313 digital objectives strategies - march 14
TRANSCRIPT
Objec'ves, Strategies and Tac'cs
What Goes Where When
March 11, 2014
Why is this important?
Director
Associate Director
Supervisor
Planner
Why is this important?
Objec'ves Strategies Tac'cs
Why is this important?
• Well wriGen objec'ves & strategies are needed for every stage of planning:
– To set the stage
– Lead to strong “big ideas”
– Keep everyone on the same page
– Inform ques'ons like, “why are we doing this?”
– Explain digital diagnos'c ques'ons like, “why is our CTR is so low?
A real-‐life planning situa'on?
"When my client asks if changing the target from Enterprise CEOs to Expec9ng Moms will have an effect on the strategy, I'm like . . ."
Another real -‐ life planning situa'on?
"When I ask the client who the target is and she says 'everyone,' I'm like . . .”
What is an Objec've, Strategy and Tac'c?
• Business Objec'ves: What is this plan trying to accomplish? – Generally best to have only a few objec'ves – Do not address media types in objec'ves
– Needs to be measureable
• Media Strategies: How will you accomplish the objec'ves? – May include a channel for reaching the target, such as digital
– Does not include a specific vendor or media property
• Media Tac'cs: What specific ac'ons will you take as part of the strategies? – The granular detail – Sites, networks, content, etc.
What will you need to build strategies?
• Business-‐related informa'on: – Business objec've(s) the client wants to achieve – Target audience – Success measures
– Crea've concepts – Budget, 'ming and geography
A strong answer to “what is the measure of success?”
What will you need to build strategies?
• Ask ques'ons to shore up content, and to get beyond briefing documents – Compe''ve insights
» How much they spend? » Where they spend? » When do they spend? » Crea've rota'on?
– Client insights » Consumer media habits? » Consumer shopping/informa'on searches? » Product and shopping cycles? » Product distribu'on plan? » Mature or new product? » Established or new target?
Analogies to remember the difference
• Objec9ve: Stop the bombing • Strategy: Prevent them from making bombs • Tac9c: Sneak into their lab during the night, and steal the chemicals • Objec9ve: Get to work by 9:00am every day • Strategy: Set mul'ple alarms • Tac9c: Put one next to me, one in the bathroom, and one in the hall • Objec9ve: Save 10% of my salary each month • Strategy: Save funds before I can spend them • Tac9c: Auto withdraw 5% into the company plan, and 5% into my
savings account
For Discussion: Examples of Objec'ves
• Obtain 10,000 coupon redemp'on during Q2 • Increase online sales by 15% • Generate 10,000 more Likes on the client’s Facebook page • Create 20% more awareness of the new product • AGain #1 share of market sale in CY 2014 • Increase store traffic across the chain by 20%
ü Is it specific? ü Measureable? ü Does it specify the 'meframe for success? ü How will you know you achieved it?
Measures of Success
• Key Performance Indicators (KPI) – Objec9ve – Increase online sales by 15% – Online Behavior -‐ Drive to site to make a purchase – KPI – Website sales transac'on
– Objec9ve – Increase store traffic across the chain by 15% – Online Behavior – Drive to mobile landing page with
store locator – KPI – Store locator search
– Objec9ve – Create 20% more awareness of the new product
– Online Behavior – Interac'on with ad – KPI – Expand rich ad to read product descrip'on or watch
demonstra'on video
Media Measurement
• Website Analy'cs – Measures every page visit – Measures traffic from every source – Iden'fies common paths and website usability
issues
• Media Analy'cs – Measure key performance indicators – Measures traffic only from paid media – Iden'fies effec'veness of media tac'cs
and enables op'miza'on
Media Analy'cs
• Generate a conversion tag from the ad server • Place the tag on the client website on the page that
confirms the desired behavior – Downloaded coupon – Store locator search result – Thank you page for ecommerce purchase
• Add triggers into rich media ads to measure customer interac'ons
• Conduct online survey – Brand awareness prior to and aler ad exposure
For Discussion: Examples of Strategies
• Concentrate media on markets with restaurant penetra'on index score of 300+
• Reach influencers who will be more likely to spread the message to the decision makers
• U'lize targeted prime-‐'me programming in Q4 • Reach the target while they are in close proximity to the store • Generate assets that will demonstrate the product benefits • Encourage current customers to write tes'monials • U'lize na'onal print publica'ons to generate interest in the movie
launch during December, 2014
ü Does it lead to accomplishing the objec've? ü Is it high level, and does not contain specific
ways for it to be implemented? ü Can tac'cs be used to fulfill on the strategy?
For Discussion: Examples of Tac'cs
• Use Millennial Media to deliver mobile ads to people within a 5 mile radius around each store
• Run pre-‐roll video on CBS.com before sports-‐related content • U'lize email to deliver a printable coupon • Use rich media to allow consumers to find the store near them from
within the banner ad • Bid on compe''ve brand terms within the Google search engine to
conquest people looking for our compe'tors • Only run dinner related ads from 4:00p.m. to 8:00p.m.
ü Does it support the strategy? ü Does it deliver a specific recommenda'on? ü Is it something that can be implemented?
Working Session
Identify if each statement is an Objective, Strategy, Tactic or None
Working Session 1-‐5
Objec've Strategy Tac'c None
1 U'lize rich media ad units to deliver video X X
2 U'lize local news sites such as Click On Detroit X
3 Carefully evaluate where the money will be best spent X
4 Reach target audience when they are most likely to be at home X
5 Run ads on CBS.com during the 'mes that the event is on the air to generate tune in X
Working Session 6 -‐ 10 Objec've Strategy Tac'c None
6 Use influencers to help seed the message and create excitement and an'cipa'on for the new product X
7 Leverage paid media to amplify the social conversa'on with those talking about the product and category X
8 Include mobile adver'sing to reach busy women X X
9 Increase Year-‐over-‐Year sales of widgets by 15% X
10 Increase store traffic at the Denver loca'ons by 50 people per day X
Working Session 11-‐15
Objec've Strategy Tac'c None
11 Increase the average purchase amount X
12 Increase profit of key client services by 21% X
13 Create a sense of immediacy to drive traffic in-‐store X
14 Increase awareness of the brand 10% X
15 Place audio ads on Pandora X