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Class2Recording.pptxENTERTAINMENT BUSINESS / Tim O’brien
Why might an organization be challenged?
DIGITAL Challenge ENterprise
ENTERTAINMENT BUSINESS / Tim O’brien
Natives have an intuitive understanding of digital, but need to learn how to think strategically.
Immigrants recognize the value of digital, but need to learn the strategies, tactics and tools for its successful implementation.
Aliens think strategically, but need to experience the value of digital.
Integrators have an expert command of digital and its strategic implementation.
Who Makes up the Digital Team?
ENTERTAINMENT BUSINESS / Tim O’brien
Millennial
Organic relationship with digital technology; has adopted a digital mindset.
Must learn how to translate her proficiency with digital technologies into viable business strategies.
Must discover how to use digital best practices, tactics, and tools strategically.
NATIVE
ENTERTAINMENT BUSINESS / Tim O’brien
Introduced to a variety of computer technologies in high school and college, but does not use digital innately.
Recognizes the value of digital marketing but must learn effective strategies.
Needs to fully adopt a digital mindset and seamlessly integrate digital throughout his company’s marketing efforts.
Immigrant
ENTERTAINMENT BUSINESS / Tim O’brien
Has adopted a digital mindset.
Infuses core values and goals with digital technologies to create integrated digital marketing strategies.
Lives the digital culture; her influence alters the very DNA of the organization, changing the way it interacts with employees and customers.
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INTEGRATOR
ENTERTAINMENT BUSINESS / Tim O’brien
Introduced to a variety of computer technologies in high school and college, but does not use digital innately.
Recognizes the value of digital marketing but must learn effective strategies.
Needs to fully adopt a digital mindset and seamlessly integrate digital throughout his company’s marketing efforts.
ALIEN
ENTERTAINMENT BUSINESS / Tim O’brien
The DIO combines digital technology and integrated marketing with core human values to generate abundance for its stakeholders, employees, customers, and community.
The Digitally Integrated OrGanization
ENTERTAINMENT BUSINESS / Tim O’brien
The Digitally Integrated OrGanization
Trust replaces fear.
Openness trumps control.
Communication and innovation between management and employees is amplified.
Integrated applications and cross-functional teams tear down independent silos.
Direct connection between c-suite executives and consumers grows.
Sharing and collaboration replace proprietary control and information coveting.
The bottom line changes to reflect engagement, relationships, and advocacy.
Kaufman, I., Horton, C., & Adkins, A. (2015). Digital marketing: Integrating strategy and tactics with values: A guidebook for executives, managers, and students. New York: Routledge, Taylor & Francis Group..
ENTERTAINMENT BUSINESS / Tim O’brien
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