1.digital strategy:an approach to understand a brands digital positioning,competitors and consumer needs & behavior to achievea marketing direction for innovation, communicationor promotion. - Tery Spataro - @tery (c) Copyright 2011 Tery Spataro

2. InnovationThe problem solution approached is used to identify a digital direction to fit theneeds of consumer/customer from communication and technology perspective.MeasurementImplementationStrategy Innovation || SolutionResearch || InsightsProblem Identification (c) Copyright 2011 Tery Spataro 3. Communications PlatformCommunication platform identifies communication objectives , messages, ideasand channels.BRAND & MESSAGEElevating [WELL KNOWN BRAND] PLATFORM In the Mind of the ConsumerCONSUMER: CORE IDEA: Whats the big idea?COMMUNICATIONSOBJECTIVES AWARENESSKNOWLEDGE LIKINGIn-store Search In-storeDIGITALSearch Website Social MediaE-NewsletterSocial Media CHANNELSocial MediaMobileRecommend to a Friends(c) Copyright 2011 Tery Spataro 4. Creative StrategyMeans End Chain Conceptual Advertising applied to Digital Strategy to arrive atcreative execution.Meet Addison Dark Chocolate LoverOpportunitiesReach:3 pm - Internet Radio, FacebookRelevance: Driving Forces:Ingredients and health benefits in Self satisfiedsearch, banners, web content andsocial media. Leverage Point: Feeling Good Show how percent of cocoa, taste,health benefits create happiness Consumer Benefits: and feelings of satisfaction. TasteRelationships: Message Elements:Sharing the experience on Percent of cocoaFacebook, Twitter, and Four SquareKey Message: Happiness is only a bite away.(c) Copyright 2011 Tery Spataro 5. Pillars for Consumer Strategy:Reach, Relevance, RelationshipsREACH RELEVANCERELATIONSHIPSWhere? What? When? Who? Why? Where are your What do they need? Who are they?consumers What are they looking Why should they pay Where are they coming for? attention to you?from? What do you provide Why will they engage Where are they going? that will entice them to with you?come back? Are you building trust When do they needwith them?you? Why would they go elsewhere?(c) Copyright 2011 Tery Spataro 6. Research (c) Copyright 2011 Tery Spataro 7. Investigate, Examine, Analyze Identify the communication objectives Learn about consumer intent Examine communication opportunities Understand positioning Solve problems Create big idea Identify trends (c) Copyright 2011 Tery Spataro 8. MethodologyOBSERVECOLLECT ANALYZEINSIGHTSSTRATEGYo Observe behavior with web, search, social media, mobile, transmedia, games, immersive mediao Collect data from identified digital sourceso Analysis group data similarities in traffic and sentiment across online presence; determineimplications of groupings. Highlight trends in behavior.o Insights examine consumers state of mind and identify possible outcomeso Strategy leverage understandings and outcomes to determine the brands digital plan(c) Copyright 2011 Tery Spataro 9. IdentifyThe research methodology Analyze brand digitally positioning Examine competitors Identify consumers usage of digitalwithin the categoryFrame using reach, relevance and relationshipsResearchStrategyMeasurement Competitive Reach Objectives Analysis Consumer NeedsRelevanceDigital TacticsConsumerRelationships Behavior Behavior(c) Copyright 2011 Tery Spataro 10. Competitor AnalysisAssessing Strengths & Weaknesses Drawing from ComparisonIdentifying the White SpaceExamining the Gaps(c) Copyright 2011 Tery Spataro 11. Examine Consumer BehaviorObserve and record what consumers Im going to need a foot massage after yesterday & today. 18 minutes ago by jordanavengersay and do, so that brands can: Day off + foot massage =