Think digital dms 8 25-11

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five elements to developing a digital mindset

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Think digital dms 8 25-11

  1. 1. Think Digital …Digital Marketing Strategy <br />Digital Marketing Alive CourseFall 2011<br />Lynchburg College <br />School of Business and Economics<br />Dr Ira Kaufman<br />©2011<br />
  2. 2. Understanding the Digital Dynamic <br />Global Marketplace Changes <br />The Digital WHO <br />Customer Mindset<br />New Corporate Reality <br />Customer Expectations <br />Marketing in Transition<br />
  3. 3. The Breakup<br />http://www.youtube.com/watch?v=D3qltEtl7H8&feature=player_embedded<br />http://www.youtube.com/watch?v=OTB0J8fDp8o&feature=related<br />
  4. 4.
  5. 5. Digital Mindset<br />People use technologies to get things from each other, rather from corporations<br />Relationships the currency of exchange <br />Transparency –open source <br />Collaboration rules<br />Real time sharing<br />Immediate access<br />Power to publish <br />Looking for value<br />Content is king <br />
  6. 6. Conversations generate exposure, sales<br />Need to invest in customer relationship<br />Train employees to hold customer as #1<br />Not in control of customer response/Brand <br />Track social media habits of target markets<br />Company values “Live” in its Brand <br />PR, advertising, online, social are seamless<br />Digital changes are overwhelming<br />Digital impact hard to measure <br />New Corporate Reality <br />
  7. 7. Customer Expectations<br />Accept new role of customer as publisher<br />Listen to customer needs, responses <br />Care about customer as a person <br />Respond with empathy and respect <br />Provide Value with each interaction <br />Go the extra mile <br />Accessible for feedback<br />Transparent, open, honest <br />Consistent in living company values <br />
  8. 8. Old 4Ps Marketing 1.0<br />Value Creator<br />Customer<br />4Ps<br />
  9. 9. Marketing 2.0<br /> User<br />Value Builder<br />- Company<br />- Employer<br /> - Partner<br /> - Customer<br />Job Seeker<br /> Product (WEB2.0 Brand)<br />Place (online, offline)<br />Price ($, time, ease)<br />5Ps<br />Promotion (Integrated Marketing)<br />Publisher<br />Participation (Conversations)<br />Thought Leaders <br />
  10. 10. Marketing 3.0<br />Resources<br /> User<br />Value Builder<br />- Company<br />- Employer<br /> - Partner<br /> - Customer<br /> Product (Digital Brand)<br />Job Seeker<br />Place (online, offline)<br />Price ($, time, value)<br />6Ps<br />Promotion (Integrated Marketing)<br />Participation (sustainable relationships )<br />Publisher<br />Principles (missions, values)<br />Thought Leaders <br />
  11. 11. Marketing Rules are Changing<br />
  12. 12. Experience with Social Media Marketing<br />
  13. 13.
  14. 14. New Digital Divide<br />
  15. 15. What Are The Results?<br /><ul><li>Generated Exposure 85%
  16. 16. Increased my Website Traffic 63%
  17. 17. Build New Business Partnerships 56%
  18. 18. Generated Qualified Leads 48%</li></ul>*Source is Social Media Industry Report 2010 by Michael Stelzner<br />
  19. 19. About the Presenter<br />Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics.<br />LinkedIn:  http://www.linkedin.com/in/irakaufman<br />Facebook:  http://facebook.com/irakaufman   <br />Twitter:  http://twitter.com/ira9201          <br />www.entwineinc.com<br />

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