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This could be anything across traditional advertising (offline and online), it could be something rooted in a social media channel and relevant content that supports that channel, it could be thinking about how we engage with customers or potential customers, and how Resonate with digital in someone's life. its core. Anything that comes out of the digital journey is the responsibility of me and my team. You're injecting digital into a brand that hasn't been particularly digital in the past. What challenges do you face when trying to bring a traditional organization into the digital age? At John Hancock, as in any organization, there are people who do it all the time.
Our team would never claim we were the first to do this, but we did face some challenges. Most of our business comes from intermediaries, advisors or plan sponsors, so we don't necessarily need to speak directly to the end consumer. In today's world, this is changing as new ways for people to access information emerge. While we still may not be selling Job Function Email List to the end user, it's important to have our name, our brand, and what we stand for resonate, or pull some kind of string in their minds and hearts. This is the public-facing shift we are taking. Internally, we need to get senior leadership involved if they aren’t already. We are fortunate that many of our senior leaders already think and feel this way.
They know that calling it digital marketing is almost silly because today’s marketing is digital. Often, where barriers may come from, whether it's legal or compliance, it's helpful for us to provide real-world examples and give those people access to other brands or businesses that are doing this. About the author is a professor of information systems at Boston College's Carroll School of Management and guest editor of the Digital Business Initiative at MIT Sloan Management Review. You can contact him at and . Tags: Business Opportunities Management.
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發表於 15:26:28