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  “Digital awesomeness at its best. This book is the perfect digital primer, a great refresher course for seasoned veterans, and a great all-around inspirational tool. No surprise - the authors are award-winning guys who are helping chart the course for our industry.
Big thumbs up.”

Graham Cousens
VP, Director of Digital Production, Arnold Worldwide
 
  “With this book you can impress your nerdier friends, dazzle women of taste and class, and very possibly become richer than you ever dared to dream.”

Andrew Ault
VP, Executive Creative Director, NBC Universal
 
  “As the new head of digital strategy for Televisa in Mexico, I found it an excellent expression of our world today, a confirmation of my personal views and an excellent tool for making things clear to the higher ups in the company who are a not of this generation.
Working on developing Televisa´s digital content and distribution strategy, resources like these help one on one talks with the companies leadership and also help when developing high level business strategies.”

Lenny Altschuler Dana
Director of Digital Strategy, Televisa Mexico
 
  “If you want to be up to date in a field formerly known as advertising: read this!”

Rene Lamberti
Creative Director, Neue Digitale/Razorfish
 
  “It offers a fascinating insight into the new-speak of the digital age, great fun to read, creating an impression that the authors are indeed awesome dudes.”

Rebecca Kearley
managers.org.uk
 
  “Bottom line: a great useful read. It’s an entertaining book from the first pages all the way to the end.”

Dani Bordiniuc
Blogger
 
  “I am glad someone in this industry took the responsibility to write this all down and make sense of it.”

Geetika Agrawal
Interaction Design Director, R/GA NewYork
 
  “A must read for everyone who has anything to do with communication in the widest sense. This could be painful for some of the older generations, but on the other hand essential for survival.”

Niklas Frings-Rupp
Managing Director, Miami Ad School Europe
 
  “A smart and handy guide for digital
marketing that not only shows the new way marketing is done today but also proves it
with its distribution. The new must read at
the Good School.”

Simone Ashoff
Managing Director, Good School
 
  “Written by two of the gold guys in the industry, this book is not just theoretical thinking but provides real advice and insights for surviving in a digital world.”

Alina Hueckelkamp
Senior Strategic Planner/Lead Strategist,
Neue Digitale/Razorfish
 






A lot of things have happened during the past few years. New 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 to your old high-school friend you block on Facebook to prevent him from bothering you every time you’re online.
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We’re currently experiencing a time of change – a change during which a whole generation is evolving; this generation is growing up with an entirely new media behavior. It can’t imagine a world without new media.
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Now, also, the marketing industry must adapt, since you can hardly reach this generation using means and methods from the past.
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This book helps traditional advertising and marketing people master the step into the digital era, providing tools to create campaigns that reach the people of today.
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It was not written by a CMO giving expensive seminars and presenting big theories with no solutions, but by a creative team dealing with and living the changes in media every day.
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The team, Innovative Thunder, specializes in innovative marketing and has gathered experience by working with three of the world’s leading marketing agencies - Jung von Matt, Crispin Porter + Bogusky, as well as currently, R/GA, New York.




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OH MY GOD WHAT HAPPENED?

1969 - 2010
.
WHAT SHOULD I DO?

GOOD TO KNOW FOR YOURSELF:
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Digital is not a job for specialists anymore.
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Lose the New Media Phobia.
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Make the generational change in your head.
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Live the media.
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Make a Techi friend.
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GOOD TO KNOW IN GENERAL:
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Interactive doesn’t mean it’s digital.
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Integrate. Don’t interrupt.
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Having a blog is not enough.
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“If an idea doesn’t work online, it’s not a good idea.”
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Every campaign is a global campaign.
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Focus on the individual.
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The Social Filter.
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Lies have long Tweets.
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It doesn’t cost anything to listen.
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Add meaning, not media.
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Own the media.
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GOOD TO KNOW ABOUT TECHNOLOGY:
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Using an innovative technology doesn’t make an innovative idea.
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Technology has to serve the people.
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Technology is deployed right, when it’s invisible.
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“Things are only impossible until they are not.”
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GOOD TO KNOW FOR YOUR IDEAS:
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Focus on one.
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The three types of integrated campaigns.
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Viral is not YouTube.
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Don’t plan to be viral. Plan to be awesome.
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The Viral Test.
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Do it for real.
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The Forced Viral.
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Give it a name.
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Serve the On-Demand-Society.
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Make it accessible.
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Make it mixable.
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Make it shareable.
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Use the power of the status message.
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Become personal.
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Everyone is a reporter.
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Exceed expectations.
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Dope your products digitally.
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Give your story a simple idea.
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Banners are the new print ads.
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GOOD TO KNOW IN GENERAL: PART 2
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Buying doesn’t mean you own it.
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Use the crowd.
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User-Gen needs guidance.
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The Freemium Model.
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The $9.900 elf.
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Piracy pushes innovation.
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The Neomobilization.
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The people will be always online.
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Everything will be digital.
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The End. So far ...