Introduction
Part I: 10 Key Concepts of Digital Marketing
How are creatives around the world winning the hearts of consumers?
01 Playground
Experiential advertising: From mind share to life share
The evolution of digital marketing: Connecting with consumers at every moment of their lives
02 Ambient Media
The magic of ambient media
03 Viral
The key to a killer viral campaign: Stand out at the right time
Storytelling marketing: Brands need stories
04 Collaboration
Co-creation: Creative process gone hybrid
Crowdsourcing: Tapping into the global ecosystem of experts and their collective intelligence
Collaboration requires a change in mindset
05 YouTube Generation
PSY fever and the power of YouTube
The birth of “we”: Sharing warmth
YouTube remaps the American political landscape
06 Like, Share, Follow, Retweet
Social media fuels the digital advertising market
The age of the one-man media: The public sets its own agenda
The demise of push advertising: Consumers have changed
Smart consumers know what companies are thinking
07 Mobile
The mobility mentality
Digital detox: A counterculture
08 Innovation
Technology and innovation: A revolutionary future approaches
Google shoots for the moon: Moonshot thinking
Amazon: From A to Z
Japan leads innovation in digital marketing with a focus on details
Prototypes: The embryo of innovation
09 Digital Warmth
Technology with a human face: Marketing to create analog, human value
10 Creating Shared Value
Cannes Chimera: Creating shared value through collective intelligence
CSV boosts revenues and brand equity
Downtown Project: From survival to co-existence
Part II: 10 Hottest Campaigns in the Digital Decade
Top 10 game changers of the decade in digital marketing
01 BMW Films
02 Nike+
03 Evolution
04 Uniqlock
05 Whopper Sacrifice
06 Smell like a Man, Man
07 Fun Theory
08 Museum of Me
09 Re: Brief
10 Dumb Ways to Die