Why you must launch your digital presence before your offline one.

Nice to meet you! I’m Lisa Picovschi, the founder of the Bract Agency.

I built the Bract 6 years ago, and I can tell you that I’ve met a lot of entrepreneurs. From tech, biotech, fintech to retail, architecture firms, and fashion labels, I’ve met most of the important companies in Israel, but also in Paris, and San Francisco, and my conclusions are the same.

Most of them seem to have the same approach when it comes to building their marketing strategy: they focus at first more on the “offline” rather than the “online”: meaning, focusing more on Sales, Business Development, or creating an amazing store, rather than investing first into their digital presence! 

Stupid thing! (If you let us say it!)

First, because even if you manage to sign an amazing big company, the first thing they will check is your website, social media, and if you don’t properly exist, you will lose the connection. So, is it worth taking the risk or not?

In this article, we’ll explore why this model, digital first, human next, works, how to implement it, and why it’s especially powerful in Israel.

I. Why digital must come first

Before you connect, you have to attract.

Section summary:
Digital is the perfect playground for becoming visible, testing, learning, and adjusting. Here’s why a digital strategy should always precede any offline effort.

1. Visibility is your fuel

No one will come to your event if no one knows you exist. Digital is your storefront: website, SEO, campaigns, social media. It’s what gets your name circulating before your product even appears. Airbnb understood this from day one. No TV spots. No trade booths. Just an idea, a website, and a slogan: “Belong Anywhere.” With a 100% digital strategy, SEO, design, and storytelling, they built a global audience without ever printing a single poster. Result: a worldwide community before their first press conference.

Lesson? Until your digital presence is clear, everything else stays invisible.

2. Digital means instant feedback

Digital speaks back to you. Every click, every view, every signup shows what resonates. It’s an open-air lab. Glossier is the perfect example. Before creating any products, the brand built Into The Gloss, a beauty blog and community. Thousands of comments each month. Hundreds of insights. Those conversations shaped their first products. Digital was used to listen before producing. An offline campaign doesn’t offer that luxury. You print, you spend, and you hope. Digital lets you correct in real time.

3. ROI and flexibility

Launching a digital campaign means testing small before scaling big. You spend less but learn faster. Monday.com, one of Israel’s tech powerhouses, built its reputation through YouTube ads and a laser-focused SEO strategy. Their goal: educate the market before selling. Result? 70% of their first clients came from digital. In a saturated world, you win by being readable, not just visible.

Digital gives you that luxury: being understood before being recognized.

II. Offline: the art of emotional connection

Digital attracts. Offline binds.

Section summary:
Once attention is captured, you need to create connection. Offline steps in here, to make people feel, experience, and remember.

1. The irreplaceable human experience

Apple attracts through digital, keynotes, ads, and social media, but builds loyalty in its stores. Apple Stores are sensory experiences: open space, soft light, accessible products, and well-trained staff. Everything is designed to anchor emotion into the brand. You can replicate this at your scale: client events, partner meetings, trade shows, workshops. That’s where your digital promise becomes tangible.

2. Emotional memory

Marketing neuroscience is clear: one lived emotion is worth ten ads seen. Lush, the cosmetics brand, embodies this logic. It attracts its audience through ethical digital campaigns (#LushLife), then turns its stores into laboratories of emotion, scents, textures, conversations. It’s the perfect balance between digital engagement and real-life experience.

3. The follow-up loop

The secret is reconnecting physical back to digital. After an event, a coffee, or a workshop: send a personalized email, a LinkedIn message, an automated thank-you. Human contact creates emotion; digital sustains the relationship.

The winning loop: digital → human → digital.

III. How to apply this winning sequence

Two steps. One coherent strategy.

Section summary:
Here we get practical: how to orchestrate the right order between digital and offline to maximize visibility, engagement, and conversion.

1. The ideal order

1. Digital campaign → Build awareness.
   SEO, Google Ads, LinkedIn posts, blog articles. That’s your top of funnel.
2. Offline experience → Build trust.
   Meetings, events, demos. That’s when your brand becomes human.
3. Digital follow-up → Maintain connection.
   Emails, content, social nurturing. That’s what turns first contact into loyalty.

2. Israeli example: Wix

Wix, the Tel Aviv success story, illustrates this sequence perfectly. First came digital growth: YouTube tutorials, aggressive SEO, “You need a website” campaigns. Then came in-person creator events in Tel Aviv, London, and New York. Result: the world’s leading website creation platform after WordPress.

3. Brand coherence

No matter the channel, the message must stay the same. Same tone, same promise, same DNA. Digital attracts, but coherence builds trust. And that’s exactly what we do: help brands build messages that stay authentic,on screen and in person.

IV. The Israeli market: digital first, human always

Here, everything moves fast. But connections remain personal.

Section summary:
Israel is one of the world’s digital marketing hubs, yet local culture still values face-to-face relationships. Here’s how to combine both.

Israel is the Startup Nation: ultra-digital, data-driven, creative.
Leaders like Fiverr, Monday.com, and SodaStream all built their success on a digital-first strategy, without ever forgetting the human side.

Fiverr → 100% SEO and performance marketing growth before its Nasdaq IPO.

SodaStream → viral online campaigns, then in-store activations and demos.
Result: acquired by PepsiCo for $3.2 billion.

In this country, deals are still sealed over coffee. Relationships matter as much as results. That mix, technology + human warmth, is what makes Israeli marketing unique.

To conclude

Digital is the “hello.”
Offline is the “nice to meet you.”
And between the two lies your strategy.

At The Bract Agency, we help brands exist online and resonate offline.

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This article draws on the field experience of Lisa Picovschi, founder of The Bract Agency, who for over a decade has helped startups across the world build their visibility and identity. Her belief is simple: digital opens the door, human connection makes you stay. This perspective, forged through hundreds of founder collaborations, sits at the heart of her method: connecting digital strategy with real human touch to build brands that aren’t just seen, but felt.