Jason Dunstone
 
Think about a brand you love?
When did you fall in love?
How did you first hear about this brand?
How do they talk to you?
How do you talk to them?
In what ways, if any, do they use digital to keep your love strong?
Do you care?
 
 
So how do you get your digital strategy right?
But first, some of the discussions I have
“ Traditional is  dead ” not
“ Why won’t clients spend more on digital?”
 
Creativity
<ul><li>A mental and social process involving the generation of new ideas or concepts, or new associations of the creative...
 
Relevance is king
Use of digital devices 18-24 25-39 40-49 50+ Mobile phone  100% 94% 93% 80% Computer  100% 98% 96% 73% The internet  100% ...
Use of digital tools 18-24 25-39 40-49 50+ Instant message/chat  84% 47% 47% 13% Read news online  55% 62% 51% 24% Downloa...
Use of key websites 18-24 25-39 40-49 50+ Google  100% 96% 84% 56% Facebook  70% 53% 25% 9% YouTube  52% 47% 33% 7% Wikipe...
Searches for ‘Twitter’
Yet, a drop in the ocean   twitter      facebook      myspace    
Substance Boldness
Build it & they will come?
 
 
“ Digital is generally an after thought”
Integration is essential <ul><li>Strategic planning </li></ul><ul><li>Digital strategy </li></ul><ul><li>Creative developm...
“ What really decides consumers to buy or not to buy is the content of your advertising, not its form” [David Ogilvy]
Consistency of message important
Creative Effort - Typical
Creative Effort - Suggest
 
Is digital about immediate response, engagement or learning for the future?
 
 
In just a few years the digital landscape is dramatically different, e.g. web usage from 60% 2005 to 83%
So where does research fit?
Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the w...
 
 
<ul><li>Illumination </li></ul><ul><ul><li>“ Inspiration and guidance” </li></ul></ul><ul><li>Testing </li></ul><ul><ul><l...
 
“ He who is brave is free”
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Digital

  1. 1. Jason Dunstone
  2. 3. Think about a brand you love?
  3. 4. When did you fall in love?
  4. 5. How did you first hear about this brand?
  5. 6. How do they talk to you?
  6. 7. How do you talk to them?
  7. 8. In what ways, if any, do they use digital to keep your love strong?
  8. 9. Do you care?
  9. 12. So how do you get your digital strategy right?
  10. 13. But first, some of the discussions I have
  11. 14. “ Traditional is dead ” not
  12. 15. “ Why won’t clients spend more on digital?”
  13. 17. Creativity
  14. 18. <ul><li>A mental and social process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts. Creativity is fueled by the process of either conscious or unconscious insight. </li></ul>Cre⋅a⋅tiv⋅i⋅ty
  15. 20. Relevance is king
  16. 21. Use of digital devices 18-24 25-39 40-49 50+ Mobile phone 100% 94% 93% 80% Computer 100% 98% 96% 73% The internet 100% 96% 91% 65% Portable mp3 player 86% 32% 30% 13% LCD / Plasma TV 68% 58% 63% 53% Digital camera 48% 70% 32% 34% Pay TV 41% 36% 54% 29% Video game console 30% 15% 14% 6% Home theatre 30% 19% 25% 9% Digital radio 27% 6% 5% 6%
  17. 22. Use of digital tools 18-24 25-39 40-49 50+ Instant message/chat 84% 47% 47% 13% Read news online 55% 62% 51% 24% Download music 48% 11% 11% 2% Upload photos 45% 23% 16% 8% Research new purchases 45% 42% 40% 19% Blog 36% 13% 9% 2% Shop online 25% 26% 9% 4% Download movies 9% 8% 4% 0% Upload videos 7% 6% 0% 0%
  18. 23. Use of key websites 18-24 25-39 40-49 50+ Google 100% 96% 84% 56% Facebook 70% 53% 25% 9% YouTube 52% 47% 33% 7% Wikipedia 45% 34% 37% 16% Bebo 23% 0% 0% 0% Myspace 14% 0% 0% 0% Twitter 0% 0% 5% 0% LinkedIn 0% 0% 4% 1% Flickr 0% 6% 9% 1%
  19. 24. Searches for ‘Twitter’
  20. 25. Yet, a drop in the ocean   twitter      facebook      myspace    
  21. 26. Substance Boldness
  22. 27. Build it & they will come?
  23. 30. “ Digital is generally an after thought”
  24. 31. Integration is essential <ul><li>Strategic planning </li></ul><ul><li>Digital strategy </li></ul><ul><li>Creative development </li></ul><ul><li>Media planning </li></ul>
  25. 32. “ What really decides consumers to buy or not to buy is the content of your advertising, not its form” [David Ogilvy]
  26. 33. Consistency of message important
  27. 34. Creative Effort - Typical
  28. 35. Creative Effort - Suggest
  29. 37. Is digital about immediate response, engagement or learning for the future?
  30. 40. In just a few years the digital landscape is dramatically different, e.g. web usage from 60% 2005 to 83%
  31. 41. So where does research fit?
  32. 42. Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance. At its core, great research should minimise the boring and pointless.
  33. 45. <ul><li>Illumination </li></ul><ul><ul><li>“ Inspiration and guidance” </li></ul></ul><ul><li>Testing </li></ul><ul><ul><li>“ Confidence and direction” </li></ul></ul><ul><li>Monitoring </li></ul><ul><ul><li>“ Impact and opportunities” </li></ul></ul>
  34. 47. “ He who is brave is free”
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