3. It is not about good old 360 Press TV Idea Digital OOH In-Store
4. Digital is no longer just one of channels to put your ad in Press Fixed well formulated one channel-neutral idea TV Idea Digital OOH “And in digital we will have flash-game” In-Store
5. THERE ARE MORE AND MORE SITUATIONS WHEN DIGITAL IS TAKEN AS A SEPARATE ENVIRONMENT- Brand is digital (mail.ru, facebook.com)- Digital is the only media for campaign (totally digital project) – the best job in the world- Digital becomes serious selling channel (Braun blender)- Brand decides to have its natural long-term presence (Red Bull)
6. It is a multichannel space itself The most multichannel actuallywhere different instruments and channels have different functionality and effectiveness for different tasks
7. And a proper short-term or long-term media mix with proper goal and role of each digital channel should be developed
9. Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES Interest Trial Awareness Word of mouth (Leads to the site) Product immersion Ultimate Purchase motivation
10. Example 1Short-term initiative with overall goal – QUICKLY DRIVE SALES Interest Trial Awareness Word of mouth (Leads to the site) Product immersion Ultimate Purchase motivation
11. Example 2Long-term online brand presence to GROW BRAND COMMUNITY Loyalty Interest Awareness Support fans communication Involve new people in community Make others know about community and it’s life
15. 1. People are changingPeople become more powerful in terms of choice
16. The ultimate goal of new paradigm is to make people to be interested and explore information about your brand – ON EACH STAGE IN EACH CHANNEL Interest Trial Awareness Word of mouth (Leads to the site) Product immersion Ultimate Purchase motivation
17. “Digital is different – let’s have provocative video on youtube and people will love us” No they will not – people didn’t become stupid or naive! If after this video people are led to the difficult boring site OR SITE IS OK BUT VIDEO DIDN’T PREPARE PEOPLE FOR WHAT THEY WILL SEE (THERE IS NO LINK) PEOPLE WILL LEAVE YOU NEED TO FIGHT FOR CONSUMER ATTENTION ON EACH STAGE FROM THE VERY BEGINNING
18. To be interesting again and again on each stage of communication we need to USE SPECIFIC PSYCHO NEEDS OF PEOPLE WHEN THEY ARE IN EACH CHANNEL
19. 2. People are DifferentYou should always add INFORMATIONAL ACTIVITY to all socio-demo-psycho brand TA criteria
20. FOR EACH SPECIFIC GOAL AND EACH SPECIFIC CHANNEL YOU NEED TO DEVELOP DECISION WHICH WILL INVOLVE MAXIMUM USERS OF DIFFERENT INFORMATIONAL ACTIVITY TYPE
21. Why do you need digital now? ONE BIG COMMUNICATION GOAL What should be a consumer digital journey? Goal 1 (Attract) Goal 2 (Involve in product) Goal 2 (Persuade) Where it will happen? Facebook Facebook Product site Youtube Product site On-line magazine Banners AdWords Promo-site How to involve? Facebook How we involve creators? How we involve critics? How we involve collectors? How we involve joiners? How we spectators?
22. Media 360in terms of digital channels 2 be used 360 in terms of each channel functions for different types of information consumers People Single-mindedness & one Big Idea STILL TRUE? Brand& Idea
24. 3. Brands are changingDriven by changes in 1) consumer specifics2) product distribution specifics3) media specifics
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26. Long tail economic paradigm Pareto distribution curve illustrating the 80/20 principle . The black part of the curve are the hits – the 20% of clients bring you 80% of the profits
27. Reason 1. Distribution trends While Wal-mart can stock only 4,500 unique albums (amounting to 25,000 songs) on its shelves, Rhapsody stores as many as 1.5 millionunique song tracks on its servers
28. Reason 2. Media specifics For as little as one US cent, any one of us can place an online advertisement on a site anywhere in the world Google is tapping not the mega-advertisers but advertisers of any sort and size
29. Reason 2. Media specifics Everyone is welcome to become MEDIA You don’t have to be a media conglomerate to make money by displaying ads - a simple humble blog will do. All you have to do is sign up with Google AdSense
31. most of the principles of brand-building were formulated at a time when mass media with its HIT-DRIVEN ECONOMICS was at its prime Its purveyors took the scarcity of media (ОГРАНИЧЕННОСТЬ МЕДИА И ОГРАНИЧЕННОЕ ВРЕМЯ ПОКАЗА)and limited exposure time for granted – for they couldn’t even fathom a world of media abundance and audience fragmentation.
32. the changes 1950 - 2005 2005 - ETC TIMES OF SCARCITY Scarcity of time (15 sec) time Scarcity of interaction Scarcity of choice one-size-fits-all products SINGLE-MINDED-MESSAGE “Repeat the same message many many times over - more number of times the consumer gets to listen/see/read a message, the more strongly he will associate it with the brand, right?” TIMES OF ABUNDANCE Abundant shelf space Abundant distribution (in media channels and bandwidth) Abundant choice customized products BRAND PROPOSITIONS TAILOR-MADE FOR EACH OF OUR NICHE AUDIENCES “The more abundant the storage and distribution, the less discriminating you have to be in how you use it.”
34. There’s nothing sacrosanct about the single-minded brand proposition. Nothing to defend In fact, in internet it is easy to prove that it is a wrong strategy to follow just think of adwordsstrategy
36. advertising agency’s task is to engineer a ‘hit’ – a task made infinitely more difficult because there is only one product to get it right and there is no way to hedge one’s bets.
37. But what of the other equally viable brand ideas for the same brand? They probably can’t end up as ‘hits’ and attract audiences by the millions, but they too can have their own niche audiences – numbering in the thousands, hundreds, tens or even ones and twos. But the harsh economics of a hit-driven world mean that there’s no place for them. A healthy and complete long tail of the brand. The primary proposition stills draws the hits. But abundant shelf-space and low distribution costs enable the brand to connect with every niche idea with its own set of loyal consumers.
38. The task of the advertising agency here is to generate all the myriad communication messages with which people could relate to a brand and create communication for them all
39. VOLVO EXAMPLE Volvo’s primary brand proposition could continue to be safety. But here are lot’s of people for whom its European-ness and cool design and very valuable “Long tail businesses treat consumers as individuals, offering mass customization as an alternative to mass market fare.”
40. People can help More and more brands ask people to create an ad for them or express their opinion about why they like or why brand is valuable
41. CHEVY EXAMPLE Chevy recently ran a contest in North America for consumers to create their own commercials for Chevy Tahoe, their most profitable model. An online micro-site provided participants all the raw video footage required – participants could mix and match the material and assemble a commercial to their own script In four weeks, the contest attracted more than 30,000 entries – far more than can have been done by a paid team of experts, no matter how large.
42. CONTEXT CAN HELP Studying specific profile of specific digital tribes (site users) you can find new proper propositions
43. NEGATIVE CAN HELP Create negative database for your brand – characteristics which conflict with others If Volvo stands for “safe to drive” it can’t stand for “dangerous to drive” but still can be “thrilling to drive”
44. SIMPLICITY CAN HELP Don’t marry 2 benefits in one difficult to get feature – keep them 2 as equals
47. Media 360in terms of digital channels 2 be used 360 in terms of each channel functions for different types of information consumers People 360 in meaning NUMEROUS BRAND PROPOSITIONS От Большой Идеи к Общей бренд-Идейности или проблематике Brand&its Idea
48. Resume WHILE MAKING CREATIVE FOR DIGITAL: Set up the overall goal of your presence in digital – why are you here? Understand all possible consumer informational paths (as if banners don’t exist) inside Digital world – understand touchpoints/channels Explore specific functionality of each channel to interact with different types of “information consumers” inside each of them Understand what brand proposition better fits each of the channels Create small specific decision for each of channel
