03 strategy tools copy

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03 strategy tools copy

  1. 1. Digital Strategy Tools
  2. 2. The Tools.Use the tools of digital thinking as a means of exploring strategy.1. Digital Ethnography: obtain consumer insights2. Personas: Get to know your target3. User Scenarios: Visualize the experience
  3. 3. Digital Ethnography.
  4. 4. Starting point.
  5. 5. Examples of consumers digitalinformation.
  6. 6. Opening up new areas of inquiry.
  7. 7. The landscape of online tools that helpus with our inquiries.They offer us insights into what brand-related topics our target is talking about and what roleour product/brand plays in the wider context of our lives.
  8. 8. Qualitative insight tools.They offer us insights into what brand-related topics our target is talking about and what roleour product/brand plays in the wider context of their lives.
  9. 9. Quantitative insight tools.They let us validate pre-existing demand for a product/service and help us make sure thatwe are speaking the same language as our target in our online content strategy.
  10. 10. Qualitative information tools.They offer broad overview of topics and influencers related to a brand, product or category.
  11. 11. Quantitative information tools.They give us a general overview of our performance and help us monitor and assess oursuccess.
  12. 12. Personas.
  13. 13. User Scenarios.
  14. 14. Scenarios map discrete steps of userexperience.In this way, they clarify where the user and the brand interact and incorporates functional andemotional elements of the process.
  15. 15. They also help us to assign specific tasksfor each touchpoint.They enable us to detect the most meaningful points and turn them into opportunities. Ask:What is the role of each touchpoint? What digital media and platforms do we want to use?
  16. 16. Finally, scenarios always take into accountboth the functional and emotionaldimensions of the experience.

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