Digital Strategy, Consumer Insights & Target Audience
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The document provides an overview of digital strategy, insights, and target audiences. It defines a digital strategy as a plan to accomplish measurable objectives using digital tools. A digital strategist develops and oversees digital strategies by conducting research, synthesizing insights, monitoring brand health, and collaborating with others. Insights that fuel creativity come from examining category conventions, cultural tensions, and consumer motivations. Defining the target audience involves understanding people's social graphs, interest graphs, and digital communities that can spread messages and influence purchasing decisions.
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Digital Strategy, Consumer Insights & Target Audience
- 2. DISCLAIMER This slide is heavily inspired by Bud Caddell’s Digital Strategy 101. I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience. ATMAKA
- 3. 1 WHAT IS A DIGITAL STRATEGY?
- 4. A digital strategy is a plan to accomplish something with the benefit of digital tools ATMAKA
- 5. Plan requires a who, what, when, where and how A digital strategy is a plan to accomplish something with the benefit of digital tools ATMAKA
- 6. A digital strategy is a plan to accomplish something with the benefit of digital tools An objective has to be measurable and actionable ATMAKA
- 7. A digital strategy is a plan to accomplish something with the benefit of digital tools What are the benefits? ATMAKA
- 10. analog I can only watch, hear or read ATMAKA
- 13. digital Now I can like, comment & share ATMAKA
- 15. How about combining analog + digital? ATMAKA
- 16. ATMAKA
- 18. website tv ad Never ending brand experiences mobile application print ad ATMAKA
- 19. because of: Explosion of channels and messages ATMAKA
- 20. we need to be: Remarkable, attention-earning and shareable ATMAKA
- 21. Let’s try defining digital strategy one more time ATMAKA
- 22. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
- 23. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
- 24. A digital strategy is the who, what, when, and where of listening and responding to consumers, bridging brand experiences, iterating offerings, and collecting & activating consumer relationships in order to accomplish an actionable and measurable objectives ATMAKA
- 25. 2 WHAT IS A DIGITAL STRATEGIST? ATMAKA
- 26. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity ATMAKA
- 27. Through conducting research and synthesizing insights A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity ATMAKA
- 28. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity By monitoring brand health and orchestrating brand campaigns ATMAKA
- 29. A digital strategist is the person who develops and oversees digital strategies and is responsible for inspiring digital creativity Through briefings and on-going collaboration ATMAKA
- 30. What do we need to become a digital strategist? ATMAKA
- 33. INSIGHT A fresh and true observation that unlocks creativity ATMAKA
- 34. INSIGHT A fresh and true observation that unlocks creativity ATMAKA
- 35. INSIGHT it comes from three places: category conventions cultural tensions consumer motivations ATMAKA
- 36. category conventions cultural tensions consumer motivations What’s tired, inspired and plain dead in how competitive brands communicate and behave Help brand to stand-out and be recognized ATMAKA
- 37. category conventions cultural tensions consumer motivations When beliefs held by the target are in conflict with one another Brands should communicate their product truths but also take a position in overall culture ATMAKA
- 38. category conventions cultural tensions consumer motivations The biological, emotional, social, and cognitive forces that influence behavior Learn motivations that drive behavior ATMAKA
- 39. SPECTRUM OF MOTIVATIONS PHYSIOLOGICAL NEEDS PERSONAL SAFETY PERSONAL KNOWLEDGE SOCIAL ACCEPTANCE SOCIAL STATUS DEFINING SELF BY THEIR NATURE, THESE MOTIVATIONS REQUIRE ACCESS TO AND NAVIGATION OF SOCIAL RELATIONSHIPS WHICH MAKE THEM MOST RIPE TO FULFILL WITH DIGITAL TECHNOLOGIES HUNGER, SLEEP, AIR, DRINK, SHELTER PROTECTION, SECURITY, ORDER, STABILITY SKILLS, TIPS, EXPERTISE, SERVICES, TOOLS NETWORK EFFECTS, SOCIAL CURRENCY POINTS, LEVELS, REWARDS, RECOGNITION IDENTITY, PERSONALIZATION ATMAKA
- 42. SOCIAL GRAPH A representation of everyone that’s connected to you online ATMAKA
- 43. SOCIAL GRAPH A representation of everyone that’s connected to you online The mission is to understand how to provoke individuals into spreading a message or action through their social graph ATMAKA
- 45. INTEREST GRAPH A representation of the interests that connect you with others online ATMAKA
- 46. INTEREST GRAPH A representation of the interests that connect you with others online It is important to know and represent which interests are most prevalent among groups of consumers and how those interests connect individuals in those groups to others ATMAKA
- 49. THE DIGITAL TARGET Identifiable and reachable networks of people which either represent the target market or influence the target in their purchase process ATMAKA
- 51. COMMUNITY ATMAKA
- 52. COMMUNITY A group of interconnected individuals who share a vision for the future and can be defined by insiders and outsiders ATMAKA
- 53. COMMUNITY A group of interconnected individuals who share a vision for the future and can be defined by insiders and outsiders Communities are distinct from target demographics and crowds Target group shares a common set of demographics and/or psychographics A crowd shares a common location in time and/or space ATMAKA
- 54. COMMUNITY Common community characteristics: Holds a shared vision of who they are and the future they want to build together Members of the community share a yearning for connection Communities are exclusive in some way Typically have an engaged and active leader Share common activities ATMAKA
- 55. INCENTIVES commerce content continuity VALUE THE 5 Cs OF COMMUNITY connection RELEVANCE conversation EMPOWERMENT ATMAKA
- 56. kaskus.co.id THE LARGEST INDONESIAN COMMUNITY ATMAKA
- 57. THANK YOU