training for planners
TRANSCRIPT
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Digital training for planners
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“If you want to
understand change you
need to be part of it.”
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You can’t
“teach digital”
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• Shot of guitars
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Since the beginning of time…
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The world is a big place…
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So how is this relevant?
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Let’s
compare
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Assumptions
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Brand Product Control Audiences
Single Unique Thread Broadcast
Channels Advertising Campaign
Effect Slow Build Over Time
Frequency Reach Interruptive
Brand
Advertising
Product Control Audiences
Single Unique Thread
Channels
Broadcast
Campaign
Effect Slow Build Over Time
ReachFrequency Interruptive
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Challenge 1: Reach
Challenge 2: Impact on Reach
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Digital is a little
different…
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Brand Product Control Audiences
Single Unique Thread Broadcast
Channels Advertising Campaign
Effect Slow Build Over Time
Frequency Reach Interruptive
Brand
Advertising
Product Control Audiences
Single Unique Thread
Channels
Broadcast
Campaign
Effect Slow Build Over Time
ReachFrequency Interruptive
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The fundamental
assumptions are
different
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So the approach
needs to be
different
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It’s Challenging
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Universe of channels
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Massive Audience
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Who have no attention span
They have no attention span
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And enormous power to ignore you
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Block you out
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Tell everyone you suck!
Tell everyone you suck!
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Kotler is old school but on the money
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Advertising agencies can no longer prosper just by creating
ads and choosing media. There are so many new ways to
communicate today. Smart ad agencies will transform
themselves into full-service communication agencies. They
will work with their clients to choose the best messages and
media vehicles, whether these are in the form of ads, press
releases, events, sales promotions, sponsorships, direct mail,
email or telesales. – Kotler http://www.globalleadersevents.com/downloads/downloads/AdvertisingvsPR_Kotler.pdf
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Management is hard
Management is hard
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Requires a different approach
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Digital Landscape
• Websites
• Applications
• Branded content initiatives
• Programmes
• Mobile services
• Purchase process
Information/Service Delivery
DemandGeneration
CRM/Loyalty
• Online Media
• eDM
• Content Sponsorship
• Editorial
• Microsites
• Search Marketing
• Subscription programmes
• Rewards programmes
• Membership Facilities
Brand ConsiderationsOperations
TrendsTechnology
Brand DR
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The path to loveCommunicatorsCommunicators
These talk to people who
don’t know us or the message
we have to send – Get ‘em
interested
These talk to people who
don’t know us or the message
we have to send – Get ‘em
interested
InfluencersInfluencers
These inform, excite, explain, motivate etc – Reel ‘em in.
These inform, excite, explain, motivate etc – Reel ‘em in.
OptimizersOptimizers
These maximize the enjoyment of the purchase
and encourage re-purchase. Keep the love
fresh and relevant
These maximize the enjoyment of the purchase
and encourage re-purchase. Keep the love
fresh and relevant
FulfillersFulfillers
These deliver the goods in a way that seals
the deal.
These deliver the goods in a way that seals
the deal.
BrandBrandFascinationFascination
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Marketing ArchitectureSales Path
Source Of Prospects Entry Point Outcome
CustomiseOnline Booking
Test DriveDealer
CustomiseOnline Booking
Test DriveDealer
Awareness &Consideration
Consideration &Selection
Selection &Sale
ATL MediaATL Media
Online Ads etcOnline Ads etc
Keep up the momentum Execute sales effectivelyDrive awareness
Dealer/Test DriveDealer/Test Drive
Microsite / WebsiteMicrosite / Website
EventsEventsCRMCRM
Lead ManagementLead Management
SalesSales
SubscriptionsSubscriptions
Test DrivesTest Drives
Repeat
CRMCRM
ServicingServicing
SubscriptionsSubscriptions
Acquisition eDMsAcquisition eDMs
BrochureBrochure
AccessoriesAccessories
Repeat
Develop relationship
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Channel Usage Map
Display Media
Int Eng Experience
Subject Matter Site Subject Matter Site
Paid Search
Organic Search
Paid SearchOrganic Search
Awareness Consideration Selection Sales Repeat
Paid eDM
Website
Digital PRMember eDM
Landing Page
Microsite
Company Blog/Forum
Paid Mobile List
Member Mobile List
Member Website
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Digital is like
cake
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The digital layer cake
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The digital layer cake
MessagingPictures and Words
MessagingPictures and Words
Interactivity / Delivery / Experience
Behaviour path and outcomes
Interactivity / Delivery / Experience
Behaviour path and outcomes
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The digital layer cakeMessaging
Pictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
GoalGoal
Goal: Drive Down The Behaviour Path (Interaction Depth)Goal: Drive Down The Behaviour Path (Interaction Depth)
Messaging is different in detail but consistent in tone
Interactivity is acknowledging of context
Messaging is different in detail but consistent in tone
Interactivity is acknowledging of context
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So, digital has two extra dimensionsMessaging
Pictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
MessagingPictures and Words
MessagingPictures and Words
InteractivityInteractivity
GoalGoal
Goal: Drive Down The Behaviour Path (Interaction Depth)Goal: Drive Down The Behaviour Path (Interaction Depth)
Messaging is different in detail but consistent in tone
Interactivity is acknowledging of context
Messaging is different in detail but consistent in tone
Interactivity is acknowledging of context
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Picture of a carrot – illustrate the objective or goal of the audience
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Digital vs RetailDigital is like retail
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Someone has to make all this!
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• Entry experience
• Signage & Language
• Products
• Product placement
• Sales & Services
• Driving store traffic
• Increasing basket size
• Brand
• Trial
• Specials & Offers
Considerations of retail are very similar to online
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Sometimes it’s like the front bit of Ikea
Sometimes it’s like the back bit of Ikea
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Always consider the user/audience/customer
– remember their involvement is voluntary
• What are we asking them to do – is it reasonable?
• How can we frame this so we are delivering extraordinary value or something remarkable?
• Entertainment
• Ease of use
• Informative
• What is the desired behaviour path we want them to take? Can we motivate them effectively at each point to continue down that path as far as possible?
Regardless of project
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1.Heuristic Landscape
2.Mnemonics
3.Prime your campaign for distribution by your fans
4.Would it look good on a badge?
5.Are we asking something reasonable?
6.How can we deliver more value to the audience?
6 tips for a great digital campaign
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So when you brief
a creative team…
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Briefing TipsIn addition to all the usual stuff…
• Make sure the brief is action focussed and clearly articulates how various elements should work together
• Clearly articulate what the target audience will and won’t respond to
• Clarify what the goals of the campaign are• A DR approach will be very different from a brand approach
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…and when you
review creative…
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Reviewing creative• Make sure everything makes sense in a behaviour path
• Make sure each element of the campaign is in line with the context of the creative in the previous step
• Make sure everything is encouraging and motivating• Appropriate amounts of copy
• Asking something reasonable
• Ask “does the idea allow a simple communication of the idea as well as a deep exploration of content”.
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