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Targets, Trends, Tactics – An Approach to Digital Creative

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Page 1: Targets, Trends, Tactics – An Approach to Digital Creative
Page 2: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

CONTENTS

1. NICHE TARGETING

2. PERVASIVE WEB

3. DIGITAL FOOTPRINT

4. CONTEXTUAL EXAMPLES

DIGITAL CREATIVE APPROACH

2

Page 3: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / NICHE TARGETING

3

NICHE TARGETING

Page 4: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / NICHE TARGETING

4

We feel a mass audience should be divided into distinct groups of consumers that

campaigns can track and target, tailoring interaction to their behavior

Page 5: Targets, Trends, Tactics – An Approach to Digital Creative

OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

NICHE NETWORKS

Divide the target market into niche networks of consumers defined by common characteristics.

DIGITAL CREATIVE APPROACH / NICHE TARGETING

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NICHE NETWORKS

TARGET MARKET

Page 6: Targets, Trends, Tactics – An Approach to Digital Creative

DIGITAL CREATIVE APPROACH / NICHE NETWORKS FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015 6

BROWSERS

• Low income

• Less access to technology

• Strongly influenced

SOCIALITES

• Very tech literate

• Active online socializing

• Participate in digital communities

EVANGELISTS

• Highly engaged

• Extremely influential

• More likely to own a business or be in senior management

ALL TARGET MARKETS CAN BE DIVIDED INTO THESE 3 NICHE NETWORKS

Page 7: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

MARKETING FOR CONTEXT

Insert ourselves ahead of the behavior trail that a niche network takes to…

• Explore their interests

• Groom their identity

• Feed their relationships

DIGITAL CREATIVE APPROACH / NICHE TARGETING

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36%

49%

15%

HARDER TO

REACH

EASIER TO

INFLUENCE

Page 8: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / NICHE TARGETING

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We Listen to consumers, bridge media, gain feedback, iterate offerings, and collect

relationships

Page 9: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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THE PERVASIVE WEB

Page 10: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

10

We consider digital to be a participatory layer that connects consumers to devices and products they love, allowing them to

self-select their own experiences

Page 11: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015 11

DIGITAL CREATIVE APPROACH / NICHE TARGETING

Social Media

Website

CRM

Data-Driven

Notifications

Data-Driven

SEARCHEABLE PAST

PERVASIVE EMERGING

PREDICTIVE FUTURE

DIGITAL TRENDS

Page 12: Targets, Trends, Tactics – An Approach to Digital Creative

OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

ITERATION FROM ANALYTICS

Campaigns can be a series of small-bets independently tracked and iterated on, based on consumer feedback.

Example: MICROSOFT / LIONSGATE – The Hunger Games Explorer

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Page 13: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

VALUE OVER ENGAGEMENT

Customers trade their privacy for value, not for engagement.

Example: SAMSUNG GALAXY – #PowerOn

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Page 14: Targets, Trends, Tactics – An Approach to Digital Creative

OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

#LIVE STORYTELLING

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Brands are placing bets on the organic phenomenon of #LIVE storytelling in social media.

Example: PAPER MAGAZINE – #BreakTheInternet

Page 15: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

MOBILE TARGETING

Data-driven mobile ads, target where a person is and what their doing to engage them in relevant ways.

Example: EA MADDEN – Giferator

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Page 16: Targets, Trends, Tactics – An Approach to Digital Creative

OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

TRULY NATIVE ADVERTISING

Brands are influencing influencers in creative ways, instead of paying them.

Example: TARGET, – #UnpopTheBox

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Page 17: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

CHANNEL AGNOSTIC

Media plans are being developed in conjunction with, or after the creative – rather than beforehand.

Example: BURGER KING – Motel King

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

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Page 18: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB

18

An idea should be contextual, entertaining, engaging, playable, and of value, in order to provoke individuals to

spread it through their network

Page 19: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES

19

DIGITAL FOOTPRINT

Page 20: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___

20

Our digital footprint is an overview that shows the connection of campaign

content and properties

Page 21: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___

21

BRAND IDEA

The central thought in every communication across all media

Page 22: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES

22

OWNED PROPERTIES

PAID MEDIA

EARNED ENGAGEMENT

SOCIAL CHANNELS

PRODUCT PAGES

CRMAPP

SHARE OF MENTIONS

LIVE STORYTELLING

DATA DRIVEN

TRADITIONAL

PRE-ROLL

DISPLAY ADS

SEM

DIGITAL WORD-OF-MOUTH

TV

OUT-OF-HOME

POINT-OF-SALE

BRAND IDEA

BRAND IDEA

RETAIL

PRINT

Page 23: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___

23

We plan interaction that takes place through phases of engagement

Page 24: Targets, Trends, Tactics – An Approach to Digital Creative

FRAMEWORK FOR PRODUCING DIGITAL CREATIVE

BALIND SIEBER 2015 24

DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES

PAID

OWNED

EARNED

PRINT TV RETAIL DATA-DRIVEN

SOCIAL CHANNELS APP PRODUCT PAGES CRM

SOCIAL CHANNELS APP PRODUCT PAGES CRM

Page 25: Targets, Trends, Tactics – An Approach to Digital Creative

THANKS