This document outlines a philosophy of digital marketing that focuses on content and consumer participation. It asserts that the rise of social media has empowered consumers who now demand input into marketing messages. The principles discuss how marketers must respect this shift and treat consumers as partners by sharing content with them, seeking feedback, and transitioning consumers into advocates who participate in the marketing process. Support for this philosophy comes from the growing popularity of social media channels and dollars shifting to digital marketing opportunities.

1. Core Belief: Rise of digital marke0ng and social media has created a consumer‐
driven market that DEMANDS their input to remain relevant.
Tenant: Content is king.
Inspira2ons: “Future of Digital Marke0ng”, “I Decide”
Principles: Savvy consumers demand that their message consump0on change
drama0cally from tradi0onal top‐down marke0ng. Consumers want to par0cipate in
the content, channel and delivery of the message as well as judge it’s worth for their
peers. Marketers must respect the paradigm shiI and treat these new consumers as
partners with whom they share content, seek feedback and transi0on from
commodity consumers to advocates and par0cipants in the marke0ng delivery
process.
Support: Rise and popularity of mul0ple social media channels and digital marke0ng
opportuni0es that is suppor0ng a tremendous shiI in dollars in the marketplace.
Marketing Leadership – Philosophy of Digital Marketing
MaKhew D. Weinland Marke0ng Leadership Proven Results