Digital Strategy: Week Five

DIGITAL STRATEGY
WEEK FIVE
From Big Ideas to Campaign Strategy
May 8, 2011

Copyright © 2011 by IQ Agency

GOOD MORNING, QUENCH!

Copyright © 2011 by IQ Agency 2

AGENDA
It’s a full morning!

• Discuss campaign strategy - 40 minutes

• Present your BIG ideas and brainstorm possible creative executions - (3 @ 20 minutes = 1 hour)

• Break - 10 minutes

• Finish big idea presentations - (3 @ 20 minutes = 1 hour)

• Homework - 10 minutes


CAMPAIGN STRATEGY


Digital campaign strategy
is taking your great,
customer-focused Big
Idea, and applying it to
the right digital tactics at
the right time to get the
results your client wants.


WHEN THE CAMPAIGN MODEL WAS SIMPLE, THE
DIGITAL STRATEGIST’S JOB WAS EASIER
• Come up with the big idea (okay, this part is never easy)

• Decide how to apply it to a handful of tactics you’ve used countless times

• Buy media (not easy, but it’s owned by the media planner )

• Execute those tactics exceptionally well (not easy, but it’s tactical, not strategic)

• Measure, refine, improve


THE OLD SCHOOL DIGITAL PLAYBOOK
A few years ago, a digital campaign meant very basic things:

• Banner Ads

• Search Engine Marketing

• E-mail

• Landing Pages and Microsites


BASIC DIGITAL CAMPAIGN ELEMENTS

drive to

Microsite moves the customer toward
conversion.
*This UPS campaign has more elements, but I knew they’d have
Banner ads, search ads, and email all drive all the basics.

to a landing page or microsite*.


NOW CAMPAIGNS LOOK MORE LIKE THIS

AWARENESS CONSIDERATION PURCHASE USE LOYALTY
Search Social Media e-Circular Social Media Brand CRM or loyalty
advertising & blogs and brand sites program
(feedback)
Retailer website
AT HOME Brand site Retailer CRM email

Digital word of mouth

a
Location-based Mobile Utilities
Mobile CRM
Mobile website advertising offers for in-use scenarios

Mobile couponing
ON-THE-GO Retailer/ product In-store comparison
finder and research

t
IN STORE
In-store media

Kiosks
Digital enhancements
to packaging (QR, etc)


DIGITAL > INTERNET > WEB


We tend to use “digital,”
“Internet,” and “web”
interchangeably, but
they mean different
things.


JUST TO REVIEW
“Digital” from Techterms.com
Digital information is stored using a series of ones and zeros.Unlike computers, humans perceive
information in analog. We capture auditory and visual signals as a continuous stream. Digital devices,
on the other hand, estimate this information using ones and zeros. The rate of this estimation, called
the "sampling rate," combined with how much information is included in each sample (the bit depth),
determines how accurate the digital estimation is.

“Internet” from Webopedia.com
The Internet is a massive network of networks, a networking infrastructure. It connects millions of
computers together globally, forming a network in which any computer can communicate with any
other computer as long as they are both connected to the Internet.

“Web” from Webopedia
The Web is just one of the ways that information can be disseminated over the Internet. The Internet,
not the Web, is also used for e-mail, which relies on SMTP, Usenet news groups, instant messaging
and FTP. So the Web is just a portion of the Internet, albeit a large portion, but the two terms are not
synonymous and should not be confused.


CONNECTEDNESS OF DIGITAL CHANNELS
Devices Radio
TV In-store
TV

Non-Internet
Internet Search Digital
Mobile In-store
Experiences
Signage

Social
Video Apps and Kiosks
Owned Hubs Widgets

Web
Group
Content
Syndication
Buying
Games
Landing Microsites
Pages Email


THE DIGITAL MARKETING
PLAYBOOK
An overview of when and how to use digital
tactics.

Copyright © 2011 by IQ Agency

BASICTHE BASICS BUILDING BLOCKS DIGITAL MARKETING
THESE ARE
MANEUVERS
AND ADVERTISING.


WEB BANNERS AD (DIGITAL DISPLAY)
Use For:
Driving traffic from a location with an known audience to your
preferred destination. Today it is possible to design banners where
conversion occurs within the banner.

The Basics:
Most banner ads are placed through ad networks that have inventory
of sites they can match to your audience.
There are a few types we use most often: static, rich media, video, and
site takeover.
All banners need attract attention (typically called an attract frame)
and induce a click (in non-static banners during interaction.) That can
be accomplished through clever copywriting and visuals, game-like
interactivity, interesting video content, compelling offers, teasing
content or utility, etc.
If possible, use a PPC (pay per click) not a CPM (cost per thousand
impressions) model.

Measure with:
Ad network analytics and destination site analytics. You don’t just
want to see lots of clicks, you want clicks that turn into conversions
(sales, signups, etc.)

Learn more:
The IAB governs sizes and other guidelines for most sites and ad
networks.
There are many ad networks each with different inventory (some
overlap.


RETARGETING (DIGITAL DISPLAY)
Use For:
Rekindling/maintaining interest from customers who have visited your
destination but who did not buy, sign up, etc.

The Basics:
Code on your destination site drops a cookie on the customer’s
computer that tags them as someone who has visited your site. when
that customer visits sites on which you have placed retargeted ads,
they see your ad.
Retargeted ads are usually placed using remnant inventory (the
inventory the ad network hasn’t sold for banner advertising for a given
period of time) and is generally less expensive.
If paired with social or search, more expensive paid placements may
not be necessary.

Measure with:
Ad network analytics and destination site analytics. You don’t just
want to see lots of clicks, you want clicks that turn into conversions
(sales, signups, etc.)

Learn more:
Consumers can be turned off if you do it too much. It’s like stalking.


SEARCH ENGINE OPTIMIZATION (SEO)
Use For:
Finding customers who have needs related to your product/
service/brand.

The Basics:
Even when you give customers a URL, 60% of them still search.
Search engines are trying to serve their customers the most
relevant content for their search terms and have developed
algorithms and policies to enforce quality.
Creating great content is the best way to rank highly, but you can
also request related sites link to you (but not pay them), add
keywords to your copy and metadata (but only if you have
appropriate content/products.)
Words in the URL and file name as well as tagged as <title> or
<h1> get more weight in the algorithm.
Videos can’t be crawled, so title is vital!

Measure with:
Google PageRank checkers, your destination analytics referring
keywords report, and site/page traffic.

Learn more:
Do not try to game Google or you will be penalized.
SEO practitioners can be sleazy snake oil salesmen or super
knowledgeable professionals.


SEARCH ENGINE MARKETING (SEM)
Use For:
Finding customers who have needs related to your product/
service/brand and you don’t have time to wait for SEO.
Category
The Basics:
It’s important to make sure people find your product when they
search for it by name (even if they misspell it), but more often,
people are searching or a need (hangover cure), category (coconut
water.)
Need State If you ads have a girl on a bike, buy “girl on bike water
commercial” to catch people who want to see your ad again or buy
your product.
We usually just mean Google. (Sorry, Bing and Yahoo!)
SEM works on a bid+relevance model, so it’s important to know
how much competition there is and make sure you have relevant
content for the words you’re buying.

Measure with:
Google Ad words and referring traffic in your destination site
analytics. Stop buying keywords if they are expensive and not
resulting in sales (or other conversions).

Learn more:
SEM has changes as the search engine market has changes.
Copywriting for SEM is highly-specialized and there are time-
tested techniques.


EMAIL
Use For:
Creating a lower commitment conversion for prospects and
staying in contact with your current customers.

The Basics:
Only e-mail people who have given you explicit permission to do.
SPAM isn’t effective in the short-term and damages your brand in
the long-term.
Be relevant. People will open your email if the subject line
indicates that there will be great content, special savings, limited-
time deals, something unique for them. Use images and HTML
but offer a plain-text version for people who want it.
Include a strong, easy to see call-to-action.

Measure with:
Your email platform will give you statistics like open rates, click
throughs, and forwards.

Learn more:
MailChimp has a guide for everything.


LANDING PAGES
Use For:
Fulfill the promise of the ad/experience the customer interacted with.
In Direct Response (DR) campaigns, they also are specifically designed
to measure effectiveness of specific executions.

The Basics:
You landing page can be specifically designed for a campaign
execution, but just as often the landing page is an existing page of a
site. In either case, it MUST make sense based on the ad the customer
saw (i.e., answer the question, provide the entry form, show the
product, etc.)
To get to the landing page, customers may clickthrough from a banner
ad or a text message, type in a URL from an ad, arrive through paid or
organic search, scan a QR code. The landing page should make sense
in the customer’s context (i.e., have content appropriate for a smart
phone if the customer came from a mobile ad.)
Visits to your landing page are probably not your end goal, so your
landing page must persuade the customer to take the next step. It may
be purchase a product, give you their e-mail address, watch you video
and respond.

Measure with:
If the landing page is owned web, your site analytics can tell you who’s
coming, from where, and what they do next. If this is social (e.g,
Facebook), analytics come from that site.

Learn more:
A great set of recommendations for landing pages.


MICROSITES
Use For:
Fulfill the promise of the ad/experience the customer interacted with and
provide more content, utility, and branding that is either different from
what’s appropriate for, or possible from, your main dot com. Different from
a landing page in that it is multiple pages/screenviews instead of a single
page.

The Basics:
Microsites are often built to house marketing content and brand elements to
match an advertising campaign with little long-term thought about the
content and overall Internet experience for customers of the brand. Brands
feel cornered into these scenarios because their dot com isn’t flexible and
internal IT resources aren’t responsive enough to meet ever-changing
demands of digital marketing. Brands are beginning to take a longer-term
view of the assets they create for campaigns and build platforms for content
delivery into their main site presence. But even then, there may be instances
where a microsite is the best choice. Sometimes, you don’t want customer to
know who’s behind the content for a period of time or you have a really
unique audience or goal.

Measure with:
These should be measured with the same system as your main dot com
analytics for combined reporting, but core site metrics such as visits, unique
visits, referrers, conversions, video completions should be available.

Learn more:
Some observations about the “new microsite.”


DOT COM
Use For:
Selling your product or service 24 hrs a day, 7 days a week to anyone,
anywhere. Either directly through ecommerce or indirectly by
directing customers to other channels such as retail (prospects) or
customer service (current customers.)

The Basics:
The dot com can be a brand’s most important marketing hub on the
Internet serving as the standard for brand’s digital identity.
Complications occur because it often serves multiple audiences --
current customers, prospects, internal sales people, investors, media,
and job seekers -- but detailed audience analysis and content strategy
can define site, section, and page-level goals that bring focus to the
experience architecture and design. Governance plays a crucial role in
determining not only what content to create but prevent organization
politics from being made visible to the customer.

Measure with:
Core site metrics such as visits, unique visits, referrers, conversions,
video completions should be available from your analytics program.

Learn more:
Learn the basics starting here. And here.
After you get all the basics right, there are things people often overlook
that need to be accounted for before launch.


ADVANCED TECHNIQUES ARE
THINGS THAT ARE EMERGING AS NEW TACTICS OR
TRANSITIONING FROM TRADITIONAL-LED TO DIGITAL-LED.


CONTENT SYNDICATION
Use For:
Spreading the values, assets, and insights of your brand through non-
owned-web -- where there are established audiences. This raises
awareness of your brand, begins to affect consideration/selection, and
aids in loyalty.

The Basics:
Content is king on the Internet. People come to the Internet to read
articles, watch videos, and use tools. If you’ve created great content
you can increase it’s reach by syndicating it out to other websites. Put
your images on Flickr, your video on YouTube, your slides on
SlideShare, your infographics in social, your articles on CNN.com, etc.
If you don’t have great content, you should make some. You may not
get views to your owned-web or direct sales, but often these are assets
you already have, so it costs very little and increases brand
impressions. For SEO, having RSS feed of your blog or news section
allows other websites to easily incorporate your content.

Measure with:
Measurement is more difficult, but there are new systems that begin to
measure across the web. Without these tools, the brand collects
analytics from each site where they have syndicated content and an
analyst hand-compiles a report.

Learn more:
Appropriately, here is a great presentation from SlideShare.


VIDEO HUBS
Use For:
Reaching the large and growing audiences of sites like Hulu, Vimeo,
and YouTube.

The Basics:
Syndicating your video content to Vimeo or YouTube is one tactic and
related is the placement of advertising before and during video plays
for other videos.
Social video sites like YouTube make it easy for customers to share
videos with each other and the better the content, the more likely it is
to be shared which increases the reach of your message.
Another great use of video hubs is to obtain video reviews of your
product to help you understand your audience.

Measure with:
Lots of new companies are helping to measure video views, but basic
analytics are available from the hubs both for content creators and
advertisers.

Learn more:
I’ve blogged about the importance of creating online video for brands.
And this is some great information about advertising in videos.


SOCIAL
Use For:
Creating one-to-one relationships with your customers -- not every
customer -- but especially your most influential customers. This builds
loyalty and increases brand advocacy.

The Basics:
Social is a broad term and encompasses everything from blogger
outreach to Facebook; Twitter to Quora; and Groupon to Foursquare.
On these sites, customers create and share content. The content could
mention your brand in a positive or negative manner, link to content
you’ve created, or share one of your locations. Monitoring and being
aware of what is being said is the most basic way to be involved in
social.
For brands who want to participate in social, it is important to 1)
understand the culture and norms of the networks you’re joining, 2)
talk like a human being with a personality, 3) respond when spoken to,
and 4) listen to and engage with fans and critics, and 5) give customers
what they want -- deals, content, etc.

Measure with:
There are an array of social monitoring tools, but like video hubs, most
social sites provide some basic analytics. Remember number of
engaged followers is always more important than number of followers.

Learn more:
This is a great post for the basics. It’s over a year old which means it’s
probably out of date.


GROUP BUYING
Use For:
Encouraging trial of your product or service by offering a reduced
prices. Some of this price reduction may be offset by volume by setting
a minimum number of participants necessary to receive the discount.

The Basics:
Group buying platforms like Groupon, Facebook Deals, LivingSocial
and Scoutmob work directly with businesses (often small, local
businesses) to create great deals. Customers share these deals with
each other via social to increase the reach of the deal and the platform.
Brands who sell through retail partners have not found great
marketing utility in these platforms, but can learn from the model to
create “buy one, give one” and “share this deal with a friend to get even
more savings” programs.

Measure with:
Ultimately, you’ll use the sales data from your cash registers, e-
commerce system, or reports from your retail partners vs. the cost of
the program to determine it’s effectiveness.

Learn more:
Some are saying it’s the next big thing. Other’s say we’re already in the
group buying boom.


MOBILE
Use For:
Connecting to your customers when they are on-the-go. This may
mean awareness/consideration, purchase, use and loyalty.

The Basics:
Mobile is more than iPhone and iPad. Your audience and their unique
technographics drive what you should do in mobile.
Smart phones and tablets have changed the mobile landscape
dramatically in the last 4 years. The mobile web experience used to be
horrible and very little content was created specifically for mobile
consumption. Now you have to consider mobile search, mobile display
ads, mobile-friendly dot coms and microsites, QR and barcode readers,
augmented reality, mobile payments, and location-based services. For
many brands it makes sense to focus on mobile as, if not the first
platform, one of the core. Consumer brands are out ahead and B2B
brands are catching up.
Research shows again and again that the number one thing customers
want from brands in mobile is discounts.

Measure with:
It depends on the specific mobile tactic, but seeing which devices are
currently accessing your site can give you a great place to start.

Learn more:
Here are 10 ways to find customers using mobile.


APPS AND WIDGETS
Use For:
Providing branded utility to your customers either to raise awareness
of your brand, increase loyalty, or to support product use.

The Basics:
Widgets were big a few years ago (pre-smartphone/tablet era) with
customers. They seemed to like the idea of small, light-weight, single
function software applications they could install and run on their
computers. We don’t hear about them as much anymore because the
idea of apps for devices like iPhone, iPad and Android phones and
tablets have become much more important.
Brands do need to make a distinction between the mobile version of
their website (or website that is optimized for both web and mobile)
and their apps which need a single, focused purpose -- like a game,
utility, or content.

Measure with:
It depends on the target devices and the app you build, downloads,
active users, and average user rating are good basic measures.

Learn more:
These are 11 trends in mobile apps for 2011.


IN-STORE
Use For:
Influencing purchase at the point of purchase.

The Basics:
Because digital is bigger than the Internet, there are lots of in-store
tactics used by brands. Kiosks were big in the early 2000s before mass
consumer adoption of mobile. Some stores like Walmart and Best Buy
have in-store TV and radio which play commercial messages.
Traditionally, shopper marketing agencies have owned this channel,
but brands are beginning to see in-store as a component of their
integrated marketing campaign, not just a sales channel. Trends such
as location-based services (e.g., FourSquare) allowing marketers to
send push notifications and mobile couponing indicate that this switch
to digitally-led in-store tactics is here to stay.

Measure with:
Ultimately, you’ll use the sales data reports from your retail partners
vs. the cost of the program to determine it’s effectiveness.

Learn more:
Best practices for digital in-store marketing.


HOMEWORK FROM LAST WEEK
Write up 3 of the big ideas we came up with for your brand in class (or that you came up
with later) by answering these questions:

• Title: Simple Statement (e.g., “A breed apart” or “Heroic achievement.”)

• How does your brand help the audience be the person they want to be?

• What unique qualities of your brand/product will you be focusing on?

• Why will this make your audience buy and become loyal to your product?

• When the big idea is applied to digital media executions, how will it feel?

Rank them 1, 2, and 3 or at the very least, have pros and cons of each.


HOMEWORK FOR THIS WEEK
• Select the one Big Idea you feel has the best chance to meet the goals outlined in the Creative Brief
and has the legs to lend itself to a variety of digital tactics.

• Determine which tactics you’ll use to reach your target audience at home, on-the-go, and in-store
along the path to purchase like this:

• Write up how you’ll apply your big idea to your key tactics (at least 3) to present in class.


HAVE A GREAT WEEK!


Digital Strategy: Week Five

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (19)

Similar to Digital Strategy: Week Five

Similar to Digital Strategy: Week Five (20)

Recently uploaded

Recently uploaded (20)

Digital Strategy: Week Five