Erra Fazira
3 mins read   |   16 Mar 2020

The Impact of Digital and Digital-Native Brands

The Future is Digital and it started with Millennials, and now Gen Z is taking over as the first truly digital generation and for businesses, it all matters on how you scale your reach with technology in order to elevate the overall digital experience. Digital-Born Brands are simply brands that are born online and offers products to niche audiences, focuses on rapid delivery and offering levels of customisability. These brands thrive on social media, therefore allowing them to connect with the digital generation deeply.

Storytelling at Its best as Digital-Native Brands often build their values and ethos into the business from the start. They inherently understand the value of content and the role of storytelling as an important, if not the most important, foundational element of their marketing plan. They understand that the purpose of this content is to engage consumers in authentic ways to build their communities, establish consumer affinity and, most importantly, differentiate themselves from the competition.

Digital-Native Brands effectively flip the marketing funnel and start with retention as part of their awareness strategy and employ content tactics with retention in mind because they understand that their long-term success depends on the lifetime value that happens when consumers feel engaged on a more one-to-one, brand- to-consumer basis. They are masters at employing methods and ideas that may not be new on their own, but when used differently online become innovative, especially when compared with established brand tactics. Largely driven by promotion on social media, direct brands usually launch on mobile, and start with a keen eye on the platforms that will best reach their intended target audience consumers.


When it comes to content marketing, all brands can learn from Digital-Native Brands best practices. Here are a few to consider:

  • Content can take on many forms, from the packaging itself, to customer service language, to branded content creation and distribution, and use of user-generated content and influencer marketing tactics.
  • Content marketing should not be promotional in nature. Resist the temptation to stuff your content with product specs, instead, use content to tell a story that is valuable to consumers thefore establishing and grow your own community.
  • Be willing to test content from both a performance and brand point of view, measure its effectiveness, and walk away from what is not working.
  • Create unique versions of your content for different platforms. One size does not fit all and content variations need to be planned for up front.


Q: What’s a work-related accomplishment that you’re really proud of?
A: What a feeling it was, to see one of the works I was a part of be displayed on digital billboards around the city.
Q: What’s your productivity trick? What energises you at work?
A: A cup of 3 in 1 Tenom Tea.
Q: What are you passionate about off work?
A: CrossFit and Music
Q: What’s one thing most people don’t know about you?
A: That i use to dance and was a leader of a dance crew during high school days.
Q: What’s one thing you’re learning now, and why is it important?
A: I am learning that building client relationship is essential as it is the foundation of any current or future projects. As we strive upon earning the client's trust, in return they reciprocate thus, ensuring an even higher quality work and the ability to complete projects efficiently from both parties.
Q: What’s the best advice you were ever given?
A: To not take things to heart; to take in the good and make them lessons, leave the bad.