|Five Ideas for a Digital World.|
By Web in Travel
Monday, 31st December 2012
We don’t need digital ideas, we need ideas for a digital world, according to James Sowden, Engagement Planning Director and David Webster, Digital Business Development Director of BBHAsia Pacific, at the Alpha Terra Marketing Conference in Jakarta recently.
This is a summary of their presentation.
Five shifts in thinking are needed for effective marketing in today’s digital world.
1. Behaviours, not places
Think of digital as a set of behaviours – digital is collaboration, entertainment, communication, gaming (three billion hours a week are spent on gaming), discovery, creation, education, shopping. Yet all these behaviours are being fulfilled by fewer devices – the tablet has become the one single device.
Targeting behaviour cuts across platforms and technologies.
Example: The Johnnie Walker campaign targeted self-expression in China, a unique behaviour on the mainland.
The brand built a platform for films of self-expression – under the Johnnie Walker Yulu Project –– and told the story of one journalist’s (Wang Keqin) fight for justice through this video.
It produced 11 films under the project which gathered 90 million views and 13 million commented on and shared those films.
The question: “What behaviours could you brand target to cut across technologies and behaviours?”
2. Ecosystems, not channels
Fifteen years ago, connecting people and ideas was simpler with broadcast media – where does digital fit? It doesn’t – it’s not linear, it’s not silo. Digital surrounds, is deeper and has more texture.
It’s an ecosystem of interdependent networks that feed into each other. Digital is “a murmuration” – a flock of birds moving – and depends on how consumers move. (See images of murmuration here)
An average Internet user visits 89 domains a month. An iOS user uses an average of 10 apps a day. The average digital day is a complex pattern.
The question: “Do you know what your brand ecosystem looks like and what strategies do you have to optimize and evolve it?”