"Use the digital medium to experiment with ideas"

 Focus on story craft: Digital advertising conversations are too focused on reach and too little time is spent on building an engaging story. What you say and how you make people feel is more important than how many people you reach. In a world where everyone is a storyteller, only the best stories told in the best way will stand out.

Spend money on your best ideas: There is a misconception that great work will be shared automatically and mediocre work needs spends to give it visibility. If you’re looking at something you believe is mediocre, don’t spend money on it — no one will share it. Spend money behind your best ideas.

Amplify great ideas through multiple executions: Once you have a powerful idea that consumers love and are willing to share, you can use multiple executions to amplify it. Leverage and build on the success of an idea. Too many brands confuse the idea for the execution. And too many of us tire of our own ideas too quickly.

 Everything doesn’t have to be a mega production: Experiment — use the digital medium to experiment with both ideas and execution. Sometimes, the craziest of ideas and simplest of execution can also be wildly successful.

 Create for the platform and the environment: Understand how and why people use different media and then craft your communication for each platform. Think about how you can leverage platforms, devices and technology to create engaging, relevant and participative communication.