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”

“Why won‟t clients
spend more
on digital?”

Creativity

Cre⋅a⋅tiv⋅i⋅ty
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.

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% 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%

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%

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%

Searches for „Twitter‟

Yet, a drop in the ocean
twitter facebook myspace

Boldness
Substance

Build it & they will come?

Clarity

Get to the point

“Digital is generally an
after thought”

Integration is essential
Strategic planning
Digital strategy
Creative development
Media planning

“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

Commitment

It‟s not easy

Investment - Typical
TV Radio Press Billboard Digital

Investment - Suggest
N.B. Graph is for
illustration purposes only
and is suggestion of need
for high levels of
creativity away from TV
due to less captive
audience, not media
spend
TV Radio Press Billboard Digital

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 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.

Illumination
“Inspiration and guidance”
Testing
“Confidence and direction”
Monitoring
“Impact and opportunities”

Objective
“Increase the number of young people
making informed decisions and
successfully embarking upon careers
in the areas of projected need in SA,
especially defence, resources and
related industry groups, construction,
electronics, ICT and advanced
manufacturing.”

Illumination

Testing

Monitoring

“He who is brave is free”