Digital communities

My approach to technology has always been to remember that behind the screens, clicks and carts are people. And people connect the same way they always have, by communicating. And in communicating, we’ve created communities – we’ve come together to achieve more than we can in isolation – and so it is that the digital space has created a new way for people with shared interests to meet, share and exchange experience.

The best businesses today are those that understand the feedback loop between online and offline activities and the opportunities to continue the conversation through print, digital and physical properties. Taking a holistic approach allows for the data-driven engagement digital marketing provides while upholding classic storytelling tropes around which your community can rally.

We live in a moment of a world polarised, fragmented but also empowered by technology, shifting the dynamics of interactivity, but building new communities nonetheless.