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Instructor:

Digital MediaSession Four - Comms Strategy & Executions

Eric Ritter | @EricRitter

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What is Strategy?

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Strategy occurs when there is not a straight solution.

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STRATEGY is a plan of action based on the information at hand

to obtain a goal with your LIMITED RESOURCES.

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Strategy occurs when there is not a straight solution.

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If we did have all the resources to answer straight away, we wouldn’t

need a plan of action we could just go and do it.

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That plan of action needs to be broad and undetailed.

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In Digital this is more important.

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STRATEGY is based on the INFORMATION AT HAND.

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STRATEGY answers a Goal.

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STRATEGY is based on the INFORMATION AT HAND.

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We need to made sure the GOAL is answering the business

problem.

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Strategy is the HOW.

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Modern Marketing FunnelMooney, 2012

Is the major barrier in awareness

SEARCH - Are people having a

hard time finding the brand?

DISCOVERY – Do enough people

know about the brand?

AWARENESS BARRIER

Is the problem in the

consideration stage?

ASSESS – Is there enough

information to help people make

the decision to buy your product?

CONSIDERATION

Is the problem post purchase?

CONNECT

Are a number of people buying the

product but not advocating it?

CONSUME

Is there lost opportunities to connect

with your consumers to make them

aware of other products?

REPEAT PURCHASE & LOYALTY BARRIERS

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You need to work out where your barrier to success is.

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Discovery & Access

No one had heard

of the brand yet.

The barrier is

getting people to

the discovery and

assess stage

New Brand Promotion

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Connect

With and

established brand

they had a loyal

customer base but

they didn’t know

about new brand

launches.

Established Brand

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TODAY: COMM STRATEGY &

EXECUTIONS

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EXECUTIONS

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Communication is made up of two parts

CHANNEL MESSAGE

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Communication is made up of two parts

MEDIA CREATIVE

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In Digital this is:

PLATFORM(S) CREATIVE IDEA

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In Social this is:

PLATFORM(S) SOCIAL IDEA

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MEDIA SHORTCUTS

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MEDIA

MEDIA

The type of digital channel you use plays a very important part in the success of the campaign. Every channel has its own strengths and weaknesses and it is important to understand them both and work out what works best to help get your message out there.

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Paid, Earned, and Owned

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3 TYPES OF MEDIAPAID

MEDIAEARNEDMEDIA

OWNEDMEDIA

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3 TYPES OF MEDIAPAID

MEDIAEARNEDMEDIA

OWNEDMEDIA

Content that is bought and

placed by the brand. This

includes Banner Ads, Social Ads,

Viral Video Seeding.

Direct connection between the

consumer and brand. This

includes Facebook

Pages, Twitter, Email Lists.

Communication that is produced by a third party that the brand

does not control.

Includes: Blogger

Outreach & Reviews.

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Modern Customer JourneyMooney, 2012

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Modern Customer JourneyMooney, 2012

PAID EARNED OWNED

GOOGLE ADWORDS

Google AdWords we will not

cover but this is about making

sure you capture the attention

that comes for your activity

PAID MEDIA SOLUTIONS

ONLINE SEEDING/SOCIAL ADSOnline Seeding helps to get awareness for the activity that you are creating (e.g Viral Video)

INFLUENCER OUTREACH

Influencers Outreach helps to

create content from influential

online content publishers that can

help change the perception of the

brand

LONG FORM CONTENT

Giving users all the information

EARNED MEDIA SOLUTIONS

SOCIAL PRESENCE

Probably the most popular form

of Social Media, which is creating

a presence for the brand through

Social Networks.

OWNED MEDIA SOLUTIONS

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Modern Customer JourneyMooney, 2012

ONE TIME / CAMPAIGN ONGOING

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CREATIVE SHORTCUTS

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BRAND/PRODUCT AWARENESS

REASONS TO BELIEVE

ADVOCACY / REPURCHASE

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COMMS FRAMEWORK

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PHASE 3WHAT IS THE CREATIVE MESSAGING?

WHAT IS THE REASON TO BELIEVE?

PHASE 2 WHAT IS THE CREATIVE MESSAGING?

WHAT IS THE REASON TO BELIEVE?

MEDIAWHAT CHANNELS WILL BE USED?

MEDIAWHAT CHANNELS WILL BE USED?

MEDIAWHAT CHANNELS WILL BE USED?

CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE

WHAT MEDIA CHANNELS ARE THEY USING

WHAT DO YOU WANT THEM TO DO?WHO IS THE TARGET MARKET

PHASE 1WHAT IS THE CREATIVE MESSAGING?

WHAT IS THE REASON TO BELIEVE?

COMMS FRAMEWORK

MED

IAC

REA

TIVE

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BUYING MOMENTHard-Hitting messaging: Pay after your stay

No cancellation fees

Lowest Guaranteed Rate

RESEARCHMessaging against a key benefit but incorporating the brand idea: Verified Reviews

Maps of neighbors

MEDIATV

Activation

Social

Rich Media

MEDIAStandard Banners

Mobile

EDM

MEDIARich Media

Social

CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE

FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM

BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35

AWARENESS“Why Booking Matters” messaging

COMMS FRAMEWORK

MED

IAC

REA

TIVE

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BUYING MOMENTHard-Hitting messaging: Pay after your stay

No cancellation fees

Lowest Guaranteed Rate

RESEARCHMessaging against a key benefit but incorporating the brand idea: Verified Reviews

Maps of neighbors

MEDIATV

Activation

Social

Rich Media

MEDIAStandard Banners

Mobile

EDM

MEDIARich Media

Social

CURRENT CONSUMER BEHAVIOR DESIRED RESPONSEBOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35

AWARENESS“Why Booking Matters” messaging

MED

IAC

REA

TIVE

SHOWS THE MESSAGING AT DIFFERENT STAGES

FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM

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WRAP-UP

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Today’s Key Takeaways:‣ The Modern Customer Journey

mirrors Paid, Earned, and Owned Media.

‣ A Comms Framework is architectural blueprint for the digital campaign.

‣ The most common phases are: Awareness, Research, Buying Moment.

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