School of Business speaker: Shedding new light on digital marketing

Heidelberg’s School of Business welcomed author and marketing expert Neal Schaffer for a presentation on campus. With six books on marketing and a reputation as a leading consultant in digital strategies, Schaffer has helped businesses of all sizes navigate the ever-changing digital world.

His latest book, Digital Threads, simplifies digital marketing concepts for small businesses, making them more accessible and actionable. During an engaging, hour-long presentation, Schaffer shared key insights from his book with students, faculty, and community members.

Schaffer began by discussing the rapid evolution of technology, especially since the pandemic. He emphasized the rise of digital transformation, a shift that has made digital marketing more crucial than ever.

"We can’t ignore the acceleration of digital transformation. Consumers today research everything before making a purchase," Schaffer said. This shift, he added, means that marketers must adopt a digital-first approach to stay relevant.

Acknowledging the challenges of digital marketing, Schaffer noted, "There is not one way that will get you to success; it requires a combination of these things." He encouraged businesses to think of marketing as different containers, each playing a unique role: word of mouth, search engine marketing, email, content, social media, and influencer marketing.

He then introduced the SES framework, breaking it down as follows:

• Search is how businesses get discovered.
• Email helps maintain relationships with customers.
• Social media ties everything together.

Each component is equally important, but serves a different purpose at various stages of the marketing process.

Schaffer also highlighted the importance of library content, explaining that businesses should regularly publish blog posts on their websites to improve search engine optimization, or SEO. He advised companies to use lead magnets, such as downloadable resources or exclusive content, to capture contact information from website visitors and build relationships with potential customers.

This leads to social media, where content plays a crucial role. "Follower count doesn't matter; it comes down to the content," Schaffer said. To succeed, businesses need to focus on creating valuable, engaging material and "think like content creators."

Schaffer’s insights resonated with the audience, offering valuable takeaways for anyone looking to understand the future of marketing in an increasingly digital world.

-- by Kaidan Mathias '25