A DIGITAL STRATEGY PRIMER FOR TODAY'S MARKETER
To realize success in digital isn’t easy but it’s very possible: It’s all about strategic control. Uncover and understand the digital pain of today and learn the keys to elevate yourself from the crowd and become a strategic partner vs. tactical marketing vendor.
"If your agency combines traditional and digital solutions, this training will transform your client service team."
Derek Lackey - President. Direct Marketing Association of Canada (DMAC)
"Our digital capabilities had evolved piecemeal and very tactically. Mastering Digital Training is helping us take control of digital at a more strategic level and leverage that strategic knowledge into a better value proposition for our agency."
Dan Dagg - President. HotHouse Marketing
4 key topics covered:
Section 1: The marketing history and the rise of e-everything
“Misunderstanding of the present grows fatally from the ignorance of the past.” – Mark Bloch
What's really going on in digital and marketing? (and why?) How can I keep up with the constant rate of change: new media, new technologies, new channels? How do I weave traditional and digital marketing together for real results and measurable ROI? How do marketers regain the savvy they used to have with clients?
Section 2: How marketing has changed because of digital and what marketers and agencies can do about it
“Not in the last 50+ years has the balance of business interaction and communication been so in favor of personal interaction” – Trust Agents
The technical and philosophical shifting landscape of marketing approaches; how digital can humanize a brand and bring real relationships into business; how to ensure you don’t copy the failing efforts of big brands in social media, the 5th and most important P in marketing.
Section 3: Understanding Dialogue Age brand engagement and bringing this into your client's businesses
“The onus will be on organizations to enter the marketplace conversation…or risk becoming irrelevant” – Cluetrain Manifesto
The concept of the “people economy”, the truths of social media engagement, passive vs. active social media, enabling and empowering real connection with audiences.
Section 4: Shaping customer-centric strategies and engaging customers to develop long-term, strategic digital programs
“People are fundamentally wired for
connection” – Matthew Lieberman
Strategic combinations of technology and audiences; the do’s and don’ts of online marketing; using the circle of insights for optimal campaigns; enabling the trust currency of digital marketing.
Course concludes with an examination. Examination attached to full course
Like you, agency veteran and marketing consultant, Kevin Adema has seen the marketing world radically shift in the past few years; the marketing relationship has eroded to vendor-based agreements, digital confusion is paramount and strategic leadership no longer holds the value it once did.
Is it because of the rampant staffing changes and organizational challenges? Is it about new digital technology? Is it a new atmosphere of brand meant for only the elite few? Or, is there a better and new way to run agencies, handle clients and lead strategic thought?
With international and local agency real-world leadership experience ranging from Fortune 100 corporations down to small boutique clientele, Kevin’s consults bring an optimistic and fresh outlook for agencies ready to embrace change. His listen-first philosophy transcends his consulting engagements but also his international award-winning, results-driven, outcomes in brand-based marketing.
Never resting on status-quo, Kevin consulting efforts provide tailored solutions to firms and organizations able to itemize strategic imperatives and deploy hyper-specific action plans realizing meaningful change. Kevin appreciates courage and shares his own leadership experience noting that marketing leadership is only realized when organizations embrace vision in every position. Moreover, Kevin believes that marketing professionals are the key vocation to usher in the required strategic, digital change in business today.
Coupling his marketing consulting experience with University lecturing and, not-for-profit board experience, Kevin’s fusion of real-life stories and deep trench experience connect with broad agency audiences at an intimate, intense and specific level; Kevin continues to serve organizations globally working with the best and brightest in marketing and brand leadership.
His successes include: GlaxoSmithKline, Merck Global, Nestle-Purina, Bayer, World Vision, Medtronic Diabetes, DHL and numerous other corporations in the Consumer, Business-to-Business, Healthcare and Government sectors.
Kevin is academically accredited with University degrees focused in Business, Marketing and Behavioral Human Psychology. Kevin also holds a post-secondary degree in Marketing and Advertising.
Recent articles and blogs from Kevin can be found at his website: emissaryinsights.com
StartFundamentals - full course (42:47)
StartIntroduction: The digital pain of today and the keys to true partnership (8:17)
StartFundamentals 1: Marketing history and the rise of e-everything (4:54)
StartFundamentals 2: How marketing has changed because of digital (and what you can now do) (14:13)
StartFundamentals 3: Dialogue Age brand engagement (8:47)
StartFundamentals 4: Shaping customer-centric strategies, engaging customers and delivering long-term programs (6:21)