With the growing impact, influence and importance of digital marketing, it is crucial to be active in this media to realize marketing success for your clients and your own company.
Clark Kokich is the author of Do or Die and has been recognized as one of the premiere thought-leaders in the world of digital marketing. Kokich is also the Chairman of Razorfish, a global digital agency that serves nearly a quarter of all Fortune 100 companies. Clark shares with BrandInsider his prescription for more effective marketing: moving from just ‘saying things’ to your audience to actually ‘doing things’ that people find entertaining, useful and relevant.
Part I- Kokich reveals why he wrote Do or Die and addresses key principles other companies can use to organize and execute their business plans more effectively. He also shares insights to help companies move from the past to the future, as well as the key differences between traditional and digital agencies.
Part II- Clark lays out his view of the emerging “agencies of the future”. He also talks about how successful marketing has shifted from “telling people about your product” to “the customer experience with your product”. Kokich explores key points to achieving a competitive edge over the competition.
Part III – Do or Die is the first full length business book turned into an app, and Kokich talks about this digital, inter-active approach to publishing. Clark challenges all companies to ask them selves the really hard questions about what they do well and what they may be doing wrong, and fix those the areas that effect reality. He shatters the “expert” perception in the digital age of marketing, “wait 5 minutes and someone or something else will emerge as the next big thing”.
Part IV – Clark emphasizes that companies need to embrace the “digital experience” approach, and sites Nike as a prime example of a company that built its success through a television campaign that connected with their audience by “experiencing the brand”, rather than selling the quality the shoe. According to Kokich, marketers have the power to control and manage all aspects of the digital experience the customer receives because of the multiple new media outlets.
Part V- In this last webisode Clark Kokich told BI that companies should not be afraid of experimentation or even failure, with digital marketing ideas. He is a big believer in, “Being in charge of the pig and not the lipstick“. He shares that building experiences for customers is essential, since they are part of the creation of the business; and Kokich reveals a few tips from his 9-point manifesto on moving from “saying to doing”.
Through the Eyes of a Marketer 