what is your why?

Digital marketing is on the rise, and it is becoming more an more crucial then ever that advertising content is more than just content.  The questions marketers must ask themselves with their digital advertising is what is the why behind what they are doing?

It used to be acceptable for the why behind the content to be to simply to sell the brand.  This is no longer considered appropriate.  With the greater capabilities of digital, comes greater social responsibility as well.  What types of social movements is the brand in support of? What kind of goodwill towards the brand are they creating among their consumer base.  It is these types of questions that determine the WHY behind advertising.