Describes approaches to digital strategy to determine innovation, communication or promotion platforms.

1. digital strategy:
an approach to understand a brand’s digital positioning,
competitors and consumer needs & behavior to achieve
a marketing direction for innovation, communication
or promotion. - Tery Spataro - @tery
(c) Copyright 2011 Tery Spataro

2. Innovation
The problem solution approached is used to identify a digital direction to fit the
needs of consumer/customer from communication and technology perspective.
Measurement
Implementation
Strategy
Innovation || Solution
Research || Insights
Problem Identification
(c) Copyright 2011 Tery Spataro

3. Communications Platform
Communication platform identifies communication objectives , messages, ideas
and channels.
BRAND & MESSAGE Elevating [WELL KNOWN BRAND]
PLATFORM In the Mind of the Consumer
CONSUMER:
CORE IDEA:
What’s the big idea?
COMMUNICATIONS
OBJECTIVES AWARENESS KNOWLEDGE LIKING
In-store Search
In-store
DIGITAL Search Website
Social Media
E-Newsletter Social Media
CHANNEL Social Media Mobile
Recommend to a Friends
(c) Copyright 2011 Tery Spataro

4. Creative Strategy
Means End Chain Conceptual Advertising applied to Digital Strategy to arrive at
creative execution.
Meet Addison Dark Chocolate Lover
Opportunities
Reach:
3 pm - Internet Radio, Facebook
Relevance:
Driving Forces: Ingredients and health benefits in
Self satisfied
search, banners, web content and
social media.
Leverage Point:
Feeling Good Show how percent of cocoa, taste,
health benefits create happiness
Consumer Benefits: and feelings of satisfaction.
Taste
Relationships:
Message Elements: Sharing the experience on
Percent of cocoa
Facebook, Twitter, and Four Square
Key Message: “Happiness is only a bite away.”
(c) Copyright 2011 Tery Spataro

5. Pillars for Consumer Strategy:
Reach, Relevance, Relationships
REACH RELEVANCE RELATIONSHIPS
Where? What? When? Who? Why?
 Where are your  What do they need?  Who are they?
consumers  What are they looking  Why should they pay
 Where are they coming for? attention to you?
from?  What do you provide  Why will they engage
 Where are they going? that will entice them to with you?
come back?  Are you building trust
 When do they need with them?
you?  Why would they go
elsewhere?
(c) Copyright 2011 Tery Spataro

6. Research
(c) Copyright 2011 Tery Spataro

7. Investigate, Examine, Analyze
 Identify the communication objectives
 Learn about consumer intent
 Examine communication opportunities
 Understand positioning
 Solve problems
 Create big idea
 Identify trends
(c) Copyright 2011 Tery Spataro

8. Methodology
OBSERVE COLLECT ANALYZE INSIGHTS STRATEGY
o Observe – behavior with web, search, social media, mobile, transmedia, games, immersive media
o Collect – data from identified digital sources
o Analysis – group data similarities in traffic and sentiment across online presence; determine
implications of groupings. Highlight trends in behavior.
o Insights – examine consumer’s state of mind and identify possible outcomes
o Strategy – leverage understandings and outcomes to determine the brand’s digital plan
(c) Copyright 2011 Tery Spataro

9. Identify
The research methodology
 Analyze brand digitally positioning
 Examine competitors
 Identify consumers usage of digital
within the category
Frame using reach, relevance and relationships
Research Strategy Measurement
Competitive
Reach Objectives
Analysis
Consumer Needs Relevance Digital Tactics
Consumer
Relationships Behavior
Behavior
(c) Copyright 2011 Tery Spataro

10. Competitor Analysis
Assessing Strengths & Weaknesses Drawing from Comparison
Identifying the White Space Examining the Gaps
(c) Copyright 2011 Tery Spataro

11. Examine Consumer Behavior
Observe and record what consumers
I'm going to need a foot massage after
yesterday & today.
18 minutes ago by jordanavenger
say and do, so that brands can:
Day off + foot massage = <3
– Understand if communications
about 1 hour ago by loonette
objectives are reached
If someone would like to give me a foot
massage, that would be amazing. I'll provide
tea and potentially a biscuit.
– Learn if the brand is providing
by Emmielouli
relevant content and messaging
8 minutes ago
– Identify consumer’s intent
– Examine the opportunities
– Create new ideas
– Investigate needs
(c) Copyright 2011 Tery Spataro

12. Innovation,
Communication,
Promotion
(c) Copyright 2011 Tery Spataro

13. Innovation
Communication
Promotion
(c) Copyright 2011 Tery Spataro

14. The Digital Strategist
A digital strategist has a way of observing the behavior of the
consumer or customer, and examining insights to help tell a story to
transform brands. The mission is to create a higher understanding of
marketing digitally to meet the needs of the consumer, brand and
business through reach, relevance and relationships.
(c) Copyright 2011 Tery Spataro

15. Tery Spataro is widely known for helping brands understand the role
digital plays in marketing, innovation and retail environment.
Wielding over two decades of experiences in marketing, as a digital
strategist, Tery takes a deep look into understanding why, what and
who.
Industry agnostic, she’s created strategies for Automotive, Beverage
and Food, Consumer Package Goods [CPG], Education, Energy,
Entertainment, Healthcare, Insurance, Pharmaceutical, Non-Profit
and Retail brands.
Most recently, Tery leads the charge for bringing digital to life in
physical space having worked with Bloomingdales, Michael’s craft
store, Sally Hansen, Novartis, Whole Foods and Nine West.
Tery helps clients by identifying problems with marketing,
Behaviorist, Strategist, Tech-Marketer, Futurist,
Inventor, Professor, Author communication, branding and retail space. She provides research,
strategy, and creative ideas with a clear direction on how to
proceed.
Tery held executive roles with top agencies and served as senior
strategist for several consulting firms. No stranger to entrepreneurial
life, Tery founded/co-founded, self-funded, and operated 7 startups.
Throughout the years she lectured at universities and international
conferences providing valuable thought leadership and is quoted in
books and articles about business and marketing. Tery has MBA in
marketing from Regis University. Wrote and illustrated a book about
quantum perceptions called “The Other Side of the Box”.
Bio || Twitter || LinkedIn || The Book || Pinterest || Slideshare || Glossi
(c) Copyright 2011 Tery Spataro

16. Stuff I Did
 The Future is Now – A look at the confluence of Us, with technology and the environment.
 Digital Experiences & Shopping – cheeky overview of the buyer’s decision making process using digital,
the future of in-store retail and use of digital experiences.
 Digital Strategy – a look at digital strategy a usages for innovation, communication and promotion.
 Fashion Intelligentsia - research report I did to provide insights into how fashion minded women
acquire information for shopping. This report was voted the best of Slideshare.
 The Changing World of Digital - looks at digital communication from a historical perspective and
identifies the way the consumer changes from passive involvement to participant.
 Healthy Digital - explores who the natural and organic consumer is and identifies their digital behavior.
 Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social
Media during the Boulder Fire.
 Digital Marketing Strategy vs Tactics – Asking strategic questions, forming ideas and identifying tactics.
 The Other Side of the Box - the story about a cat, box and perception. “The Other Side of the Box” a
book about perception, a cat and quantum thoughts.
(c) Copyright 2011 Tery Spataro