1. Digital Strategy Tools

2. The Tools.
Use the tools of digital thinking as a means of exploring strategy.
1. Digital Ethnography: obtain consumer insights
2. Personas: Get to know your target
3. User Scenarios: Visualize the experience

3. Digital Ethnography.

4. Starting point.

5. Examples of consumers digital
information.

6. Opening up new areas of inquiry.

7. The landscape of online tools that help
us with our inquiries.
They offer us insights into what brand-related topics our target is talking about and what role
our product/brand plays in the wider context of our lives.

8. Qualitative insight tools.
They offer us insights into what brand-related topics our target is talking about and what role
our product/brand plays in the wider context of their lives.

9. Quantitative insight tools.
They let us validate pre-existing demand for a product/service and help us make sure that
we are speaking the same language as our target in our online content strategy.

10. Qualitative information tools.
They offer broad overview of topics and influencers related to a brand, product or category.

11. Quantitative information tools.
They give us a general overview of our performance and help us monitor and assess our
success.

12. Personas.

16. User Scenarios.

18. Scenarios map discrete steps of user
experience.
In this way, they clarify where the user and the brand interact and incorporates functional and
emotional elements of the process.

19. They also help us to assign specific tasks
for each touchpoint.
They enable us to detect the most meaningful points and turn them into opportunities. Ask:
What is the role of each touchpoint? What digital media and platforms do we want to use?

20. Finally, scenarios always take into account
both the functional and emotional
dimensions of the experience.