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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