Post on 17-Oct-2014
description
Kick-start your Digital MarketingMojo!
Peter Abraham, Director@peterjabraham
A collection of thoughts for Econsultancy digital marketing and internet retailing MSc Alumni students
In case you need to go to the bar…
Three points of view i’ll cover …1.Mojo2.Learning to learn3.The persona of the ‘new’ marketer
If you’ve downloaded the presentation these slides 2-8 are not important, just fun
Mojo
Mojo
Source: http://www.flickr.com/photos/sovietuk/72039946/
Amulet The art of casting magic spells Uncanny personal power or influence
Source: http://www.thailand-amulets.net/wp-content/uploads/2011/05/pra-pid-ta-amulet-lp-gliang-handcarved-1-1024x651.jpg
Amulet brings luck.…bit like an Alumni really.
Mojo
Alumni is a network, use it!!!
Mojo
Source:: Harry Potter, Warner Bros
Magic spells aren’t spells, they’re deception!…bit like marketing really.
Keep weaving your magic!
Mojo
Source: This photo released by Obama for America shows a Barack Obama teaching at the University of Chicago Law School.
Personal power or Influence…through Marketing, Social Media, etc
Increase your ability to
influence
Mojo
Source: http://www.flickr.com/photos/toastforbrekkie/2964513167/
Alumni continued path to learning
Never stop and assume you’ve
got it nailed.
Learning to Learn
Mojo
Source: Cowboys and Aliens , Universal Pictures
If you’re in Marketing you like change… If you’re in Digital Marketing you’re at the frontier of change…
Create the change, don’t just wait for it.
Skills - innovative
It’s much harder now, there’s more choice, but with choice comes opportunity…to experiment
Required skills of marketers is
changing
Source:http://www.dreamsystemsmedia.com/blog/wp-content/uploads/2009/10/history-of-marketing2.jpg
Mojo
Source: http://www.ed4wb.org/wp-content/uploads/2010/01/toolTimeline.ai.jpg
Insert Harry Potter pic
The rate of change is going to get faster and the amount of touch-points and data will increase dramatically
Understanding the business aspects of marketing is a must
Many to one…………………..... One to many
The funnel’s flipped
Source: Infographics: Evolution of the Cell Phone Zitron’s photostream http://www.flickr.com/photos/46501686@N00/
Skills – understanding customer journeys
Core skills will include ‘interpretation’ of ‘what’ customers are doing and why
Learn to spot opportunties
Source: http://www.flickr.com/photos/whatidiscover/217822551/
Skills – understanding touch-points and actions
Source: http://payload.cargocollective.com/1/0/26884/1102312/bun_2.jpg
Multi-channel takes centre stage, join the dots and map out customer touch-points and actions
Turn insight and interpretations to
actions
Skills – understanding insight
DataAnalytics
Insights will come from more than just marketing in different channels, data is your best friend
If you can’t interpret data find someone
who can
Source: http://www.slideshare.net/griffinfarley/strategic-planning-in-advertising-2002276
Impact of Digital on different business functions How would you describe the ongoing impact of digital on the following areas of your organisation?
Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketinghttp://econsultancy.com/reports/impact-of-digital
Competence, capability and maturity
Source: http://www.businessballs.com/images/Will_Tayor's_competency_matrix_2.png http://brooksportandleisure.files.wordpress.com/2009/08/competence-to-capability-diagram.jpg?w=450&h=264
Basic understandingClear understanding
Ability to action
Reflect on practice, develop it to new
levels, bring innovative approaches
If you’re managing a team you’ll need to understand how you move them from being competent to capable
Feed back is essential
Learning to learn
Source: Anatomy of a PLE by Steve Wheeler http://steve-wheeler.blogspot.com/2010/07/anatomy-of-ple.html
Use your network, use tools and create a log to increase your knowledge and understanding and learning development, cross fertilise insights
What tools do you use now,
what could use? More in a mo…
Persona of the New Marketer
Source: http://publicintelligence.net/wp-content/uploads/2011/08/london-riots6-1024x651.jpg
> Disruptive > Entrepreunerial > Analytical
Seth Godin said “All marketers are liars”. I think now “All effective marketers are trouble makers – e.g. game changers”.
Your’e a change agent,
a rain maker,
Digital continues to define the ‘need for change’. It’s not about me it’s about us, it’s no longer linear
Understand agile methodologies
Source: http://www.slideshare.net/benmalbon/are-you-ready-to-form-voltron-june-2010?from=ss_embed
What might an internal client-side marketer look like?What would the component parts of their 'T' be?
Ultimately the perfect team (or person) is a balance of at very least •Commercial, •Analytical, •Entrepreneurial?
Understands •User goals (Engagement,Sharing,), •Business models, etc
Digital elite need to have a wider understanding
Commercial Analytical
Entrepreunerial
Source: http://www.slideshare.net/bdwcu/matt-howellprocess
Source: http://rossdawsonblog.com/media_revenue_framework_500w.jpg
It’s not just marketing, it’s business models, data and insight, it’s about joining the dots, think different!
Take a wider perspective
The Grand Strategist…innovation through multi-touch-point insight
Are you a grand strategist?
Source: http://www.slideshare.net/dynamite84/the-birth-of-a-grand-strategist-by-waqar-riaz
Do you use your connections to
improve business touch-
points
27Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
I have no doubt more will develop
28Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
Do you consider all these ?
Essential tools for the Master Marketing Magician
Source: http://nicolamcnee.edublogs.org/files/2011/05/Personal-learning-network-final-269ukx0.jpg
Insert Timeline
Experiment with tools, connect them for learning, test and learn…keep a learning log.
Learning to learn
Evernote
Capture anything (docs, images, articles, audio, video) – Browser, iPhone, iPad, Desktop Compare and consider
Better than bookmarking
Instapaper
Long articles – Browser, iPhone, iPad
Use RSS, read fast, save for later,
we’re all busy.
Posterous
Simple blogging – Browser, iPhone, iPadPost and get feedback
Have an opinion, think and post what you like
mindmeister
Mind mapping – Browser, iPhone, iPadPlan and map-out
Brainstorm, mind-mapping
can help provide clarity
Mojo
Source: Bruce Lee – Enter the Dragon , Warner Bros
“Like a finger pointing to the sky...”
Earn some of that heavenly glory
Thank youpeter.abraham@econsultancy.com Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 100,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, consulting, professional certification, training and development, face-to-face conferences, forums and professional networking.
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