Post on 26-Mar-2016
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HOW TO THINK
DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
THE WRONG ADS TO THE WRONG PEOPLE AT THE WRONG TIME
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
What’s coming? AdAge say it’s chaos.
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
The 21 principles of thinking digital
HOW TO THINK DIGITAL
1. Talk to people at the moment of truth
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
A POLITICAL CAMPAIGN
YEAR 1 YEAR 2 YEAR 3 YEAR 4
MEDIA SPEND
ELECTION
HOW TO THINK DIGITAL
A CAR CAMPAIGN
YEAR 1 YEAR 2 YEAR 3 YEAR 4
MEDIA SPEND
PURCHASE
HOW TO THINK DIGITAL
A CAR CAMPAIGN ON GOOGLE?
YEAR 1 YEAR 2 YEAR 3 YEAR 4
MEDIA SPEND
PURCHASE
HOW TO THINK DIGITAL
2. The most powerful medium is
word of mouth
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
3. Marketing is about getting
people to do things
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
TV was all about watching. With digital, it’s all about doing.
HOW TO THINK DIGITAL
4. Watch what happens after the
click
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
ALL THESE ARE PAID FOR ADS
HOW TO THINK DIGITAL
But 96% of clicks lead… nowhere
HOW TO THINK DIGITAL
5. Keeping people waiting is a sin
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
LOADING
HOW TO THINK DIGITAL
LOADING
HOW TO THINK DIGITAL
LOADING
HOW TO THINK DIGITAL
LOADING
HOW TO THINK DIGITAL
6. You’re a dataphobe. Get
over it.
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
7. Don’t wait for the dust to settle
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
8. A relationship can last a lifetime
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
9. Find the perfect partner
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
11. Experience is what matters
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
14. Work on predicting the
future
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL NewsWeek, April 28th, 1975
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
‘The dots only join up when you look back.’
Steve Jobs
HOW TO THINK DIGITAL
15. Develop a closer relationship with the
truth
HOW TO THINK DIGITAL
This is a test
HOW TO THINK DIGITAL
16. The consumer is in control – for now
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
18. Boring isn’t boring at the
moment of truth
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
19. Localization isn’t just translation
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
20. Just because it’s digital doesn’t
mean it’s better
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
21. All warfare is based on deception
HOW TO THINK DIGITAL
HOW TO THINK DIGITAL
The 21 principles of thinking digital