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Георгий Страхов о стратегии бренда в digital среде. Хорошая структура и подача, но не хватает комментариев автора.
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2009
Brand in Digital 2010How to connect with your consumers?
What to do with them?How to measure effectiveness?
Brand in Digital 2010This presentation represents Tribal DDB Moscowstrategic vision and approach to Digital Marketing.
0. Consumer decision journey
1. Reaching target audience
2. Working with them
3. Binding to the product
4. Measuring effectiveness
5. Digital planning for a year
2
0. Consumer decision journey : classical model
Source: McKinsey 3
0. Consumer decision journey : new model
Source: McKinsey 4
0. Consumer decision journey : implications
Marketing spendings areas
5
Get to the initial consideration set
Reach the audience
Create the purchase intent as a result of active
evaluation
Work with them
Create rich postpurchasing
experience to increase loyalty
Bind to the product
1 2 3
Weight of each area depends on the business objectives for the moment
6
Get to the initial consideration set
Reach the audience
Create the purchase intent as a result of active
evaluation
Work with them
Create rich postpurchasing
experience to increase loyalty
Bind to the product
1 2 3
1. Reaching the audience : targeting
7
● Target Audiences do not consist of average people described in the briefs
● Target Audiences consist ofPEOPLE and COMMUNITIES
● In Digital we can target specific communities and specific people, not only age groups or income levels and interestse.g. you can reach those 5 only people on Facebook who like certain type of books and live in a small town in northern Canada with your targeted message
● You can reach alpha users specifically, who affect the attitude of the whole microcommunity to a certain category of products
1. Reaching the audience : types of media
8
Types of Digital media available to invest in:
Website, community, social networking profiles
and groups etc.
Owned media
Buzz in the Internet, press coverage of
events etc,
Earned media
Banners, Context ads, payed seeding in the
social media etc,
Bought media
1 2 3
Weight of the area depends on the marketing objectives for the moment.In any case investment in the bought media underdelivers without proper investment in the owned media.
1. Reaching the audience : strategies
9
Engagementstrategy
Reachstrategy
From weak experience
To strong experience To weak experience
From strong experience
Combination of the two strategies works best
Get to the initial consideration set
Reach the audience
Create the purchase intent as a result of active
evaluation
Work with them
Create rich postpurchasing
experience to increase loyalty
Bind to the product
1 2 3
2. Working with the audience : approach
11
● Focus on people rather than on the brand or the product
● Do real things rather than just talk at people about your mission
● Cocreate with people, involve them into what you're doing and do it with them
● Concentrate on one thing instead of trying to cover every possible topic related to your product range
● Be flexible. Plan approach and processes rather than concrete activities as things get changed too fast in the digital media sphere
2. Working with the audience : levels
12
website, SEO, context advertising, SMO etc.
services and applications, eCRM, eCommerce etc.
social networking, widgets, integration, content etc.
banners, video ads, viral campaigns, single player games etc.
contests, reality shows, multiplayer games etc.
Inform
Facilitate
Communicate
Impress
Engage
must great
2. Working with the audience : areas
13
Website(with social mechanics)
YouTube
Blog hostings
Search
SocialMedia
The
ma
tico
nlin
e m
ed
ia
Twitt
er
Fac
eb
oo
k
Porta
ls
● Website is the center of everything you do online. There the users can have unlimited experience and continue their journey to their first or repetitive purchase
● Owned channels in social media are a must, as they allow the users to get almost as much experience as on the website but the price per attracted is less compared to the website.Moreover users tend to hang out where they are, so it's wise to talk with them there
● All the outer Internet is where we can get new users to talk with
14
Get to the initial consideration set
Reach the audience
Create the purchase intent as a result of active
evaluation
Work with them
Create rich postpurchasing
experience to increase loyalty
Bind to the product
1 2 3
3. Binding to the product
15
● Digital can help increase consumers' postpurchasing experience:they could win a prize, or become a preferred member of a branded community with unique values, or get instant money onto their mobile phones or get a nice branded social mobile game to play with friends and the product pack
● In order to create valuable and unique postpurchasing digital experience we need to verify the purchase. There are many ways to do that: special unique codes on the pack digital coupons and more
● If the binding is done properly we will manage to create addition purchasing driver for the next purchase
4. Measuring effectiveness : value
16
value = experience engagement*price
4. Measuring effectiveness : payment models
17
weak contacts
deep contacts
registrations / leads
visits to the website
real actions
transactions
recommendations
engaged proactive contact
CPM
CPC
CPL
CPE
CPA
CPS
5. Digital planning for a year : levels
18
Inform : all the time, continuous optimization
Facilitate : all the time, continuous optimization
Communicate : all the time, continuous optimization
2009 2010
Impress : 2 months promo
Engage : big activation
Impress : big activation
5. Digital planning for a year : flowchart
19
DecemberJanuary
ACTIVATION 1
ACTIVATION 2
ACTIVATION 3
COMMUNICATION IN SOCIAL MEDIA
WEB PLATFORM
5. Digital planning for a year : investment
20
Recommended digital budget split
Inform and involve new audience,
accumulate existing audience and maximize pre and postpurchase
experience
Web platform
Be present in search and social
media to communicate with new and existing audience during active evaluation
Constant activities
Reach new audience and reengage existing
audience creating new value and activating the
loyalty loop
Activations
20% 30% 50%
2009
Thank you!In case of questions please don't hesitate to contact
George StrakhovClient Service Director @ Tribal DDB Moscow
[email protected]+7 916 3513698