13 things to know to succeed in digital

13 Things to know to win in Digital today

0. Don’t be thatclient.

1. Know yourself. Find out who youare for consumers

quickly.

Disney owns storiesAmazon owns productsGoogle owns searchApple owns lifestyle designFacebook owns socialMicrosoft owns your ITNSA owns your metadata

What do you own? What do you want to own? Are you ready for it?

2. Complexitykills. Consistency

works. You need to unite multiple disciplines, agencies, expertises and egos around the plan to make itwork.The #1 issue concerning CXO isintegration.

Be excellent at it, repeatedly.

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Integrated (ie multichannel) campaigns are more effective, as a study of nearly 1000 IPA effectiveness winners in “Marketing in the Era of Accountability” showed.

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 yourconsumer through the wholejourney.

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The cost of advertising has risen exponentially, with TV ads 50% more expensive than a decade ago3 in some markets. In addition, top-level executives are often cynical and uninformed about marketing (less than 10% of Fortune 500 companies have a CMO on their board4) and the best marketing advocates within an organization rarely have the time and stability to build the case for greater investment. The average tenure of a CMO is only 26 months.5 This has in turn put pressure on traditional agencies to justify every dollar they receive and, as a result, margins have eroded substantially over the last decade. Many clients have moved strategy in-house or have hired consultants, relegating agencies to being order takers rather than order makers. We’re threatened with becoming low-cost providers of a commodity product. This happened, in part, because of a failure of translation. The land of business and the land of communications speak two distinct languages. Mutual unintelligibility has led to a situation where communications people often ignore business goals and businesspeople fail to understand the true value communications can deliver. There is an opportunity to provide better translation between these two languages and establish mutually intelligible links between business and communications goals.

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 willad-block you !!

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…

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 deliverthe right message, at the right time to the right person.

7. Cross device isthe 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 keepspending advertising on desktop only? Mobile is the entry and the exit door. Manage it or quit the game.

8. “Post View” is dead. Long live

Viewed Ads.

We have the technology to find whichpart of your advetising is not seen. Findit. Optimise it or reinvest it.

9. You can’t afford360° media.

They are just too much space to buy itall.Focus on the 10% that matters, and winit.

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Indeed, most clients don’t want and can’t afford all 360 degrees. They want to know which 10 degrees will accelerate their business. Equally important, they want to know how those 10 degrees will work together to be greater than the sum of their parts.

10. GAFAs are here to stay. Make

the most of it.

11. Data deluge is a convenient excuse.

Starts with the basics. Fix KPIs.

Measure. It worksWe have too muh data, yet too littleunderstanding of what’s working. A DMP won’t make you smarter if nothingworks well at first.Ensure excellence in executing the basics of digital marketing.Data without Metrics means crappybusiness decision.And bad business.

12. Keepspending. Period.