SHOULD I DO?
Thanks for the download of ‘Oh My God What Happened and What Should I Do?’. If you want to tell your friends about this book, just click this button: SEND TO A FRIEND Also, you are able to share each learning by its own by just clicking the ‘share’ button in the lower right corner next to the page number. Havefun! For the best view of this book, open this PDF with the Adobe Acrobat Reader in ‘Two-Up’ mode.
IS FOR EVERYONE
TO MOVE INTO
THE DIGITAL ERA OF
“You watch TV, you read magazines, but you hang out online. In Digital Media the consumer becomes a user. ...
OHMY GOD WHAT HAPPENED? 1969 - 2010 WHAT SHOULD I DO? GOOD TO KNOW FOR YOURSELF: Digital is not a job for specialists anymore. Lose the New Media Phobia. Make the generational change in your head. Live the media. Make a Techi friend. GOOD TO KNOW IN GENERAL: Interactive doesn’t mean it’s digital. Integrate. Don’t interrupt. Having a blog is not enough. “If an idea doesn’t work online, it’s not a goodidea.” Every campaign is a global campaign. Focus on the individual. The Social Filter. Lies have long Tweets. It doesn’t cost anything to listen. Add meaning, not media. Own the media. 59 61 63 65 67 69 71 73 75 77 79 8 47 49 51 53 55 15 43
... And that is where advertising ends to be just advertising. Now the solution can be a real advantage to the people. ...
GOOD TO KNOW ABOUTTECHNOLOGY: Using an innovative technology doesn’t make an innovative idea. Technology has to serve the people. Technology is deployed right, when it’s invisible. “Things are only impossible until they are not.” GOOD TO KNOW FOR YOUR IDEAS: Focus on one. The three types of integrated campaigns. Viral is not YouTube. Don’t plan to be viral. Plan to be awesome. The Viral Test. Do it for real. TheForced Viral. Give it a name. Serve the On-Demand-Society. Make it accessible. Make it mixable. Make it shareable. Use the power of the status message. Become personal. 93 95 99 101 103 105 107 109 111 113 117 119 121 123 83 85 87 89
... And trough this, it is much easier to create a relationship between a brand and the people.”
Everyone is a reporter. Exceed expectations. Dopeyour products digitally. Give your story a simple idea. Banners are the new print ads. GOOD TO KNOW IN GENERAL: PART 2 Buying doesn’t mean you own it. Use the crowd. User-Gen needs guidance. The Freemium Model. The $9.900 elf. Piracy pushes innovation. The Neomobilization. The people will be always online. Everything will be digital. The End. So far ... WHO THE FUCK ARE INNOVATIVE THUNDER?
125 127129 131 133
137 141 143 145 147 149 151 155 157 159 163
OH MY GOD WHAT HAPPENED?
A lot of things have happened during the past few years. Digital media have become far more than just toys for nerds – they now have an impact on everybody’s life to a greater extent than ever before. From the cell phone in your pocket and industries fighting to survive down toyour old high-school friend you block on Facebook to prevent him from bothering you every time you’re online. We’re currently experiencing a time of change, a change in that a whole generation is evolving; this generation is growing up with an entirely new media behavior. It’s a generation that can’t imagine a world that is not digital. Under this paradigm, the marketing industry must adapt, sinceyou can hardly reach this generation using means and methods from the past. What’s the right way to deal with these changes? What do you have to be aware of and what do marketing guys need to do to stay at it? Before we dive deep into the world of digital awesomeness, let’s take a look back one more time: What has actually happened?
1969 - 1983
1969: The Internet is born. In...