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Digital strategy and the Big Idea March 2015

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In today’s omnichannel marketing environment, where consumers are constantly inundated with marketing messages, a strong strategy driven by meaningful insight is more essential than ever for developing creative that matters to consumers

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Digital strategy and the Big Idea March 2015

  1. 1. Colin Gray Head of Strategy and Planning DIGITAL STRATEGY March 2015
  2. 2. •  We live in the age of the connected consumer. Increasingly, emergent channels such as Mobile and Social are a part of campaigns whether they’re planned or not. •  Building connections with our audience across touchpoints requires a Big Idea. This, in turn, requires a campaign development process that connects disciplines and skillsets. Introduction
  3. 3. In an ever more complex world, it’s critical to avoid over- complicating things Revelatory insight Central Organising ideas = Revelatory insight comes from walking a mile in the customers’ shoes, but it can now also comes from big data
  4. 4. Why is this important when it comes to Digital Strategy?
  5. 5. During the last 10 years, we’ve gone through a major communications revolution Increasingly, great content fuels systems of communication. Clarity and specifics around metrics and benchmarks for this are paramount.
  6. 6. Uber – the world’s largest taxi company owns no vehicles Airbnb – the world’s largest accommodation provider owns no real estate Alibaba – the world’s most valuable retailer has no inventory Facebook – the world’s most popular media owner creates no content The line between the physical and digital worlds continues to blur
  7. 7. Traditional media have embraced digital technologies in a bid to retain audience
  8. 8. Our phones are now personal assistants and influence how we consume advertising and interact with brands Source: Nielsen
  9. 9. In the Connected Age, your brand isn’t… your logo your Flagship store
  10. 10. In fact, it’s… less what you say it is and more what they say it is
  11. 11. 1.  How can we engage our audience? 2.  How can we broaden our role in their lives? The two most important questions to now ask are:-
  12. 12. An example that inspires us “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go” Stefan Olander, Global Director of Connections, Nike
  13. 13. Nike Case Study Vending machine distributes sports products in return for fitness points
  14. 14. Nike Case Study
  15. 15. Nike Case Study US market share increased from 48% in 2006 to 61% today Source: SportsOneSource
  16. 16. Audience Insight Cultural Insight Brand Insight ‘Big Ideas’ reside here… How do we develop ‘Big Ideas’?
  17. 17. A digital innovation framework Strategic foresight Creativity Digital capability