I recently received an email solicitation to enroll in the Digital Marketing Strategies for the Digital Economy program at the Wharton School of Business in Philadelphia. The program’s marketing materials promise “to explore the latest emerging online marketing and social media technologies.”
Along with their pitch was a link to a video featuring Professor David A. Bell expounding on a number of topics that would presumably be covered in the course. I thought the professor did an excellent job articulating key points, so I thought I’d share them here…
“We really need to come back to the fundamental which is ‘what is the process that the customer goes through?’” If you can develop customer insights, you’re likely to find success.
1. The first is the content you deliver. It must have functional, emotional and symbolic value while also being authentic, personalized and transparent
2. The second is content created when you activate engaged customers to create material which then drives the next generation of content
The authentic voice coming from the firm + content extracted from the voice of the customer is the marriage you should be looking for.
You can learn more about the Wharton course and see the video with Professor Bell here: