Demystifying Digital

DEMYSTIFYING DIGITAL:
FROM BINARY CLUTTER
TO PROFITABLE BRAND ENGAGEMENT

DIANA CAPLINSKA
19.02.13
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DEMYSTIFYING DIGITAL: FROM BINARY NOISE TO PROFITABLE BRAND ENGAGEMENT

ROAD TO CREATIVE STRATEGY

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/// Where I started and how I ended up doing what I do - from digital to creative to
combining the two.


TBWA: DIGITAL BEGINNINGS

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/// In 1983 Apple Computers released their signature advertising campaign, putting the
world into anticipation for its upcoming product. The spot called ‘1984’ claimed that George
Orwell wasn’t right, and that 1984 in fact will bring a different, user-friendly era of
computing. This launched the Macintosh - a brand that challenged the intimidating bulky
speciﬁcations-focused category, a brand that is still delivering on this promise 30 years later.

Coincidentally, this ad that kick-started the computing revolution was created by the agency
network that I currently work for.


MY DIGITAL ROLLERCOASTER

ﬁrst experiments getting seen spreading the word
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PURPOSE OF THIS TALK

to get you here

digital confidence scale

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/// Today the digital industry seems to have a disproportionate number of people on
opposite sides of the spectrum in terms of their ability.

There are those that still feel insecure in front of the natural complexity of digital. They work
under the excuse of being ‘digital immigrants’. They get scared by it, avoid it at all costs, and
pass the work on to people with ‘digital’ in their job title. They’re not convinced about the
inevitable merge of these roles into one, which will eventually make their employer question
their skill set.

The other end of the scale is a flock of self-proclaimed ‘social media gurus’ and ‘digital
ninjas’. No joke. Unfortunately their confidence often overtakes their actual use of digital
channels. This symptom is frequently present in the ‘digital natives’. That said, just because
you’ve been on Facebook since 2006 doesn’t mean you know how to plan, execute, and
evaluate a social ad campaign.

I hope that this presentation gets you a little bit closer to being in the middle of those two
and allows you to make informed choices when navigating the world of digital marketing.


FAVOURITE STAT OF THE
DIGITAL CONNOISSEUR

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/// Within the marketing world (UK on this occasion, though global sits not far off), digital is
the only area that’s growing YoY. Enough said.


WHAT’S BEHIND THESE
FIGURES?

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AGENCIES GO FROM DIGITAL
TO INTEGRATED

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(A LOT OF) BRANDS
LACK DIRECTION

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/// Without a proper direction dictated by the brand and digital strategy, there seems to be a
wish to get their ﬁngers into every pie. Sometimes the content is duplicated, sometimes it
overlaps depending on the functionality of the platform, and only in few occasions is it
complimentary and well-orchestrated.


CONSUMER IS HARDER
TO PIN DOWN

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/// There is a reason ‘fragmented media landscape’ is the most overused phrase in
marketing over the last few years. TV’s gone catch-up, ads have gone skippable, radio has
gone Spotify, newspapers have gone online, magazines have gone freemium. How dare
brands invade your privacy on Facebook?


WHERE IS THE REAL
POWER OF DIGITAL?

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ENGAGEMENT

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/// It is often believed that digital is there as just another channel to transmit the same brand
messages. The reality is that digital is the only channel that allows you to do much more than
that - to get people to reply to your brand, share it, and create content for it. And that is its
true value.


ACKNOWLEDGE
THE NEW REALITY

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/// Convenient as it is, to really make the most of it, the brand must respect the
game it is playing. This cover is from April 2005, only speculating about the future of
the marketplace. The new reality is far more complex...


NO, REALLY!

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/// Clockwise from top left:

1. BP Global PR - how one-man corporate pressure killed the PR function.
2. Groupon - Group buying craze that is killing loyalty.
3. Dell Hell - how user complaints overturned a brand strategy.
4. Rob Kalin and Esty - the icon of a democratic marketplace.
5. Kickstarter - crowd funding becomes a business skill.
6. TripAdvisor - revolutionising travel with informed transparent choices.
7. Wired cover - a new wave of fortune-making techpreneurs.
8. Ebooks - bypassing the usual authoritative intermediaries.
9. MoneySupermarket - providers of instant perfect information.
10. Dixons - the king of showrooming.


RECOGNISE THE NEW
STRATEGIC PROCESS

Booz & Company: What’s the Value of a Facebook Like? http://www.youtube.com/watch?v=GaB_YvGrvSI 15
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/// By no means has the process changed completely, but incorporation of certain digital
elements can signiﬁcantly improve the effectiveness of the work that marketing does, e.g.
- Focus groups are often complimented with online research, from a quick scan of twitter
mentions, to lurking around the blogs and interest forums, to Facebook Graph algorithms,
and Google Adwords reports.
- Earned media is no longer the way to get attention. This can be done much more
effectively, and much cheaper through owned and earned media (depending on the task).
- Whilst real hard sales data will always be the ultimate way to calculate ROI, marketing
academics and consultants alike are playing with concepts that would incorporate social
metrics into the equation to have a clearer picture of potential future performance.


THE ONGOING NEED
FOR POWERFUL BRAND IDEAS

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/// Whatever it takes, big ideas will always stay at the core of what a brand does. And whilst
digital can create a lot of noise regardless of how good the idea is; its true potential for
generating engagement through likes, shares, comments and replies is highly dependent on
what the brand stands for.


AND THE EXPERTISE
THEY DESERVE
‘’Planners need to transcend
conceptual (brand) & practical (media)
philosophies to become
user experience architects.’ ’

Nick Hirst,
Head of Brand Planning, Dare
Gold Admap Prize Winner 2012
Essay on ‘Future of Planning’

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/// Strategy people have recently been speculating / debating the future of their own
discipline. There’s always a new buzzword and a new point of view, but this one seems to
actually be catching on.
User Experience Architecture - thinking of producing advertising as one ongoing marketing
process (from research, through to sale, and aftercare) no longer divided by the discipline.


PLAY BY THE RULES

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1. BE INTERESTED TO BE
INTERESTING

listen & respond
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2. FULFILL AN UNMET NEED

utility entertainment
(save time) VS (waste time)
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3. ADD UNEXPECTED VALUE

the more tangible the better
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4. CO-CREATE CULTURE

become social currency
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5. MAKE SURE YOU GET SEEN

use platforms creatively
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SOUNDS SIMPLE?

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THEN WHY DO WE
MAKE IDEAS FOR
HEADLINES
NOT CONSUMERS?

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NEED PROOF?

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/// Surely, out of all talent, someone like Google would have succeeded at taking ideas into
digital. They tried exactly that, inviting four retired creatives from the 70s to come in and
work up their ideas for the new world. Would the end result capture the minds of the target
audience though? That remains questionable. See for yourself.


COMMON WATCH OUTS

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STAY ON BRAND

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RESPECT YOUR CONSUMER

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APPRECIATE SOCIAL
CONTEXT

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USE COMMON SENSE

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WHY SO DIFFICULT?

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CUT THROUGH REQUIRES
INNOVATION

First ever banner ad CTR (1994) - 78%

Facebook ad CTR (2012) - 0.05%

A4U Performance Marketing Insights: The World’s First Banner Ad Clicked-Through at 78% http://www.afﬁliates4u.com/news/2011/09/worlds-ﬁrst-banner-ad-clicked-through-78-compared-007-today/
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/// We always react to things that seem new and interesting. Then we get used to them and
click Skip.
Just the way you probably did with YouTube last time you were waiting to watch a music
video.


REAL CURIOUS INNOVATION

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/// Major billboard, incredible footfall, instant curiosity.
Dedicated time and effort into uncovering the message.


SO WE LEARN BY DOING

Marketing Vox: Day-of-the-Week Affects Facebook Responsiveness http://www.marketingvox.com/day-of-week-affects-facebook-responsiveness-different-by-category-051911/
Social Bakers:Social Media Marketing is Not Just About One Metric http://www.socialbakers.com/blog/688-infographic-social-media-marketing-is-not-just-about-1-metric 35
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FOR MEASURABLE FEEDBACK

TBWA London: Skittles Effectiveness Study
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THERE IS NO FORMULA FOR
DOING DIGITAL WELL

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APART FROM BEING HUMAN

Google Analytics in Real Life: Online Checkout http://www.youtube.com/watch?feature=player_embedded&v=3Sk7cOqB9Dk#! 38
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/// This is a rather brilliant video out of a series from Google Analytics (YouTube it). Its aim
is to highlight the silly mistakes brands make in online marketing and retail, and show them
the value of the Analytics in ﬁne-tuning it. To do this, Google takes some of the common
digital problems into the modern world.


HOW TO GET AHEAD

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FIRST-HAND EXPERIENCE
the ﬁrst proof of your ability

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OBSERVE AND UNDERSTAND

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(BOOKS FOR THE KEEN ONES)

Why has society not made How do leading companies Where is technology
the most of the web’s thrive in the changing business about to take us and
potential? environment? how to prepare?

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DEVELOP A POINT OF VIEW

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/// Analyse: why would it work, is it on-brad, how does it link to the brand’s activity
to date, how does it work in a competitive context?

: think of what new technology may mean for brands and consumer behaviour

: publish your thoughts and be ready to debate


P.S. YOU NEVER KNOW
WHERE IT MIGHT TAKE YOU

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IN SHORT

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QUESTIONS?

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DON’T BE A STRANGER

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