DM_Strategy

DM_Strategy

1. TOOLS

   • 4 P's
     • Price
     • Place
     • Promotion
     • Product
     • People
   • PEST
     • Political
     • Environment
     • Social
     • Technology
   • Porter's 5
     • Forces
       • Competitive rivalry
       • Threat of Substitutes
       • Power of
         • suppliers
         • customers
         • new entrants
   • SWOT
     • Internal
       • Strengths
       • Weaknesses
     • External
       • Opportunities
       • Threats

2. Identify

   • Objectives
     • SMART
       • Specific
       • Measurable
       • Attenable
       • Realistic
       • Time bound
     • KPI
       • Key Performance Indicator
       • Target
       • Tactics
       • Evaluation

3. Content

   • Brand essence
     • 1 sentence
       • emotional connection
       • unique attributes
   • Market research
     • Personas?
       • Target market: -likes -dislikes -wants -problems -etc
   • Content Pillars
     • The areas/spheres related to the brand essence and Personas interests. The topics that you write about etc
   • Match
     • Format
       • with
         • Goals
   • Content audit
     • Audit all content across all channels and intersection regarding strategy
   • Kevin Spacey
     • Storytelling
     • Conflict
       • Creates tension and keeps people engaged
     • Authenticity
     • Audience
   • Future
     •  Live marketing will transcend tent poles. Content will be more participation based. Brands will create personalized content at scale. Social stars will shine brighter. Brands will celebrate life after 30. Content distribution will be signal-driven. Content will be tied to conversion. Planning and buying will converge in content tech. Agencies will buy their way into new creative models. Data will equal everyday insights.  
   • Challenges
     •  Lack of internal resources Lack of strategy Budget constraints Inability to measure effectiveness Lack of cross-channel integration Lack of employee skills Lack of variety of content type Lack of management support  

4. Integration

   • Television
     • Pros
       • Broad reach
       • Site & Sound & Engagement
       • cost efficiency
         • $/person to reach
     • Cons
       • High cost
       • fleeting
         • once it airs it airs
     • Fragmented Audience
     • Increased clutter
     • Decreased effectiveness
     • New viewer behaviour
   • Radio
     • Pros
       • 90% reach
         • of any demographic
       • Local
       • various formats
       • cheap to produce
       • Frequency
     • Cons
       • background medium
       • small reach
       • fleeting
   • Out of home
     • extends campaign reach
     • ignite social media
     • frequency/repetition
     • Broad reach
     • Low cost
     • Visual impact
     • cons
       • Broad targeted
       • longer lead times
       • logistics
     • IKEA
       • 1 billboard - 3 message due to lights
   • Print
     • Magazine
       • Color reproduction
       • Niche/broad reach
       • Long shelf life
       • Cons
         • long lead time
         • no sound/motion
     • Newspaper
       • Cons
         • reproduction
         • declining medium
         • short shelf life
       • Pros
         • Prestige
         • affluent/educated
         • quick turnaround

5. Fregmentation

   • Niche content
   • Anyone -publisher
   • challenge
     • diversity
       • how marketers should plan and allocate content across different channels, both traditional and digital
   • opportunity
     • 1 stop shop
       • 1893 - about 100 companies owned 90% of media channels 2015 - 6 (Disney, CBS...) companies own same 90% Thus you don't need to contact lots of adc agencies to place your content

6. Integration

   • Traditional
   • Digital
   • challenge
     • measure
       • to measure both channels so results won't be overlapped 

7. Market Reseach

   • Primary
     • Data
       • Qaulitative
         • focus groups
           •  FOCUS GROUPS Ideal for having frank, detailed conversations with people who have an interest in your brand Can be implemented using: Google Hangouts http://www.google.com/hangouts/ Skype http://www.skype.com/en/ GoToMeeting https://www1.gotomeeting.com/online/ Others  Can help provide information about:New products or marketing campaignsExisting products and campaignsHow they can be improvedBrand sentimentViews on a brand’s new direction or visual styleBrand positioning or branding  
         • monitoring
           •  Internet advantage Keywords Tools  
           • social media
             •  Technorati http://technorati.com/ Socialbakers http://www.socialbakers.com/ Flickr https://www.flickr.com/ Delicious https://delicious.com/ Paid tools  
       • Quantitive
         • surveys
           •  SURVEYS Online benefits Design Questions Open-ended Closed Ranked/Ordinal Matrix/Rating  
         • search
           •  Broad match Direct match Inclusive match Exclusive match    Google exampleGoogle Alertshttps://www.google.com/alertsGoogle Newshttps://news.google.com/Google Blog Searchhttps://www.google.com/blogsearchGoogle Patent Searchhttps://www.google.com/?tbm=pts&gws_rd=sslGoogle Video Searchhttps://www.google.com/videohp?gws_rd=ssl 
           • google
       • new
   • Secondary
     • existing
   • METHODOLOGY
     • Establish project goals
     • Determine sample
     • Choose data collection method
     • Collect data
     • Analyze results
   • others

8. Presentation

   • Look for slides and links on coursera

9. TRENDS

   • Apps
     • Klevebeast
     • Explosion growth
   • IoT
     • Location based
     • Gamification
     • Media delivery
   • Platforms
     • Meercat
     • Periscope
   • Traditional media
     • transformed
       • TV
         • Netflix
       • Radio
         • Pandora
       • Print
         • App, social, online
       • OOH
         • Out of home
         • digitizing
       • marketing
         • buying
           • Real time bidding
         • specific targeting
         • Less much-reach
         • proven ROI
         • experience

10. Burberry kiss

11. Mercedes twitter fuel