3 Module Three: Think Like A Brand

Overview

This module is designed to show how marketers organise and understand consumer behaviour in relation to the brand, and how they engage their audience.

You’ll learn how businesses and organisations can use different digital touchpoints – such as search, display and content – across the customer journey to deliver a successful integrated marketing strategy that drives awareness, sales and advocacy.

By the end of this module, you should be able to:

  • Map a customer journey using key touchpoints and a marketing framework.
  • Know the basic principles of search and display, in addition to the different roles they play in the customer journey.
  • Examine how consumers and brands are using video and storytelling, plus the value of content in the customer journey.
  • Demonstrate originality in the application of knowledge and tools to develop an integrated marketing campaign.

Week 1

Lesson 1: The Customer Journey

By the end of this lesson, you should be able to map a customer journey using key touchpoints and a marketing framework.

Complete the activities below before the live class on Thursday 26th February.

This lesson should take no more than three hours to complete in total: the pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

 

Add-On Story: How Sally And Sam Bought A House (20 Minutes)

In his study with Google, Jim Lecinski argues that there are four types of moment in a customer’s journey.

The customer journey is not always a simple four-step process, especially for one-time purchases and more expensive products.

A customer’s journey may loop. For example, a stimulus can lead to research, which can in turn lead to new stimuli, at multiple research touchpoints. And any of these stages can happen via unlimited combinations of online or offline activity.

You may want to read more about the impact of digital on the customer journey before completing this exercise: Understanding the new Customer Journey

Week 2

Lesson 2: Paid Search

By the end of this lesson, you should be able to relate the basic principles of search advertising to their role in the customer journey.

Complete the activities below before the live class on Thursday 5th March. This lesson should take no more than three hours to complete in total: the pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

  •  Expert Speaker: Innovating Effectively With Malcolm Bell, 3rd March, 19:00 GMT

Week 3

Lesson 3: Display Advertising

By the end of this lesson, you should be able to relate the basic principles of search and display advertising to their role in the customer journey.

Complete the activities below before the live class on Thursday 12th March.

This lesson should take no more than three hours to complete in total: the pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

Question: What Is Display? (15 Minutes)Preview

Watch this short introductory video on “What is Display?”

 

Now go to http://www.huffingtonpost.co.uk/ and choose a category of interest to you.

Quiz: Where Is Display? (10 Minutes)

How ads are purchased is a varying, multi-step process. For example, consider when Sally searched “Natural ways to bring on labour”. She went to a Mumsnet page displaying a banner ad for the Fiat 500L MPW.In somewhat simplified terms, this experience is best explained as a two part story.

Mumsnet’s Side

  1. Sally visits the Mumsnet article “Getting Labour Started”
  2. Mumsnet submits a bid request to the ad exchange OpenX.
  3. OpenX hold an auction for this ad impression.
  4. Fiat win the auction for their family car.

Fiat’s Side

  1. Using a Demand Side Platform (DSP), Double Click, to manage the bidding process, Fiat set bid parameters to bid for ads to sell their family range of cars.
  2. Seeing the auction on the OpenX ad exchange, DoubleClick automatically submits a bid.
  3. Fiat win the auction, beating out Bugaboo, Hipp Organic, etc.

In reality, there are a number of ways this could have happened. In the video Welcome to the DSP Ecosystem, Jessica explains the ways that display ads can be purchased. Watch the video and answer the following questions about the search ecosystem…

Week 4

Lesson 4: Content Marketing

Back in module one, we introduced you to the content marketing matrix and asked you to use this framework to evaluate the social marketing activity of two brands – Coca Cola and Barclays.

We are now going to discuss the broader role of content marketing within the digital marketing mix, and get you thinking about different ways in which content can influence potential and existing customers and clients.

By the end of this lesson, you should be able to explain how consumers and brands are using video and storytelling, and describe the role content plays in the customer journey.

Complete the activities below before the live class on Thursday 19th March.

This lesson should take no more than three hours to complete in total: the pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

Survey: The Four Purposes Of Content (20 Minutes)Preview

Content for marketing needs to drive a customer closer towards a goal – and remember, content doesn’t have to be shared to have demonstrable value.

To ensure you achieve the desired goal, you need to map your content across the stages of the buyer journey, as well as against the emotional/rational spectrum.

The Content Marketing Matrix takes these two aspects and maps them into a four quadrant graph.

These quadrants mark the four main purposes of content: to entertain, inspire, educate, and convince.

If your company lacks any of these, it may mean that the content is failing to bring the customer the whole way along in their journey.

 

Discussion: Enhancing Video Content (60 Minutes)

We are now going to focus specifically on video content.

There are a rich number of tactics that can be used to enhance engagement when it comes to video. We’re going to look at how you can apply some of these tactics to enhance a brand story.

Start by watching Nathan Guerra’s You Tube Storytelling video.

 

Next, watch these two short brand videos from Volvo and John Lewis below and think about them in the context of the brand’s purpose, as described in the companies’ own words.

 

 

 

Watch the John Lewis video here.

 

1. Volvo Cars brand purpose

Volvo Cars’ brand pyramid describes our most important values.

 

Set out along the base of the brand pyramid are the essentials for any car competing in the premium market segment: premium quality, customer experience and dynamics.

On the middle level are the areas in which the ambition is to set Volvo Cars apart from other carmakers: modern Scandinavian design and environmental care.

At the top of the pyramid is, of course, safety – the area in which Volvo Cars is a leader, in perception at least. The combination of all levels is Volvo Cars’ strength.

 

2. John Lewis brand purpose

‘Never knowingly undersold’

Quality – You can trust that we will always stock the best quality products, responsibly sourced.

Price – If we find a national high street competitor offering a better nationwide price for the same individual product, sold with the same service conditions, we’ll lower our price to match in all our shops and on our website.

Service – John Lewis staff are partners in the business, and are highly trained to offer helpful, impartial advice on all products.

Once you have watched both videos, pick one and consider how you can apply one the seven tactics Nathan mentions to your chosen video.

Your goal is to make video more engaging in the digital space while staying true to the brand’s purpose.

The seven tactics Nathan discussed are:

  1. Responsive
  2. Embrace the platform
  3. Episodic
  4. Interactive
  5. Real time
  6. Cultural
  7. Partners

When you have completed this activity, go back to the lesson page.

Quiz: Who Owns Your Channels (10 Minutes)

Planning digital media content is not always simple.

Thinking back to your first activity, you should be able to see how basic online social functionalities have meant that we as consumers are now critical to the way in which brands communicate.

Who ‘authors’ content and who ‘publishes’ it is increasingly complex, and at the same time very exciting.

To understand the way content works in the changing digital environment, content marketers came up with a simple, three-part classification: paid, owned and earned.

Paid media is the content you pay someone else to publish. It follows a traditional advertising model: your company or agency pays a channel to display the content you have created. You own the content (e.g. advertisement) but the ‘publisher’ (TV station, magazine, billboard company) owns the channel on which it is made accessible to your target audience.

Owned media is the content you publish yourself. You own the content and the channel. Examples are your company’s website and online newsletters. Company social media pages, such as Twitter, Google+ or Facebook, are also examples but are not fully ‘owned’ as your target audience can interact directly and share their own views.

Earned media is the content others post or display about you. You own neither the content nor the channel. It’s fan content, or digital word of mouth (WOM). Examples are tweets about you on twitter, comments on Facebook, reviews on Yelp, or images on Instagram.

 

Week 5

Study Week

There is no live class this week to allow you to focus on your project.

Don’t forget to submit your module three project by 20.00 GMT on Friday 27th March.

Submit your project.

You will receive your marks for this project by Friday 17th April at the latest.

You will also need to complete the group reflection and peer review by 20.00 GMT on Monday 30th March. Visit the project tab to do this.

Week 6

Lesson 5: Review

This week, we will review the ideas that we have discussed throughout the Think Like A Brand module. By the end of this lesson, you should be able to summarise the main themes of the module.

Complete the activities below before the live class on Thursday 2nd April.

This lesson should take no more than two hours to complete in total: the pre- and post-class activities should take no more than one hour to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next activity.

Expert Speaker: Content Marketing By Antony Mayfield

In addition to your normal class timetable, you are invited to join an exclusive talk for Squared Online by strategist, speaker and best-selling author Antony Mayfield on Tuesday 31st March at 19.00 GMT+1 (BST).

Attendance is entirely voluntary but we think you’ll find it useful and interesting. The recording will be available after the talk for those who can’t make it to the live session.

 

Resources

  • Below you will find videos produced exclusively for Squared from two highly respected industry experts who share their views on different aspects of digital.
  • Watching these are entirely optional, but we think you’ll find them useful and interesting.
 Inspirational Speaker Video: 10 Reasons Why This is the Best Time to be in Advertising
  • Sir John Hegarty on Johnny Walker, lingerie and not letting clichéd crap get in the way. Not to mention some very interesting insights into the creativity digital has unleashed into today’s world.
  • John Hegarty VideoPage

Inspirational Speaker Video: Econometrics & Consumer Behaviour

  • The inimitable Rory Sutherland, UK Vice Chairman of Ogilvy Group, gives his take on what influences consumer behaviour. This is a jam-packed session covering everything from heuristics (experience-based techniques for problem solving, learning, and discovery) to crash landings, with interesting insights from the top.
  • Rory Sutherland VideoPage

 

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