Digital training for planners

“ If you want to understand change you need to be part of it.”

You can’t “teach digital”

Shot of guitars

Shot of guitars

Since the beginning of time…

The world is a big place…

So how is this relevant?

Let’s compare

Assumptions

Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive

Challenge 1: Reach Challenge 2: Impact on Reach

Digital is a little different…

Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive

The fundamental assumptions are different

So the approach needs to be different

It’s Challenging

Universe of channels

Massive Audience

Who have no attention span They have no attention span

And enormous power to ignore you

Block you out

Tell everyone you suck! Tell everyone you suck!

Kotler is old school but on the money

Advertising agencies can no longer prosper just by creating ads and choosing media. There are so many new ways to communicate today. Smart ad agencies will transform themselves into full-service communication agencies. They will work with their clients to choose the best messages and media vehicles, whether these are in the form of ads, press releases, events, sales promotions, sponsorships, direct mail, email or telesales. – Kotler http://www.globalleadersevents.com/downloads/downloads/AdvertisingvsPR_Kotler.pdf

Management is hard Management is hard

Requires a different approach

Digital Landscape Websites Applications Branded content initiatives Programmes Mobile services Purchase process Information/ Service Delivery Demand Generation CRM/Loyalty Online Media eDM Content Sponsorship Editorial Microsites Search Marketing Subscription programmes Rewards programmes Membership Facilities Brand Considerations Operations Trends Technology Brand DR

Websites

Applications

Branded content initiatives

Programmes

Mobile services

Purchase process

Online Media

eDM

Content Sponsorship

Editorial

Microsites

Search Marketing

Subscription programmes

Rewards programmes

Membership Facilities

The path to love Communicators These talk to people who don’t know us or the message we have to send – Get ‘em interested Influencers These inform, excite, explain, motivate etc – Reel ‘em in. Optimizers These maximize the enjoyment of the purchase and encourage re-purchase. Keep the love fresh and relevant Fulfillers These deliver the goods in a way that seals the deal. Brand Fascination

Marketing Architecture Sales Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Sales Subscriptions Test Drives Repeat CRM Servicing Subscriptions Acquisition eDMs Brochure Accessories Repeat Develop relationship

Channel Usage Map Display Media Int Eng Experience Subject Matter Site Subject Matter Site Paid Search Organic Search Paid Search Organic Search Awareness Consideration Selection Sales Repeat Paid eDM Website Digital PR Member eDM Landing Page Microsite Company Blog/Forum Paid Mobile List Member Mobile List Member Website

Digital is like cake

The digital layer cake

The digital layer cake Messaging Pictures and Words Interactivity / Delivery / Experience Behaviour path and outcomes

The digital layer cake Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context

So, digital has two extra dimensions Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context

Picture of a carrot – illustrate the objective or goal of the audience

Digital vs Retail Digital is like retail

Someone has to make all this!

Entry experience Signage & Language Products Product placement Sales & Services Driving store traffic Increasing basket size Brand Trial Specials & Offers Considerations of retail are very similar to online

Entry experience

Signage & Language

Products

Product placement

Sales & Services

Driving store traffic

Increasing basket size

Brand

Trial

Specials & Offers

Sometimes it’s like the front bit of Ikea Sometimes it’s like the back bit of Ikea

Always consider the user/audience/customer – remember their involvement is voluntary What are we asking them to do – is it reasonable? How can we frame this so we are delivering extraordinary value or something remarkable? Entertainment Ease of use Informative What is the desired behaviour path we want them to take? Can we motivate them effectively at each point to continue down that path as far as possible? Regardless of project

Always consider the user/audience/customer

– remember their involvement is voluntary

What are we asking them to do – is it reasonable?

How can we frame this so we are delivering extraordinary value or something remarkable?

Entertainment

Ease of use

Informative

What is the desired behaviour path we want them to take? Can we motivate them effectively at each point to continue down that path as far as possible?

Heuristic Landscape Mnemonics Prime your campaign for distribution by your fans Would it look good on a badge? Are we asking something reasonable? How can we deliver more value to the audience? 6 tips for a great digital campaign

Heuristic Landscape

Mnemonics

Prime your campaign for distribution by your fans

Would it look good on a badge?

Are we asking something reasonable?

How can we deliver more value to the audience?

So when you brief a creative team…

In addition to all the usual stuff… Make sure the brief is action focussed and clearly articulates how various elements should work together Clearly articulate what the target audience will and won’t respond to Clarify what the goals of the campaign are A DR approach will be very different from a brand approach Briefing Tips

In addition to all the usual stuff…

Make sure the brief is action focussed and clearly articulates how various elements should work together

Clearly articulate what the target audience will and won’t respond to

Clarify what the goals of the campaign are

A DR approach will be very different from a brand approach

… and when you review creative…

Make sure everything makes sense in a behaviour path Make sure each element of the campaign is in line with the context of the creative in the previous step Make sure everything is encouraging and motivating Appropriate amounts of copy Asking something reasonable Ask “does the idea allow a simple communication of the idea as well as a deep exploration of content”. Reviewing creative

Make sure everything makes sense in a behaviour path

Make sure each element of the campaign is in line with the context of the creative in the previous step

Make sure everything is encouraging and motivating

Appropriate amounts of copy

Asking something reasonable

Ask “does the idea allow a simple communication of the idea as well as a deep exploration of content”.