digital workforce: challenges & opportunities

Digital Economy Workforce: Challenges & Opportunities

Jeff G. MolanderCEO

jeff@jeffmolander.comblog: 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

Thanks!

Jeff G. MolanderCEO

jeff@jeffmolander.comblog: www.jeffmolander.com

twitter: @jeffreymolander