My Upcoming Speaking Engagements

Loyola University Graduate School of Business, Chicago — November 18, 2008
Topic: “Empowering Consumers with Experiences That Drive Profits”
Just when marketers thought it was safe to employ mainstream digital strategies an increasing number of hyper-connected customers are changing the game with social media – bypassing strategies like search and email marketing altogether! They’re choosing non-traditional paths to discover products and services.  It’s time for a hype-free look at what’s driving today’s ’social’ shift and understanding how to adapt existing marketing and business models to drive results. Learn why customers are hungry for experiences– not just products/services and how successful marketers are converting into publishers.  Learn how to build a business case for or against social marketing investments.

Search Engine Strategies, Chicago — December 8, 2008
Topic: “Affiliate 2.0: New Distribution Value Using Search & More”
As search marketing evolves, marketers find themselves competing head-on with affiliates who are challenged to diversify tactics and distribution.  Marketers are investing less in affiliates and more in search.  How can marketers balance both channels given their desire for incremental leads/sales and less cannibalization of search campaigns?   Learn how to cut through the hostile rhetoric on both sides and work profitably across both channels concurrently.  Jeff moderates a panel of experts including Kris Jones (Pepperjam) and Lee Gientke (OrangeSoda.com) as they break silence on taboo issues and work through the finer points.

WEBINAR:
“Dangerous Marketing Ahead:  How to Break Bad Habits and Survive a Deep Recession“ — December 11, 2008 11 AM
(watch GetElastic.com for details)
Think you can promote, e-mail or SEO your way out of this recession?  Forget all the tips and tricks articles you’ve been reading. Until you stop thinking and functioning tactically you’ll keep failing to earn a proper seat at the management table — if not fail completely.  As a marketing executive, survival today requires divorcing yourself of the comfortable myths of “branding”, easy answers and digital hocus-pokus that pass for most marketing strategies.  Jeff Molander and Mr. “Brand is Behavior“, Jonathan Salem Baskin will show you how to:

  • Break bad habits — focus on creating measurable actions that deliver sales, repeat business and true customer loyalty
  • Get integrated, get authentic, get honest and embrace the science of it all
  • Get promoted AND have fun by replacing your wasteful, ineffective marketing that most still cling to

Illinois Technology Association (Sales Roundtable), Chicago — February 4. 2009
Topic: “Web Performancing: Driving Efficient Leads in a Soft Economy”
The winds of change are blowing at hurricane force and marketers are under increased pressure to do more with less. Considering their effectiveness, direct response Web “affiliate” programs are back in vogue.  Although they’re “cost-per-lead” based, the road to ROI is fraught with hurdles — ranging from fraud to managing lead quality.  Learn how to overcome challenges, leverage co-opetition and use low-cost “content marketing” to win the Web game. You’ll walk away having immediately applicable Web tactics that are vital to success in economically challenged times and tight budgets.  Learn…

- Which performance-based, online lead gen strategies and tactics actually work
- How to design effective AND efficient programs with an eye toward lead quality
- What to expect from an online lead gen program, when, why and how to keep employees/vendors accountable
- What vendors, tech tools and resources can help you get the job done

American Gem Society’s Conclave, Chicago, IL — April 3-4, 2009
Topic: “Customer Acquisition 2.0: Driving Profits Using Traditional Content Marketing & Storytelling”
Come and hear the latest case studies in gemstone and jewelry-category pioneers who are blending publishing into their e-commerce mix.   They’re producing content that customers crave and engage with.  Ultimately, the game is to earn trust through authentic experiences (information, entertainment, games, etc.) among buyers who may not, yet, be in “buy mode”… but who WILL be soon.  I’ll present on how to build a business case for — or against — content and/or “social” marketing investments.  Come learn how to do it AND keep marketers accountable for ROI success!

The WAA’s Marketing Optimization Summit, San Jose, CA — May 2009
Topic: “Cost-Per-Action Metrics: Counting (on) Profits in a Multi-Channel Environment”
Direct response, cost-per-action “affiliate” programs are a valuable part of an integrated lead generation or sales-focused marketing mix. But hidden costs demand proper control and require strict supervision of referral attribution to increase efficiency. This panel will reveal best practices that drive incremental value and reduce conflicts in affiliate programs.  Learn how to re-define a “quality affiliate”, smooth relationships with performance partners and increase the value on both sides of the equation.  This session will describe verifiable metrics and explore new platforms that track in-store sales generated by online and mobile-focused affiliate partners.  Come to San Jose and discover new, accountable Web affiliates creating measurable results. See you there.

Recent Speaking Engagements

Online Market World, San Francisco, CA — October 2008
Shop.org Annual Summit, Las Vegas — September 2008 (Top Rated Session!)
Electronic Retailing Association, Webinar — September 2008
Breakfast Network Club of Chicago’s IT SIG, Chicago — June 2008
Electronic Retailing Association Europe, Monte Carlo, Monaco — June 2008
Annual Conference for Catalog & Multi-Channel Merchants, Orlando, FL (2008)
Loyola University Graduate School of Business, Chicago (2008)
Search Engine Strategies, New York (2008)
Direct Marketing Assoc: Integrating Search and Affiliate Strategies to Maximize ROI (2008)
LeadsCon, Las Vegas, NV (2008)
ad:tech (DMG World Media)
American Marketing Association
International Association of Business Communicators
Direct Marketing Association and DM Days
National Retail Federation / Shop.org
Market Research Association
Electronic Retailing Association
CMP Media’s E-business Conference
International Institute of Research
AdWeek Magazine’s Internet World Forum
North American Publishing Co.’s CatalogTech Conferences
The Affiliate Summit, Master of Ceremonies
Roosevelt University
University of Chicago’s Graduate School of Business
DePaul University

Web marketing keynote speaker Chicago

Book Jeff Molander as a Web Marketing Speaker/Keynoter

Diana Raleva (diana__at__jeffmolander.com)
Telephone: 224-392-2510

Jeff speaks on…

Business & Management
How to Master Social Media & Marketing Fundamentals
How to Develop a Comprehensive, Experiential ‘Social’ Marketing Strategy
How to Drive Sales & Leads Using “Content Marketing”
How to Develop a Business Case for or Against ‘Social Marketing’
How to Plan, Implement and Measure Social/Collaborative Media in the Business Enterprise
Business Fundamentals: Understanding the Business of Digital Advertising & Media
Business Fundamentals: The Business of Search Marketing

Ethics & Society
Ethical Dilemmas in Digital Business
Socioeconomic Implications of Hyper-Connectivity
Managing Privacy in an ‘Open’ World

Career Advancement
Catapult Your Career With Social Networking & Reputation Management

Biography

In the early 1990s I was cutting my teeth in corporate communications when suddenly everything digitized. Multi-media communication technologies converged — video and film production (my area of focus) went digital on a rocket. I quickly got hands dirty playing production, directing and sales roles for corp comm departments and external agencies… working for/with clients ranging from healthcare to telecommunications providers. In the mid 1990’s I moved into the online realm, founding Molander & Associates in 1997 based on an urge to help bridge the gap between traditional business planners and Web developers claiming to offer this thing called ‘business strategy.’ Working with both incumbent marketers and budding dot-com entrepreneurs, I brought as much traditional business planning to clients as they could stomach. Remember… this was during the heyday of Internet marketing. Having a business plan was purely optional.

In 1999 I finally caved, joined up with a client and helped found what is now a division of Google… digital customer acquisition agency, DoubleClickPerformics. Here, I brought retailers like Neiman Marcus, j jill and Bose into performance-based “affiliate” marketing strategies. The company not only survived the dot bomb days but grew to a valuation of $65 million in 5 years.

Today, I find myself in the strange position of having witnessed and played a leading role in the most disruptive stage of the Information Age — a period in time that I’ve coined the Ignorance Economy. Today, I’m less of a specialist and more of an analytical, strategic generalist who gets a thrill from using his past experiences to build sustainable businesses. I diligently study, read, listen and share what I continue to learn. My colleagues and I provide strategic advice to early stage entrepreneurs, institutional and private investors, agencies, multi-channel retailers and service marketers. I’ll occasionally take an active investment in early-stage companies like Shopster.com and The Partner Maker LLC. In simple terms, my recommendations serve to build business cases for (and against) investment in digital advertising and media strategies.

Working with a network of talented colleagues, I continue to help decision-makers break down walls, access vital digital knowledge and build financially sound business strategies that leverage the hyper-connectivity of our world.

Internet advertising keynote speaker Chicago

What Makes Me Tick?

Ultimately, my goal is to redefine the way people view, use and invest in digital media and advertising. Why? Because more of us can, and should, share in long-term, sustainable wealth generation. We can do better and by collaborating with like-minded colleagues I’m challenging commonly held beliefs and practices. In simple terms, I’ve decided to use my insider advantage to help people on the outside (common business folk) demystify and gain control over today’s digital media and advertising ecosystem — one that now empowers most of us yet remains purposefully shrouded in hype-and-spin. In reality, digital marketing is under-developed.

My consulting practice and forthcoming book, Ignorance Economy, are rooted in a passion for accountability, transparency and authenticity. Make no mistake, these values are under attack in today’s digital business sphere and I’m dedicated to helping change that. Jeff Molander Speaking

Social media and consumer empowerment is merely the tip of the iceburg. By exposing behind-the-scenes, sometimes “darker” details about how digital advertising really works we have a better change at understanding and taking action to enrich our lives… our businesses. The promise of being hyper-connected and ‘always on’ is an exciting one for marketers and consumers but there are serious roadblocks. There is a powerful force stifling progress. A mysterious, hidden digital sub-economy run by techo-elite opportunists stands in the way. It can and WILL get better!

Knowledge as a Commodity in the Information Economy

All of us are growing increasingly addicted to the convenience of “not knowing” about new technologies — whether we use them to market our products or entertain ourselves in downtime. It’s easier to simply trust technology and skip past understanding it. Often, we’re overwhelmed by either fear or enthusiasm associated with new technology; so much so that we’re throwing up defenses in a world that changes at the speed of light. In doing so we entrust techno-specialists to see things through. These are the people who build the gizmos and dominate the Internet scene. I am sounding an alarm on dangers associated with the practice of blind trust and explaining its surprising, hidden results.

Willful ignorance (in a knowledge-based world economy) threatens widespread, sustainable business success and limits citizenry’s core liberties. The dwindling number of generalists (and increasing number of techno-specialists) threatens our ability to compete; the increasing trust put in specialists and technologies that we don’t fully understand sacrifices privacy.

Podcasting & Webinars

  • Vintage Tub & Bath’s “Paying for Performance” Expert Network - Monthly Webinar (Web retailers, invitation only)