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Building the case to embed a digital mindset among internal stakeholders
Journal of Digital & Social Media Marketing,
11
(3),
236-243
(2023)
Abstract
The use of data and technology is necessary to compete for the attention of customers in the current market. To remain relevant and competitive, businesses must adapt to evolving customer preferences and behaviours, such as the desire for increased convenience, personalisation and seamless experiences across all channels. Furthermore, the line between brand strategy and digital strategy is becoming increasingly blurred, with a strong digital presence and omni-channel approach now an essential component of a successful brand strategy. Unfortunately, appropriate internal stakeholders are not always of the same mindset. This paper helps the reader progress the digital mindset of their stakeholders to validate the argument that ‘digital marketing’ is no longer a separate concept from marketing as a whole, but rather an essential component of it. The growth and entanglement of marketing and digital, as well as ‘proof points’ to further influence the advancement of a digital mindset in their organisation, will be discussed.
Keywords: omni-channel; change management; leadership; digital strategy; KPI; customer insights
The full article is available to subscribers to the journal.
Author's Biography
Gregg M. Arbittier Gregg Arbittier is a data-driven marketing leader who thrives at the intersection of traditional brand marketing and digital. Gregg started his career as a medical professional but soon discovered his passion for marketing, gathering brand marketing experience on products ranging from mass-market over-the-counter health to specialty-controlled treatments in rare disease. For more than a decade, he has advanced his career in marketing, completing countless hours of continuing executive education in brand marketing and strategy, while benefiting from strong mentors and on-the-job training along the way. Gregg holds executive programme certification in disciplines like branding and brand strategy from the Kellogg School of Management at Northwestern, as well as Expert Digital Marketing certification from the Digital Marketing Institute and Advanced Digital Marketing certification from the American Marketing Association.
