Digital Strategy 101
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LITTLE BETS<br />
DEFINITION USE<br />
A method for subdividing a client’s<br />
budget for digital success<br />
EXAMPLE<br />
For $6 million dollars, we could run 2 TV commercials for a month or we could make<br />
and iterate four digital apps that solve ongoing problems in a consumer’s lives.<br />
When a client comes to us and says,<br />
“We don’t have much money,” our first<br />
instinct is to produce fewer things at a<br />
higher quality. While this makes logical<br />
sense, it’s wrong. Our success in culture<br />
depends on people choosing to engage<br />
and share our work, and there’s simply<br />
no sure way of guaranteeing that<br />
success. We should strive to put more<br />
irons in the fire, more hands at the card<br />
table, than fewer.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 56
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