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5 steps model for transitioning to a new organizational structure that supports long-term digital integration
Agree on the Organization's Goals with Digital Initially, the management team and department heads must agree on goals and move-forward strategies. Open employee forums are powerful venues that can reveal challenges and opportunities. The team must be prepared to deal with whatever comes up in these forums. Selected focus groups within each department can open the dialogue in a more limited fashion. Here are some questions that need [...]
Digital Marketing Must Be Integrated
Digital Marketing Must Be Integrated. Companies have no choice if they want to stay competitive. If we are prepared to acknowledge that virtually all marketing is now digital marketing, we must also understand that, to function properly, digital marketing must be integrated. Marketing silos must be torn down; communications processes must be re-worked; long-held paradigms must be shattered; marketing orthodoxy must evolve. To respond to the greater sophistication [...]
Developing A Digital Mindset
How do you begin to connect the digital dots between functional departments? Are your organization's departments in transition from independent entities to integration? Management needs to guide this transition by building collaborative bridges. Here is a three-step process for doing so: 1. Invite all department leaders to cooperate in addressing a challenge of mutual interest (e.g. moving the customer through the Digital Involvement Cycle). Request that each participant [...]
Digital Transition: 11 Steps Process
1. Adopt a Digital Mindset Executives must understand that the digital evolution is not only about the next hot social media tool. Rather, it is an overall shift that demands a corresponding shift in thinking. The digital mindset is grounded in a foundation of openness, flexibility, collaboration, and shared network thinking. The management team needs to adopt a digital mindset and integrate it into how they communicate and [...]
Lead Generation – From Outbound to Inbound marketing
Traditional marketing has had an outbound focus, with marketers trying to reach their target audience through a variety of means, including print & television advertising, junk mail, spam, trade shows, seminar series, email blasts to purchased lists, internal cold calling, and outsourced telemarketing, to name a few. These efforts could be rightly characterized as taking a "shotgun approach" to marketing. Outbound marketing is proving less effective overtime for two [...]
Managing Relationships – (CRM) to social CRM (SCRM)
"The Customer is King" is an often used marketing tag which reflects the important idea that the direction of a business is ultimately determined by its customers. To better understand the move from CRM to social CRM (SCRM), it's helpful to understand the evolution and management of customer-centric relationships. A business begins with a clean slate of customer relationships. Over time, these connections grow more complex as expectations [...]