Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital Workforce: Challenges & Opportunities


Published on

Jeff Molander's presentation at Loyola University Chicago's Grad School of Business

  • Be the first to comment

  • Be the first to like this

Digital Workforce: Challenges & Opportunities

  1. 1. Digital Economy Workforce: Challenges & Opportunities Jeff G. Molander CEO [email_address] blog: twitter: @jeffreymolander
  2. 3. SOURCE: 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.
  3. 4. What Should Concern You <ul><li>Today’s business focus </li></ul><ul><ul><li>Short-term revenue: Advertising </li></ul></ul><ul><ul><li>Reliance on old (media) model for wealth </li></ul></ul><ul><ul><li>Social engineering posing as innovation </li></ul></ul><ul><ul><ul><li>Search & affiliate marketing </li></ul></ul></ul>
  4. 5. What Should Concern You <ul><li>The result? </li></ul><ul><ul><li>Hyper-specialization + mysticism </li></ul></ul><ul><ul><li>Most people don’t understand the business behind the Web </li></ul></ul><ul><ul><li>Those that do withhold valuable knowledge </li></ul></ul><ul><ul><li>This concentrates (limits) wealth / opportunity </li></ul></ul><ul><ul><li>The “Ignorance Economy” </li></ul></ul>
  5. 6. The What? <ul><li>The Ignorance Economy </li></ul><ul><ul><li>Information / Knowledge Economy </li></ul></ul><ul><ul><li>We suffer from information overload </li></ul></ul><ul><ul><li>Our defense: The desire to “not know” </li></ul></ul><ul><ul><li>“Please, make the purchase decision for me!” </li></ul></ul><ul><ul><li>Trust & choice itself is outsourced </li></ul></ul><ul><li>It’s become luxurious to not know, choose </li></ul><ul><li>This is why we have geeks! </li></ul>
  6. 11. Will You Be Ready? <ul><li>Where business leaders need to focus </li></ul><ul><ul><li>Build trust-centric models </li></ul></ul><ul><ul><li>Embrace long-term thinking (sustainable business!) </li></ul></ul><ul><ul><li>Engage in true innovation </li></ul></ul><ul><ul><li>Create mutual empowerment w/ customers </li></ul></ul><ul><ul><li>Give them CHOICE! </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Pay attention to talented generalists & best practices </li></ul></ul>
  7. 12. A More Prosperous Tomorrow: What’s Needed <ul><li>Values shift </li></ul><ul><ul><li>Consumers: Reject the ‘trickery’ and demand ‘respectful’ </li></ul></ul><ul><ul><li>Marketers: Learn to measure & demand accountability </li></ul></ul><ul><ul><li>Legislators: Ugh, where to begin? </li></ul></ul><ul><li>Behavioral shift </li></ul><ul><ul><li>Systems that drive behavior not awareness </li></ul></ul><ul><ul><li>End the love affair with not knowing </li></ul></ul>
  8. 13. Challenges <ul><li>Balancing the Web </li></ul><ul><ul><li>Commercial and non-commercial interests live in harmony (Net Neutrality) </li></ul></ul><ul><li>‘Currency’ of the Web must change! </li></ul><ul><ul><li>Away from the Almighty dollar alone </li></ul></ul><ul><ul><li>Toward trust & authenticity </li></ul></ul><ul><ul><li>Economic recession will force this change </li></ul></ul><ul><li>Overcoming the HYPE and LIES! </li></ul>
  9. 16. Be a Business Advisor Not a data Reporter
  10. 17. Clear goals Sanctioned priorities Actionable insights
  11. 18. The Opportunities <ul><li>Kill advertising as we know it & make something better! </li></ul>
  12. 19. 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.”
  13. 21. Connecting a community of buyers and sellers through relevant and compelling information.
  14. 24. Evolve Faster
  15. 27. Connecting a community of buyers and sellers through relevant and compelling information.
  16. 30. Lead Generation Using RSS Publishing
  17. 31. Opportunities <ul><li>Make Marketing Relevant, Accountable </li></ul><ul><ul><li>Sustainability, Integration (“It takes a company”) </li></ul></ul><ul><ul><li>Connect mktg metrics to BUSINESS metrics </li></ul></ul><ul><ul><li>From data reporters to business advisors </li></ul></ul><ul><li>Brand is Behavior </li></ul><ul><ul><li>Awareness doesn’t get us paid </li></ul></ul><ul><ul><li>Capitalize on search: Intent </li></ul></ul><ul><li>Marketers as the New Publishers </li></ul>
  18. 32. Thanks! Jeff G. Molander CEO [email_address] blog: twitter: @jeffreymolander