an email, or if they feel prevented from doing what they want to do because information is badly organised, they get impatient and leave.
This can take as little as 2 seconds. And these 2 seconds tell us 2 things:
- Their opinion about your company or brand will be based on having an active experience and not the passive consumption of marketing.
- They won’t spend reading marketing messages anyway, because online people don’t spend time - they save it.
So online brand engagement is about functionality and traditional marketing persuasion has to give way to usefulness - contents that gives people the means to get something done.
CDA helps companies recognise how their brands can be expressed in these functional ways.
CDA articles on brand usefulness
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CDA - Content Delivery & Analysis
- helping you ensure your online marketing is successful and your online investment returns the best results
Quick tips for web and email success
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