Digital Consumption:
In these times of instant excess, freedom of communication, fuelled by access to the world's knowledge we should consider the issue of digital consumption in relation to the treatment of information.

> Digital Materiality
It's one thing to create digital assets and messages, however how are these interpreted? The nature of the 'feed' or 'wall' in social media has meant digital information is now normalised to a disposable format, offering seconds of exposure. The goal then becomes how to turn those 5 seconds into 20. Provide relevant content in the right space and your messaging will be interpreted correctly.

> Digital Relationships
In the age of the selfie, how we view ourselves and others online is constantly evolving. We now have personal brands online, where each of us have a public profile to uphold. This is then related to our need to stay relevant in the eyes of our peers - posting, commenting, and liking recent relevant content. We align with recent relevant content, then search for more recent relevant content to replace the existing. It's a self serving engine. One that forces individuals and brands to stay relevant, which is where the push of 'custom content' gets it's prevalence.

> Digital Landscape
As marketers we need to know the efficacy of messaging and channels, looking to maximise ROI for every dollar. There's no getting around it, digital content is largely disposed of seconds after being seen. This isn't necessary a bad thing, if anything it sets a new norm. A norm of an average expectation lower than in the past. The key is determining how to cut through this disposable interpretation - and it can be done. Look for absorption metrics to identify trends, channels, and messaging. A combination of the three will see your efforts succeed above competitors.

Technological advances attract attention as well, however that's for another day.

Until next time,

James de Clifford
APD Group (NZ)
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