clear's view on the digital world
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Hello.
‘digital’.
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The digital world is growing. It is becoming an increasingly large part of consumers worlds and our clients brands. We see clients budgets being diverted to ‘digital’
However, there remains a distinct lack of clarity as to what does ‘digital’ really mean, & how can it be most effectively used to drive brand growth
This space is ripe for a bit of clear simplification and commercial thinking.
Introduction.
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So....
We developed a perspective on how the many aspects of digital can be used to create impactful desirable profitable brands.
We will use that perspective to help build our clients brands and also apply that thinking to how we create fame and desire for Clear
Introduction.
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The first thing you need to know is that this is a big fat word & includes:Social Networking Sites.... linked in, face bookOnline content.... youtubeWebsites & microsites....Viral content.... Creative you pass onOnline brands.... Such as farmville, zapposApplications.... Nike Run, Hardware.... Ipads, mobile, videoMobiles.... Content, advertising
What is ‘digital’?
When talking to clients we need to be as specific as we can...
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Onlinebrand
Amazon, FarmvilleAsos, compare
Exist on the internet, heart of the brand is intangible & digital
A framework.
ServicebrandVodafone, BA
Heart of the brand is not in a product but in the delivery of a service or
experiencemix of tangible and
intangible
Product brand
Sure, Adidas, Sony
Something you can put on a shelf Tangible
Retail brand
Boots, Sainsbury’s, Waterstones
An experience designed to facilitate purchase of a product
mix of tangible and intangible
Digital insight
Digital Activation
Digital products & platforms
Social networkingDigital broadcasting
apps
Non digital insight
Non digital activation
ATLDM
Events and promotionsSponsorships
Poster
qualquant
Active listeningDatabase mining
Social network analysis
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Onlinebrand
Amazon, FarmvilleAsos, compare
Exist on the internet, heart of the brand is intangible & digital
A framework.
ServicebrandVodafone, BA
Heart of the brand is not in a product but in the delivery of a service or
experiencemix of tangible and
intangible
Product brand
Sure, Adidas, Sony
Something you can put on a shelf Tangible
Retail brand
Boots, Sainsbury’s, Waterstones
An experience designed to facilitate purchase of a product
mix of tangible and intangible
Digital insight
Digital Activation
Digital products & platforms
Social networkingDigital broadcasting
apps
Non digital insight
Non digital activation
ATLDM
Events and promotionsSponsorships
Poster
qualquant
Active listeningDatabase mining
Brand experiences
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Our beliefs.
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everything about it can be explained using the frameworks within clear
Digital is nothing to be scared of
Some brands exist in the digital world, some brands you can touch, some brands use digital activation to bring themselves to life, others do not. Some use the digital world to gather insight and ideas others do not. Simples!,
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that can build brand experiences like any other.
Digital is a medium
Digital provides a new and exciting opportunity to connect with your audience in the way the advent of TV, the internet, events-based also provided new opportunity. We need to learn where it can be most effective. Just as we give guidance to clients on the role of TV advertising, packaging, innovation in creating a desirable brand, we need to do this with digital,
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has some unique characteristics.
The digital medium
Unlike other media, it can’t just be bought/owned/controlled by brands to broadcast a message. It is much more owned & shaped by consumers.As a result it can be unpredictable – brands need to keep an eye on what is happening, how consumers respond and change and shape their messages and activities quickly as a result. Think managing PR rather than TV!,
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when considered as part of a total brand experience.
Digital activation is most effective
People’s relationship with a brand is composed of interactions with all the touch points. These different activation levers can all influence what people think, feel and do to different degrees. The most powerful brand building campaigns will have clear roles for all those levers,
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still use a mix of activation methods.
Digital-based brands
Even brands whose heart is in an intangible digital space still seek to grow through non-digital methods. Look at the Alexsandr Orlov toys and books for compare the market.com. Increasingly all brands use a fluid mix of digital and non-digital within their brand make up,
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with certain target audiences.
Digital activation can be highly impactful
Certain types of people engage with digital world more than others. They have more interactions and it forms a greater part of their life. Getting your message to where people are has been part of marketing for ever. Digital can help you get your brand and your brand story to audiences harder to reach through other channels,
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a disproportionate impact to cost.
Some digital activation can have
The viral nature of certain digital ideas means they can spread incredibly quickly, gaining huge reach and coverage in a short space of time. Clients are excited and desire the ‘explosion’ of interest. However, the majority of digital campaigns are still not measuring clearly the return on investment
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absolute clarity on your objectives.
Successful use of digital requires
Just like any other activation lever you need to know exactly what you are trying to achieve in terms of influencing your audiences behaviours. Be clear on what you want them to think feel and do differently as a result of a digital interaction. And be clear on what you are bringing to your audience in this space... Entertainment, information, a service...,
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into what people think, feel and do.
The digital world can be a rich source of insight
This world is full of conversations and points of view that can help us get to better ideas for brands. It is also full of technology that can help us get closer to consumers, for longer in a more honest way. We need to better use the technology available to us to tap into both these areas,
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for brands in many ways.
Digital activation can create desire
The right use of digital activation can contribute to many aspects of a brands desirability whether you are a product brand or an online brand. The same principles apply,
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Key role for digital?
Think bigger. Focus on the future.Provide clarity. Inspire connection.Create experiences.Constantly innovate.
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Thinking biggerThe digital world gives the brand an opportunity to deliver its purpose beyond its core category, becoming more than a product
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Nike –bringing out the athlete in all of us
Boots -Champion The Right For Everyone To Feel Good
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Creating experiences
Digital allows brands to extend their experiences beyond the core product. This allows for more touch points & delivery of extra benefits and a more enhanced brand experience
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• 4 th trending topic Twitter• 12m reach Day1 • Award - “Best Use of
Social Media 2010”
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Creating experiences
Digital allows brands to extend their experiences beyond the core product. This allows for more touch points & delivery of extra benefits and a more enhanced brand experience
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Cad and the dandy – bespoke experience
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Inspire deeper connections
Digital initiatives & platfroms can facilitate a greater dialogue and interaction with a brand strengthening the relationship
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Inspire deeper connections
Digital initiatives & platforms can facilitate a greater dialogue and interaction with a brand strengthening the relationship
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Constantly innovate
Digital initiatives & can provide the platform for developing new offers and services & enhancing existing ones
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How can it influence what people think feel and do?
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Think differently
An honest peer2peer assessment of the car
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Think differently
This business listens and responds to me
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Feel differentlyPepsi’s cause campaign is focused on improving communities around the world and rewarding individuals and non-profits alike for the creative ideas that receive the most votes.
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Act differentlyIn 2010,Hawk hosted his second annual ‘Tony Hawk Treasure
Hunt’ on Twitter. He gave away skateboards, backpacks,
guitars and other merchandise to fans. The scavenger hunt
was announced on his website and Twitter feed using the
hashtag #THTH. Items were sent for hiding to friends in 60
cities across the world . Hawk spent hours on Twitter on
Sunday revealing their locations and learning which ones were
found.
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Act differently
Advocacy
Buy deals
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Thank you.
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