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TARGET INSIGHTS and AUDIENCE DIGITAL STRATEGY ,
57

Digital Strategy, Consumer Insights & Target Audience

Oct 22, 2014

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Disclaimer:

This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.

I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
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Page 1: Digital Strategy, Consumer Insights & Target Audience

TARGETINSIGHTS

and

AUDIENCE

DIGITALSTRATEGY

,

Page 2: Digital Strategy, Consumer Insights & Target Audience

DISCLAIMERThis slide is heavily inspired by Bud Caddell’s Digital Strategy 101.I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.

ATMAKA

Page 3: Digital Strategy, Consumer Insights & Target Audience

WHAT IS ADIGITAL STRATEGY?1

Page 4: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is a plan to accomplish something with the

benefit of digital tools

ATMAKA

Page 5: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is a plan to accomplish something with the

benefit of digital tools

a plan

Plan requires a who, what, when, where and how

ATMAKA

Page 6: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is a plan to accomplish something with the

benefit of digital toolsaccomplish something

An objective has to be measurable and actionable

ATMAKA

Page 7: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is a plan to accomplish something with the

benefit of digital toolsbenefit of digital tools

What are the benefits?

ATMAKA

Page 8: Digital Strategy, Consumer Insights & Target Audience

analog digitalvs

ATMAKA

Page 9: Digital Strategy, Consumer Insights & Target Audience

television radio newspaper

I’m theaudience

analog

ATMAKA

Page 10: Digital Strategy, Consumer Insights & Target Audience

analog

I can only watch,hear or read

ATMAKA

Page 11: Digital Strategy, Consumer Insights & Target Audience

analog

ONE WAY

ATMAKA

Page 12: Digital Strategy, Consumer Insights & Target Audience

phone tablet notebook pc

I’m theuser

digital

ATMAKA

Page 13: Digital Strategy, Consumer Insights & Target Audience

digital

Now I can like,comment & share

ATMAKA

Page 14: Digital Strategy, Consumer Insights & Target Audience

digital

TWO WAYS

ATMAKA

Page 15: Digital Strategy, Consumer Insights & Target Audience

analog + digital?How about combining

ATMAKA

Page 16: Digital Strategy, Consumer Insights & Target Audience

ATMAKA

Page 17: Digital Strategy, Consumer Insights & Target Audience

tv ad

website

mobileapplication

print ad

ATMAKA

Page 18: Digital Strategy, Consumer Insights & Target Audience

tv ad

website

mobileapplication

print ad

Never ending brand experiences

ATMAKA

Page 19: Digital Strategy, Consumer Insights & Target Audience

Explosion of channels and messages

because of:

ATMAKA

Page 20: Digital Strategy, Consumer Insights & Target Audience

Remarkable,attention-earning and

shareable

we need to be:

ATMAKA

Page 21: Digital Strategy, Consumer Insights & Target Audience

Let’s try defining digital strategy one more time

ATMAKA

Page 22: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives

ATMAKA

Page 23: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives

ATMAKA

Page 24: Digital Strategy, Consumer Insights & Target Audience

A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives

ATMAKA

Page 25: Digital Strategy, Consumer Insights & Target Audience

WHAT IS ADIGITAL STRATEGIST?2

ATMAKA

Page 26: Digital Strategy, Consumer Insights & Target Audience

A digital strategist is the person who develops and

oversees digital strategies and is responsible for inspiring

digital creativity

ATMAKA

Page 27: Digital Strategy, Consumer Insights & Target Audience

A digital strategist is the person who develops and

oversees digital strategies and is responsible for inspiring

digital creativity

Through conducting research and synthesizing insights

develops

ATMAKA

Page 28: Digital Strategy, Consumer Insights & Target Audience

A digital strategist is the person who develops and

oversees digital strategies and is responsible for inspiring

digital creativity

oversees

By monitoring brand health and orchestratingbrand campaigns

ATMAKA

Page 29: Digital Strategy, Consumer Insights & Target Audience

A digital strategist is the person who develops and

oversees digital strategies and is responsible for inspiring

digital creativityinspiring

Through briefings and on-going collaboration

ATMAKA

Page 30: Digital Strategy, Consumer Insights & Target Audience

What do we need to become a digital strategist?

ATMAKA

Page 31: Digital Strategy, Consumer Insights & Target Audience

obsessivecuriosity +

culturebrandbusinessbehaviortechnologyproduction

ATMAKA

Page 32: Digital Strategy, Consumer Insights & Target Audience

FEEDINGCREATIVITY3

Page 33: Digital Strategy, Consumer Insights & Target Audience

A fresh and true observation thatunlocks creativity

INSIGHT

ATMAKA

Page 34: Digital Strategy, Consumer Insights & Target Audience

INSIGHT

A fresh and true observation thatunlocks creativity

fresh trueunlocks creativity

ATMAKA

Page 35: Digital Strategy, Consumer Insights & Target Audience

it comes from three places:

INSIGHT

categoryconventions

culturaltensions

consumermotivations

ATMAKA

Page 36: Digital Strategy, Consumer Insights & Target Audience

categoryconventions

culturaltensions

consumermotivations

What’s tired, inspired and plain dead in how competitive brands communicate and behave

Help brand to stand-out and be recognized

ATMAKA

Page 37: Digital Strategy, Consumer Insights & Target Audience

categoryconventions

culturaltensions

consumermotivations

When beliefs held by the target are in conflict with one another

Brands should communicate their product truths but also take a position in overall culture

ATMAKA

Page 38: Digital Strategy, Consumer Insights & Target Audience

categoryconventions

culturaltensions

consumermotivations

The biological, emotional, social, and cognitive forces that influence behavior

Learn motivations that drive behavior

ATMAKA

Page 39: Digital Strategy, Consumer Insights & Target Audience

SPECTRUM OF MOTIVATIONS

PHYSIOLOGICALNEEDS

PERSONALSAFETY

PERSONALKNOWLEDGE

SOCIALACCEPTANCE

SOCIALSTATUS

DEFININGSELF

HUNGER, SLEEP, AIR, DRINK,

SHELTERPROTECTION,

SECURITY, ORDER, STABILITY

SKILLS, TIPS, EXPERTISE,

SERVICES, TOOLSNETWORK

EFFECTS, SOCIAL CURRENCY

POINTS, LEVELS, REWARDS,

RECOGNITIONIDENTITY,

PERSONALIZATION

BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES

ATMAKA

Page 40: Digital Strategy, Consumer Insights & Target Audience

DEFININGTHE TARGET4

Page 41: Digital Strategy, Consumer Insights & Target Audience

SOCIAL GRAPH

ATMAKA

Page 42: Digital Strategy, Consumer Insights & Target Audience

A representation of everyone that’s connected to you online

SOCIAL GRAPH

ATMAKA

Page 43: Digital Strategy, Consumer Insights & Target Audience

A representation of everyone that’s connected to you online

SOCIAL GRAPH

The mission is to understand how to provoke individuals into spreading a message or action through

their social graph

ATMAKA

Page 44: Digital Strategy, Consumer Insights & Target Audience

INTEREST GRAPH

ATMAKA

Page 45: Digital Strategy, Consumer Insights & Target Audience

A representation of the interests that connect you with others

online

INTEREST GRAPH

ATMAKA

Page 46: Digital Strategy, Consumer Insights & Target Audience

A representation of the interests that connect you with others

online

INTEREST GRAPH

It is important to know and represent which interests are most prevalent among groups of consumers and how those

interests connect individuals in those groups to others

ATMAKA

Page 47: Digital Strategy, Consumer Insights & Target Audience

mindtalk.com

ATMAKA

INTEREST MEET-UP SPACE

Page 48: Digital Strategy, Consumer Insights & Target Audience

THE DIGITAL TARGET

ATMAKA

Page 49: Digital Strategy, Consumer Insights & Target Audience

Identifiable and reachable networks of people which either represent the target

market or influence the target in their purchase process

THE DIGITAL TARGET

ATMAKA

Page 50: Digital Strategy, Consumer Insights & Target Audience

COMPARISON

mass mediatarget

digitaltarget

VS.

ATMAKA

Page 51: Digital Strategy, Consumer Insights & Target Audience

COMMUNITY

ATMAKA

Page 52: Digital Strategy, Consumer Insights & Target Audience

COMMUNITYA group of interconnected individuals who

share a vision for the future and can be defined by insiders and outsiders

ATMAKA

Page 53: Digital Strategy, Consumer Insights & Target Audience

A group of interconnected individuals who share a vision for the future and can be

defined by insiders and outsiders

COMMUNITY

Target group shares a common set of demographics and/or psychographics

A crowd shares a common location in time and/or space

Communities are distinct from target demographics and crowds

ATMAKA

Page 54: Digital Strategy, Consumer Insights & Target Audience

COMMUNITYCommon community characteristics:

Holds a shared vision of who they are and the future they want to build together

Members of the community share a yearning for connection

Communities are exclusive in some way

Typically have an engaged and active leader

Share common activities

ATMAKA

Page 55: Digital Strategy, Consumer Insights & Target Audience

THE 5 Cs OF COMMUNITY

commerce

continuity content

connection conversation

INCENTIVES

RELEVANCEVALUE

EMPOWERMENT

ATMAKA

Page 56: Digital Strategy, Consumer Insights & Target Audience

kaskus.co.id

ATMAKA

THE LARGEST INDONESIAN COMMUNITY

Page 57: Digital Strategy, Consumer Insights & Target Audience

THANKYOU