About Digital Likeness

Digital Likeness helps individuals understand how to leverage the power of digital media in their marketing and communications.

At its launch in June, 2006, Digital Likeness (then unnamed), was geared towards usability and front-end development specialists. As more and more organizations are looking to social media and interactive technology to complement their traditional marketing initiatives, Digital Likeness has evolved to serve these audiences as well.

Digital Likeness is about marketing: the name refers to the communication means (digital) as well as the intended response (likeness / affinity). An effective campaign necessitates the selection of the appropriate tools and tactics to elicit the desired response. This blog provides information and guidance on what considerations need to be made in devising online strategy. Many of them may not have even been on your radar, but that is what this site is for: to respond to the questions you didn’t even realize you had.

The site is organized into several main categories: web accessibility, development, interactive, mobile, search, and social media.

Web Accessibility

The Internet was initially envisioned to be a platform available for all. Yet as digital offerings get increasingly interactive, they also may become inaccessible for certain individuals. In some cases, an organization may be required to ensure their website complies with web accessibility guidelines.

Not sure whether you need to be concerned with web accessibility, or what that really even entails? Digital Likeness offers information on accessibility, and the implications on interactivity and search.

Development

This blog started as a resource for developers, and continues to honor its technical roots. Posts focus not on specific implementation details, but offer information and insights on what is possible from a development standpoint.

Interactive

The most effective online campaigns are “interactive” – the individual can engage with the site in some way. Interactive sites are commonly referred to as RIAs (rich internet applications), and may be built using Flash, Flex or JavaScript. Conceptualizing an interactive experience, developing it, and measuring its effectiveness are three different tasks, and Digital Likeness offers guidance in all three.

Mobile

While many organizations are just finding a level of comfort with an Internet presence, the next frontier is already in sight. Cell phones are gaining in popularity with every moment, and there is a tremendous opportunity to leverage the power of this ‘seventh media channel’ in offering a personalized, timely experience to potential and existing clients.

Search

Search Engine Optimization and Search Engine Marketing (SEO and SEM, respectively) are misunderstood fields. While this is not the main focus of this blog, it is not something to be ignored in devising a powerful online campaign.

Social Media

Social media is perhaps the largest buzz word related to digital campaigns and initiatives, and many social media ‘experts’, ‘mavens’ and ‘gurus’ have arrived on the scene. Like everything else on Digital Likeness, social media will be explored in the context of a greater integrated digital strategy.

Social media can be looked at from two perspectives: that of the individual, and that of the organization. Each has different motivations and objectives for getting involved in social media. While individuals may be concerned about online privacy, whereas organizations may be more interested in offering personal (targeted) experiences. On the flip side, an organization may struggle with how open they want their brand to be, and how closely they should monitor and respond to online commentary.