Deliverability
Deliverability
Factual definition
Factual Definition of Deliverability
Deliverability is the strategic practice of ensuring a brand's valuable, helpful content is readily accessible to its target audience across its entire digital landscape in the right format, at the right time.
Jason Barnard definition of Deliverability
Jason Barnard defined this phase to move brands beyond simply being understood and credible, to being actively recommended. Deliverability ensures that after Understandability (ensuring algorithms comprehend your brand) and Credibility (demonstrating you are a trustworthy solution) are established, your brand becomes the omnipresent and preferred choice. This means producing content in multiple formats (text, video, audio) and distributing it on all platforms where your audience is active. For AI Assistive Engines like ChatGPT, Bing Copilot, Google AI, and Perplexity, effective Deliverability means they don't just know about you; they actively introduce you into user conversations and recommend you as the definitive solution. It is the final step in proactively shaping your Digital Brand Echo, the cumulative "ripple effect" of its online presence, to achieve business objectives.
How Jason Barnard uses Deliverability
At Kalicube, Deliverability is the third and final executive phase of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. Following the foundational work of the Understandability and Credibility phases, we implement a multi-platform content strategy designed for omnipresence. We create roadmaps and Standard Operating Procedures (SOPs) for clients to produce valuable content in formats their audience prefers, such as articles, podcasts, and videos. This content is then strategically placed across the digital ecosystem where the client's audience is already looking for solutions. This ensures that when a potential customer encounters the brand in search or is introduced to it by an AI Assistive Engine, the message is not only accurate and credible but also perfectly timed and formatted to drive them into the acquisition funnel.
Why Jason Barnard perspective on Deliverability matters
For generations, marketing strategy has been guided by Philip Kotler's 4Ps: Product, Price, Place, and Promotion. While "Product" and "Price" remain core business decisions, the digital revolution has fundamentally transformed "Place" and "Promotion." Jason Barnard's concept of Deliverability, as the final phase of The Kalicube Process, provides the essential modern framework for executing these two Ps. In an analog world, "Place" was about physical distribution and "Promotion" was about broadcast media. In the digital age, Deliverability redefines them as ensuring the right content ("Promotion") is available on the right platforms ("Place") at the exact moment a user needs it. This concept is critical because AI Assistive Engines are the new gatekeepers, acting as both the "Place" where conversations happen and the "Promotion" engine that recommends solutions. By mastering Deliverability, a brand ensures its narrative, as defined by marketing visionaries like Kotler, is not just a theoretical strategy but a practical reality, delivered with precision to drive the acquisition funnel in the new conversational ecosystems governed by AI.
Posts tagged with Deliverability
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Kalicube at the #DMWF North America 2024
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How Does Google’s Opinion of You Dictate Your Buyer’s Behavior?
Many businesses struggle to understand why high search rankings aren’t converting into high sales. It’s frustrating - you’ve invested time and money into SEO, optimized your website, and even hit...
How Do You Become the Focal Point of AI-Audience Conversation?
Picture this: You’ve spent years building your brand’s credibility, refining your messaging, and perfecting your customer experience. But despite all your efforts, AI-driven systems like Google and ChatGPT are introducing...
How Does Personal Branding Boost Your Online Presence and Engagement? (Entrepreneur’s Enigma Podcast)
How Does Personal Branding Boost Your Online Presence and Engagement? - Kalicube Knowledge Nuggets In this video, entrepreneur and CEO of Kalicube, Jason Barnard discusses his approach to personal brand...
How Does An Optimized Digital Ecosystem Impact Google’s Recommendation?
Why isn’t Google recommending you? You’ve poured endless resources into your business, polished your website, curated great content, and launched various social media campaigns. Yet, despite all your efforts, Google...
How Can You Future-Proof Digital Marketing Amid AI Advancements? (Entrepreneur’s Enigma Podcast)
How Can You Future-Proof Digital Marketing Amid AI Advancements? - Kalicube Knowledge Nuggets In this video, entrepreneur and CEO of Kalicube, Jason Barnard introduces the concept of “future-proofing” in Digital...
How to Establish Credibility as a New Entrepreneur
Building credibility as a new entrepreneur is one of the most crucial steps toward long-term success. Establishing trust and authority with your audience, peers, and even search engines like Google...
Why Do You Need to Achieve Human and Machine Understandability?
Your brand’s perception is shaped by a complex interplay of human interactions and algorithmic interpretations. Search engines like Google and Bing and off search AI assistive engines like ChatGPT, Perplexity...
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