What Digital Planning Is Not

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what

digital

planning

is not!franklinozekhome e! paper

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.

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.

the mindset



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.


"Be Stupid," a Print-Outdoor-Web Campaign was Created by Anomaly New York.


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industry, and yet, they were proffering outdated digital models, and exporting platforms and concepts that [had become 'old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.



They have to understand that in the 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.


”

“

digital natives


Smartbookblog.com



“Millennials at Work”

FastCompany

Maternewmedia.com

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


what then is

digital?


Luismiranda’s Posterous “A Definition of Digital”


what does

digital planningentail?


…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:

“i do not claim to know all of the answers...



Aki Spicer “Fallon Brainfood: The Engagement Opportunity”

business intelligence

user insights

brand strategy

design thinking

information architecture [IA]

entertainment

content strategy

user experience [UX]

social chatter

innovative use of offline channels

media + connections planning

great storytelling

mobile & data analytics

franklinozekhome e! paper masternewmedia.com

Stephen P. Anderson “The Fundamentals of Experience Design”

Simply put:

digital planningis about platform ideas,

not channel tactics. – Aki Spicer


Nike+ iPhone App


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

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


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


Miniusa.com

Nike.com/iDCase study @http://www.rga.com/work/nikeid


Concept Store Website

iPhone App Studio Print Ad

Ikea.com


Interactive Catalogue @ http://goo.gl/wWku1


Oldspice.com


Case study @ http://www.wk.com/campaign/digital_response



www.youtube.com/user/OldSpice


Wrangler.com


Blue Bell Jean Video @http://goo.gl/vKKXK





http://www.fiat.co.uk/ecoDrive

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.

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.


what

digital

is about

“a social creation designed for a social effect - to help

people work together “

“Creating new opportunities to do a job that customers

want done”

“Transforming ‘target insights’ towards ‘user insights’”

“Converting viewers to users, and users to advocates”

“Backing ‘people powered ideas’ and ‘back pocket solutions’ by

offering true marketing benefits backed by technology”

Tim Berners-Lee, Inventor of the World Wide Web.

Aki Spicer, Director of Digital Strategy at Fallon Worldwide.

Tim ’O Reilly, Founder + CEO ‘O Reilly Media, Inc.

"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.”

next on digital


acknowledgements

Thanks goes to the following individuals, organizations, blogs and websites for citation of their original materials and use of photos:

Luismiranda’s PosterousMobile Dreams Factory

Kokokaka GoteborgWieden + KennedyVCU Brandcentertheandnetwork®Tim Berners-LeeStefan OlanderEdelman Digital

FastCompanyTim ‘O ReillySteve RubelTom HimpeAki SpicerIdentitureWranglerYouTubeGoogleDieselNike+FlickrR/GAMiniIKEATAXI

insidethe mindof a m/ad man

franklinozekhome is Founder and Chief StoryTelling Officer ofIdentiture. Currently based in New York, his focus is working with clientsand partners to bring to market commercially viable + socially significantnew business ideas and consumer products, services, and experiences inthe EMEA markets.

He is an ambassador of AD:2020, an open platform created withlikeminds to reimagine the future of advertising.

Franklin is an entrepreneur, writer, speaker and educator. His thoughtleadership has been featured in BusinessWeek, Marketing Edge,ThisDay, M2, Biz-Community, TownCrier Times, Brandfaces, and myriadblogs and websites.

Follow his rants, raves and tantrums on Twitter @Donniefranklin.

™

franklinozekhome

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