2. Know what is motivating
your consumers online?
media habits of
Understand and profile the digital
at motivates them,
your target consumers, find out wh
they use, how to
where they hang out, what sources
influence them
Regularly reassess the different purchase paths
of consumers in your category, the integration &
interweaving of online and offline, the information they
are seeking, the major points of influence….the insight is
in the detail!
ers to interact with
Understand what motivates consum
t content with the
your digital content, align the righ
right stage of the purchase cycle
3. The new
Use search to gain
insight into your marke consumer
t
engagement
framework
Use digital to interact
and learn from your
online community
Use social media to
build
positive word of mo
uth
and to support consu
mers
4. Meeting the challenge of media
platform fragmentation for search
rt
Plan search and social media as pa
of your holistic communications
planning process
Use your competitor’s ad spend to your advantage
Up-weigh your category keyword spend when
competitors are advertising on TV
n more
Use search data to lear
about your customers
5. Meeting the challenge of media
platform fragmentation for mobile
Start mobile -
nd learn
do campaigns now a
Great mobile is a
combination of the right
content, the right discover
y
method and the user
experience
6. Have a plan, don’t just Losing control
plan to... of your brand -
The right way
n
Join the conversatio
before you are the
conversation
Measure, integrate
and amplify
7. Focusing your
digital ideology
r
Focus on generating ideas that you
-
consumers will absorb and spread
they are your media planners.
Understand and leverage at each point of
your path to purchase. Make the decision
as easy as possible.
ght into consumers,
Fo cus on generating insi eat ideas like
. Tr
process and markets
ew objectively.
a creative product. Vi
8. John Shearer
Director
TNS - Brisbane
e: john.shearer@tns-global.com | t: 07 3844 2800
Brisbane
Our L1, 9 Buchanan St
Offices West End QLD 4101
e: brisbane.au@tns-global.com | t: 07 3844 2800
Canberra
3 Geelong St
Fyshwick ACT 2609
e: canberra.au@tns-global.com | t: 02 6280 7077
Perth
Unit 1, 1 Station St
Subiaco WA 6008
e: perth.au@tns-global.com | t: 08 9322 2466
Melbourne
L1, 290 Burwood Rd
Hawthorn VIC 3122
e: melbourne.au@tns-global.com | t: 03 8862 5900
Sydney
48 Pyrmont Bridge Rd
Pyrmont NSW 2009
e: sydney.au@tns-global.com | t: 02 9563 4200
