Digital Assets are slippery, Mark – that’s what these troglodyte, business people tell me. Yup, that’s the debate I get into. Facebook changes too much; Instagram changed their organic reach; Snapchat doesn’t have solid analytics. It’s all slippery.
Ok, sure – easy come, easy go, right?!
But it’s not the “asset”; it’s how you look at the asset. And the digital assets that matter are trust & attention. Awareness first, then interaction, and maybe a habit, but all three mean nothing if they don’t lead to attention, permission and trust.
Go all-in on the marriage portion of business – not the campaign based, instant gratification, short-term wedding tactics. They’re all slimy.
The privilege of connection – that’s not slippery.
