Since launching my online portfolio of services and skill sets a few close friends in the digital / media / marketing realm have asked me to better define what I mean by “utility = client equity”. And I must admit those words can be interrupted several ways, but in simplest form this is what I mean…

Consumer Engagement -> Brand Ambassadors = UTILITY

Return On Investment -> Long-Term Increased Revenue = EQUITY

These milestones are accomplished by developing original creative content campaigns (as stated in the utility section of mmsource.com) that brands will use to create consumer engagement, which will lead to brand ambassadors in the digital space and on the streets of life.

Once a brand has true consumer engagement, and I don’t mean a million views on YouTube or a couple hundred thousand followers on Twitter, you can expect to have a fantastically active and growing base of loyal brand ambassadors spreading the word and providing much needed feedback on products and or services.

In turn, this produces initial ROI of activating your original creative content campaign(s), but additionally if sustained with a long-term game plan will continue to yield year over year organic and authentic increased revenue. And this is something that has real legs in the production of living breathing interactive ambassadors that lead to new areas of sales growth in the digital age.

This is most important as the digital user is finding new ways around SEO, SEM, CPC and other fun online search acronyms to gain the information they want and most importantly want to engage with on mobile devices, computers and in person.

So the brands that activate campaigns focused on true engagement that produce ambassadors will be the most profitable in the foreseeable future. Let the power of the individual be embraced today or suffer the consciences of playing catch up in the years to come and that is not a battle I would suggest for any brand.