The Right Way to Run Digital
Do a thorough job, and all you'll ever need is a lean team
Throughout my career, I've worked with lean digital-minded companies as well as legacy organizations. In most cases, I've managed to successfully run digital with a couple of teammates, generating far more revenue and driving bigger brand growth than the "non-digital" side. As a digital marketing advocate, I aim for the same . . .
To Be Digitally Successful, Think Beyond Your Role
Use analytical skills to understand the needs of the business
If you put five people in a room and ask for opinions, you will get six different ones – there is always someone that disagrees with him/herself. Creative, technology, marketing, and other groups are offering their views and giving advice to digital about what they should do. At lunches and in break rooms – and during meetings – everyone . . .
What Employee Surveys Can't Capture
Old-school trench networking still matters.
Over the years, I've filled out a few employee surveys providing feedback regarding what organizations are doing well and what they're missing. Through trial and error, I've figured out something that helped hone my perception of actual overall satisfaction – trench networking. Many leaders forget about what their employees are, . . .
Posted in: leadershiplean thinkingmanaging people
Teamwork and Principles
Putting people first matters in Digital Marketing. Here's why.
If you talk to people about what their work is lacking, you will probably hear a common frustration: "We need leaders who can put people first, not just talk about it." The complaint is usually followed by an observation about how they are actually treated like disposable diapers. This needs to change–especially in today's . . .
Lessons Learned From Trying to Innovate
Cumulative error, distortion, and silos
Late last year I (my team) was tasked with a project to transform an existing offering and experience, and after coming up with original ideas, it was carelessly manipulated as it moved through the development chain (and all we could do was...).
I have talked about this throughout the years with colleagues at different companies, and . . .
Posted in: leadershiplean thinkingproject management
The Rise of the "D"
Business will soon be all digital
Business has rapidly become digital-dependent. Less than 10 years ago, IT departments were in charge of deciding what technologies business needed to run. Today, leading companies are relying more and more on departments like Digital Marketing when it comes to technology spend. And it makes sense–we are now doing business in a world where . . .
The Age of Experience Marketing
Is CX at the center of your digital marketing strategy?
Digital Marketing VPs and CMOs from a few top brands have recognized that strategy, experience design, and technology need to be part of the same eco-system in order to empower buyers' demands and new customer expectations.Companies such as SportChek, McGraw-Hill, and Under Armour are reinventing themselves to understand and deliver . . .
Posted in: connected experiencescustomer experiencecustomer journeydigital marketing managementexperience marketingleadershiponline marketing
