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Motorola Digital DNA

Project Description
As the chosen interactive media agency of developing multilingual integration, Preface Media assisted Group Baronet's client, Motorola SPS, in developing and managing all of the Motorola Digital DNA online advertising plans, including:
Strategic Planning - understanding the Motorola Digital DNA target markets, prospective buying habits, product sales cycles and competitive landscape in order to devise the strategic direction of the campaign.

Media Placement & Technical Services - securing inventory with appropriate properties, managing flight plans, and working with ad servers to manage technical integration of creative work.

Measurement & Analysis - defining success metrics and analytic techniques to measure the success of campaigns; continually evaluating campaign performance Optimization - aggressively making changes to improve performance.

Creative Development - producing all creative and technical elements associated with the planned campaign.

Campaign Goals
Prior to launching a campaign, Group Baronet and Motorola agreed upon the campaign goals and success metrics that will be used to measure site and creative performance. These goals and metrics are detailed in a Measurement Plan drafted by Group Baronet and approved by Motorola. Performance is then tracked and reported on in a weekly Campaign Performance Report for the length of the fiscal quarter.
Optimize site and creative advertising efforts through CPL metrics to determine the most cost effective means to promote Motorola Digital DNA products.

Meet the following Emerging Media strategic objectives: engage the prospective customers in new ways, provide richer experience for the prospect, and utilize "Network Culture" propensity to use multiple devices to Connect to the Internet across sales value chain.

Target Audience
The Motorola Digital DNA target audience is white-collar business achiever. They are busy, aggressive, time-starved, mobile individuals who juggle multiple responsibilities. They are "hyper-connected," and although sales tend to skew towards the business audience, the target typically uses wireless devices to manage both business and personal lives. They tend to be purchase decision-makers, influencers, and early adopters. Online advertising has focused on the primary differentiating products of the Motorola Digital DNA. Additionally, such advertising has often been executed in creative units that do not require the user to leave his/her current site. This has enabled the user to gain information with no interruption in their site experience. Media plans incorporate a mix of business, finance, weather, technology, and lifestyle sites, in order to reach targets both at home and at work. The technology that people use to connect to the Internet was also a consideration. The Digital DNA Plans included not only Web Sites that could be accessed by most computer through dial-up (Narrowband), but also those that connected via high-speed connection (Broadband).

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