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.
Every industry today faces the challenge of constant disruptive change, driven by the rapid acceleration of new digital technologies. To thrive in this environment, business must not merely avoid disruption, it must capitalize on each digital revolution to find new ways to create value for customers. This interactive session will present a simple framework for learning to “think like the disruptor” and approach any established market with an outsider’s fresh perspective.
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.
TAGS: Big Data, Branding, Communications, Marketing, Social Media, Technology, Trends