Developing Leadership Strategies for the
21st century marketing environment
Who Are Leaders and
What Is Leadership?
 Leader - Someone who can influence others and who has
managerial authority.
 Leadership -What leaders do; the process of influencing a
group to achieve goals.
 Ideally, all managers should be leaders.
Seven Traits Associated with
Leadership
Contemporary Views of Leadership
 Transactional Leadership
 Leaders who guide or motivate their followers in the direction
of established goals by clarifying role and task requirements.
 Transformational Leadership
 Leaders who inspire followers to transcend their own self-
interests for the good of the organization by clarifying role and
task requirements.
 Charismatic Leadership
 An enthusiastic, self-confident leader whose personality and actions
influence people to behave in certain ways.
 Characteristics of charismatic leaders:
 Have a vision
 Are able to articulate the vision
 Are willing to take risks to achieve the vision
 Are sensitive to the environment and follower needs
 Exhibit behaviors that are out of the ordinary
 Visionary Leadership
 A leader who creates and articulates a realistic, credible, and attractive vision
of the future that improves upon the present situation.
 Visionary leaders have the ability to:
 Explain the vision to others
 Express the vision not just verbally but through behavior
 Extend or apply the vision to different leadership contexts
Cross-Cultural Leadership
Managing Teams
Group Development
 Forming stage - the first stage of group development in which
people join the group and then define the group’s purpose,
structure, and leadership
 Storming stage - the second stage of group development,
characterized by intragroup conflict
 Norming stage - the third stage of group development, characterized
by close relationships and cohesiveness.
 Performing stage - the fourth stage of group development when the
group is fully functional and works on group task.
 Adjourning - the final stage of group development for temporary
groups during which group members are concerned with wrapping up
activities rather than task performance.
Group structure
 Role - behavior patterns expected of someone occupying a
given position in a social unit.
 Norms - standards or expectations that are accepted and
shared by a group’s members.
 Groupthink - when a group exerts extensive pressure on
an individual to align his or her opinion with that of others.
 Status - a prestige grading, position, or rank within a group.
 Social loafing - the tendency for individuals to expend less
effort when working collectively than when working
individually.
 Group cohesiveness - the degree to which group members
are attracted to one another and share the group’s goals.
Digital Marketing
What is digital
Process definition
 Finding the best way of achieving goals, normally promoting
a brand or service, through electronic connected media.
 This could be online on the web, through specialist Internet
applications, or through mobile phone applications (both
network and Bluetooth connections).
 Role - behavior patterns expected of someone occupying a
given position in a social unit.
 Norms - standards or expectations that are accepted and
shared by a group’s members.
 Groupthink - when a group exerts extensive pressure on
an individual to align his or her opinion with that of others.
Digital Strategy
The process of specifying an organization's
vision, goals, opportunities and initiatives in
order to maximize the business benefits of
digital initiatives to the organization.
Building a Digital Strategy
Actualization
Planning
 Presence: Measure of the brand’s social footprint
 Influence: Branded message adoption
 Perception: Emotional reaction to the brand
 Virility: People organically participating in conversations
 Resonance: Reaction to the overall conversation about the
brand
Creation
 Formulate the right message: After you have assessed
your current position and taken stock of consumer sentiment
and perception, it’s time to formulate your message.
 Choose the right platform:During the creation phase,
you’ll decide what platforms and technology makes sense to
leverage in your digital strategy. It's important to consider
your audience, both in terms of age, geographic location, and
lifestyle
Actualization
 Build an Engagement Timeline: Create a calendar that
shows your brand’s marketing efforts across the channels you
are leveraging in your marketing programs. Use it for
benchmarks related to your digital strategy.
 Consistency is Key: Keep your brand story and maintain
the brand message across all channels so that current and
future customers can connect with your company on a
deeper level.
Evaluation
Utilize social listening tools to get insights into
Campaign performance, variances in brand health,
and language cues that are indicative of purchase
intent and overall brand performance.
Eg:Speed fast,Radian 6,Tweet reach
E commerce
Is a type of industry where
The buying and selling
of products or services is
conducted over electronic
systems such as the Internet
and other computer
networks.
Electronic commerce
Draws on technologies such
as mobile commerce
Social Media
“A group of Internet-based applications that build on
the ideological and technological foundations of Web
2.0, and that allow the creation and exchange of userAndreas Kaplan and Michael Haenlein
generated content.”
Social media depend on mobile
and web-based technologies to
create highly interactive platforms
through which individuals and
communities share, co-create,
discuss, and modify usergenerated content