How to think digital

HOW TO THINK

DIGITAL

HOW TO THINK DIGITAL





THE WRONG ADS TO THE WRONG PEOPLE AT THE WRONG TIME





What’s coming? AdAge say it’s chaos.



The 21 principles of thinking digital


1. Talk to people at the moment of truth



A POLITICAL CAMPAIGN

YEAR 1 YEAR 2 YEAR 3 YEAR 4

MEDIA SPEND

ELECTION


A CAR CAMPAIGN


MEDIA SPEND

PURCHASE


A CAR CAMPAIGN ON GOOGLE?


MEDIA SPEND

PURCHASE


2. The most powerful medium is

word of mouth







3. Marketing is about getting

people to do things



TV was all about watching. With digital, it’s all about doing.


4. Watch what happens after the

click



ALL THESE ARE PAID FOR ADS


But 96% of clicks lead… nowhere


5. Keeping people waiting is a sin








LOADING


LOADING


LOADING


LOADING


6. You’re a dataphobe. Get

over it.



7. Don’t wait for the dust to settle




8. A relationship can last a lifetime



9. Find the perfect partner




11. Experience is what matters





14. Work on predicting the

future





HOW TO THINK DIGITAL NewsWeek, April 28th, 1975



‘The dots only join up when you look back.’

Steve Jobs


15. Develop a closer relationship with the

truth


This is a test


16. The consumer is in control – for now





18. Boring isn’t boring at the

moment of truth



19. Localization isn’t just translation




20. Just because it’s digital doesn’t

mean it’s better





21. All warfare is based on deception



The 21 principles of thinking digital

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How to think digital