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Content
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Agenda
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Welcome & Objectives
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- Who we are
- What the session will cover
- The impact technology has on planning, what’s different and what’s not
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Classroom Interaction
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- What challenges have you been facing in delivering digital strategy?
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Brief Introduction
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- The impact of technology on business
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Understand how technology impacts your clients business, and what opportunities this creates to work with them strategically
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- Framing business challenges, not just communications challenges
- Review, with examples of the impact of technology across client business:
- Product and brand (servicification, customization, niche marketing, consumer input)
- Pricing (commoditization, new pricing models)
- Distribution methods and models (ecommerce, mCommerce)
- Promotion activity (Summary of the strategic impacts of technology on comms)
- Why without consideration of these factors planning is difficult
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Group workshop & Handout
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- Groups of 4
- How do these changes affect the brands that you work on?
- Rank which is the biggest opportunity and threat for your client’s brands and what you might be able to capitalize on
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How communication strategy is different in a interactive world
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- Digital changes the way that audiences have defined the metrics that are used to judge success – quality not just quantity
- Build customer relationships not campaigns
- Two-way conversations are now expected by consumers
- Engagement rather than awareness is now recognized as a key brand success driver
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The comms strategy process – setting objectives
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- How to set the right kind of objectives
- Separating signal from noise
- Moving beyond tactics to genuine strategic use of technology
- Data & measurement pitfalls to avoid
- Creating a multi-year strategic roadmap
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The comms strategy process - generating consumer insight
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- Why insight is so important in an integrated world
- How insight can be different using digital tools (looking at broader consumer behavior to identify engagement opportunities)
- Introducing free tools you can use to find data which can be used to generate insight:
- Understanding consumer behavior
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3 Planning Models:
- Shopping behavior oriented (influence)
- Engagement oriented
- Lifecycle management / CRM
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- Different models for different categories
- Consumer behavior online : influence overview
- Digital plays different roles in different categories – e.g. auto vs. electronics
- The process of research from broad to specific insights
- Overview of the engagement planning process
- The components of engagement
- Engagement research
- Introducing lifecycle management and basic segmentation
- How to create a content proposition to generate data
- Lifecycle management case studies
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How to strategically integrate interactive into marketing campaigns
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- The importance of integration from a campaign planning stage onwards
- Channel planning with media planning
- The importance of consistency
- Connecting offline and online media
- Demand stimulation and response capture
- Integrating message with medium
- Case study: Orange mobile phone
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Exercise
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- Outline how you could have incorporated digital into this campaign –Case Studies
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Optimization and measurement
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- Online – the accountable medium?
- Setting the right objectives
- Integration into econometric models
- Calculating ROI from online activity
- Taking optimization steps and the impact they can have
- Measuring brand equity – Dynamic logic
- Other tools
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Wrap Up & Questions
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