Driving Digital Transformation – The 7i’s of Marketing Methodology & Workflow SystemJohn Kostak, P/T Marketing Adjunct Instructor at George Washington University and Shepherd University7th European Business Research Conference, Roma Tre University, Italy, 15-16 December 2016

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State of MarketingShared Tapestry

Less Strategic – Tactical / Silos

Holistic Misinterpretation – IMC, PR, Social Media, Tactical Tools and Campaigns

Economics, Finance & Accounting, Management … and if room ... Marketing

Extreme – Write Code or In Sales

Blessed with Abundance – Why Don’t Most Feel It?

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

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The 4P’sMixer of Ingredients – Harvard University, Prof. James Culliton – 1948

4Ps of Marketing Mix– Marketing Professor and Author, Edmund Jerome McCarthy – 1960

Prof. Phillip Kotler popularized the 4Ps during 70’s, 80’s, 90’s

5 & 6 P’s – People, Process

Pragmatic Marketing Framework – Craig Stull – Product Management

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Pragmatic Field & Qualitative Research

BOSTON

PARIS

PITTSBURGH

SILICON VALLEY

STOCKHOLM

TOKYO

WASHINGTON D.C.

Plan - Implement Plan

Innovate - Distinct Uniqueness / Competency

Branding – Pithy Works

Channel Strategy – Outside In Customer Experience

Social Currency – Advocacy

Big Data – Marketing Analytics

Agile / Iterate – Marketing Scrum

SMB

START-UPS

CORPORATE MARKETING

MARKETING RESEARCH

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The 7i’sDrive Innovation

Drive Sustainability

Drive Digital Transformation

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

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The 7i’sHolistic and Modern

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

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The 7i’sMarketing Scrum

Check Brand Plan

Check R/T Data

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

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The 7i’s

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

INTERPRET

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The 7i’s

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

INTERPRETINNOVATE

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The 7i’s

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

INTERPRETINNOVATEIDENTIFY

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The 7i’s

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

INTERPRETINNOVATEIDENTIFYINVEST

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The 7i’sINTERPRETINNOVATEIDENTIFYINVESTIMPLEMENT

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The 7i’sINTERPRETINNOVATEIDENTIFYINVESTIMPLEMENTINFLUENCE

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The 7i’s INTERPRETINNOVATEIDENTIFYINVESTIMPLEMENTINFLUENCEINSPECT

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The 7i’sResponsibility – Ethical & Moral

Everyday Business Methodology – Departmental Organization & Workflow

Academic Research – CLIMB, a Center for Leadership, Innovation & Marketing Best Practices

Marketing as a “key” Business School Discipline working Cross Functional with the others

7i architecture for marketing courses, degrees & certifications

HOW TO DRIVE DIGITAL TRANSFORMATION – THE 7I’S OF MARKETING, J KOSTAK

ALL ABOARD!THANK YOU!

QUESTIONS?