When planning the strategy for an online campaign or communication, planners start at the beginning - desk research, searching for insight...

This is already done and should have a fair amount of credentials behind it. It's the role of the brand manager. They know the audience, what makes them tick and how to differentiate from their competitiors.

To some extent you could end up with two brand propositions. Why? Are the customers different for online? Maybe.

So if this is the case and the experience with the brand is different from online to offline, how does the cross over. I may choose to view/collect information/purchase online but may also interact with the brand in the real world - I am the same consumer!

Digital planners should spend time with brand managers and really understand how the total customer experience can be planned.