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Analog Strategy for Digital Marketing

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Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.

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Analog Strategy for Digital Marketing

  1. 1. ANALOG STRATEGY FOR DIGITAL MARKETING Andreas Krasser CEO | DDB Group Hong Kong October 16, 2019 (Or, Let’s Just Call It a Strategy Workshop)
  2. 2. TODAY’S RUNDOWN A little bit of context Some thinking tools Hands-on exercises Q&A session
  3. 3. THE INTERNET IS 30 YEARS OLD
  4. 4. DIGITAL IS THE NEXT BIG THING
  5. 5. Digital has changed the world so much that it has become the world.” - Mark Ritson “
  6. 6. YET, WE STILL CREATE SILOS… Traditional VS. Digital
  7. 7. It’s not about doing ‘digital marketing’, it’s about marketing effectively in a digital world. - Ivan Menezes “
  8. 8. Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics. TACTICS ARE BEING SOLD AS STRATEGY
  9. 9. Gen Z doesn’t think our brand is relevant to them…
  10. 10. Gen Z doesn’t think our brand is relevant to them… No problem. Let’s do something on TikTok!
  11. 11. We often jump to “digital” solutions before even having a clear picture on audience and positioning.
  12. 12. STRATEGY IN THE DIGITAL WORLD… …is not so much about solving digital objectives and issues, but more about achieving “age-old” marketing goals with the help of digital tools.
  13. 13. A FRAMEWORK & TOOLS TO INTEGRATE STRATEGY BASICS WITH DIGITAL TACTICS
  14. 14. DISCLAIMER The following tools are by no means a fully comprehensive marketing strategy package. They merely are thinking aids I personally find useful in my day-to-day.
  15. 15. AUDIENCE Tool 01. Persona Canvas INSIGHTS Tool 02. GSD Insights PROPOSITION Tool 03. Whitespace Proposition TACTICS Tool 04. Comms Map INNOVATION Tools 05 & 06. Mash-up Cards & Speed Innovation
  16. 16. 01. AUDIENCE TOOL PERSONA CANVAS
  17. 17. Consumers are actual human beings, not bar charts, social media handles or hashtags. REMEMBER…
  18. 18. Aspirations Worries Category Habits & Behaviours Influencers Preferred BrandsDemographics Name Age Occupation Marital Status Income Education What is it that drives your audience? What does she/he want from life? What gets her/him out of bed every day? What worries your audience? What keeps her/him awake at night? What are her/his biggest fears in life? What’s your audience’s connection to the category? What does she/he look for? What annoys her/him about the category? Who are the people your audience looks up to? Who are the people she/he listens to? Insert logos of your audience’s most favourite brands. PERSONA CANVAS
  19. 19. 02. INSIGHTS TOOL GSD INSIGHTS
  20. 20. OBSERVATION EXPLANATION GSD INSIGHT What is a reality you see in regards to your audience and their connection to the category or product? Why is this happening? What’s a possible explanation for the observed connection? If that’s true, then why is your audience not buying/considering/re-purchasing/ advocating your product/brand? Many Klingons like fruit juice. Many Klingons like fruit juice, because of its sugar content and the associated rush of pleasure. Many Klingons feel embarrassed to admit they enjoy drinking beverages that don’t seem very “warrior-like”. WHAT? WHY? WHY NOT? ? GSD (GET SH** DONE) INSIGHTS
  21. 21. EXAMPLE Pre-sweetened Cereals..let’s call the brand: UNCEREALOUS
  22. 22. OBSERVATION EXPLANATION GSD INSIGHT What is a reality you see in regards to your audience and their connection to the category or product? Why is this happening? What’s a possible explanation for the observed connection? If that’s true, then why is your audience not buying/considering/re-purchasing/ advocating your product/brand? Not just children but also adults like pre- sweetened cereals. WHAT? Many adults like pre- sweetened cereals because they’re a little indulgence. WHY? ? GSD (GET SH** DONE) INSIGHTS Many adults like pre- sweetened cereals but they feel embarrassed to admit they eat food they should have outgrown. WHY NOT?
  23. 23. 03. PROPOSITION TOOL WHITESPACE PROPOSITION
  24. 24. Consumer Tension What’s a current consumer tension/need within your category? 01 Category Shortcoming How is the category responding to this need, and more importantly, what are its shortcomings in addressing it? 02 Brand Truth How can your brand or product step in and fill/ overcome the category’s shortcoming(s)? 03 ! Whitespace Proposition How do you express your unique response/offer in a single -minded manner? 04 WHITESPACE PROPOSITION
  25. 25. Consumer Tension Adults feel embarrassed to admit they eat food they should have outgrown. 01 Category Shortcoming All cereal brands only talk to families and children. 02 Brand Truth Our brand ‘Uncerealous’ believes that the world could do with a little less serious. 03 ! Whitespace Proposition Taking the serious out of adulthood. 04 WHITESPACE PROPOSITION
  26. 26. 04. TACTICS TOOL COMMS MAP
  27. 27. THE ORIGINAL THOUGHT/BIG IDEA BARRIER ROLE OF COMMS DESIRED RESPONSE CHANNEL FOCUS KPIs What is the biggest hurdle our comms needs to overcome at this particular stage of the customer journey? What does our comms have to do in order to break through the barrier? What’s the desired outcome - the behaviour or perception change? What kind of channels/platforms will be best suited to get the job done? How will we measure success at this stage of the customer journey? AWARENESSCONSIDERATIONADVOCACY COMMS MAP
  28. 28. THE ORIGINAL THOUGHT/BIG IDEA - TAKING THE SERIOUS OUT OF ADULTHOOD BARRIER ROLE OF COMMS DESIRED RESPONSE CHANNEL FOCUS KPIs What is the biggest hurdle our comms needs to overcome at this particular stage of the customer journey? Our audience might not know that our brand wants to take the seriousness out of adulthood Our audience might think that Uncerealous is not taking nutrition seriously. Why would anybody share anything about their cereal experience? What does our comms have to do in order to break through the barrier? Establish Uncerealous as the perfect breakfast choice for adults that sometimes want to take a break from being adult. Tell our brand’s ingredients story, how we produce our cereals, etc. Give our audience a convincing reason to share their Uncerealous experience What’s the desired outcome - the behaviour or perception change? “Wow, this seems like something for me. How come I didn’t know about this?” “They don’t take themselves too seriously, but they’re serious about their product.” “Enough of all this sophisticated brunch food porn. This is me.” What kind of channels/platforms will be best suited to get the job done? How will we measure success at this stage of the customer journey? TV, OOH, and Online Video, etc. Unaided awareness, views Website, Events, Social Content etc. Website traffic, data base increase, engagement Facebook, Instagram, etc. Shares, number of social mentions & positive social sentiment AWARENESSCONSIDERATIONADVOCACY COMMS MAP
  29. 29. A quick way to get to digital tactics… not a substitute for steps 1-4 though NEXT UP:
  30. 30. 05 INNOVATION TOOLS MASH-UP CARDS & SPEED INNOVATION
  31. 31. + ++ = Consumer Insight Existing Asset New Technology Random/ Miscellaneous The Idea An insight about your audience and its relation with the category. Anything you already own - website, stores, social channels, etc. All that shiny, usually overhyped glitter - AI, AR, VR, 3D printing, etc. Literally anything. Memes, movies, pop culture stuff…maybe a Star Trek character? MASH-UP CARDS
  32. 32. UNCEREALOUS bankrupt
  33. 33. Redshirt is a term used by fans of Star Trek to refer partially to the characters who wear red Starfleet uniforms, and mainly refer to those characters who are expandable, and quite often killed. REDSHIRT
  34. 34. + ++ = Consumer Insight Existing Asset New Technology Random/ Miscellaneous The Idea An insight about your audience and its relation with the category. Anything you already own - website, stores, social channels, etc. All that shiny, usually overhyped glitter - AI, AR, VR, 3D printing, etc. Literally anything. Memes, movies, pop culture stuff…maybe a Star Trek character? Starfleet security personnel often get killed on away missions, because of their red uniform. + Dynamic textile displays (colour- changing threads)+ Starfleet Uniform Shirt + Kanye West = Uniforms that, when in potential danger, change from red to Kanye West designed patterns. MASH-UP CARDS
  35. 35. CHALLENGES EXPECTED OUTCOME THE HEADLINE EXPLORE ELIMINATE ELEVATE 20 Minutes90 Minutes 60 Minutes No-filter speed ideation, prioritising quantity over quality Discussion and collaborative elimination of extremely unfeasible ideas Fine-tuning of shortlisted ideas and definition of action steps UTILISE MASH-UP IDEATION TECHNIQUE MAP IDEAS AGAINST EXPECTED DIFFICULTY & IMPACT USE ELEVATOR PITCH TEMPLATE Consumer Insight Existing Asset New Technology+ + = Difficulty Impact MECHANICS COMPLEXITYRandom/ Misc+ SPEED INNOVATION
  36. 36. CHALLENGES EXPECTED OUTCOME THE HEADLINE EXPLORE ELIMINATE ELEVATE 20 Minutes90 Minutes 60 Minutes No-filter speed ideation, prioritising quantity over quality Discussion and collaborative elimination of extremely unfeasible ideas Fine-tuning of shortlisted ideas and definition of action steps UTILISE MASH-UP IDEATION TECHNIQUE MAP IDEAS AGAINST EXPECTED DIFFICULTY & IMPACT USE ELEVATOR PITCH TEMPLATE Consumer Insight Existing Asset New Technology+ + = Difficulty Impact MECHANICS COMPLEXITYRandom/ Misc+ SPEED INNOVATION
  37. 37. CHALLENGES EXPECTED OUTCOME THE HEADLINE EXPLORE ELIMINATE ELEVATE 20 Minutes90 Minutes 60 Minutes No-filter speed ideation, prioritising quantity over quality Discussion and collaborative elimination of extremely unfeasible ideas Fine-tuning of shortlisted ideas and definition of action steps UTILISE MASH-UP IDEATION TECHNIQUE MAP IDEAS AGAINST EXPECTED DIFFICULTY & IMPACT USE ELEVATOR PITCH TEMPLATE Consumer Insight Existing Asset New Technology+ + = Difficulty Impact MECHANICS COMPLEXITYRandom/ Misc+ SPEED INNOVATION
  38. 38. SOME EXERCISES…
  39. 39. Retro-engineer “It’s more fun in the Philippines” EXERCISE 01. Whitespace Proposition What’s the brand truth? What was the category shortcoming? What was the consumer tension?
  40. 40. = ?Carrot Snoring Excavator EXERCISE 02. Mash-up Cards
  41. 41. IF NOTHING ELSE, REMEMBER THIS… It’s not about doing ‘digital marketing’, it’s about marketing effectively in a digital world. Strategy in the digital world is about achieving “age-old” marketing goals with the help of digital tools. Strategy is long-term and an overall plan. Tactics are short-term, helping to bring the strategy to life. Consumers are actual human beings, not data sets, social media handles or hashtags. 01 02 03 04
  42. 42. Q&A
  43. 43. Thank You!

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