David Rogers, professor of digital strategy and marketing at Columbia Business School, is a widely-recognized leader on digital strategy and brands, known for his unique insights into customer networks. He is the author of "The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age" published in 2011 by Yale University Press. He is the co-author, with Bernd Schmitt, of "There's No Business That's Not Show Business: Marketing in an Experience Culture" and co-editor of "The Handbook on Brand and Experience Management." David tweets at twitter.com/david_rogers and blogs at www.davidrogers.biz.
David speaks at conferences worldwide on the ways that digital trends are transforming business strategy. Rogers received the award for Brand Leadership at the 2009 World Brand Congress. He writes regularly for BNET and has appeared on CNN, CNBC, Marketplace, Reuters, MSN Money, and Channel NewsAsia. David has advised and consulted on marketing and digital strategies for leading companies in the consumer packaged goods, technology, pharmaceutical, food & beverage, telecom, hospitality, non-profit, and media industries.
David is founder and host of Columbia's acclaimed BRITE conference, where leaders from business and media discuss how innovation and technology are transforming the ways we build great brands.
In a world of social networks, mobile computing, and billions of smart sensors, we are now awash in data. New tools to harness data are powering self-driving cars, lifecasting athletes, and real-time flu-tracking. For businesses, big data poses new challenges, and demands new kinds of leadership. But for those who can master it, data will offer incredible sources of innovation and customer insight, and provide the answers to some of marketing's most vexing questions.
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
David Rogers will provide a strategic guide that any business or non-profit can use to succeed in the digital age. David will examine how digital technologies, from smart phones to social networks, connect us in ways that transform our relationships to businesses and one another. To thrive today, organizations need new strategies - strategies designed for customer networks. He will offer five strategies for businesses to create new value:
• ACCESS: Be faster, be easier, be everywhere, be always on.
• ENGAGE: Become a source of valuable content.
• CUSTOMIZE: Make your offering adaptable to your customers’ needs.
• CONNECT: Become a part of your customers’ conversations.
• COLLABORATE: Involve your customers at every stage of your enterprise.
The rapid adoption of social media, mobile computing, and new technologies by both customers and employees is transforming the landscape for business and posing entirely new challenges for senior leadership in every industry.
The rise of the networked consumer is creating new demands and opportunities for digitized products, services, and market insight, while posing new risks for corporate reputation and re-defining the relationship of consumers with brands.
The rise of the networked employee is transforming the nature of work, collaboration, and innovation, while posing a demand to break through organizational silos and develop new corporate culture, ethos, and leadership skills.
This immensely practical session will offer research-based insights into the core behaviors driving the digital revolution, numerous case examples from across industries, and a focus on the key skills that senior executives will need to lead the networked organization of tomorrow.
Our old model of marketing to customers is broken. In the new age of customer networks, brands will not be built by broadcasting messages via mass media to passive consumers. Today's customers are dynamic, independent and connected. They have power and influence online that can make them your biggest threat, or your greatest marketing asset. To tap the power of customer networks will require more than just setting up a Facebook page and Twitter account, however. To thrive today, brands must know how to innovate the products, services, and communications that help the customer do what they most want – to access, engage, customize, connect, and collaborate in the digital world. These five network strategies will ensure the success of any brand in the digital age.
The time for social media dabbling and experimentation is over. To earn the advocacy of today's customers, marketers must prove they can create real value – through the products, services, and communications that networked customers seek. Any digital strategy must be focused on clear objectives as well, and able to demonstrate positive impact for the firm. Marketers need to quickly evolve from focusing on activity metrics (such as impressions), to engagement metrics (depth of social interaction), to actual business metrics that drive bottom-line results. "Being more social" is not the goal. But by tying programs to firm ROI—whether from customer acquisition, increased lifetime value, or customer advocacy—any social strategy can ensure it contributes to the organization's success.
TAGS: Big Data, Branding, Communications, Marketing, Social Media, Technology, Trends