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”

“Why won‟t clients

spend more

on 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 tools

18-24 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 websites

18-24 25-39 40-49 50+

Google 100% 96% 84% 56%

Facebook 70% 53% 25% 9%

YouTube 52% 47% 33% 7%

Wikipedia 45% 34% 37% 16%

Bebo 23% 0% 0% 0%

Myspace 14% 0% 0% 0%

Twitter 0% 0% 5% 0%

LinkedIn 0% 0% 4% 1%

Flickr 0% 6% 9% 1%

Searches for „Twitter‟

Yet, a drop in the ocean

twitter facebook myspace

Substance

Boldness

Build it & they will come?

Clarity

Get to the point

“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

Commitment

It‟s not easy

TV Radio Press Billboard Digital

Investment - Typical

Investment - Suggest

TV Radio Press Billboard Digital

N.B. Graph is for illustration purposes only and is suggestion of need

for high levels of creativity away from TV

due to less captive audience, not media

spend

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”

Objective

“Increase the number of young people

making informed decisions and

successfully embarking upon careers

in the areas of projected need in SA,

especially defence, resources and

related industry groups, construction,

electronics, ICT and advanced

manufacturing.”

Illumination

Testing

Monitoring

“He who is brave is free”