Case study

Each day, more and more people are choosing digital forums as a platform to share their opinions with friends, colleagues and the wider world. For this reason, consumer-facing brands are increasingly moving their marketing and advertising spend to social media platforms with the aim of creating greater engagement with their customers.

While most companies realise the value of participating in digital engagement, not all brands have a clear strategy as to how it can help support them. At Healthspan, a web-based retailer of health supplements based in the Channel Islands, digital engagement manager, Kirk Hullis, is in no doubt that, to be successful, he must have a clear focus and only undertake activity that will generate the right kinds of customer engagement for his organisation.