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Should Digital Lead the Brief?Peter HaslettIpsos ASI, Head of Digital Strategy, Western Europe
S H O U L D D I G I TA L L E A D T H E B R I E F ?“What turns me on about the digital age,what excited me personally, is t...
S H O U L D D I G I TA L L E A D T H E B R I E F ?Is it the digital medium or the digital mindset that is more important?W...
S H O U L D D I G I TA L L E A D T H E B R I E F ?We have even seen the extreme where a brand budgets their entire adverti...
S H O U L D D I G I TA L L E A D T H E B R I E F ?But digital definitely facilitates interactions between people andbrands...
S H O U L D D I G I TA L L E A D T H E B R I E F ?“      With everything we do,       we should be engineering            ...
S H O U L D D I G I TA L L E A D T H E B R I E F ?So What is the “Digital Mindset”?It is not really about digital the medi...
S H O U L D D I G I TA L L E A D T H E B R I E F ?First, start by enabling a RelationshipTo succeed within the “new normal...
S H O U L D D I G I TA L L E A D T H E B R I E F ?           To enable relationships with a broader set of consumers, bran...
S H O U L D D I G I TA L L E A D T H E B R I E F ?Then Nurture that RelationshipAnd, as we stated earlier, digital has bee...
S H O U L D D I G I TA L L E A D T H E B R I E F ?    Evian is extending the “Roller Babies” phenomenon, and its brand’s y...
About Ipsos ASI           Ipsos ASI is a leading global research agency specializing in advertising and brand           co...
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Should digital lead the brief

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Should digital lead the brief

  1. 1. Should Digital Lead the Brief?Peter HaslettIpsos ASI, Head of Digital Strategy, Western Europe
  2. 2. S H O U L D D I G I TA L L E A D T H E B R I E F ?“What turns me on about the digital age,what excited me personally, is that you haveclosed the gap between dreamingand doing. You see, it used to be that if you wanted to make a record of a song, you needed a studio and a producer. Now, you need a laptop. – Bono ” 2
  3. 3. S H O U L D D I G I TA L L E A D T H E B R I E F ?Is it the digital medium or the digital mindset that is more important?We think it is the mindset that helps brands to better develop and nurturerelationships with its (potential) customers.Yes, ‘Digital’ is increasingly integrated into peoples’ lives, especially astechnologies like TV, mobile, tablets and computers continue to converge.And, we have all read the ‘headlines’ abouthow digital has changed, and continues torapidly change, the marketing landscape.Media fragmentation is leading to achallenging battle for the attention of an‘always-on’ consumer, who now has, greatercontrol over how they engage with brands.And yes, digital is on every marketers’ radar, and investment in digital advertising isrising in comparison to other media: this trend is expected to continue. Share of Total Ad Spend by Media (% of total) 2010-2014 2014 17 8 40 7 7 21 2013 17.6 8.4 40.3 6.9 6.8 19.4 2012 18.7 8.9 40.3 7 6.9 17.6 2011 20 9.4 40.24 7.2 6.8 15.9 2010 21.3 9.9 39.9 7.2 6.7 14.4 Newspapers Magazines Television Radio Cinema Outdoor Internet Source: Zenith Optimedia 3
  4. 4. S H O U L D D I G I TA L L E A D T H E B R I E F ?We have even seen the extreme where a brand budgets their entire advertising spendagainst digital. But does this foreshadow a “new normal” where digitalmedia should be the lead for the creative brief? Should advertisers befocusing on creating their digital ads first before focusing on ads forother mediums?For some brands, the right strategic decision might be to push digital to lead thebrief. For others, however, it really may not be appropriate. The reality is that thenew marketing landscape, or the “new normal”, is both consumer-centric andmulti-media (not just digital). As John Hallward, President of Research Evolution,recently noted, “focus the advertising on the need-states in each consumer’s life inwhich the brand wishes to come to mind. Then establish the link between thisneed-state and your brand”. So, the new normal is about recognizing that consumers“want it all”...where and when they want it. They want experiences – to beengaged, to be entertained, to be involved. But they want it (and can have it)on their terms.In our opinion, focusing on the digital medium above other mediums to ensureconsumers get what they want is a wayward approach. We shouldn’t be askingourselves which mediums work, but which Big Idea works. Because at their bestBig Ideas are consumer centric and inspirational. With this in hand, you have thecreative fuel to build a brand across all media, including digital. 4
  5. 5. S H O U L D D I G I TA L L E A D T H E B R I E F ?But digital definitely facilitates interactions between people andbrands, and with the right Big Idea consumers will be more willing toshare content related to your brand that they have interacted with. Forinstance, retransmission did not start with the advent of digital age. People havebeen sharing experiences and opinions about brands and advertising since therewere brands and advertising. Our database analysis continues to demonstrate theimpact of Word of Mouth (WoM) as an important form of retransmission, and is,in fact, the most powerful driver of desired behaviour and attitudes. Recall X Impact This is an averaging of many different campaigns. It is a generalized summary of how each TP works. Most Important in Campaign 70% Product TPs removed Percentile Rank is on Purchase Intent or Average Equity W o Mouth 60% and all other Touchpoints re- Average Percentile Rank (%) percented to 100% Flyer 50% In-Store/Island Display P. o. Sale News Item/PR (Earned) Magazine Transit Promotion Television 40% Sample Website Visitation Posters Newspaper Radio Coupon Digital ads 30% Billboard Direct Mail Event Sponsorship Cinema 20% Email High Recall, but Low Impact 10% 0% 5% 10% 15% 20% 25% 30% 35% Average Recall (%)However, digital has exponentially increased the ability for one person to speakto many, and for one (or many) to interact directly with brands and branded content.And, digital facilitates consumer-brand connections (should this be desirable)! Thebrands that forge the fresh and relevant connections (links) from oneexperience to another (without creating roadblocks or avoidance)should succeed. 5
  6. 6. S H O U L D D I G I TA L L E A D T H E B R I E F ?“ With everything we do, we should be engineering the best path to the next experience. – Bud Caddell, Deutsch LA ”That all said the “Digital Mindset” is indeed critical for the developmentof the creative brief in this new marketing landscape. Full stop. 6
  7. 7. S H O U L D D I G I TA L L E A D T H E B R I E F ?So What is the “Digital Mindset”?It is not really about digital the medium per say, or about the spend for the medium.It does not presuppose a superiority of any one medium to deliver on brand objectives.It is easily rooted in the following – Digital embraces the reality of a Pull World: PULL WORLD Fosters Communities of Consumers Dialogue Engagement Transparent Communications Co-Created with Consumers Brand StewardshipBut what does this mean? What are the implications for the planning process andthe development of the creative brief? Fundamentally it means marketers must focuson the relationship they have with their consumers and on how they can leveragethese relationships to influence others with what digital clearly facilitates -interaction and retransmission. 7
  8. 8. S H O U L D D I G I TA L L E A D T H E B R I E F ?First, start by enabling a RelationshipTo succeed within the “new normal” brands need to be in ongoing relationshipswith people, and their consumers. But despite having more options to create directone-to-one connections with consumers, many brands have yet to move beyondsimply having Facebook page, or a Twitter feed where they continue to simplypush messaging, just in a different space. This will not succeed longer term.Passionate and interactive brand-consumer relationships definitely do exist across thedigital medium. But there is significant evidence that brands might simply be speakingto the converted. Many people simply do not engage directly with brands in this way,and this includes the people who are “hooked” or impacted by and perhaps evenadvocate a great creative idea pushed through the most traditional of channels (ofwhich, digital display is one for the purposes of this argument), but simply do notwant to engage online any further. These people cannot be forgotten. Depth of participation Create Comment Follow Share Like Scale of Evangelists Fans Mainstream participation 8
  9. 9. S H O U L D D I G I TA L L E A D T H E B R I E F ? To enable relationships with a broader set of consumers, brands should leverage what fans or evangelist are doing in broader reach mediums to excite and engage consumers who can then aspire to “live vicariously through the experiences of others”. Because consumers are increasingly seeking experiences, even if it is to share in the experiences of others. This means that brands need to ensure they are also working to reach and impact other users, as well as potential users. To this end, in addition to broader reach mediums, there is a need to manage “social proof” - messages that gain power as a result of being retransmitted by someone known and trusted. Social proof, as earned media, is broader than incremental reach because of the potential impact on consumers’ brand associations and perceptions. Remember, perception is reality. It also means that brands should listen, learn, and leverage the insights and connections that come from our most intimate interactive relationships. We can certainly work to ensure those most intimately engaged are indeed valuable evangelists (advocates retransmitting) for your brand. But we must also work collectively to create and leverage connections to facilitate and better manage interaction, when, where and how the consumer wants it.“Don’t underestimatethe power of paid formedia to invite, document and publicise people’s participation to a wider audience. – Martin Wiegel, Head of Planning, W+K, Amsterdam ” 9
  10. 10. S H O U L D D I G I TA L L E A D T H E B R I E F ?Then Nurture that RelationshipAnd, as we stated earlier, digital has been called a “bridge” to the next experience.The key to nurturing relationships is to identify and customizecommunity connections and then let them build organically. It requiresbrands to be immediate, in the moment and in the know. It also meansthat brands provide ongoing value to consumers’ experiences, perhaps their lives.And the content is always fresh. It is a long-term commitment on the part of brands,but it should result in a long-term relationship with consumers. Why did you unlike or unfollow? content was boring 35% posts too frequent 31% content not relevant 30% content was repetitive 28% only liked for one time offer 26% Source: Ipsos ASI - Social Media U&A Survey July 2012A home grown UK success, Innocent (www.innocentdrinks.co.uk), started by sellingjuice at a music festival. Over the course of the weekend, the founders asked musicfestival goers to vote to determine if they should quit their current jobs and startmaking juice full time, or continue with their “day jobs”. At the end of the festival,attendees voted overwhelmingly in the career change. And Innocent never wentback on its human approach to connecting with and listening to consumers as theydeveloped new products, new knitting patterns for their juices, and new communityinitiatives. The result – they were named the #1 brand on the HeadstreamSocial Brands 100 list for 2012. 10
  11. 11. S H O U L D D I G I TA L L E A D T H E B R I E F ? Evian is extending the “Roller Babies” phenomenon, and its brand’s youthful vitality, into a global effort. Together with their brand advocates they are trying to create the longest music video ever called Let’s Baby Dance (http://www.letsbabydance. evian.com/). They are currently at 9h54m45s and counting. Dell leverages the ripple effect resulting from enabling organic discussion about product development and improvement through IdeaStorm - a powerful fuel for the organization to do more. Starbucks has taken its coffee shop conversation out of the store and to mystarbucksidea.force.com to build better coffee shops. What is common to the examples above is that each brand understood the importance of building and nurturing relationships with people within the implementation of their brand’s Big Idea. They also recognized the value of leveraging those relationships across media and touchpoints cohesively and consistently as a means to engage a broader audience.“Our challenge is that a lotof people think of TV, printand billboards, and try to apply that to Facebook Case in point – Paul Adams, Global Head of Brand Design at Facebook ” Have you noticed the Nike tagline lately? It is not “Just do it”, and it hasn’t been for a while. It has evolved to “Game On, World” for Nike+. Nike+ started as a simple “app” to track runs but has resulted in so much more. Nike+ has connected a digital community globally. But it reaches beyond the digital community to inspire everyone to “Find Your Greatness and Make it Count”. Game on. 11
  12. 12. About Ipsos ASI Ipsos ASI is a leading global research agency specializing in advertising and brand communications. Offering state-of-the art research solutions that employ measures predictive of in-market performance, our research helps clients build stronger brands. Our areas of expertise include all aspects of advertising development and in-market evaluation across traditional and emerging media. Ipsos ASI’s goal is to help clients deliver the right message at the right time across the right media to deliver the best return for their brand. The Ipsos ASI team of brand and communications research experts is a global community of specialists who are passionate about advertising. From concept development to production, from final execution and into post-implementation performance, we help inform client decisions at every stage of the process. To learn more about Ipsos ASI, visit www.ipsos.com/asi For more information, please contact: Leah McTiernan Vice President, Ipsos ASI leah.mctiernan @ ipsos.comCopyright ©2012 Ipsos Corporation. All rights reserved. 1 2 - 0 9 - 0 6

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