SEE, THINK, DO, CARE

The STDC (See – Think – Do – Care) framework was presented in the Czech Republic for the first time by its creator, Avinash Kaushik. The methodology deals with comprehensive campaign planning, from awareness raising (brand campaigns) through getting the potential customer interested and performance strategy up to customer care. With STDC, the marketer can properly plan the campaign and its targeting and message content, and focus on the right evaluation metrics.

To devise a comprehensive marketing strategy, allocate the budget logically among all types of media, estimate the performance for a given investment, schedule the investment for a given period and to schedule the actual period.

So what does it boil down to? All it is about is a common task assignment by the boss to the reporting employee, by the firm to an agency, and by the agency to a supplier. Does the assignment contain too many unknowns? That’s where you and your expertise come in ... and your sense of reality.

Smart Planning of Marketing Campaigns

• Comprehensive Planning of Marketing Strategies
• Making the Best Use of Advertising Tools, Services and Formats
• Logical Alignment with Other Marketing Activities and Their Mutual Synergies
• A wider view on what we are targeting the customer with.

This is not the only aspect where the See Think Do Care (from here on STDC) framework can be of effective help. The framework also has its use across both online and offline advertising and has been detailed by many Czech and foreign websites. Avinash Kaushik wrote and lectured about it in 2014.

Where in the STDC framework does advertising on Seznam.cz stand? Read more to find out.

What is STDC?

It is a logical breakdown of your customers into four principal groups (See, Think, Do, Care), each of which is currently in a different stage of the buying process. Someone may be looking for a trip to the sea and somebody else is just considering buying a holiday. This must be reflected accordingly in communication.

From our surveys*, it follows among other things that:

• buying on the Internet is not a straightforward affair; most people (92%) look for a product on various websites (search engines, comparison services, discount servers, etc.) before settling on a particular store to shop at;
• 41 % of users perused various Internet stores prior to their purchase;
• 59 % of users do not start their shopping in a search engine – these need to be approached elsewhere as well;
• 53 % of users have the experience of not actually having been on a shopping trip but still having been lured by displayed adverts; for most of them, this happened only rarely, but 10% experience this on a regular basis.

* Source: Výzkumník | Seznam.cz

STDC focuses on audiences as opposed to advertising formats. With STDC competence, we can not only define and break down the audiences, but also decide how and using what channels to best approach them and then what to evaluate.

For each of the four principal groups, you'll also choose the addition to the definition of the audience you want to approach the matching message, advertising format, targeting, destination URL and metrics. These five aspects are detailed using examples for each of the four phases below.

Let’s have a look at examples of each phase.