Session Four of University of South Florida's Zimmerman School of Advertising and Mass Communication Digital Media course discusses the Communications Framework necessary to create digital executions that will help the client.
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15. Is the major barrier in awareness
SEARCH - Are people having a
hard time finding the brand?
DISCOVERY – Do enough people
know about the brand?
AWARENESS BARRIER
16. Is the problem in the
consideration stage?
ASSESS – Is there enough
information to help people make
the decision to buy your product?
CONSIDERATION
17. Is the problem post purchase?
CONNECT
Are a number of people buying the
product but not advocating it?
CONSUME
Is there lost opportunities to connect
with your consumers to make them
aware of other products?
REPEAT PURCHASE & LOYALTY BARRIERS
28. Heading
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MEDIA
MEDIA
The type of digital channel you
use plays a very important part
in the success of the campaign.
Every channel has its own
strengths and weaknesses and it
is important to understand them
both and work out what works
best to help get your message
out there.
31. USFDigitalMedia.com
3 TYPES OF MEDIA
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
Content that is
bought and
placed by the
brand. This
includes Banner
Ads, Social Ads,
Viral Video
Seeding.
Direct
connection
between the
consumer and
brand. This
includes
Facebook
Pages, Twitter,
Email Lists.
Communication
that is produced
by a third party
that the brand
does not
control.
Includes:
Blogger
Outreach &
Reviews.
34. GOOGLE ADWORDS
Google AdWords we will not
cover but this is about making
sure you capture the attention
that comes for your activity
PAID MEDIA SOLUTIONS
ONLINE SEEDING/SOCIAL
ADS
Online Seeding helps to get
awareness for the activity that you
are creating (e.g Viral Video)
35. INFLUENCER OUTREACH
Influencers Outreach helps to
create content from influential
online content publishers that can
help change the perception of the
brand
LONG FORM CONTENT
EARNED MEDIA SOLUTIONS
36. SOCIAL PRESENCE
Probably the most popular form
of Social Media, which is creating
a presence for the brand through
Social Networks.
OWNED MEDIA SOLU
41. USFDigitalMedia.com
PHASE 3
WHAT IS THE CREATIVE
MESSAGING?
WHAT IS THE REASON TO
BELIEVE?
PHASE 2
WHAT IS THE CREATIVE
MESSAGING?
WHAT IS THE REASON TO
BELIEVE?
MEDIA
WHAT CHANNELS WILL BE
USED?
MEDIA
WHAT CHANNELS WILL BE
USED?
MEDIA
WHAT CHANNELS WILL BE
USED?
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
WHAT MEDIA CHANNELS ARE THEY USING
WHAT DO YOU WANT THEM TO DO?WHO IS THE TARGET MARKET
PHASE 1
WHAT IS THE CREATIVE
MESSAGING?
WHAT IS THE REASON TO
BELIEVE?
COMMS FRAMEWORK
MEDIACREATIVE
42. USFDigitalMedia.com
BUYING MOMENT
Hard-Hitting messaging: Pay
after your stay
No cancellation fees
Lowest Guaranteed Rate
RESEARCH
Messaging against a key benefit
but incorporating the brand idea:
Verified Reviews
Maps of neighbors
MEDIA
TV
Activation
Social
Rich Media
MEDIA
Standard Banners
Mobile
EDM
MEDIA
Rich Media
Social
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM
GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM
BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35
AWARENESS
“Why Booking Matters”
messaging
COMMS FRAMEWORK
MEDIACREATIVE
43. USFDigitalMedia.com
BUYING MOMENT
Hard-Hitting messaging: Pay
after your stay
No cancellation fees
Lowest Guaranteed Rate
RESEARCH
Messaging against a key benefit
but incorporating the brand idea:
Verified Reviews
Maps of neighbors
MEDIA
TV
Activation
Social
Rich Media
MEDIA
Standard Banners
Mobile
EDM
MEDIA
Rich Media
Social
CURRENT CONSUMER BEHAVIOR DESIRED RESPONSE
BOOK ACCOMMODATIONSWHITE COLLAR WOMEN 25-35
AWARENESS
“Why Booking Matters”
messaging
MEDIACREATIVE
SHOWS THE MESSAGING
AT DIFFERENT STAGES
FACEBOOK NYT TRAVEL SECTION CONDE NAST TRAVELLER TRIP ADVISOR DELTA.COM
GMAIL.COM PINTEREST ASKING FRIENDS KAYAK.COM ORBITZ.COM HOTELS.COM
54. USFDigitalMedia.com
Today’s Key Takeaways:
‣ The Modern Customer Journey
mirrors Paid, Earned, and Owned
Media.
‣ A Comms Framework is architectural
blueprint for the digital campaign.
‣ The most common phases are:
Awareness, Research, Buying
Moment.