Post on 07-Dec-2014
description
Jason Dunstone
Think about a brand you love?
When did youfall in love?
How did you first hear about this
brand?
How do they talkto you?
How do you talkto them?
In what ways, if any, do they use
digital to keep your love strong?
Do you care?
So how do you get your digital
strategy right?
But first, some of the discussions I
have
“Traditional is dead”not
“Why won’t clients spend moreon digital?”
Creativity
A mental and social process involving the
generation of new ideas or concepts, or
new associations of the creative mind
between existing ideas or concepts.
Creativity is fueled by the process of
either conscious or unconscious insight.
Cre⋅a⋅tiv⋅i⋅ty
Relevance is king
Use of digital devices18-24 25-39 40-49 50+
Mobile phone
100% 94% 93% 80%
Computer
100% 98% 96% 73%
The internet
100% 96% 91% 65%
Portable mp3 player 86% 32% 30% 13%
LCD / Plasma TV
68% 58% 63% 53%
Digital camera 48% 70% 32% 34%
Pay TV
41% 36% 54% 29%
Video game console
30% 15% 14% 6%
Home theatre
30% 19% 25% 9%
Digital radio
27% 6% 5% 6%
Use of digital tools18-24 25-39 40-49 50+
Instant message/chat
84% 47% 47% 13%
Read news online
55% 62% 51% 24%
Download music
48% 11% 11% 2%
Upload photos
45% 23% 16% 8%
Research new
purchases
45% 42% 40% 19%
Blog
36% 13% 9% 2%
Shop online
25% 26% 9% 4%
Download movies
9% 8% 4% 0%
Upload videos
7% 6% 0% 0%
Use of key websites18-24 25-39 40-49 50+
100% 96% 84% 56%
70% 53% 25% 9%
YouTube
52% 47% 33% 7%
Wikipedia
45% 34% 37% 16%
Bebo
23% 0% 0% 0%
Myspace
14% 0% 0% 0%
0% 0% 5% 0%
0% 0% 4% 1%
Flickr
0% 6% 9% 1%
Searches for ‘Twitter’
Yet, a drop in the ocean twitter facebook myspace
SubstanceBoldness
Build it & they will come?
“Digital is generally an after thought”
Integration is essential
Strategic planning
Digital strategy
Creative development
Media planning
“What really decides consumers to buy or
not to buy is the content of your
advertising, not its form” [David Ogilvy]
Consistency of message important
Creative Effort - Typical
Creative Effort - Suggest
Is digital about immediate response,
engagement or learning for the
future?
In just a few years the digital landscape
is dramatically different, e.g. web usage from 60%
2005 to 83%
So where does research fit?
Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance.
At its core, great research should minimise the boring and pointless.
Illumination
“Inspiration and guidance”
Testing
“Confidence and direction”
Monitoring
“Impact and opportunities”
“He who is brave is free”