Digital Economy Workforce: Challenges & Opportunities Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander

SOURCE: http://budurl.com/9z4w 23% CMOs measure customer email 17% use that feedback to identify customer advocates 59% do not compensate employees or executives based on customer loyalty, satisfaction improvements or analytics.

What Should Concern You Today’s business focus Short-term revenue: Advertising Reliance on old (media) model for wealth Social engineering posing as innovation Search & affiliate marketing

Today’s business focus

Short-term revenue: Advertising

Reliance on old (media) model for wealth

Social engineering posing as innovation

Search & affiliate marketing

What Should Concern You The result? Hyper-specialization + mysticism Most people don’t understand the business behind the Web Those that do withhold valuable knowledge This concentrates (limits) wealth / opportunity The “Ignorance Economy”

The result?

Hyper-specialization + mysticism

Most people don’t understand the business behind the Web

Those that do withhold valuable knowledge

This concentrates (limits) wealth / opportunity

The “Ignorance Economy”

The What? The Ignorance Economy Information / Knowledge Economy We suffer from information overload Our defense: The desire to “not know” “Please, make the purchase decision for me!” Trust & choice itself is outsourced It’s become luxurious to not know, choose This is why we have geeks!

The Ignorance Economy

Information / Knowledge Economy

We suffer from information overload

Our defense: The desire to “not know”

“Please, make the purchase decision for me!”

Trust & choice itself is outsourced

It’s become luxurious to not know, choose

This is why we have geeks!

Will You Be Ready? Where business leaders need to focus Build trust-centric models Embrace long-term thinking (sustainable business!) Engage in true innovation Create mutual empowerment w/ customers Give them CHOICE! How? Pay attention to talented generalists & best practices

Where business leaders need to focus

Build trust-centric models

Embrace long-term thinking (sustainable business!)

Engage in true innovation

Create mutual empowerment w/ customers

Give them CHOICE!

How?

Pay attention to talented generalists & best practices

A More Prosperous Tomorrow: What’s Needed Values shift Consumers: Reject the ‘trickery’ and demand ‘respectful’ Marketers: Learn to measure & demand accountability Legislators: Ugh, where to begin? Behavioral shift Systems that drive behavior not awareness End the love affair with not knowing

Values shift

Consumers: Reject the ‘trickery’ and demand ‘respectful’

Marketers: Learn to measure & demand accountability

Legislators: Ugh, where to begin?

Behavioral shift

Systems that drive behavior not awareness

End the love affair with not knowing

Challenges Balancing the Web Commercial and non-commercial interests live in harmony (Net Neutrality) ‘Currency’ of the Web must change! Away from the Almighty dollar alone Toward trust & authenticity Economic recession will force this change Overcoming the HYPE and LIES!

Balancing the Web

Commercial and non-commercial interests live in harmony (Net Neutrality)

‘Currency’ of the Web must change!

Away from the Almighty dollar alone

Toward trust & authenticity

Economic recession will force this change

Overcoming the HYPE and LIES!

Be a Business Advisor Not a data Reporter

Clear goals Sanctioned priorities Actionable insights

The Opportunities Kill advertising as we know it & make something better!

Kill advertising as we know it & make something better!

The Opportunities Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply.”

Connecting a community of buyers and sellers through relevant and compelling information.

Evolve Faster

Connecting a community of buyers and sellers through relevant and compelling information.

Lead Generation Using RSS Publishing

Opportunities Make Marketing Relevant, Accountable Sustainability, Integration (“It takes a company”) Connect mktg metrics to BUSINESS metrics From data reporters to business advisors Brand is Behavior Awareness doesn’t get us paid Capitalize on search: Intent Marketers as the New Publishers

Make Marketing Relevant, Accountable

Sustainability, Integration (“It takes a company”)

Connect mktg metrics to BUSINESS metrics

From data reporters to business advisors

Brand is Behavior

Awareness doesn’t get us paid

Capitalize on search: Intent

Marketers as the New Publishers

Thanks! Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander