Digital strategy and the Big Idea March 2015

Colin Gray Head of Strategy and Planning

DIGITAL STRATEGY March 2015

•  We live in the age of the connected consumer. Increasingly, emergent channels such as Mobile and Social are a part of campaigns whether they’re planned or not.

•  Building connections with our audience across touchpoints requires a Big Idea. This, in turn, requires a campaign development process that connects disciplines and skillsets.

Introduction

In an ever more complex world, it’s critical to avoid over-complicating things

Revelatory insight

Central Organising

ideas =

Revelatory insight comes from walking a mile in the customers’ shoes, but it can now also comes from big data

Why is this important when it comes to Digital Strategy?

During the last 10 years, we’ve gone through a major communications revolution

Increasingly, great content fuels systems of communication. Clarity and specifics around metrics and benchmarks for this are paramount.

Uber – the world’s largest taxi company owns no vehicles

Airbnb – the world’s largest accommodation provider owns no real estate

Alibaba – the world’s most valuable retailer has no inventory

Facebook – the world’s most popular media owner creates no content

The line between the physical and digital worlds continues to blur

Traditional media have embraced digital technologies in a bid to retain audience

Our phones are now personal assistants and influence how we consume advertising and interact with brands

Source: Nielsen

In the Connected Age, your brand isn’t…

your logo your Flagship store

In fact, it’s…

less what you say it is and more what they say it is

1.  How can we engage our audience?

2.  How can we broaden our role in their lives?

The two most important questions to now ask are:-

An example that inspires us

“We want to find a way to enhance the experience and

services, rather than looking for a way to interrupt people from

getting to where they want to go”

Stefan Olander, Global Director of Connections, Nike

Nike Case Study

Vending machine distributes sports products in return for fitness points

Nike Case Study

Nike Case Study

US market share increased from 48% in

2006 to 61% today

Source: SportsOneSource

Audience Insight

Cultural Insight

Brand Insight

‘Big Ideas’ reside here…

How do we develop ‘Big Ideas’?

A digital innovation framework

Strategic foresight Creativity Digital

capability