1. Digital training for planners

2. “ If you want to understand change you need to be part of it.”

3. You can’t “teach digital”

5. Since the beginning of time…

7. The world is a big place…

13. So how is this relevant?

26. Let’s compare

29. Assumptions

30. Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive

31. Challenge 1: Reach Challenge 2: Impact on Reach

32. Digital is a little different…

33. Brand Product Control Audiences Single Unique Thread Broadcast Channels Advertising Campaign Effect Slow Build Over Time Frequency Reach Interruptive Brand Advertising Product Control Audiences Single Unique Thread Channels Broadcast Campaign Effect Slow Build Over Time Reach Frequency Interruptive

34. The fundamental assumptions are different

35. So the approach needs to be different

36. It’s Challenging

37. Universe of channels

38. Massive Audience

39. Who have no attention span They have no attention span

40. And enormous power to ignore you

42. Block you out

43. Tell everyone you suck! Tell everyone you suck!

44. Kotler is old school but on the money

45. Advertising agencies can no longer prosper just by creating ads and choosing media. There are so many new ways to communicate today. Smart ad agencies will transform themselves into full-service communication agencies. They will work with their clients to choose the best messages and media vehicles, whether these are in the form of ads, press releases, events, sales promotions, sponsorships, direct mail, email or telesales. – Kotler http://www.globalleadersevents.com/downloads/downloads/AdvertisingvsPR_Kotler.pdf

46. Management is hard Management is hard

47. Requires a different approach

49. The path to love Communicators These talk to people who don’t know us or the message we have to send – Get ‘em interested Influencers These inform, excite, explain, motivate etc – Reel ‘em in. Optimizers These maximize the enjoyment of the purchase and encourage re-purchase. Keep the love fresh and relevant Fulfillers These deliver the goods in a way that seals the deal. Brand Fascination

50. Marketing Architecture Sales Path Source Of Prospects Entry Point Outcome Customise Online Booking Test Drive Dealer Awareness & Consideration Consideration & Selection Selection & Sale ATL Media Online Ads etc Keep up the momentum Execute sales effectively Drive awareness Dealer/Test Drive Microsite / Website Events CRM Lead Management Sales Subscriptions Test Drives Repeat CRM Servicing Subscriptions Acquisition eDMs Brochure Accessories Repeat Develop relationship

51. Channel Usage Map Display Media Int Eng Experience Subject Matter Site Subject Matter Site Paid Search Organic Search Paid Search Organic Search Awareness Consideration Selection Sales Repeat Paid eDM Website Digital PR Member eDM Landing Page Microsite Company Blog/Forum Paid Mobile List Member Mobile List Member Website

52. Digital is like cake

53. The digital layer cake

54. The digital layer cake Messaging Pictures and Words Interactivity / Delivery / Experience Behaviour path and outcomes

55. The digital layer cake Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context

56. So, digital has two extra dimensions Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Messaging Pictures and Words Interactivity Goal Goal: Drive Down The Behaviour Path (Interaction Depth) Messaging is different in detail but consistent in tone Interactivity is acknowledging of context

57. Picture of a carrot – illustrate the objective or goal of the audience

58. Digital vs Retail Digital is like retail

59. Someone has to make all this!

61. Sometimes it’s like the front bit of Ikea Sometimes it’s like the back bit of Ikea

64. So when you brief a creative team…

66. … and when you review creative…