Strategic consulting is the crux of digital interaction.
In all our activities our principal effort is to understand what will move the needle for the user in the context of what we are aiming to achieve. We use the phrase ‘Big Organising Idea’ to define this. This then becomes the basis of the actions we seek to take in creating the appropriate digital asset.
Big Organising Idea (BoI) - organising principle for digital activities
Simply put the BoI is a statement of the organising principle that will best stimulate the behaviour we would like from our audiences. The BoI would be interpreted depending upon the activity that is being performed. For instance, when creating a website, the activities may be a demonstration of the BoI either as a video or a calculator or an interactive tool.
The same BoI, in the case of a digital display advertising campaign, could be a tagline that represents the idea; in the case of organic search, it will drive the Search Engine Optimisation activities.
User needs are the basis of the BoI
Any digital activity involves the user. It naturally stands to reason that user needs should be the basis of the BoI. We assess user needs through a process of in-depth interviews with the intended users of the digital asset. The focus of these interviews is to understand what users want from the solution and what they care most about.
The proposed solution is examined from the user’s viewpoint to determine how the solution will aid what the users care most about. This leads us to articulate the BoI in user terms such as, We will help the user in getting what they care most about by doing/providing.
Measurement and Analytics an integral part of strategy
An integral part of strategy at Rage is setting objectives and measuring performance. We do this by investing in data services like SimilarWeb, Media Audits, etc., making extensive use of log file analysers such as Google Analytics, Omniture, tracking digital campaigns through clickstreams and tag managers and using public APIs provided by digital channels like Social Media, search engines and marketing platforms like Salesforce Marketing Cloud.