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What's good digital communication?
The document outlines a digital advertising workshop led by Hannes Ley, focusing on establishing criteria for evaluating digital advertising success. It discusses various success metrics, case studies like the Old Spice campaign, and the consumer pathway in digital marketing. Additionally, it highlights the industry's shift towards digital engagement and the importance of defining objectives in measuring campaign success.
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What's good digital communication?
- 1. JWT HYPER ISLANDMC WHAT’S GOOD DIGITAL? August 22th – August 24th , 2012 THE MAIN 1
- 2. HANNES LEY. HELLO! 38 yearsold, German, educated Kaospilot & Integrated Communications Planner Strategic consultant for agencies and brands. THE MAIN – Guidance in Digital. Digital is more than just another advertising channel. It‘s also about experience, engagement, interaction, shopping, realationship, and measuring success! That makes it very interesting for me. It‘s fun. It‘s creative. Let‘s embrace it. THE MAIN 2
- 3. THIS SESSION`S OBJECTIVE. ‣ TOESTABLISH A COMMON LANGUAGE FOR EVALUATING WHAT‘S GOOD OR BAD IN DIGITAL ADVERTISING. THE MAIN 3
- 4. WHAT ARE YOU GONNAGET OUT OF IT? ‣ WE‘LL CREATE SUCCESS CRITERIA HELPING US DEFINE OUR OWN EXPECTATIONS WHEN IT COMES TO PLANNING ONLINE ACTIVITIES. THE MAIN 4
- 5. CHINESE DIGITAL LANDSCAPE Baidu *Google Renren / Qzone / kaixin001 * Facebook Weibo * Twitter QQ * iCQ Weixin * Whatsapp Baike / Hudong * Wikipedia Youku / Tudou / Iqiyi * Youtube / Hulu THE STRUCTURAL PATTERNS OF THE CHINESE INTERNET ARE SIMILAR TO THE ONES I‘M FAMILIAR WITH, SO ARE THE ONLINE MARKETING TOOLS. Dangdang * Amazon Taobao * Ebay Diangping * Yelp 55tuan * Groupon THE MAIN 5
- 6. THE PARAMETERS OFSUCCESS THE MAIN 6
- 7. ‣ LET`S STARTWITH A CASE MOST OF US KNOW. ‣ WAS IT SUCCESSFUL OR NOT? ‣ LET‘S HAVE A LOOK... THE MAIN 7
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- 9. ‣ WOULD YOUCONSIDER THE OLD SPICE CAMPAIGN TO BE DIGITAL? THE MAIN 9
- 10. THE FASTEST-GROWING AND MOSTPOPULAR INTERACTIVE CAMPAIGN IN HISTORY. TOTAL VIDEO VIEWS REACHED 40 MILLION IN A WEEK. MORE PEOPLE WATCHED ITS VIDEOS IN 24 HOURS THAN THOSE WHO WATCHED OBAMA'S PRESIDENTIAL VICTORY SPEECH. CAMPAIGN IMPRESSIONS: 1.4 BILLION. ‣ DID IT HAVE A PERSISTENT CHANGE ON THE BRAND‘S PERCEPTION AND IMAGE? THE MAIN 10
- 11. ‣ DID ITHAVE A SUSTAINABLE IMPACT ON SALES? THE MAIN 11
- 12. TRUTH IS... ‣ Weoften don`t know the real success of award-winning campaigns, since we don‘t know the qualitative and quantitative objectives determined by the brand. ‣ In many cases brands don‘t define goals beforehand, or will not publish them afterwards. ‣ Therefore, we often truly don`t know, if a case was successful or not. THE MAIN 12
- 13. ‣ WE NEEDTO DEFINE OUR OWN SUCCESS CRITERIA AND USE TOOLS, WHICH ARE HELPFUL TO DEFINE WHAT‘S GOOD DIGITAL, AND WHAT NOT. THE MAIN 13
- 14. NOW YOU ARETHE JURY THE MAIN 14
- 15. THE GREAT DIGITAL AWARD YourTask: GDA 1. Define 2-3 success criteria for your category. 2. Watch the 10 cases and choose the winner of your category regarding your success criteria. Six Categories: 1. 2. 3. 4. 5. 6. Most likely to become talk of town. Most likely to engage people. Most likely to build brand credibility. Most likely to support sales. Most likely to create a fanbase. Most likely to make the consumer feel special. THE MAIN 15
- 16. UNDERSTANDING THE (DIGITAL)CONSUMER PATHWAY THE MAIN 16
- 17. ‣ THE CONSUMERPATHWAY* IS A MODEL HELPING US UNDERSTAND THE CONSUMER‘S BUYING PROCESS. ‣ IT CAN ALSO HELP US ANALYZE AND PLAN A BRAND‘S DIGITAL ACTIVITIES WITHIN A MARKETING STRATEGY. *Brand Media Strategy – Integrated Communications Planning In The Digital Era | Antony Young THE MAIN 17
- 18. 1. The AIDAModel (Awareness, Interest, Desire, Action) was developed by Elmo Lewis in 1898. 2. The Marketing Funnel (Awareness, Consideration, Preference, Action, Loyalty) respects the issue of consumers searching information before purchase. 3. The New Marketing Funnel (Awareness, Consideration, Conversion, Loyalty, Advocacy) considers the feedback loop created by social technologies and was developed by Forrester Research in 2008. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE THE CONSUMER PATHWAY EVOLUTION.* CONSUMPTION RELATIONSHIP BUILDING ADVOCACY 4. The Consumer Pathway integrates the emotional aspects of consumer engagement and advocacy and was developed in 2010. *2010 Consumer Pathway – Integrated Communications Planning In The Digital Era | Antony Young THE MAIN 18
- 19. DIGITAL CREATED A CHANGEIN BEHAVIOUR. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ It‘s a linear model, a mental crutch. And it works non-linear in many cases. THE MAIN 19
- 20. STAGE ONE: AWARENESS. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Launcha product. ‣ Communicate a benefit. ‣ Tell of an event or offer. THE MAIN 20
- 21. STAGE TWO: INVOLVEMENT. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Increaseemotional engagement before purchase. THE MAIN 21
- 22. STAGE THREE: ACTIVE CONSIDERATION. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Shiftup the order of consideration by facilitating favorable comparison. THE MAIN 22
- 23. STAGE FOUR: PURCHASE. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Convertintent into action at the point of purchase. THE MAIN 23
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- 25. STAGE SIX: RELATIONSHIP BUILDING. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Makecustomer feel special to improve per capita value. THE MAIN 25
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- 27. THE CONSUMER PATHWAY CONVERSION. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Inthe end of each stage there‘s a measurable conversion bringing the consumer to the next stage. THE MAIN 27
- 28. CONVERSION SUCCESS CRITERIA. Does it introducea new brand / product / service to a broad specific or broad audience? Does it communicate the benefit well? Does it properly communicate an event or offer? Does it increase emotional engagement before purchase? Does it shift up the order of consideration by favorable comparison? Does it convert intend into action at the point of purchase? Does it improve the user experience? AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY Does it make the customer feel special? Does it increase recommendation? THE MAIN 28
- 29. LET`S HAVE ALOOK AT ANOTHER CASE… THE MAIN 29
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- 31. KLM AIRLINES: FACEBOOK SERVICES AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Wherein the consumer pathway would you position this case? THE MAIN 31
- 32. KLM AIRLINES: FACEBOOK SERVICES AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY ‣ Wherein the consumer pathway would you position this case? THE MAIN 32
- 33. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Fiat ecoDrive Adiverse VirtualFootware Benetton Live Windows Gap App Heineken Star Player Nike Golf 360° Pedigree Adoption VW People‘s Car Renault AutoRAI Visit Japan AWARENESS INVOLVEMENT ACTIVE CONSIDERATION TRY TO LOCATE ALL CASES IN THE CONSUMER PATHWAY. PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY THE MAIN 33
- 34. FIND THESE ANDOTHER CASES ON WWW.PINTEREST.COM/THEMAIN/HIMC-CASES. THE MAIN 34
- 35. WHAT’S HAPPENING TOOUR INDUSTRY? THE MAIN 35
- 36. INDUSTRY DISRUPTION. We‘ll experience adramatic budget shift. 95% of Marketing Budget invested. AWARENESS INVOLVEMENT Digital Agencies PR Agencies Social Media Agencies Media Agencies ACTIVE CONSIDERATION SEM Agencies SEO Agencies PR Agencies PURCHASE CONSUMPTION Digital Agencies eCommerce Agencies App Developer RELATIONSHIP BUILDING ADVOCACY PR Agencies Social Media Agencies DM Agencies Inhouse Marketing THE MAIN 36
- 37. Thanks for listening! THEMAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de http://de.linkedin.com/in/hannesley THE MAIN 37