8. THE RIGHT MINDSET
Four Ps Four Es
Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism
9. THE SIX GLOBAL DIGITAL HOT ZONES
Search
Digital Video
Storytelling
Mobile
Social Media
Performance
Marketing
Digital out-of-
home + POS
10. CREATING THE STAIRWAY TO HEAVEN
•Digital Ambition
•Customer Journey
•Platform Choices
START
HERE
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4
11. CREATING THE STAIRWAY TO HEAVEN
ADD TEST #4
OPTIMIZE #1, 2, 3
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #2
OPTIMIZE #1
START
HERE PILOT TEST #1
TIME
PHASE 1 PHASE 2 PHASE 3 PHASE 4