Digital Strategy 101

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Which means that as long as we don’t design dead ends (e.g. watch our TV spot that drives to our website where you can get a link to our mobile app that interacts with our print ads), brand experiences never have to end. DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 14
Mass media was designed so that every time we have something to say, we have to pay to assemble an audience (like buying thirty seconds during your favorite TV show). In digital, we have the ability to collect relationships with our customers (in full view of their friends) with every single thing that we do. Which means, in theory, that the more we do, the cheaper it becomes to connect with our customers over time. DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 15
Page 1 and 2: DIGITAL STRATEGY 1 1 Brought to you
Page 3 and 4: Find more of my thoughts at: http:/
Page 5 and 6: Got a question? Tweet it with #Digi
Page 7 and 8: A digital strategy is a plan to acc
Page 9 and 10: Plans require a who, what, when, wh
Page 11 and 12: A digital strategy is a plan to acc
Page 13: Today, thanks to mobile and other c
Page 17 and 18: But while digital has unleashed a n
Page 19 and 20: MARKETING THAT WORKS OUR MISSION MA
Page 21 and 22: And anything we create in digital i
Page 23 and 24: So, well then, let’s try defining
Page 25 and 26: WHAT IS A DIGITAL STRATEGIST? SECTI
Page 27 and 28: Through conducting research and syn
Page 29 and 30: Through briefings and on-going coll
Page 31 and 32: WHAT CORE CONCEPTS SHOULD I KNOW? S
Page 33 and 34: LEVERAGE POINT DEFINITION USE The f
Page 35 and 36: FEEDING CREATIVITY DIGITAL STRATEGY
Page 37 and 38: CATEGORY CONVENTION DEFINITION USE
Page 39 and 40: CONSUMER MOTIVATION DEFINITION USE
Page 41 and 42: MEME DEFINITION USE An idea which i
Page 43 and 44: SOCIAL GRAPH DEFINITION USE A repre
Page 45 and 46: THE DIGITAL TARGET DEFINITION USE I
Page 47 and 48: COMMUNITY DEFINITION USE A group of
Page 49 and 50: SPREADABILITY DEFINITION USE The li
Page 51 and 52: NETWORK EFFECT DEFINITION USE The e
Page 53 and 54: FREYTAG’S PYRAMID DEFINITION USE
Page 55 and 56: UNCERTAINTY DEFINITION USE A fact o
Page 57 and 58: MINIMUM VIABLE CONCEPT DEFINITION U
Page 59 and 60: WHAT DOES A DIGITAL STRATEGIST PROD
Page 61 and 62: THE BRIEF DIGITAL STRATEGY 101, FIR
Page 63 and 64: KEY QUESTIONS WHEN DEVELOPING THE B
Page 65 and 66:
WHAT’S INSIDE THE IDEA CHARTER Th
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THE CAMPAIGN PLAN WHAT IS IT? A cal
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THE DIGITAL FOOTPRINT WHAT IS IT? A
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THE DIGITAL PLAYBOOK WHAT IS IT? An
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THE BRAND HEALTH CHECK WHAT IS IT?
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WHAT’S INSIDE THE POSITION PAPER
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GOOGLE TRENDS http://www.google.com
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GOOGLE AD PLANNER https://www.googl
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QUANTCAST https://www.quantcast.com
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SPRINGWISE http://www.springwise.co
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COMPFIGHT http://compfight.com/ A v
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BEHAVIOR CHANGE MODEL http://www.be
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PRACTITIONERS ANA ANDJELIC Director
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WRITERS ACADEMICS KEVIN KELLY Senio
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SHARING THANK IS CARING. YOU.
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Digital Strategy 101

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