Every conversation about the topic, area, or practice starts with its definition. Well, one of the great strengths of digital planning is that we haven&#x2019;t settled on a single definition. As it goes, if you ask 10 people what digital planning is, you will get at least 11 different answers. And that&#x2019;s a good thing, because we know that we are alive. \n
At the same time, there is clearly a need for digital planning thinking and tools, otherwise you wouldn&#x2019;t be here today. \n
Case in point: Community and technology, in combination, reshape marketplaces by changing dynamics between supply and demand, buyers and sellers, consumers and products. They have the capacity to create new markets by focusing on the previously unaddressed segments - all of the above being examples.\n
Venturing into unaddressed segments has proven to be rewarding. We are not dealing with someone&#x2019;s side project, but with the emerging industries.\n
Why is this important?\n
The best digital campaigns have been built around the innovative connections between buyers and sellers that are characteristic of the new models of exchange. \n
Often, we think that the client brief is about advertising or promotion, while we should be thinking about the brand or about the new ways to reach audience in digital space. \n\n
A true understanding of habits, culture, social context and motivation of users - customer is at the center. \n
Talking to customers, observing customers, and listening to customers can often reveal a different set of needs that escape traditional quantitative methods. Deep seated or hidden needs and cultural trends can all be identified from dialogue with customers. It uses personas as a vehicle for introducing a user perspective and adds input from a wide selection of user-centered methods.\n
Assign metrics of success to each touchpoint, and monitor and optimize it as the campaign unfolds. \n
It&#x2019;s experience. It&#x2019;s a process of trial and error. Reality is messy, but it helps to have the right tools and the right guidelines. And this is how it works in practice ...\n
1. ANA ANDJELIC@andjelicaaa
2. WHAT IS DIGITAL STRATEGY ANDWHY AGENCIES NEED IT11.18.11
3. LET’S HOLD OFF ON THE DEFINITION OF DIGITALPLANNING FOR A MOMENT.“Fields in which deﬁnition is now a settled matter tend to be lethargic, dying, or deadﬁelds, where inquiry no longer provides challenges to what is accepted as truth.” Richard Buchanan
4. AT THE SAME TIME, THE NEED IS THERE.A few things that we dealing with, on a daily basis.• We are forced to think (more than before) how to create value for both customers and clients• We are challenged to make the evolving relationship between buyers and sellers work for us.• We are faced with networks, not just individual consumers
5. Publish Create Sell Share Play AggregateConnect Remix Review
6. MONEY IS THERE, TOO. In only 8 Etsy, social years, couch market for surﬁng built a crafts, has network ofmore than $5.7 1.2M members and couches $179.4 million across the of goods sold. globe. Groupon has Consumer 4,400,000 peer-to-peer subscribers rental market is and $173M to a $26 billion in funding. industry.
7. ALL THESE NEW MODELS CHANGE CONSUMERS’HABITS AND SHAPE THEIR EXPECTATIONS.
8. OUR JOBCreate a plan for arranging elements in such a wayas best to accomplish a particular purpose.
9. CREATE A PLAN FOR ARRANGING ELEMENTS IN SUCHA WAY AS BEST TO ACCOMPLISH A PARTICULARPURPOSE
10. ALL OF THIS IS TO SAYSolution to clients’ problems is not always communication* *If the solution is not always communication, then what is it?
11. 1. BEGIN WITH THE CUSTOMER
12. INQUIRE: HOW DO THEY THINK ABOUT THECATEGORY? HOW DO THEY PERCEIVE THE BRAND?HOW DO THEY TALK ABOUT THE PRODUCT?
13. DIGITAL TRACES ARE EVERYWHEREPEOPLE COMMUNICATE SHARE UPDATE TRACK COMMENT CONNECT ... but the difference is that we can now see all of that.
14. PERSONAS DESCRIPTION: Love spending time online, but mostly passively consume web content - they watch videos, play games, browse through photos, and participate in whatever draws their attention. They may pass the content along, but their social graphs are not big, so the spread doesn’t get very far. WHERE WE CAN FIND THEM: They are mostly on the mainstream online destinations, like ESPN, CNN, BEST BUY, and big social networks like Facebook. GOALS: Get Entry Lever User interested in our content and rewards, reward them for trying it out, and drive key applications. TASKS: • Offer exclusive downloads • Provide online rewards • Secure discounts from partners
15. 2. START MAKING YOUR BRIEFS DIGITAL WHERE & SUCCESS IDEA TASKS HOW METRICS How do we How are we What are the How are werespond to our going to get media tactics going to deﬁne challenge? there? and consumer success? touchpoints?
16. 3. ADOPT A SYSTEMS APPROACH OOH BRAND STORY EVENTS BLOGS & EARNED MEDIA
17. 4. VISUALIZE THE BRAND EXPERIENCE FLOW AWARENESS RE VI LOYALTY EW S AN NT D CO ME M GE M EN GA TS EN LS ACQUISITION T OO E VIC SER CONSIDERATION
18. 4. VISUALIZE THE BRAND EXPERIENCE FLOW ENGAGEMENT N LOYALTY TIO I RA CO P INS NV ER SAT TY INI REMINDER ION A FF E NC LUE INF G& RIN A SH AWARENESS
19. 5. MAKE EACH POINT WORK FOR YOU #, % #, % #, % #, % #, % #, % #, %