Five important aspects in Digital Marketing

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Helge Tennø

A presentation lightly touching the surface of five important aspects/fields in digital marketing

Business News & Politics

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At an increasing rate (according to IBM C-Suite studies) companies are seeing that they need to figure out ways to put the customer at the center of their attention and decisions. But do businesses have the data or insight to put them there? In the MIT Sloan Management Review article Finding The Right Product For Your Product Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse discusses the idea of understanding what jobs customers are trying to solve and then figuring out the reason people are pulling the product into these jobs. As many others I am currently prototyping a tool for this theory (Work-In-Progress) and my work so far can be seen and downloaded here. I'm employing the same strategies towards my own business as I do with my clients, therefore the tool is still just a prototype being redesigned and redesigned again. But hopefully there are people out there interested in trying the tool out, give feedback and help on the way forward. This tool is not a parking lot for an idea - but a continuous, hopefully never-ending process.

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By referencing several of the current changes as social media we limit the perspective and reach of our ideas. We see these activities as satellites outside of core business, insignificant flirting with customers compared to the bigger commercial changes happening. Our job is to become ambassadors and show the rest how customer insight and involvement can be increasingly valuable to the future of the business.

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