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Jeff Molander's presentation at Loyola University Chicago's Grad School of Business
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Digital Economy Workforce: Challenges & Opportunities
Jeff G. MolanderCEO
[email protected]: www.jeffmolander.com
twitter: @jeffreymolander
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.
What Should Concern You Today’s business focus
Short-term revenue: Advertising Reliance on old (media) model for wealth Social engineering posing as innovation
Search & affiliate marketing
What Should Concern You The result?
Hyper-specialization + mysticismMost people don’t understand the
business behind the WebThose that do withhold valuable knowledgeThis concentrates (limits) wealth / opportunityThe “Ignorance Economy”
The What? The Ignorance Economy
Information / Knowledge EconomyWe suffer from information overload Our defense: The desire to “not know” “Please, make the purchase decision for me!” Trust & choice itself is outsourced
It’s become luxurious to not know, choose This is why we have geeks!
Will You Be Ready? Where business leaders need to focus
Build trust-centric models Embrace long-term thinking
(sustainable business!)Engage in true innovationCreate mutual empowerment w/ customersGive them CHOICE!
How?Pay attention to talented generalists & best
practices
A More Prosperous Tomorrow:What’s Needed Values shift
Consumers: Reject the ‘trickery’ and demand ‘respectful’
Marketers: Learn to measure & demand accountability
Legislators: Ugh, where to begin?
Behavioral shiftSystems that drive behavior not awarenessEnd the love affair with not knowing
Challenges Balancing the Web
Commercial and non-commercial interests live in harmony (Net Neutrality)
‘Currency’ of the Web must change!Away from the Almighty dollar aloneToward trust & authenticityEconomic recession will force this change
Overcoming the HYPE and LIES!
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Be a Business Advisor
Not a data Reporter
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Clear goalsSanctioned priorities
Actionable insights
The Opportunities
Kill advertising as we know it & make something better!
The Opportunities
Doc Searls
Co-author, The Cluetrain ManifestoFellow 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.”
Connecting a community of buyers and sellers through
relevant and compelling information.
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Evolve Faster
Connecting a community of buyers and sellers through
relevant and compelling information.
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Lead GenerationUsing RSS Publishing
Opportunities Make Marketing Relevant, Accountable
Sustainability, Integration (“It takes a company”)Connect mktg metrics to BUSINESS metricsFrom data reporters to business advisors
Brand is BehaviorAwareness doesn’t get us paidCapitalize on search: Intent
Marketers as the New Publishers
