Download - Why You Will Fail At Digital Marketing
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Failure – It’s Going To Happen
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Culture
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Beliefs
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Cultural Belief #1
Participation Is Not Optional
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Cultural Belief #2
This Will Not Be Quick, Cheap or Easy
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Cultural Belief #3
This Is Not Magic
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Values
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Cultural Value #1
Resilience
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Cultural Value #2
Innovation
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Cultural Value #3
Integrity
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Artifacts
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Cultural Artifact #1
Identity
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Cultural Artifact #2
Presence
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Cultural Artifact #3
Collateral
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You’re Less Likely To Fail If…
• Commitment without Conviction
• Cadre with Aligned Values
• Bold Brand
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Competency
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Competency: People
Incompetent People Will…
• Overestimate their own level of skill• Fail to recognize genuine skill in others• Fail to recognize their Inadequacy• Recognize and acknowledge their own previous
lack of skill, if they are exposed to education and training for that skill
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Competency: Process
Incompetent Processes Will
• Fail to have a “Decider”• Fail to set Meaningful Objectives• Fail to Communicate Clearly• Fail To Maintain Accountability
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You’re Less Likely To Fail If…
• Stakeholders are Engaged
• Participants are Educated
• Vendors are Accountable
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Coordination
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Coordination = Growth
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Coordination #1
Coordinate Your Goals
oSpecificoMeasurableoAttainableoRelevantoTime-Bound
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Coordination #2
Coordinate Your Channels
oSearchoSocialoContentoPR/CRoConversion
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Coordination #3
Coordinate Your Efforts
Sales Customer ServiceMarketing Public RelationsDesign AdvertisingSEO Content MarketingSocial Media Email Marketing
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You’re Less Likely To Fail If…
• Goals Are “Obvious”
• “Aspects” Are In Alignment
• Players Are “In Concert”
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Conclusion
• Get Comfortable With Failing
• Get Good At Failing Fast
• Focus On “Learning” New Mistakes