CW2 DIGITAL MEDIA PLANNING - MG506

THE ROLE AND RELEVANCE OF ONLINE MEDIA IN THE LIVES OF KEY CONSUMERS

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The role and relevance is playing an ever-important role in media planning in the modern digital age. The consumer is becoming more sophisticated; they know there is always going to be other products available with a tap of a screen, with 78% of Internet users conduct product research online (Hubspot 2011) The point of role and relevance is to harness given situations, for example when someone is on the underground their emotions are different then at home. In tern media planners need to understand what triggers, perceptions, tastes, emotions and priorities in a given situation.

Planning is has changed because of the change in channels for consumers, however buying is still following an old linear model, the same expectation of currency for buying media space. But for Digital how can an agency correlate the effectiveness of a social media sit to drive sales.

A Medium is defined by Hamish Pringle and Jim Marshall 2012) as a place where advertising impacts on how consumers perceive the message and the brand. However with digital and speed of the Internet and speed of the hardware available Negroponte’s model of convergence takes ever more prevalence.

 Baileys Irish cream based liquor owned by Diageo is well established in the UKs culture and market. The issue is has the brand and the supporting agencies kept the liquors marketing communications fresh tasting? With the market mature at growth of 4.0% if market share is held between 2011-2016 according to (Mintel 2013)

The target audience is 18-24 Women (Mintel 2013) The social grade is B or C1 is according (Carat 2011) also found through heir research the average household income at £32k and 50% are married with 18% with a partner and likely to have a child living within the household. Busy working lifestyles with modern day economic financial pressures.

The personal use of technology by the Baileys drinker is a laptop 46% for home use, smartphone 30%, Sky TV 21%, digital radio 22% and games console 30% within the household. This helps marketers to understanding where the 3000:12 (messages seen) : (messages remembered) what platforms these message are being consumed on, in one day. The target audience are digital ‘natives’ they will know what a twitter feed is or a Facebook timeline and a percentage will know what QR code is.

Carats research also covered to the tasks and platforms used on an average Monday for the Baileys drinker.

(IPA 2011)

The digital platforms that need to be highlighted are, heart radio, Gmail, Facebook, Smartphone, Online banking, Online research (holidays), Ipod/smartphone music, radio, TV. These are only the mediums they are actively engaged with, if planners can actively plan communications around these touch points with role and relevance of the time of day like the tasks the target audience is carrying out the context of the ad will make it more effective.

Mobile devices stands at 27% of the population own a Tablet, 54% own a smartphone and 74% own a laptop according to (GFK consumer Choices 2013)

 The increase in smartphones now overtaken normal phones the modern handset is classed as a pocket PC, allowing consumers access to data and rich content wherever they are. 50% of mobile traffic is video, up from 40% in 2011 (Warc Trend 2012) The R&R of this would be if people are on the go they want to access information or a service quick and easy, so if a website isn’t mobile or tablet compatible they have lost potential sales.

Four consumer trends driven by mobile as by (Warc Trends 2012)

1. Consumers filling up time with their mobiles, browsing online for content like news usually on the move.

2. Playing games and location-based features allowing brands to set up games that cross into the real world – mobile-driven treasure hunts, for example.

3. Mobile applications to gather data on themselves. For example, if somebody is training for a marathon, they can use GPS technology to track how far their training.

4. Multi-screen viewing while watching TV for example. With the increase of smart TVs people are able to connect their mobile together so they can comment and interact with the content.

What smartphone users do with their mobiles (%)

1 in 10 retail e-Commerce pounds are now spent via mobile device (Comscore 2012)

Instagram the photo sharing application for smartphones was bought by Facebook in April 2012 for $1billion. The reason why Baileys should be looking at Instragram is that 68% is Female and 35% is 18-24 this would mean this platform is perfect for the target audience.

 

Tablets are becoming the new second screen so the importance of understanding what consumers are doing actively while watching TV for example when a brands ad is being played. Global uses of tablet devices (%)

Accessing the web is quite high so when planners are analysing data of what web sites are frequently used by their target audience. (Media playground 2013) said that most of the use of a tablet is mostly home use, usually in front of the TV.

Social media

Key insights (Warc trends 2012)

The growth in use of social media has outpaced the overall growth in understanding of how to use it effectively for communications.

Warc’s case study libraries suggest that campaigns are small-scale due to the experimental nature. Nevertheless can deliver goals, including large commercial objectives.

Brand need to incorporate the same seriousness of thinking to planning, strategy, integration and use of metrics as is used in the best traditional campaigns

Effective social media campaigns need to adopt content-led mindsets based on the brand idea and the rest of key campaign elements.

 Facebook has added its billionth user. The daily volume of tweets has more than tripled to 330m. And Pinterest, Instagram and others have emerged as social platforms of scale. Brands need to keep relevant on these platforms as they will easily disconnect and brands content will not fulfil its role for example information resource or entertainment. Social media will always be key to media planning because of the reach 36% of western (Warc 2011) Europe on social media and oppunities it offers for deep engagement.

Twitter is used by key events the best example is the 2012 Olympic games and highest tweeted event ever was when Spice girls were siging. Also recently the 2013 super bowl when there was a blackout and Oreo the brand jumped to the chance and tweeted a picture ‘you can still dunk your Oreo in the dark’ So keeping timely is key to social media active. 60% of all tweets are TV program related (Mediaplay ground 2013) so sponsorships and product placement to these key events and shows will be great to make digital content have R&R because the content will relate directly to the target audience if they watch these shows. Compared to Facebook Twitter followers are 60% more likely to provide brand recommendations than the norm.’ (Warc 2012)

USING ONLINE MEDIA TO ACHIEVE THE OBJECTIVES

Objectives

Create engaging and memorable content in partnership with key events and influential bloggers, while providing the perfect setting to educate consumers on the many flavours and benefits and uses of Baileys.

Strategy

To work with blogger and events to drive effective content that inspires and engages the target audience to consume baileys.

Build awareness -> engage consumers -> create sales leads -> direct sales -> customer service

Word of mouth is key with the Baileys brand. Women of the target audience are losing the connection with Baileys, thinking it’s for festive periods, or its heavy its too thick’. However, their friends with similar tastes will be the most effective medium on influence.

The best way to get communities’ talking about Baileys is to target a greater audience and the platforms they use. As from the above research on bloggers their word is trusted, their followers believe what they say is true this Is why we want to work with then to explorer baileys for themselves. The campaign will be based completely on transparency because the product is good, it just has a near negative perception within the target audience.

After the bloggers have been chosen there will be plan drawn up with each blogger, as each experience needs to explore different attributes and qualities of the baileys products. The end result will be an event hosted by the blogger. Some ideas explored later. The bloggers will have to have a strong following within relevant interest to the target audience for example fashion, cooking and health. This will mostly be personal blogs but also professional company blogs, like local bakers, fitness instructress, fashion designers, cocktail blogs, coffee experts also known as ‘Barista’.

The bloggers will continue with their format of content to make the messages believable. The posted need to incorporate other aspects in life for the target audience to show the brand fitting within their lifestyles.

The bloggers campaign will be split into three.

 Carats ‘In need of a moment’ the stage will be exploring solving the problem for the individual blogger. Each blogger will praise the attributes of the product in different ways to encourage more uses of the product. This might be for example connecting with old friends, new cooking ideas for a business like a local baker, Wedding planner looking for new ideas. University students hosting a party or social events. Sponsored bloggers, this will include organisations like fashion magazines that the brand has worked with, see how baileys has contributed to the event.

‘Preparing for a moment’ This is where most of the content will be made and published to the blogs. This will be all the preparation for the party or hosted event by the blogger. For example might be researching on recipe sites for cakes cookies or websites are used for cocktails. The blogger will be encouraged to use natural sites for search, as this will let baileys find new areas for targeting the target audience.

Depending on the blogger Baileys would like to drive towards organic video footage, this makes it personal and even more believable. This will be left up to the blogger how much budget will be given to this. It will be used to gather feedback with comments and video responses. The call to actions with these videos will be reply with your own video ‘any advice for me?’

‘In the moment’ bloggers will be asked to be as creative as possible while still promoting responsible drinking (guidance will have to be given before the campaign goes live) The depending on budgets, the bloggers may be allowed to request for feuding depending on the idea that has developed over the planning stage. The might be hiring out boat, or flying over to Dublin in Ireland and visiting the Baileys brewery. This would have to be reviews with how much reach and engagement the blogger has on the social media platforms.

Facebook is a personal platforms, the target audience uses it to share experiences with their friends and families. They use of Facebook is driving towards mobile, during (media playground 2013) Ollie Robinson a marketing expert mentioned ‘A smart phone is an extension of the arm for consumers’ this personal zone has to be approached in the correct way or the consumer will be ‘personally threatened’

The tone used on Facebook, needs to be personal, helpful with tips and tricks content and friendly. Direct response for example needs to be used more, when someone has a question response by baileys will show brand values, building a relationship with the consumer.

The content that the consumer is looing for is engaging and entertaining. The nostalgia of a brand can be utilised here through messages in content, ask question ‘when is baileys best drank?’ The use of ‘How to videos’ and tips can be used to give the follower on Facebook a source of information. (Millward brown 2012) recommend at least 15 posts per month to keep the page lively. People will loose interest in the brand if they stop uploading content. Many of the post on facebook are timely, they link onto what the consumer is doing there and then so making content relevant to key events st. Patricks day is perfect example.

Facebook can be used to segment audiences with a new Graph search, this intern makes campaign marketing more effective are specific triggers and emtions will be used to target the women of 18-24.

Micro-blogging site twitter if great for in the moment situations. For example the bloggers used in this campaign will be encouraged to use twitter in real time. The target audience uses this platform to see what their friends and the population re use to through trending events, it’s a place that drives conversation away from the screen within social groups. The response from Oreo at the 2013 super bowl (Wired) was gigantic generating free PR on news and advertising sites.

Problem  that  needs  solving  'In  need  of  a  moment'  

Exploring  products  attributes    

'Preparing  for  a  moment'    

Impact  and  reaction  'In  the  moment'   overall  Pros  +  cons  

 Instragram is also about sharing an experience, however this content is not being utilized effectively. There is a large amount of UGC relating the baileys brand, people on the platform what people to see it, so if baileys the brand liked or shared it and generated ‘likes’ this will make consumers feel they are more connected to the brand, building that relationship through free content.

Mobile advertising

54% internet is used by mobile, using geo tag data through cookies and Google analytics the campaign can be evolved so that key locations and events will target people near by or may be interested in the event. For example if one of the bloggers is hosting an open event, location based advertising on mobile could be focused to invite people in the local area of London.

Set out a digital plan and show how this would link with other marketing and marketing communications activity

The primary research gained from the blogs and the events panels will give the Diageo marketing teams greater insight into the consumer to be used along side the existing research.

The campaign would run at the beginning of the year because this is a time for change for many people, trying new things with New Year resolutions. Also baileys has a higher amount of sales during December because of the festive period, but the aim of the campaign is to get the bottle out of cupboard again and using or drinking the liquor.

Social media like twitter and facebook will be used on a continue basis because the consumers will ‘unlike’ for ‘un-follow’ if there is lack of content.

Instagram will liked, shared and comment on pictures but only post pictures event based pictures to show the exclusivity of content.

Pinterest will be used during the third month because of the content that will start to be generated by the bloggers. The core used of Pinterest is cookery based, like new recipes and creative cooking, also sharing projects like weddings and home DIY projects. This kind of content will be uploaded by the bloggers, so shareing re-pinning for engagement to help the bloggers gain more reach, while using the campaign hashtags.

Sponsorships:

Key events through out the time the blogs post are going live. For example London fashion week with joint sponsorship with Toni&Guy that currently sponsors this popular event, National baking week in October.

PR:

If the blogger was hosting an event and needed extra people to come the morning prior to the event baileys would send out brand ambassadors to media outlets relative to local based events. With can include a small sample pack of baileys cupcakes with event information.

Direct Marketing:

 Send out a series of newsletters keeping followers updated with new exciting bloggers that are enjoying baileys products.

Youtube is platform for sharing ideas, so within baileys feed baileys can like and favourite bloggers video content.

MEASURE THE EFFECTIVENESS OF ONLINE AND OFF LINE MEDIA

One measurement system will be used to compare data from each medium. Platforms from Google analytics to gather the data in one place for comparison. As the campaign will have an integrated approach the different mediums data will be comparable in real time. For example when a TV ad goes live the other mediums will show spikes to show effectives of the ad.

The online activity will be places through an ad sever. Double click from Google is great way to compare different channels of communications to see which one are most effective for driving traffic.

Google Alerts will also be used to receive email updates of the latest relevant Google results (web, news, etc.) based on queries of key words of phrases.

• Monitoring a developing news story • Keeping current on a competitor or industry • getting the latest on a celebrity or event • keeping tabs on your favorite sports teams

(Google 2013)

Cookies

Tracking cookies of users and the browsing history. Cookies are great to track the mobile use during the day, this data can be used to track the target audience to develop understanding of what the consumer does, when they do it.

Offline

Offline will be used a reference to primary research methods. JICs research methods with Panelling doesn’t effectively show consumer habits. All offline media measures the potential opportunity to see (OTS), not actual. NRS definition of a reader ‘have read or looked at last week/month’ these definitions are questionable so tracking will have to be based on the reaction of user on digital mediums.

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