1.
Brand in Digital 2010
How to connect with your consumers?
What to do with them?
How to measure effectiveness?
2009

2.
Brand in Digital 2010
This presentation represents Tribal DDB Moscow
strategic vision and approach to Digital Marketing.
0. Consumer decision journey
1. Reaching target audience
2. Working with them
3. Binding to the product
4. Measuring effectiveness
5. Digital planning for a year
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3.
0. Consumer decision journey : classical model
Source: McKinsey
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4.
0. Consumer decision journey : new model
Source: McKinsey
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5.
0. Consumer decision journey : implications
Marketing spendings areas
1 2 3
Reach the audience Work with them Bind to the product
Get to the initial Create the Create rich post­
consideration set purchase intent as purchasing
a result of active experience to
evaluation increase loyalty
Weight of each area depends on the business objectives for the moment
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6.
1 2 3
Reach the audience Work with them Bind to the product
Get to the initial Create the Create rich post­
consideration set purchase intent as purchasing
a result of active experience to
evaluation increase loyalty
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7.
1. Reaching the audience : targeting
●
Target Audiences do not consist of
average people described in the briefs
●
Target Audiences consist of
PEOPLE and COMMUNITIES
●
In Digital we can target specific
communities and specific people, not only
age groups or income levels and interests
e.g. you can reach those 5 only people on
Facebook who like certain type of books
and live in a small town in northern
Canada with your targeted message
●
You can reach alpha users specifically,
who affect the attitude of the whole
micro­community to a certain category of
products
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8.
1. Reaching the audience : types of media
Types of Digital media available to invest in:
1 2 3
Owned media Earned media Bought media
Website, community, Buzz in the Internet, Banners, Context ads,
social networking profiles press coverage of payed seeding in the
and groups etc. events etc, social media etc,
Weight of the area depends on the marketing objectives for the moment.
In any case investment in the bought media under­delivers without proper
investment in the owned media.
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9.
1. Reaching the audience : strategies
From weak experience From strong experience
Reach Engagement
strategy strategy
To strong experience To weak experience
Combination of the two strategies works best
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10.
1 2 3
Reach the audience Work with them Bind to the product
Get to the initial Create the Create rich post­
consideration set purchase intent as purchasing
a result of active experience to
evaluation increase loyalty

11.
2. Working with the audience : approach
●
Focus on people rather than on the brand or the
product
●
Do real things rather than just talk at people about
your mission
●
Co­create with people, involve them into what you're
doing and do it with them
●
Concentrate on one thing instead of trying to cover
every possible topic related to your product range
●
Be flexible. Plan approach and processes rather than
concrete activities as things get changed too fast in
the digital media sphere
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12.
2. Working with the audience : levels
must great
Inform website, SEO, context advertising, SMO etc.
Facilitate services and applications, eCRM, eCommerce etc.
Communicate social networking, widgets, integration, content etc.
banners, video ads, viral campaigns,
Impress single player games etc.
contests, reality shows, multi­
Engage player games etc.
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13.
2. Working with the audience : areas
Search
●
Website is the center of everything
you do online. There the users can
have unlimited experience and
YouTube continue their journey to their first or
repetitive purchase
Owned channels in social media
online media
●
Facebook
Thematic
Website are a must, as they allow the users
Portals
Twitter
(with social to get almost as much experience
mechanics) as on the website but the price per
attracted is less compared to the
website.
Moreover users tend to hang out
Blog hostings
where they are, so it's wise to talk
with them there
Social
Media
●
All the outer Internet is where we
can get new users to talk with
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14.
1 2 3
Reach the audience Work with them Bind to the product
Get to the initial Create the Create rich post­
consideration set purchase intent as purchasing
a result of active experience to
evaluation increase loyalty
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15.
3. Binding to the product
●
Digital can help increase consumers' post­
purchasing experience:
they could win a prize, or become a preferred
member of a branded community with unique
values, or get instant money onto their mobile
phones or get a nice branded social mobile game
to play with friends and the product pack
●
In order to create valuable and unique post­
purchasing digital experience we need to verify the
purchase. There are many ways to do that:
­ special unique codes on the pack
­ digital coupons and more
●
If the binding is done properly we will manage to
create addition purchasing driver for the next
purchase
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16.
4. Measuring effectiveness : value
experience * engagement
value = price
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17.
4. Measuring effectiveness : payment models
weak contacts CPM
deep contacts visits to the website CPC
registrations / leads CPL
engaged proactive contact CPE
real actions CPA
transactions CPS
recommendations
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18.
5. Digital planning for a year : levels
2009 2010
Inform : all the time, continuous optimization
Facilitate : all the time, continuous optimization
Communicate : all the time, continuous optimization
Impress : 2 months promo Impress : big activation
Engage : big activation
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19.
5. Digital planning for a year : flowchart
ACTIVATION 3
ACTIVATION 2 EDIA
SO CIAL M
ACTIVATION 1
ICAT ION IN
CO MMUN
WEB PLATFORM
January December
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20.
5. Digital planning for a year : investment
Recommended digital budget split
20% 30% 50%
Web platform Constant activities Activations
Inform and involve Be present in Reach new
new audience, search and social audience and re­
accumulate media to engage existing
existing audience communicate with audience creating
and maximize pre­ new and existing new value and
and post­purchase audience during activating the
experience active evaluation loyalty loop
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21.
Thank you!
In case of questions please don't hesitate to contact
George Strakhov
Client Service Director @ Tribal DDB Moscow
gs@tribalddbmoscow.ru
+7 916 3513698
2009