Apartment communities' social media channels should not be littered with attempted humorous memes. That might seem to follow sound marketing advice, but you'd be surprised.

Apartment marketers discussed adherence to responsible branding and why consistent, accurate digital information posted through an omni-channel approach is critical during a session called "Embracing High-Intent Prospects Throughout the Renter's Path" held at the Apartment Innovation and Marketing Conference in Huntington Beach, Calif.

Google's Dave Hoffman spoke of his company's emphasis on "multi-moment marketing," defined as when companies are able to "employ dynamic execution that is clearly optimized to individual customer outcomes across all channels."