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Digital 360 Digital 360 Presentation Transcript

  • Digital360
  • Contents
    Goals
    Channels
    People
    Brands
  • It is not about good old 360
    Press
    TV
    Idea
    Digital
    OOH
    In-Store
  • Digital is no longer just one of channels to put your ad in
    Press
    Fixed well formulated one channel-neutral idea
    TV
    Idea
    Digital
    OOH
    “And in digital we will have flash-game”
    In-Store
  • THERE ARE MORE AND MORE SITUATIONS WHEN DIGITAL IS TAKEN AS A SEPARATE ENVIRONMENT- Brand is digital (mail.ru, facebook.com)- Digital is the only media for campaign (totally digital project) – the best job in the world- Digital becomes serious selling channel (Braun blender)- Brand decides to have its natural long-term presence (Red Bull)
  • It is a multichannel space itself The most multichannel actuallywhere different instruments and channels have different functionality and effectiveness for different tasks
  • And a proper short-term or long-term media mix with proper goal and role of each digital channel should be developed
  • To be done 1Set the goalS
  • Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES
    Interest
    Trial
    Awareness
    Word of mouth (Leads to the site)
    Product immersion
    Ultimate Purchase motivation
  • Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES
    Interest
    Trial
    Awareness
    Word of mouth (Leads to the site)
    Product immersion
    Ultimate Purchase motivation
  • Example 2Long-term online brand presence to GROW BRAND COMMUNITY
    Loyalty
    Interest
    Awareness
    Support fans communication
    Involve new people in community
    Make others know about community and it’s life
  • To be done 2Know people
  • The question is – could you put THE SAME “KEY VISUAL” or fixed well formulated idea in all channels IN THE SAME WAY?
  • No

  • 1. People are changingPeople become more powerful in terms of choice
  • The ultimate goal of new paradigm is to make people to be interested and explore information about your brand – ON EACH STAGE IN EACH CHANNEL
    Interest
    Trial
    Awareness
    Word of mouth (Leads to the site)
    Product immersion
    Ultimate Purchase motivation
  • “Digital is different – let’s have provocative video on youtube and people will love us”
    No they will not – people didn’t become stupid or naive!
    If after this video people are led to the difficult boring site
    OR SITE IS OK BUT VIDEO DIDN’T PREPARE PEOPLE FOR WHAT THEY WILL SEE (THERE IS NO LINK)
    PEOPLE WILL LEAVE
    YOU NEED TO FIGHT FOR CONSUMER ATTENTION ON EACH STAGE FROM THE VERY BEGINNING
  • To be interesting again and again on each stage of communication we need to USE SPECIFIC PSYCHO NEEDS OF PEOPLE WHEN THEY ARE IN EACH CHANNEL
  • 2. People are DifferentYou should always add INFORMATIONAL ACTIVITY to all socio-demo-psycho brand TA criteria
  • FOR EACH SPECIFIC GOAL
    AND EACH SPECIFIC CHANNEL
    YOU NEED TO DEVELOP DECISION WHICH WILL
    INVOLVE MAXIMUM USERS OF DIFFERENT INFORMATIONAL ACTIVITY TYPE
  • Why do you need digital now?
    ONE BIG COMMUNICATION GOAL
    What should be a consumer digital journey?
    Goal 1
    (Attract)
    Goal 2
    (Involve in product)
    Goal 2
    (Persuade)
    Where it will happen?
    Facebook
    Facebook
    Product site
    Youtube
    Product site
    On-line magazine
    Banners
    AdWords
    Promo-site
    How to involve?
    Facebook
    How we involve creators?
    How we involve critics?
    How we involve collectors?
    How we involve joiners?
    How we spectators?
  • Media
    360in terms of digital channels 2 be used
    360 in terms of each channel functions for different types of information consumers
    People
    Single-mindedness
    &
    one Big Idea
    STILL TRUE?
    Brand& Idea
  • What is going on with brands?
  • 3. Brands are changingDriven by changes in 1) consumer specifics2) product distribution specifics3) media specifics
  • Long tail economic paradigm
    Pareto distribution curve illustrating the 80/20 principle .
    The black part of the curve are the hits – the 20% of clients bring you 80% of the profits
  • Reason 1. Distribution trends
    While Wal-mart can stock only 4,500 unique albums (amounting to 25,000 songs) on its shelves, Rhapsody stores as many as 1.5 millionunique song tracks on its servers
  • Reason 2. Media specifics
    For as little as one US cent, any one of us can place an online advertisement on a site anywhere in the world
    Google is tapping not the mega-advertisers but advertisers of any sort and size
  • Reason 2. Media specifics
    Everyone is welcome to become MEDIA
    You don’t have to be a media conglomerate to make money by displaying ads - a simple humble blog will do. All you have to do is sign up with Google AdSense
  • Total media democratization
  • most of the principles of brand-building were formulated at a time when mass media with its HIT-DRIVEN ECONOMICS was at its prime
    Its purveyors took the scarcity of media (ОГРАНИЧЕННОСТЬ МЕДИА И ОГРАНИЧЕННОЕ ВРЕМЯ ПОКАЗА)and limited exposure time for granted – for they couldn’t even fathom a world of media abundance and audience fragmentation.
  • the changes
    1950 - 2005
    2005 - ETC
    TIMES OF SCARCITY
    Scarcity of time (15 sec) time
    Scarcity of interaction
    Scarcity of choice
    one-size-fits-all products
    SINGLE-MINDED-MESSAGE
    “Repeat the same message many many times over - more number of times the consumer gets to listen/see/read a message, the more strongly he will associate it with the brand, right?”
    TIMES OF ABUNDANCE
    Abundant shelf space
    Abundant distribution (in media channels and bandwidth)
    Abundant choice
    customized products
    BRAND PROPOSITIONS TAILOR-MADE FOR EACH OF OUR NICHE AUDIENCES
    “The more abundant the storage and distribution, the less discriminating you have to be in how you use it.”
  • So what’s the option?
    or let’s reject this situation
  • There’s nothing sacrosanct about the single-minded brand proposition. Nothing to defend
    In fact, in internet it is
    easy to prove that it is
    a wrong strategy to follow
    just think of adwordsstrategy
  • The long tail of brand building
  • advertising agency’s task is to engineer a ‘hit’ – a task made infinitely more difficult because there is only one product to get it right and there is no way to hedge one’s bets.
  • But what of the other equally viable brand ideas for the same brand? They probably can’t end up as ‘hits’ and attract audiences by the millions, but they too can have their own niche audiences – numbering in the thousands, hundreds, tens or even ones and twos. But the harsh economics of a hit-driven world mean that there’s no place for them.
    A healthy and complete long tail of the brand. The primary proposition stills draws the hits. But abundant shelf-space and low distribution costs enable the brand to connect with every niche idea with its own set of loyal consumers.
  • The task of the advertising agency here is to generate all the myriad communication messages with which people could relate to a brand and create communication for them all
  • VOLVO EXAMPLE
    Volvo’s primary brand proposition could continue to be safety. But here are lot’s of people for whom its European-ness and cool design and very valuable
    “Long tail businesses treat consumers as individuals, offering mass customization as an alternative to mass market fare.”
  • People can help
    More and more brands ask people to create an ad for them or express their opinion about why they like or why brand is valuable
  • CHEVY EXAMPLE
    Chevy recently ran a contest in North America for consumers to create their own commercials for Chevy Tahoe, their most profitable model. An online micro-site provided participants all the raw video footage required – participants could mix and match the material and assemble a commercial to their own script
    In four weeks, the contest attracted more than 30,000 entries – far more than can have been done by a paid team of experts, no matter how large.
  • CONTEXT CAN HELP
    Studying specific profile of specific digital tribes (site users) you can find new proper propositions
  • NEGATIVE CAN HELP
    Create negative database for your brand – characteristics which conflict with others
    If Volvo stands for “safe to drive” it can’t stand for “dangerous to drive” but still can be “thrilling to drive”
  • SIMPLICITY CAN HELP
    Don’t marry 2 benefits in one difficult to get feature – keep them 2 as equals
  • The result
  • STRUCTURIZED BRAND COMPLEXITY
    CLOUD TAG – IS A FUTURE OF BRAND VISUALISATION
  • Media
    360in terms of digital channels 2 be used
    360 in terms of each channel functions for different types of information consumers
    People
    360
    in meaning
    NUMEROUS BRAND PROPOSITIONS
    От Большой Идеи к Общей бренд-Идейности или проблематике
    Brand&its Idea
  • Resume
    WHILE MAKING CREATIVE FOR DIGITAL:
    Set up the overall goal of your presence in digital – why are you here?
    Understand all possible consumer informational paths (as if banners don’t exist) inside Digital world – understand touchpoints/channels
    Explore specific functionality of each channel to interact with different types of “information consumers” inside each of them
    Understand what brand proposition better fits each of the channels
    Create small specific decision for each of channel
  • Thank you!