How to Lead In the Digital Marketing Revolution

Tracey Zdravkovic
Marketing News Weekly
Current average rating    
Key Takeaways

What? The digital marketing revolution demands new skills and strategy from marketers.

So what? Though the shift can be daunting, marketers who leverage new technology and open themselves up to change will thrive.

Now what? Attend the 2017 AMA Annual Conference this September to hear from top leaders in the industry about adapting to the pace of the digital marketing age.

Aug. 1, 2017

What do today's marketers need to thrive in the digital marketing revolution?

Though traditional marketing techniques are not extinct, they are taking a backseat to the digital marketing age and all it has to offer. Gone is the focus on postcard advertisements, mass mailers promoting brands and brochures; in are splash pages, Instagram posts and hyper-tailored e-mail blasts. 

Marketers of today know how to combine and hone traditional marketing techniques with digital skills to create a unique set of talents allowing them to reach every possible consumer.

The rise of digital marketing provides real-time results and feedback on content allowing for changes to be made at lightning speed. As the marketing landscape changes, marketers must be ready, willing and able to take on new roles, technologies and challenges to outshine others in the field. 

The ability and know-how to shift from the traditional to digital age defines marketing leaders and makes them forces to be reckoned with.

Some of the industry’s top marketers speaking at the 2017 AMA Annual Conference shared what they thought today’s marketing leaders must be ready to take on as times change and how their presentations will tackle these obstacles. Here is what they had to say: 

​Need some more tips? Attend the 2017 AMA Annual Conference September 11-13 in Las Vegas! Attendees will benefit from one-on-one time with marketing leaders during our MarketingCareer Speed Mentoring and LinkedIn Profile Coaching.​ 

Nancy Poznoff

Vice President of Marketing

Starbucks Coffee Company

As the marketing landscape is going through major transformation (a.k.a. revolution), so are the competencies and skills required to lead a marketing organization. How do you stay current? How do you lead others when they have greater functional expertise than you? How do you motivate and inspire a team in such a dynamic industry? How do you best leverage talent?

As you build a career in marketing, it is important to set goals and build a roadmap to get there. As you move toward those goals, there are critical skills and experiences that will shape your path and help you navigate the inevitable forks in the road.

In my presentation, I will talk through my career, the experiences I found most valuable, and the mindset that helped me shape my leadership style.

Key themes to explore:

  • Setting career goals

  • Self-awareness and growth mindset

  • Your personal brand

  • Servant leadership/Inspiring an organization

  • Hiring for change and talent planning

Brad Batesole

Marketing Consultant

Staff Author at LinkedIn

Today's marketers are expected to have an incredibly diverse skill set, maintain awareness of shifting trends and run marathons at a sprinter's pace. It's undoubtedly daunting.

The trick is to create a balance. The most prolific marketing leaders focus on their strengths and are incredibly vocal about their weaknesses. Marketing solo is about discipline and understanding where to focus your efforts. Marketing as a team is about setting the vision and staffing your weakest areas of expertise.

Things feel overwhelming when you're trying to master the foundations of marketing and unravel the latest digital trends at the same time. There's a balancing act that every marketer must learn. You can go fishing with total awareness of where the fish are but have the wrong gear and no idea how to use it. Or, you can be a master of your gear but have no idea when and where to fish. You may even over-rely on what other people say and what your latest digital gadget is telling you.

In my presentation on digital marketing, we're going to find that balance. We'll look at what building blocks are necessary, the most instrumental ideas and approaches to digital marketing, and how to further your mastery of it. We'll also look at the tools and resources that are available to you and provide clear direction into deciding what to use and when. My goal is to give you the skills necessary to know what to focus on, what to ignore and how to navigate your own complex marketing goals and career paths.

Jonathan Lacoste

President, Co-founder


We are amid the greatest attention revolution in human history. Winning attention on mobile devices will turn startups into Fortune 500 companies while causing some Fortune 500 firms to go bankrupt. With the continued rise of automation powering marketing, the CMO of the future needs to be one of the more technical roles in the C-suite to survive and thrive. Frankly, your competitive edge as a brand is no longer the size of your media budget—it's about the depth of your consumer data and how easily you can activate it into something tangible.

Jon Paul Ashworth


R3 Media Consulting

Any leadership role within the realm of marketing, regardless of the size or nature of the business, needs to have the structure and personnel in place to carry out the basic tasks of marketing within said organization.

With regard to content marketing, leaders need to ensure personnel are in place that have a good grasp on not only their ideal client/buyer but the benefits, features and problems that their organization and or products offer/solve. Walking in the shoes of the end user will ensure that marketing personnel are better-equipped to create, structure and execute a solid and profitable content marketing plan. Too much disconnect between these two entities will result in less-than-acceptable and often negative results in the campaign.

I will be speaking on the topics of what content marketing is and is not and how organizations can best utilize social media to connect and identify potential buyers/clients and their pain points to better create a solid content marketing plan for their organization.


 Sign Up for Marketing News Weekly

Get the best marketing thought leadership delivered directly to your inbox!


Author Bio:

Tracey Zdravkovic
Tracey is a manager of omni-channel content at the AMA. She can be reached at
Add A Comment :

Displaying 1 Comments
July 30, 2017

wanderful :)

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.