Digital Strategy
Digital Strategy
Description
A Digital Strategy is the overarching plan for how a brand will use its online presence and digital channels to achieve its business objectives.
The Digital Strategy definition
At Kalicube, Jason Barnard has evolved the concept of Digital Strategy beyond a simple collection of channel-based tactics. It represents a unified, brand-first master plan for controlling a brand’s narrative across its entire Digital Ecosystem—the collection of all online touchpoints related to a brand. This holistic approach ensures every piece of content, from a social media post to a customer review, works in concert to build a coherent and positive Digital Brand Echo, the cumulative "ripple effect" of its online presence. This is vital because AI Assistive Engines like ChatGPT, Google AI, and Bing Copilot assess this entire echo to form their understanding, which dictates how they represent the brand to potential customers. A fragmented strategy leads to a confusing echo, undermining trust with both audiences and algorithms.
How Jason Barnard uses Digital Strategy definition
Jason Barnard uses Digital Strategy as the foundational blueprint for executing The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy with AIEO baked in. Rather than a one-size-fits-all approach, we design a bespoke Digital Strategy for each client based on a deep analysis of their Brand SERP, their competitors, and over a decade of proprietary data. This strategy is structured into three phases: Understandability (ensuring algorithms understand the facts), Credibility (proving expertise and trustworthiness), and Deliverability (being omnipresent where the audience is). By systematically executing this strategy, we shape our client's narrative, control how they are perceived online, and directly drive the acquisition funnel.
Why Digital Strategy matters to digital marketers
Traditional marketing, heavily influenced by the AIDA funnel (Awareness, Interest, Desire, Action), has historically led to siloed digital strategies. The content team creates blog posts for "Awareness," the email team nurtures "Interest," and the sales page aims for "Action." While effective in a linear, website-centric world, this approach is fundamentally broken in the era of AI Assistive Engines. As Jason Barnard of Kalicube demonstrates, these new engines act as conversational guides, collapsing the funnel by presenting brands as direct solutions at any stage of the user's journey. A user can go from awareness to decision in a single interaction with Google AI Overviews or Bing Copilot. Therefore, a modern Digital Strategy cannot be a series of disconnected tactics. It must be a single, coherent narrative that educates the AI on who you are (Understandability), why you are the best choice (Credibility), and how you solve the user's problem (Deliverability). This integrated approach, central to The Kalicube Process, ensures that no matter where an AI intersects with your brand's story, it delivers a consistent, compelling message that effectively drives the acquisition funnel.
Posts tagged with Digital Strategy
Brand SERP: Google Your Brand Name And Discover The Power of Your New Digital Business Card
Published on Wordlift November 13, 2020 (Jason Barnard) Your most important business card is on Google and it is generated tens, hundreds or even thousands of times every day by...
SEO in a Nutshell: Understanding, Credibility & Deliverability
SEO in a Nutshell: Understanding, Credibility & Deliverability Published on SearchEngineJournal October 23, 2020 by Jason Barnard Google has three “needs” that we can feed into to win the “modern Google game.”...
Analysing and Improving Your Brand SERP (SMX Munich 2020)
{Brand} SERPs are your Business Card. Most people will search for your brand at some point before or during their working relationship with you. Google has no reason to present you...
Jason Barnard Brings Hands-On Expertise to Pubcon Las Vegas 2019 for Live Site Reviews
Las Vegas, October 8, 2019 - Jason Barnard, founder and CEO at Kalicube®, brought his expertise in digital strategy to Pubcon Las Vegas, serving as a featured speaker on the...
Practical Techniques to Improve Both Brand and Brand Review SERPs
Practical Techniques to Improve Both Brand and Brand Review SERPs Published on SEMrush October 30, 2018 by Jason Barnard Reminder from (this article): Brand SERPs are vital touch-points for both people and machines and...
Brand SERPs You Really Should Be Tracking (and Improving)
Brand SERPS You Really Should Be Tracking (and Improving) Published on SEMrush June 07, 2018 by Jason Barnard Ignore {Brand} SERPs at your peril! Search queries in the SERPs for...
Jason Barnard Defines a Universal Strategy for Answer Engine Optimisation at BrightonSEO 2018 in UK
On April 27, 2018, at the prestigious BrightonSEO conference in Brighton, UK, Jason Barnard, founder and CEO of Kalicube®, delivered a forward-thinking presentation titled “A Universal Strategy for Answer Engine...
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Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...
Awards won by Jason Barnard
Press mentions of Jason Barnard’s awards. Jason Barnard wins Davey Awards 2008 Gold for Technological Innovation - UpToTen and Boowa & Kwala Websites UpToTen.com was a groundbreaking edutainment platform Jason built from the ground up. The website, featuring over 1,000 educational games, songs, and activities for children under ten, earned a prestigious Gold Davey Award from the Academy...
Jason Barnard: An Award-Winning Innovator
Jason Barnard: awards >> A Groundbreaker in Edutainment: The Impact of Jason Barnard Jason Barnard’s creative genius first gained global recognition through UpToTen.com, a groundbreaking edutainment platform he built from the ground up. The website, featuring over 1,000 educational games, songs, and activities for children under ten, earned two prestigious Davey Awards from the Academy...
The Fundamentals of Brand SERPs for Business
The Fundamentals of Brand SERPs for Business by Jason Barnard The Fundamentals of Brand SERPs for Business is a book is THE reference for forward-thinking marketing experts who want to use search to master brand and brand to master search. Jason’s first book: “The Fundamentals of Brand SERPs for Business” Dozens of Amazing Reviews Your...
Books
Jason Barnard’s influential books and author contributions to brand, digital marketing, search and AI bestselling author & thought leader for Digital Brand Intelligence™. In 2022, Jason’s Amazon bestseller The Fundamentals of Brand SERPs for Business changed the game for SEO and digital marketing. In addition to his own work, he has made valuable contributions to...
Jason Barnard – award-winning entrepreneur, innovator, author and keynote speaker.
Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...