Page Digital Marketing & Advertising
Module 1- Digital strategy - Research
What is it?
à Strategy
is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty
Strategy is a simple plan, the essence of strategy is knowing what not to do.
Sun Tzu ‘ The art of war’, first strategist:
1. Knowing yourself and your Enemy: Understanding your strengths and weaknesses, as well as those of your
competitors, is crucial for success in any field.
2. Every battle is won before it is fought.
à Strategy is crucial
3. “Strategy without tactics is the slowest route to victory.
à What are you going to do? Which weapons are you going to do?
à Most people only see the tactics and not the strategy
Research à Strategy à tactics
Always in this order, because tactics without strategy is
the noise before the defeat
Research Strategy Tactics
Identify swing states, in this case Target the group they will listen The great schlep
Florida to: their grandkids
There are a lot of elderly Jewish Motivate grandchildren to Sarah Silverman, well known
voters convice their grandparents comedian at the time (very
influencial Jewisch person)
Rascism- They tend not to vote
for people of other etnicities in
this case Obama
Grand children
,à Digital strategy
"digital" encompasses the vast and ever-evolving realm of technology that relies on discrete values and binary code to
process, store, and transmit information, shaping our modern world in profound ways.
Digital strategy à Tactics can be digital, but the strategy is always the same whether it is digital or not
“It’s strategy, but with today’s tactics”
à Digital revolution
The digital toolbox got bigger, it helps your research and your tactics
but your strategy is always the same
The Digital Revolution is an ongoing process, constantly evolving and shaping our world in profound ways.
1st picture: You buy your audience; you have to make sure it 2nd picture: it is not from one to many, but people are
is funny, and it speaks to them. It was that way in the past, connected
but it still is today.
Research – diagnosis
Research means that you don’t know, but are willing to find Without data you’re just another person with an opinion -
out - Charles Kettering W. Edwards Demin
, Company
Why
This is your purpose, mission, belief, or cause. It's the reason your organization exists beyond making
a profit. Why do you get out of bed in the morning? Why should anyone care about what you do?
How
This is how you do what you do. It describes your personality, values actions, or value proposition that
sets you apart from the competition. It's about the specific actions you take to bring your "Why" to
life.
What
This is what you do. It's your product, service, or job description. It's the most tangible and easiest to
identify aspect of your business à is the easiest to find out
Example: Apple Example: Nike
Why Why
Inspire creativity If you have a body, you’re an athlete
How How
They empower individuals through user-friendly and They believe in the power of sport to unite, motivate, and push
beautifully designed technology. By creating innovative, human potential. They bring inspiration and innovation to
intuitive, and aesthetically pleasing products with a focus on every athlete and constantly push them to become better
simplicity and user experience...
What What
Consumer electronics, software, and online services. This Athletic footwear, apparel, equipment, and accessories. This
includes products like iPhones, Macs, Apple Watch, iOS, includes shoes, clothing, sports equipment for various
macOS, App Store, Apple Music, etc. activities, and accessories like bags and hats.
, à sources desk research:
- Interview with brand fans
- Website - Brand research
- Founders, stakeholder interviews - Online brand monitoring (brand watch)
Consumer
àSegmentation
Is the process of dividing a broad target market into smaller, more defined groups of people who share similar characteristics,
needs, or behaviours
àTargeting
Is the process of selecting specific segments of your market to focus your marketing efforts on.
à Build your target audience
1) Socio demo 3) media & entertainment consumption
- Age / Gender / Location - Preferred media channels (social media,tv)
- Income / social class - Content preferences (genres, topics)
- Educational level - Time spent consuming media daily
- Family structure / Home ownership - Devices used to access media
2) Interest & behaviors 4) values, dreams, fears
- Hobbies - What matters most to them
- What kind of holidays do they like - Causes they support
- Brands they like - Personal fears
- Social fears
If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle - Jim Stengel
à sources desk research:
- Ai tools - Google learning
- Social media tool (meta) - Set up surveys/interviews
- Social listening
Module 1- Digital strategy - Research
What is it?
à Strategy
is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty
Strategy is a simple plan, the essence of strategy is knowing what not to do.
Sun Tzu ‘ The art of war’, first strategist:
1. Knowing yourself and your Enemy: Understanding your strengths and weaknesses, as well as those of your
competitors, is crucial for success in any field.
2. Every battle is won before it is fought.
à Strategy is crucial
3. “Strategy without tactics is the slowest route to victory.
à What are you going to do? Which weapons are you going to do?
à Most people only see the tactics and not the strategy
Research à Strategy à tactics
Always in this order, because tactics without strategy is
the noise before the defeat
Research Strategy Tactics
Identify swing states, in this case Target the group they will listen The great schlep
Florida to: their grandkids
There are a lot of elderly Jewish Motivate grandchildren to Sarah Silverman, well known
voters convice their grandparents comedian at the time (very
influencial Jewisch person)
Rascism- They tend not to vote
for people of other etnicities in
this case Obama
Grand children
,à Digital strategy
"digital" encompasses the vast and ever-evolving realm of technology that relies on discrete values and binary code to
process, store, and transmit information, shaping our modern world in profound ways.
Digital strategy à Tactics can be digital, but the strategy is always the same whether it is digital or not
“It’s strategy, but with today’s tactics”
à Digital revolution
The digital toolbox got bigger, it helps your research and your tactics
but your strategy is always the same
The Digital Revolution is an ongoing process, constantly evolving and shaping our world in profound ways.
1st picture: You buy your audience; you have to make sure it 2nd picture: it is not from one to many, but people are
is funny, and it speaks to them. It was that way in the past, connected
but it still is today.
Research – diagnosis
Research means that you don’t know, but are willing to find Without data you’re just another person with an opinion -
out - Charles Kettering W. Edwards Demin
, Company
Why
This is your purpose, mission, belief, or cause. It's the reason your organization exists beyond making
a profit. Why do you get out of bed in the morning? Why should anyone care about what you do?
How
This is how you do what you do. It describes your personality, values actions, or value proposition that
sets you apart from the competition. It's about the specific actions you take to bring your "Why" to
life.
What
This is what you do. It's your product, service, or job description. It's the most tangible and easiest to
identify aspect of your business à is the easiest to find out
Example: Apple Example: Nike
Why Why
Inspire creativity If you have a body, you’re an athlete
How How
They empower individuals through user-friendly and They believe in the power of sport to unite, motivate, and push
beautifully designed technology. By creating innovative, human potential. They bring inspiration and innovation to
intuitive, and aesthetically pleasing products with a focus on every athlete and constantly push them to become better
simplicity and user experience...
What What
Consumer electronics, software, and online services. This Athletic footwear, apparel, equipment, and accessories. This
includes products like iPhones, Macs, Apple Watch, iOS, includes shoes, clothing, sports equipment for various
macOS, App Store, Apple Music, etc. activities, and accessories like bags and hats.
, à sources desk research:
- Interview with brand fans
- Website - Brand research
- Founders, stakeholder interviews - Online brand monitoring (brand watch)
Consumer
àSegmentation
Is the process of dividing a broad target market into smaller, more defined groups of people who share similar characteristics,
needs, or behaviours
àTargeting
Is the process of selecting specific segments of your market to focus your marketing efforts on.
à Build your target audience
1) Socio demo 3) media & entertainment consumption
- Age / Gender / Location - Preferred media channels (social media,tv)
- Income / social class - Content preferences (genres, topics)
- Educational level - Time spent consuming media daily
- Family structure / Home ownership - Devices used to access media
2) Interest & behaviors 4) values, dreams, fears
- Hobbies - What matters most to them
- What kind of holidays do they like - Causes they support
- Brands they like - Personal fears
- Social fears
If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle - Jim Stengel
à sources desk research:
- Ai tools - Google learning
- Social media tool (meta) - Set up surveys/interviews
- Social listening
