Not the rules, but some life lessons on how to win in digital marketing (no matter if it's a huge integrated project or a small banner campaign). Note: the deck's learnings are based on some real cases, but they have been deleted for privacy

2. What is DIGITAL?
Yeap, a hackneyed question, but…

3. Google thinks it's a dark, cybernetic
thing. Future is here

4. Viral
Blogs
Widgets
Seeding
Mobile
SMS/MMS
Mobile sites
Applications
Bluetooth
GPS
QR codes
Mobile search
Social Media/
Networking
Search
Display
Communities
Blogs
Microsites
IM
Forums
Photo/video sharing
Wikis
Convergent
Mediums
Augmented Reality
RSS
Digital OOH
Digital Print
Gaming
Dynamic Ad insertion
Интеграция в играх
iPhone-приложения
Консоли (Xbox, PS3 etc)
Display Formats
Standard and non-
standard: full screens,
FlyingScreen, ScreenGlide,
Takeovers
RSS-banners
Re-targeting
Behavioral targeting
Online PR
E-mail
Advertorials
Posts/Links TV & Video
IPTV / Net TV
Video hostings
Pre-rolls
Overlays
Search
Organic search
SEO
Paid search
Websites

5. For the one hand,
digital is not a channel
of communication.
It’s a medium that consists a
plurality of different channels

6. For another, digital is a part of our
lives, and the boundaries of offline
and online have all but disappeared

7. Digital is part of our relations with
the outside world. Digital may
seem complicated, but it’s no more
complicated than human relations

8. Digital learnings is not rules, but an attempt
to understand the patterns of success and
failure. Make the complex simple.
So, listen to this story…
It’s simple

10. That’s your project
A lot of ambition, a lot of doubts
Your target audience
Frustrated by choice, so it's hard
to say what they really want
Your team
Creative, media , digital…
agencies. Always want the best
for you, but not always give the
good advices)
Meet the main characters

11. The key success factors in digital relationship
Content Context Engagement
Right place, right time, right
background
Everything outside and
inside. Dress up!
Body language. Lay a snare and
catch him

12. One more things, but it’s the level up
Conversion
Everybody is happy. For a long time. Are you ready for a long relationship?

13. There are 2 sides of digital chemistry
Consumer
Content Context Engagement
Content provider (e.g.
creative agency)
Context provider
(e.g. media agency)
Engagement provider
(e.g. digital agency)

14. Learning #1
No limit to perfection.
If the story works, you need to
understand how to convert paid
consumer attention to long
interaction.

15. Learning #2
Look deeper at things that seem
usually simple.
Ask practical questions.
What kind of content the user sees?
Is it a right context for it?
Is your consumer
satisfied with the
information he found?

16. Learning #3
Expectation management is one
of the key success factors in
digital relationships.
Right information at the right
time to the right person

17. Learning #4
Success of the functionality:
encourage users for what they used
to do in their digital life.
Be really useful

18. Learning #5
No compromises with timings.
Even a good content goes unnoticed
if it’s not delivered at time

19. Learning #6
Your experts: better safe than sorry.
Providers shouldn’t make you the
experimentation platform. Making
mistakes is okay, but it's better to
learn from others' mistakes

20. We can do anything in digital! With the
right team
Key learnings in digital

21. Key learnings in digital
Meet consumer needs, interact with users.
Paid strategy is like one night date.

22. Key learnings in digital
Always be curious. The digital world is changing
very fast. The best cases are good only at a
particular time in a particular place.