NAVIGATING THE DIGITAL ECOSYSTEM: AN ANALYSIS OF BRAND CUSTODIANS' CROSS-PLATFORM CONTENT STRATEGIES FOR BRAND ENGAGEMENT IN SRI LANKA

Abstract

This study explores the strategic decision-making processes of brand custodians in managing cross-platform content to enhance brand engagement within an emerging market context. While the tactical execution of omnichannel marketing is widely documented, the internal strategic governance guiding these efforts remains underexplored. This study addresses this gap through a qualitative phenomenological approach, conducting in-depth, semi-structured interviews with 12 senior brand custodians from Sri Lanka's telecommunications, FMCG, and entertainment sectors. Thematic analysis of the data revealed three central themes: (1) Strategic Platform Alignment, a deliberate process of channel selection based on resource-to-impact analysis; (2) The Challenge of Personalisation-at-Scale, which involves balancing brand consistency with platform-specific content adaptation; and (3) Agile Governance Frameworks, highlighting the critical role of integrated organisational structures. The findings contribute a nuanced, managerial perspective to the literature, demonstrating that successful brand engagement is contingent not only on tactical execution but also on a coherent internal strategy and organisational agility. This research provides actionable insights for marketing leaders on structuring teams and allocating resources for effective omnichannel marketing.