Some basic rules in a digital world. A rude, digital world.

1. 13 Things to know to win in Digital today

2. 0. Don’t be that
client.

3. 1. Know yourself.
Find out who you
are for consumers
quickly.
Disney owns stories
Amazon owns products
Google owns search
Apple owns lifestyle design
Facebook owns social
Microsoft owns your IT
NSA owns your metadata
What do you own?
What do you want to own?
Are you ready for it?

4. 2. Complexity
kills. Consistency
works. You need to unite multiple
disciplines, agencies, expertises
and egos around the plan to make it
work.
The #1 issue concerning CXO is
integration.
Be excellent at it, repeatedly.

5. 3. Business
alignment matters
Know what you want to achieve, and
tunr in into figures.
Set hard objectives.
Synchronise your actions.
And ensure you can follow your
consumer through the whole
journey.

6. 4. The consumer
is a smart cat, not
a dog It’s getting harder to engage with consumer.
They are not fool. They have a brain.
There time is limited. They are already over
exposed.
They don’t click because you want to.
They know what you want and they know
marketing.
Don’t bullshit them or they will put shame on
you on a very large scale.
Make things well and awesome or they will
ad-block you !!

7. 5. Speak the
consumer
language. Stupid.
If you’re trying to persuade
people to do something, or
buy something, it seems to
me you should use their
language, the language they
use every day, the language in
which they think.
Meditate this…

8. 6. MathMen has
replaced by
MadMen. But
creativity still
matters.
Take control of the algorithm to reach
your audience.
Don’t let the machine decide for you.
Make sure your creatives handles the
programmatic issues and the challenge
for dynamic creatives.
And win the last milisecond to deliver
the right message, at the right time to
the right person.

9. 7. Cross device is
the new normal.
Mobile is a no-
brainer.
You don’t have a mobile?
Well you probably feel lonely…
So everyone has a mobile but you keep
spending advertising on desktop only?
Mobile is the entry and the exit door.
Manage it or quit the game.

10. 8. “Post View” is
dead. Long live
Viewed Ads.
We have the technology to find which
part of your advetising is not seen. Find
it. Optimise it or reinvest it.

11. 9. You can’t afford
360° media.
They are just too much space to buy it
all.
Focus on the 10% that matters, and win
it.

12. 10. GAFAs are
here to stay. Make
the most of it.

13. 11. Data deluge is a
convenient excuse.
Starts with the
basics. Fix KPIs.
Measure. It works
We have too muh data, yet too little
understanding of what’s working.
A DMP won’t make you smarter if nothing
works well at first.
Ensure excellence in executing the basics
of digital marketing.
Data without Metrics means crappy
business decision.
And bad business.

14. 12. Keep
spending. Period.