At the Director level in the newspaper industry, I saw what I perceived to be reticence on the part of certain newspaper leaders to embrace digital change. I wondered if their hesitation was related in any way to their employment and educational background (in the literature, this is called ‘functional background’). For example, do leaders with a marketing background differ in their embrace of digital change than leaders with a journalism background? In addition, I wondered if there is a relationship between functional background and firm performance? This question gave me independent and dependent variables that I could measure. After a few weeks of research at Walden Library (which is a terrific digital library, by the way, IMHO), I discovered the leadership theory of Upper Echelons by David Hambrick. By having an existing theory that addressed my topic of interest, with its supporting literature, my dissertation path was created.
There’s a scene in Stanley Kubrick’s comic masterpiece “Dr. Strangelove” in which Jack D. Ripper, an American general who’s gone rogue and ordered a nuclear attack on the Soviet Union, unspools his paranoid worldview — and the explanation for why he drinks “only distilled water, or rainwater, and only pure grain alcohol” — to Lionel Mandrake, a dizzy-with-anxiety group captain in the Royal Air Force (played brilliantly by Peter Sellers) .
Ripper: “Have you ever heard of a thing called fluoridation? Fluoridation of water?”
Mandrake: “Ah, yes, I have heard of that, Jack. Yes, yes.”
Ripper: “Well, do you know what it is?”
Mandrake: “No. No, I don’t know what it is, no.”
Ripper: “Do you realize that fluoridation is the most monstrously conceived and dangerous communist plot we have ever had to face?”
Hats off to:
Press Release from Marketo:
Marketo and The Economist Intelligence Unit release report highlighting the impact of technology, the importance of managing customer engagement and the role marketers play in setting company strategy
SAN MATEO, Calif., Jan. 28, 2015 /PRNewswire/ — A study of 478 senior marketers and CMOs from around the world conducted by The Economist Intelligence Unit on behalf of Marketo Inc. (MKTO), the leading provider of engagement marketing software and solutions, reveals marketers’ top challenges, investments and forecasts for today and over the next five years. Among the key findings, more than 80% of all marketers say that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands..
“The transformation taking place in marketing is profound as marketers race to adopt technology and add skills that will allow them to manage the entire relationship with the customer,” said Sanjay Dholakia, Chief Marketing Officer at Marketo. “Three out of every four marketers say that in three to five years, they will own the end-to-end customer engagement. That ownership puts marketing right at the center of revenue generation and setting the company strategy. For marketers to successfully make the leap forward – and drive a customer engagement strategy — they must embrace the use of digital marketing software.”
Marketers believe that change will occur in six areas:
- Marketing shifts from being a cost center to a revenue generator. Today, more than 68% of marketers feel that the rest of their company views their department as little more than a cost center. In three to five years, marketers say, approximately four out of five companies will classify the marketing function as a revenue driver.
- Marketing becoming the chief customer advocate. Over the next three years, marketers believe their involvement in managing the end-to-end customer experience will skyrocket. Today, slightly more than a third of all marketers say they are responsible for managing the customer experience. However, over the next three to five years, 75% of marketers said that they will be responsible for the customer’s lifetime end-to-end experience. Central to that shift will be the use of technology by the marketer to manage customer engagement. Today, barely half of all marketers use data to gain insights and engage customers. In three to five years, however, 81% say they will use data to make the connections with customers. Similarly, more than 80% of marketers will rely on technology to engage customers in a conversation to build advocacy and trust over the next three to five years.
- The importance of engagement can’t be underestimated. A marketer’s greatest achievement is an engaged customer. Because engaged customers keep coming back, engagement is defined most often in terms of sales and repeat sales. More than six out of ten (63%) marketers polled say that engagement is manifested in customer renewals, retention and repeat purchases. Adding in the 15% who see engagement in terms of impact on revenue, a full 78% of marketers see it as occurring in the middle or later stages of the classic funnel. A minority (22%) view engagement in terms of love for a brand – still important, but part of marketing’s legacy skill set.
- Marketing needs digital skills and operational expertise. Marketers are aggressively seeking new skills – especially those who believe that change is urgent. Nearly four out of ten marketers (39%) surveyed believe businesses will require new blood in the areas of digital engagement and marketing operations and technology. A close third, and not significantly different, is skills in the area of strategy and planning (38%).
- Marketers must leverage technology to succeed. Digital and data dominate investment forecasts for marketers. Technology investment plans by marketers illustrate both the dominance and fragmentation of digital channels. Three of the four most widely cited investments are aimed at reaching customers through different channels: via social networks, on mobile devices and on the old standby of e-mail. The fourth, analytics, is needed to knit together data from multiple channels into a coherent and actionable portrait of the consumer.
- The Internet of Things and real-time personalized mobile technology will shape the future. Over half of marketers expect the Internet of Things – where ubiquitous, embedded devices sweep across the Internet – to revolutionize marketing and customer experience by 2020. Almost the same proportion cites the power of real-time personalized mobile communications as the trend with the biggest impact.
For more findings and to download the full report, please visit www.marketo.com/next-era.
The global survey included responses from 478 CMOs and senior marketing executives worldwide. It was conducted by The Economist Intelligence Unit (EIU) in November 2014 and was sponsored by Marketo. More than 50% of respondents hold the CMO title or top marketing position. Respondents are located in North America (33%), Europe (30%), Asia-Pacific (28%) and Africa and Latin America (9%).
Hackers from Brazil to Spain and Ukraine are tirelessly trying to guess the passwords on several of my Websites. It is rather disturbing. There are several WordPress login security plugins that work well. I suggest you look into them as well as making sure your passwords are STRONG on all your social media sites such as Facebook, Twitter, etc. It’s a jungle out there.
Here is a strong password generator: https://strongpasswordgenerator.com/
Here is a way to geo-locate the IP address of a hacker.
IP addresses of the hacker’s ISP (Internet Service Provider) are usually provided by your security software in a log or within an email to your administrator.