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DIGITAL
IS THE TABLE.
DIGITAL ISN’T A SEAT AT THE TABLE.
#DSPhilly
MICHAEL
MARINACCIO
1. WHAT IS DIGITAL REALLY?
2. STOP LYING
3. START TALKING
TABLE OF CONTENTS
#DSPhilly
Digital vs.
Television
2010 - 2017E
Television, Billions $
Digital, Billions $
2016
228
194
#DSPhilly
This technology is brand new and
untested. But if you’re not paying
attention right now, just wait until
Watson is 10 years old, or 18, or 30. In
ten years time, programmatic will
devour everything and if we’re
not paying attention, we’ll be
devoured too.
Ari Sheinkin, VP, IBM
#DSPhilly
Do you consider yourself a
DIGITAL
STAFFER?
#DSPhilly
Do you consider yourself a
DIGITAL
STAFFER?
#DSPhilly
Tech
IPO’s
1990 - 2013
Technology IPO, #’s 1999
Everything
you touch
is made with technology
#DSPhilly
Leadership
Your organization
#DSPhilly
Leadership Traditional
Your organization
#DSPhilly
Leadership Traditional Digital
Your organization
#DSPhilly
Leadership Traditional
Digital
Your organization
#DSPhilly
Leadership Traditional Digital
Your organization
Examples: Client CRM, Database Management,
Accounting, Cybersecurity, Email Marketing, Media
Placement, E-Commerce, Event Planning, Marketing
Projections, Data Visualizations, Payment Processing,
Employee Communications/Workflow, Asset/Storage
Management, Social Media Reporting
#DSPhilly
Old vs. new staffing
#DSPhilly
Old vs. new structures
old new
#DSPhilly
The nerds also position themselves as
the new "Even Bigger" institution … by
purposely building complexity into
technology applications, thus creating a
market need for their nerd expertise. I
call this complexity "nerd disease.”
Nicco Mele, THE END OF BIG
#DSPhilly
“
If you can’t market
yourself well, then get
out of marketing.
#DSPhilly
Focus on
the things that matter
1. Staying ROI focused: What
important organizational goal am I
trying to accomplish?
2. Translating wins: How am I
explaining my needs and success?
3. Leveraging relationships: Are the
right people listening?
#DSPhilly
1. ROI FOCUSED
Why should anyone care
about what you’re doing?
#DSPhilly
Prove your worth by
addressing real company
problems.
1. ROI FOCUSED
#DSPhilly
2. TRANSLATING
Don’t make a task or project
seem more difficult than it is.
You’re not impressing anyone.
#DSPhilly
Convert your successes to
metrics normal people
can use in conversation.
2. TRANSLATING
#DSPhilly
3. LEVERAGING
Don’t be shy with your CEO’s
or principals. They need to
listen.
#DSPhilly
Leaders who don’t want
to listen, don’t want to
grow. Move on.
3. LEVERAGING
#DSPhilly
#DSPhilly
Financial
CEO
Operating
PR Outreach
#DSPhilly
Digital
Financial
CEO
Operating
PR Outreach
#DSPhilly
}Digital
Financial
CEO
Operating
PR Outreach
END
#DSPhilly
talk to me: @Naseeoh

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