digital 360
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TRANSCRIPT
Digital360
Contents
GoalsChannelsPeopleBrands
It is not about good old 360
Idea
TV
Press
OOH
In-Store
Digital
Digital is no longer just one of channels to put your ad in
Idea
TV
Press
OOH
In-Store
Digital
“And in digital we will have flash-game”
Fixed well formulated one channel-neutral idea
THERE ARE MORE AND MORE SITUATIONS WHEN DIGITAL IS TAKEN AS A SEPARATE ENVIRONMENT
- Brand is digital (mail.ru, facebook.com)
- Digital is the only media for campaign (totally digital project) – the best job in the world
- Digital becomes serious selling channel (Braun blender)
- Brand decides to have its natural long-term presence (Red Bull)
It is a multichannel space itself The most multichannel actually
where different instruments and channels have different functionality and effectiveness for different tasks
And a proper short-term or long-term media mix with proper goal and role of each digital channel should be developed
To be done 1
Set the goalS
Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES
Word of mouth (Leads to the site) Product immersion Ultimate Purchase
motivation
Awareness Interest Trial
Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES
Word of mouth (Leads to the site) Product immersion Ultimate Purchase
motivation
Awareness Interest Trial
Example 2Long-term online brand presence to GROW BRAND COMMUNITY
Support fans communication
Involve new people in community
Make others know about community and it’s life
Loyalty Interest Awareness
To be done 2 Know people
The question is – could you put THE SAME “KEY VISUAL” or fixed well formulated idea in all channels IN THE SAME WAY?
No
1. People are changing
People become more powerful in terms of choice
The ultimate goal of new paradigm is to make people to be interested and explore information about your brand – ON EACH STAGE IN EACH CHANNEL
Word of mouth (Leads to the site) Product immersion Ultimate Purchase
motivation
Awareness Interest Trial
“Digital is different – let’s have provocative video on youtube and people will love us”
No they will not – people didn’t become stupid or naive!
If after this video people are led to the difficult boring siteOR SITE IS OK BUT VIDEO DIDN’T PREPARE PEOPLE FOR WHAT THEY WILL SEE (THERE IS NO LINK)
PEOPLE WILL LEAVEYOU NEED TO FIGHT FOR CONSUMER ATTENTION ON EACH STAGE FROM THE VERY BEGINNING
To be interesting again and again on each stage of communication we need to USE SPECIFIC PSYCHO NEEDS OF PEOPLE WHEN THEY ARE IN EACH CHANNEL
2. People are Different
You should always add INFORMATIONAL ACTIVITY to all socio-demo-psycho brand TA criteria
FOR EACH SPECIFIC GOAL
AND EACH SPECIFIC CHANNEL
YOU NEED TO DEVELOP DECISION WHICH WILL
INVOLVE MAXIMUM USERS OF DIFFERENT INFORMATIONAL ACTIVITY TYPE
ONE BIG COMMUNICATION GOAL
Goal 1(Attract)
Goal 2(Involve in product)
Why do you need digital now?
What should be a consumer digital journey?Goal 2
(Persuade)
FacebookWhere it will happen?
Youtube
Banners
AdWords
Product site
Product site
On-line magazine
How to involve?
Promo-site
How we involve creators? How we involve critics? How we involve
collectors?
How we involve joiners? How we spectators?
Media
People
Brand & Idea
360 in terms of digital channels 2 be used
360 in terms of each channel functions for different types of information consumers
Single-mindedness&one Big Idea
STILL TRUE?
What is going on with brands?
3. Brands are changing
Driven by changes in 1) consumer specifics2) product distribution specifics3) media specifics
Long tail economic paradigm
Pareto distribution curve illustrating the 80/20 principle .The black part of the curve are the hits – the 20% of clients bring you 80% of the profits
Reason 1. Distribution trends
While Wal-mart can stock only 4,500 unique albums (amounting
to 25,000 songs) on its shelves, Rhapsody stores as many
as 1.5 million unique song tracks on its servers
Reason 2. Media specifics
For as little as one US cent, any one of us can place an online advertisement on a site anywhere in the world
Google is tapping not the mega-advertisers but advertisers of any sort and size
Reason 2. Media specifics
Everyone is welcome to become MEDIA
You don’t have to be a media conglomerate to make money by displaying ads - a simple humble blog will do. All you have to do is sign up with Google AdSense
Total media democratization
most of the principles of brand-building were formulated at a time when mass media with its HIT-DRIVEN ECONOMICS was at its prime
Its purveyors took the scarcity of media (ОГРАНИЧЕННОСТЬ МЕДИА И ОГРАНИЧЕННОЕ ВРЕМЯ ПОКАЗА) and limited exposure time for granted – for they couldn’t even fathom a world of media abundance and audience fragmentation.
the changes
TIMES OF SCARCITYScarcity of time (15 sec) timeScarcity of interactionScarcity of choice
one-size-fits-all productsSINGLE-MINDED-MESSAGE
“Repeat the same message many many times over - more number of times the consumer gets to listen/see/read a message, the more strongly he will associate it with the brand, right?”
TIMES OF ABUNDANCEAbundant shelf spaceAbundant distribution (in media channels and bandwidth) Abundant choice
customized productsBRAND PROPOSITIONS TAILOR-MADE FOR EACH OF OUR NICHE AUDIENCES
“The more abundant the storage and distribution, the less discriminating you have to be in how you use it.”
1950 - 2005 2005 - ETC
So what’s the option?
or let’s reject this situation
There’s nothing sacrosanct about the single-minded brand proposition. Nothing to defend
In fact, in internet it iseasy to prove that it is a wrong strategy to follow
just think of adwords strategy
The long tail of brand building
advertising agency’s task is to engineer a ‘hit’ – a task made infinitely more difficult because there is only one product to get it right and there is no way to hedge one’s bets.
A healthy and complete long tail of the brand. The primary proposition stills draws the hits. But abundant shelf-space and low distribution costs enable the brand to connect with every niche idea with its own set of loyal consumers.
But what of the other equally viable brand ideas for the same brand? They probably can’t end up as ‘hits’ and attract audiences by the millions, but they too can have their own niche audiences – numbering in the thousands, hundreds, tens or even ones and twos. But the harsh economics of a hit-driven world mean that there’s no place for them.
The task of the advertising agency here is to generate all the myriad communication messages with which people could relate to a brand and create communication for them all
VOLVO EXAMPLEVolvo’s primary brand proposition could continue to be safety. But here are lot’s of people for whom its European-ness and cool design and very valuable
“Long tail businesses treat consumers as individuals, offering mass customization as an alternative to mass market fare.”
People can help
More and more brands ask people to create an ad for them or express their opinion about why they like or why brand is valuable
CHEVY EXAMPLEChevy recently ran a contest in North America for consumers to create their
own commercials for Chevy Tahoe, their most profitable model. An online micro-site provided participants all the raw video footage required – participants could mix and match the material and assemble a commercial to their own script
In four weeks, the contest attracted more than 30,000 entries – far more than can have been done by a paid team of experts, no matter how large.
CONTEXT CAN HELP
Studying specific profile of specific digital tribes (site users) you can find new proper propositions
NEGATIVE CAN HELP
Create negative database for your brand – characteristics which conflict with others
If Volvo stands for “safe to drive” it can’t stand for “dangerous to drive” but still can be “thrilling to drive”
SIMPLICITY CAN HELP
Don’t marry 2 benefits in one difficult to get feature – keep them 2 as equals
The result
STRUCTURIZED BRAND COMPLEXITYCLOUD TAG – IS A FUTURE OF BRAND VISUALISATION
Media
People
Brand & its Idea
360 in terms of digital channels 2 be used
360 in terms of each channel functions for different types of information consumers
NUMEROUS BRAND PROPOSITIONS От Большой Идеи к Общей бренд-Идейности или проблематике
360 in meaning
Resume
WHILE MAKING CREATIVE FOR DIGITAL:
• Set up the overall goal of your presence in digital – why are you here?• Understand all possible consumer informational paths (as if banners don’t
exist) inside Digital world – understand touchpoints/channels• Explore specific functionality of each channel to interact with different
types of “information consumers” inside each of them• Understand what brand proposition better fits each of the channels• Create small specific decision for each of channel
Thank you!