The document discusses the need for digital strategy in agencies. It begins by stating that defining digital strategy is less important than creating a plan to accomplish a purpose. It then provides examples of new digital models that are changing consumer habits and expectations. The document outlines five steps for developing a digital strategy: 1) Begin with the customer by understanding how they think and talk about the brand. 2) Start making marketing briefs digital. 3) Adopt a systems approach across marketing channels. 4) Visualize the brand experience journey. 5) Make each customer touchpoint effective. The overall message is that digital strategy is about understanding customers and creating a coherent plan across channels.

1. ANA ANDJELIC
@andjelicaaa

2. WHAT IS DIGITAL STRATEGY AND
WHY AGENCIES NEED IT
11.18.11

3. LET’S HOLD OFF ON THE DEFINITION OF DIGITAL
PLANNING FOR A MOMENT.
“Fields in which definition is now a settled matter tend to be lethargic, dying, or dead
fields, where inquiry no longer provides challenges to what is accepted as truth.”
Richard Buchanan

4. AT THE SAME TIME, THE NEED IS THERE.
A few things that we dealing with, on a daily basis.
• We are forced to think (more than before) how to create value for both customers and
clients
• We are challenged to make the evolving relationship between buyers and sellers work
for us.
• We are faced with networks, not just individual consumers

5. Publish Create Sell
Share Play Aggregate
Connect Remix Review

6. MONEY IS THERE, TOO.
In only 8
Etsy, social years, couch
market for surfing built a
crafts, has network of
more than $5.7 1.2M
members and couches
$179.4 million across the
of goods sold. globe.
Groupon has Consumer
4,400,000 peer-to-peer
subscribers rental market is
and $173M to a $26 billion
in funding. industry.

7. ALL THESE NEW MODELS CHANGE CONSUMERS’
HABITS AND SHAPE THEIR EXPECTATIONS.

8. OUR JOB
Create a plan for arranging elements in such a way
as best to accomplish a particular purpose.

9. CREATE A PLAN FOR ARRANGING ELEMENTS IN SUCH
A WAY AS BEST TO ACCOMPLISH A PARTICULAR
PURPOSE

10. ALL OF THIS IS TO SAY
Solution to clients’ problems is not always communication*
*If the solution is not always communication, then what is it?

11. 1. BEGIN WITH THE CUSTOMER

12. INQUIRE: HOW DO THEY THINK ABOUT THE
CATEGORY? HOW DO THEY PERCEIVE THE BRAND?
HOW DO THEY TALK ABOUT THE PRODUCT?

13. DIGITAL TRACES ARE EVERYWHERE
PEOPLE
COMMUNICATE
SHARE
UPDATE
TRACK
COMMENT
CONNECT
... but the difference is that we can now see all of that.

14. PERSONAS
DESCRIPTION:
Love spending time online, but mostly passively consume web content -
they watch videos, play games, browse through photos, and participate in
whatever draws their attention. They may pass the content along, but
their social graphs are not big, so the spread doesn’t get very far.
WHERE WE CAN FIND THEM:
They are mostly on the mainstream online
destinations, like ESPN, CNN, BEST BUY, and big
social networks like Facebook.
GOALS:
Get Entry Lever User interested in our content and
rewards, reward them for trying it out, and drive key
applications.
TASKS:
• Offer exclusive downloads
• Provide online rewards
• Secure discounts from partners

15. 2. START MAKING YOUR BRIEFS DIGITAL
WHERE & SUCCESS
IDEA TASKS
HOW METRICS
How do we How are we What are the How are we
respond to our going to get media tactics going to define
challenge? there? and consumer success?
touchpoints?

16. 3. ADOPT A SYSTEMS APPROACH
OOH
BRAND STORY
EVENTS
BLOGS &
EARNED MEDIA

17. 4. VISUALIZE THE BRAND EXPERIENCE FLOW
AWARENESS
RE
VI LOYALTY
EW
S
AN
NT
D
CO
ME
M
GE
M
EN
GA
TS
EN
LS ACQUISITION
T OO
E
VIC
SER
CONSIDERATION

18. 4. VISUALIZE THE BRAND EXPERIENCE FLOW
ENGAGEMENT
N LOYALTY
TIO
I RA
CO
P
INS
NV
ER
SAT
TY
INI REMINDER
ION
A FF
E
NC
LUE
INF
G&
RIN
A
SH
AWARENESS

19. 5. MAKE EACH POINT WORK FOR YOU
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20. THIS IS NOT A THEORY

21. THANKS!