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what
digital
planning
is not! franklinozekhome e! paper
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Diesel’s “Be Stupid” Campaign Won a Grand Prix Award at the 2010 Cannes Lions International Festival of Creativity.
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the mindset
A few days ago, I was chatting with a former colleague in San Francisco, California - he works in the planning department of a prominent advertising agency in Lagos, and was vacationing in the US for the summer. Naturally, the gist had revolved around current events and trends in the Nigerian media and advertising industry, especially given the country's poor representation at the recently concluded 57th Cannes Lions International Advertising Festival. He revealed how his agency was still trying to come to terms with successfully integrating digital offerings in their brand proposals to clients.
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Marketers were not excited by their 'digital recommendations', and sublimely told the agency to stick to what they knew best strategic implementation that focused on the utilization of traditional media channels - TV, print, radio, and in-store media. One client in particular, had explained their position was borne out of a research that was conducted recently; to gauge the impact of digital advertising on consumers, and that only a fraction of the target people in the research poll had reacted to online advertising. Fewer still had gone on to purchase a product or recommend it based on digital influences.
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"Be Stupid," a Print-Outdoor-Web Campaign was Created by Anomaly New York.
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I had probed further to understand what the issues were, and was shocked to find out that in this time and age of prosumers, conversations, engagement, social interactivism, and digital ecosystems, some agencies and clients still don't get it. The blame went to the agencies because they were supposed to act as change agents for marketers, consumers, and the industry, and yet, they were proffering outdated digital models, and exporting platforms and concepts that [had become 'old news' once they were used by the originators] were not resonating with consumers in the Nigerian market.
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to understand that in the “ They have industrialized world, and
supposedly digitally developed countries, agencies and marketers were still trying to cut their teeth in this space. The digital world is continually evolving, and moving at a pace faster than we are at understanding digital natives.
�
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digital natives
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Smartbookblog.com
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Maternewmedia.com
“Millennials at Work� FastCompany
Generation Einstein ‘Superstars’
what
digital
planning
is not! franklinozekhome e! paper
Taking a big idea that was successful some place and localizing the concept for other brands
Packaging a cool concept wrapped up as product ideas to sell to clients
Developing an online presence, Facebook campaign or iPhone app, and expect consumers to love your brand because you have attempted to inhabit their space Developing websites, and affixing cool slogans and images on moving media platforms Setting up a unit with planners, and calling them 'digital strategists', and expecting them to come up with 'digital ideas' for brands
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what then is
digital?
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Luismiranda’s Posterous “A Definition of Digital”
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what does
digital planning entail? franklinozekhome e! paper
“i do not claim to know all of the answers... …as I am still understudying cultural insights, digital planning models, and brand engagement tools that have been used successfully on digital natives in the past five years. However, for future planning purposes, ‘digital strategy’ should combine the following:
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business intelligence
design thinking
user insights
information architecture [IA]
brand strategy
entertainment content strategy user experience [UX] social chatter media + connections planning mobile & data analytics innovative use of offline channels
great storytelling
Aki Spicer “Fallon Brainfood: The Engagement Opportunity�
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Stephen P. Anderson “The Fundamentals of Experience Design�
masternewmedia.com franklinozekhome e! paper
Simply put:
digital planning is about platform ideas, not channel tactics. – Aki Spicer
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Nike+ iPhone App
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“
The digital world permeates consumers' lives, but they never think of it as technology - it's just another tool of convenience. So rather than viewing it as 'new media' and a vehicle to fire messages at the consumer, we use it to service a need. As we move from passive one-way communications to a two-way conversation, we give our consumer a voice by listening, sharing, and co-creating and, above all, by enabling meaningful solutions.
�
Stefan Olander, Global Director of Brand Connections, Nike
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The whole idea of interactivism and utilization of digital media stems from the notion of offering real value and meaning to people's lives for a longer period of time, by creating 'tangible and real assets that transcends mediums to an engaging platform that people are eager to own. – Tom Himpe
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Check out the following case studies, and try to understand the mindset of the agencies that developed these award-winning concepts for their clients:
MINI Interactive case study @http://goo.gl/wt0k4
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Miniusa.com
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Nike.com/iD Case study @http://www.rga.com/work/nikeid
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Concept Store
iPhone App
Website
Studio
Print Ad
Ikea.com
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Interactive Catalogue @ http://goo.gl/wWku1
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Oldspice.com
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Case study @ http://www.wk.com/campaign/digital_response
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www.youtube.com/user/OldSpice
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Wrangler.com
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Blue Bell Jean Video @http://goo.gl/vKKXK
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We can see from these case studies [including works researched in the past year from agencies in Johannesburg, London, Paris, Miami, Hong Kong, Brussels and Sydney, Australia, and ongoing conversations had with some marketers - Nokia, VW, Charles Schwab, HP] that we have not yet scratched the surface.
Digital Planning goes beyond planners who get it sitting down in an intelligent hub, crafting proposals and partnering with media vendors that have purchased rights to already existing digital models, and packaging them as innovative, ground-breaking concepts for clients.
http://www.fiat.co.uk/ecoDrive
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If we are going to proffer brand engagement ideas and digital solutions as a basis for achieving set objectives, agencies must work in tandem with clients, content providers, trendspotters, marketing technologists and social media curators to create original + integrated concepts that reflect their total understanding of the business segment, and the consumers with whom they are trying to make a connection.
Tim Berners-Lee, Inventor of the World Wide Web.
Tim ’O Reilly, Founder + CEO ‘O Reilly Media, Inc.
what
digital
“a social creation designed for a social effect - to help people work together “
is about “Creating new opportunities to do a job that customers want done” Aki Spicer, Director of Digital Strategy at Fallon Worldwide.
“Transforming ‘target insights’ towards ‘user insights’”
“Converting viewers to users, and users to advocates”
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“Backing ‘people powered ideas’ and ‘back pocket solutions’ by offering true marketing benefits backed by technology”
next on digital "The next great media company won't have a website; it will be all spokes and no hub. It will exist as a constellation of connected apps and widgets that live inside other sites and offer a full experience plus access to your social graph and robust community features.�
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acknowledgements Thanks goes to the following individuals, organizations, blogs and websites for citation of their original materials and use of photos:
Luismiranda’s Posterous Mobile Dreams Factory Kokokaka Goteborg Wieden + Kennedy VCU Brandcenter theandnetwork® Tim Berners-Lee Stefan Olander Edelman Digital FastCompany Tim ‘O Reilly Steve Rubel Tom Himpe Aki Spicer Identiture Wrangler YouTube Google Diesel Nike+ Flickr R/GA Mini IKEA TAXI
inside the mind of a m/ad man
™
franklinozekhome is Founder and Chief StoryTelling Officer of Identiture. Currently based in New York, his focus is working with clients and partners to bring to market commercially viable + socially significant new business ideas and consumer products, services, and experiences in the EMEA markets. He is an ambassador of AD:2020, an open platform created with likeminds to reimagine the future of advertising.
Franklin is an entrepreneur, writer, speaker and educator. His thought leadership has been featured in BusinessWeek, Marketing Edge, ThisDay, M2, Biz-Community, TownCrier Times, Brandfaces, and myriad blogs and websites. Follow his rants, raves and tantrums on Twitter @Donniefranklin.
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