Digital

Jason Dunstone

Think about a brand you love?

When did youfall in love?

How did you first hear about this

brand?

How do they talkto you?

How do you talkto them?

In what ways, if any, do they use

digital to keep your love strong?

Do you care?

So how do you get your digital

strategy right?

But first, some of the discussions I

have

“Traditional is dead”not

“Why won’t clients spend moreon digital?”

Creativity

A mental and social process involving the

generation of new ideas or concepts, or

new associations of the creative mind

between existing ideas or concepts.

Creativity is fueled by the process of

either conscious or unconscious insight.

Cre⋅a⋅tiv⋅i⋅ty

Relevance is king

Use of digital devices18-24 25-39 40-49 50+

Mobile phone

100% 94% 93% 80%

Computer

100% 98% 96% 73%

The internet

100% 96% 91% 65%

Portable mp3 player 86% 32% 30% 13%

LCD / Plasma TV

68% 58% 63% 53%

Digital camera 48% 70% 32% 34%

Pay TV

41% 36% 54% 29%

Video game console

30% 15% 14% 6%

Home theatre

30% 19% 25% 9%

Digital radio

27% 6% 5% 6%

Use of digital tools18-24 25-39 40-49 50+

Instant message/chat

84% 47% 47% 13%

Read news online

55% 62% 51% 24%

Download music

48% 11% 11% 2%

Upload photos

45% 23% 16% 8%

Research new

purchases

45% 42% 40% 19%

Blog

36% 13% 9% 2%

Shop online

25% 26% 9% 4%

Download movies

9% 8% 4% 0%

Upload videos

7% 6% 0% 0%

Use of key websites18-24 25-39 40-49 50+

Google

100% 96% 84% 56%

Facebook

70% 53% 25% 9%

YouTube

52% 47% 33% 7%

Wikipedia

45% 34% 37% 16%

Bebo

23% 0% 0% 0%

Myspace

14% 0% 0% 0%

Twitter

0% 0% 5% 0%

LinkedIn

0% 0% 4% 1%

Flickr

0% 6% 9% 1%

Searches for ‘Twitter’

Yet, a drop in the ocean twitter    facebook    myspace  

SubstanceBoldness

Build it & they will come?

“Digital is generally an after thought”

Integration is essential

Strategic planning

Digital strategy

Creative development

Media planning

“What really decides consumers to buy or

not to buy is the content of your

advertising, not its form” [David Ogilvy]

Consistency of message important

Creative Effort - Typical

Creative Effort - Suggest

Is digital about immediate response,

engagement or learning for the

future?

In just a few years the digital landscape

is dramatically different, e.g. web usage from 60%

2005 to 83%

So where does research fit?

Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance.

At its core, great research should minimise the boring and pointless.

Illumination

“Inspiration and guidance”

Testing

“Confidence and direction”

Monitoring

“Impact and opportunities”

“He who is brave is free”