Digital Marketing Transformation with HBR Editor Jimmy Guterman

Jimmy Guterman at TED: Full Spectrum in Long Beach, CA. Photo: James Duncan Davidson
Jimmy Guterman at TED: Full Spectrum in Long Beach, CA. Photo: James Duncan Davidson

Jimmy Guterman, NewCo Executive Editor, talks about the rise of digital marketing. NewCo covers “the biggest shift in business and society since the Industrial Revolution” with articles on digital marketing, social media privacy, online etiquette, and more.

Jimmy Guterman has over twenty years of experience as a successful editor, magazine writer, book author, and consultant. He has excelled across various editorial topics and publishing media as an employee and entrepreneur.

Guterman was the editor of Release 2.0, an O'Reilly Media online magazine focusing on future Social Media trends.

Additionally, Guterman was a community editor for Harvard Business School Publishing.

Digital Marketing Highlights

07:56 – Guterman describes the recent Economics of Social Media conference. Even as conference organizer and moderator, Guterman admits he doesn't have all the answers. Find out what information surprises him most about digital marketing.

10:29 – Advice on being acquired. Guterman reveals what differentiates those companies that have been bought from those that have not and explores the changing nature of deal-making.

12:55 – On Social Media business models: the standard economic strategy industry leaders utilize and why companies should look beyond this model.

15:05 – Guterman on the relation between real and virtual. Opines on whether or not live interaction will ever be entirely replaced by engagement Online and how this affects a company's business model.

16:32 – Slams the term ‘conversational marketing.'

17:33 – The importance of listening: why your audience knows more than you do about your product or service and how this affects the future of your brand.

18:54 – Guterman discusses the ever-increasing relevance of being legitimate.

20:24 – The most recent release of online magazine Release 2.0. The similarities between digital media and Wall Street and how these two markets can learn from one another.

22:37 – The delicate balance between maintaining an Ad-friendly online environment and fostering a vibrant web-based community.

23:48 – On the Digg controversy: why Digg founders re-posted material allegedly infringing upon copyright and what this means for the site's future.

25:12 – The nature of VC-funded startups.

27:29 – Mob rule vs. Democracy. The qualitative effects of producing content for a mass audience.

30:03 – His concerns about PR agency professionals entering the blogosphere. How to avoid pitfalls that will lead to negative public opinion.

32:33 – End.

Photo by TED Conference and James Duncan Davidson