targets, trends, tactics – an approach to digital creative
TRANSCRIPT
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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
BALIND SIEBER 2015
DIGITAL CREATIVE APPROACH / NICHE TARGETING
3
NICHE TARGETING
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / NICHE TARGETING
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We feel a mass audience should be divided into distinct groups of consumers that
campaigns can track and target, tailoring interaction to their behavior
OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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
DIGITAL CREATIVE APPROACH / NICHE NETWORKS FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / NICHE TARGETING
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We Listen to consumers, bridge media, gain feedback, iterate offerings, and collect
relationships
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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THE PERVASIVE WEB
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / NICHE TARGETING
Social Media
Website
CRM
Data-Driven
Notifications
Data-Driven
SEARCHEABLE PAST
PERVASIVE EMERGING
PREDICTIVE FUTURE
DIGITAL TRENDS
OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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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FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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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OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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#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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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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OUR FRAMEWORK FOR PRODUCING DIGITAL CREATIVEFRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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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FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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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FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / THE PERVASIVE WEB
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An idea should be contextual, entertaining, engaging, playable, and of value, in order to provoke individuals to
spread it through their network
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES
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DIGITAL FOOTPRINT
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
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Our digital footprint is an overview that shows the connection of campaign
content and properties
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
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BRAND IDEA
The central thought in every communication across all media
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES
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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
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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DIGITAL CREATIVE APPROACH / CONTEXTUAL EXAMPLES / MY STARBUCKS IS___
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We plan interaction that takes place through phases of engagement
FRAMEWORK FOR PRODUCING DIGITAL CREATIVE
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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
THANKS