david bell Keynotes
Professor David Bell's keynotes often center around consumer shopping behaviour, specifically as it...
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A Digital Marketing Keynote Speech by David Bell
Jonathon Brown — January 22, 2013 — Keynote Trends
References: marketing.wharton.upenn.edu & youtu.be
David Bell's digital marketing keynote speech delves into the world of online brand marketing and discusses the differences and similarities between traditional media marketing and online marketing.
He begins by establishing two important assets: the customer and the brand. He says that about 1/3 of the highest performing companies on the stock market are powerful global brands and also says this trend has held true historically over the last 50 years. And in terms of customers, he points out that attracting, engaging and retaining a new customer is five times more expensive than retaining a customer you already have. In digital marketing however, the customers who are already on board and happy often have immense influence on driving more business to a company.
Although digital marketing does bring some new elements to the game, Bell points out it is still essentially marketing. Delivering the right message for the right purpose to the right people is still the goal: the difference lies in the ways this can be achieved now.
He begins by establishing two important assets: the customer and the brand. He says that about 1/3 of the highest performing companies on the stock market are powerful global brands and also says this trend has held true historically over the last 50 years. And in terms of customers, he points out that attracting, engaging and retaining a new customer is five times more expensive than retaining a customer you already have. In digital marketing however, the customers who are already on board and happy often have immense influence on driving more business to a company.
Although digital marketing does bring some new elements to the game, Bell points out it is still essentially marketing. Delivering the right message for the right purpose to the right people is still the goal: the difference lies in the ways this can be achieved now.
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