Filed under: Digital Strategy
Yesterday I was in Melbourne, a city I just love, part of a team presenting to a group of really smart marketers. I showed a collection, not of case studies per se, but of thought starters on how to create digital connections between brands and their consumers.
The philosophy can be described by my digital planning diagram, but is best summed up by the following:
- Insights (Research)- you must have them about what your brand truth is and about your audience.
- Bravery (Design)- it’s easy to have a ‘look, don’t touch’ philosophy for your communication, but the rewards of conversation and the merits of authenticity reap long term results
- Smarts (Evaluation)- have an understanding of what you want to get out of your online efforts. Reach? Sales push to a specific channel? A consumer panel for insights? Map and measure your goals.
It brought home to me how powerful storytelling is in generating understanding and inspiration. It was a joy to see what these guys created at the end of the day in their team workshops.
Of course there was a call for hard numbers, particularly around how much do you need/ can you get away with shifting online to get results. We had a scenario on hand that highlighted:
- if you took 5% away from the ATL TVC media budget
- what would you need to spend online to make it up?
We were able to evidence:
- that we could gain almost 3 times the exact target audience we needed to reach to make up the budget shift
- with less than half the budget
- delivering 4 times the time with brand
- and articulate the product benefit in a way the would also increase packaging recognition in channel.
Some more studies on the effectiveness of moving budget to online:
- IAB Cross Media studies on Colgate, and Kleenex (thanks Sean!)
- some hot presentations from the Adelaide Now “introduction to online advertising seminar”
- and a great little story on the effectiveness and emotional pull of blogs in Australia
Thanks guys- I hope to see you all again soon.
6 Comments so far
Leave a comment