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Digital Workforce: Challenges & Opportunities

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

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Digital Workforce: Challenges & Opportunities

  1. 1. Digital Economy Workforce: Challenges & Opportunities Jeff G. Molander CEO [email_address] blog: www.jeffmolander.com twitter: @jeffreymolander
  2. 3. 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.
  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: www.jeffmolander.com twitter: @jeffreymolander

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