5 critical skills for digital marketing careers
TRANSCRIPT
Upgrad webinar
5CriticalSkillsforDigitalMarketingCareers
Data driven marketing that works
Michael Leander – Twitter: @michaelleander
Let’stalk
“Ifthewindwillnotserve,taketotheoars.”
• Twitter@michaelleanderand@UpGrad_Edu• Usehashtag#michaelleander
• Instagramhttps://www.instagram.com/michaelleander/
• LinkedIn,Facebook,YouTube,G+- searchfor“MichaelLeander”
RetainCustomers
TargetMarketing
IncreaseSpend&Frequency
BuildBrandLoyalty
BuildCustomerRelationship
Establishwinningposition
AcquireNewCustomers
GainCustomerInsight
IncreaseRevenueFocusontheendgoal
- conversions,nottraffic- sales,notleads
Understand Your Digital Ecosystem
Michael Leander
5CriticalSkillsforDigitalMarketingCareers
Channelagnostic
ROMIfocused Experimental Approach Study&
Apply
Improveproductivity– workless!
1) Be channel & media agnostic
Work with GIDMA to achieve best ROI
Bemediaagnostic– don’t becomeachannelevangelist!
Remember!Audiencemediapreferencesdifferdependingonpurpose
MultichannelmarketersmultiplyROMIby5,10,15
TheconsiderationWhereareyourcustomersandwhatdotheyuseeachchannelfor?(rememberMETime)
Wheredoyouneedtobe,andwhy?
WilleachchannelprovidetheROMIyourequire?
Whichchannelsaremerelyservingassupporttootherchannels?
Howdoyoumeasure?
2) Be ROMI focused
Work with GIDMA to achieve better ROMI
MWRMostWantedResponse
- Whatdowewantpeopletodo?- Whatdowewantpeopletothink?- Whatdowewantpeopletolearn?- Howdowewantpeopletoreact?- Whatnextstepdowewantthemtotake?
UnderstandkeymetricsCostofacquiringanewcustomer
Costofacquiringasale(transactional)
CostofacquiringaQUALIFIEDlead(MQL/SQL)
CostofretainingexistingcustomerbaseCostofWin-Back&ChurnPrevention
AID+LIRA
Whatisyourperceptionaboutyourcurrentattribution?Channel %spend Rate effectiveness
1=low5=maxSolo orincombination
%of customerswhopreferthischannel?
Useto:Sell,Educate,Nurture,Branding
Emailmarketing
Printads
Socialmedia
Telemarketingoutbound
Content marketing
Events
[email protected] @michaelleander / michaelleander.me /
Wallet Heart Influencers
Transactional Relational
EXPERIMENT
[email protected] @michaelleander / michaelleander.me /
Failure is a huge part of your
success.
Build an objective driven culture of experimentation!
Constant experimentation helps innovation evolve.
Reserve 10-15% of budget & time for experimentation and testing
Experiments can lead to unexpected positive results
Explore different ways
Get10Facebookfriendstovouchforyoutogetyour
quickloan
YOURAPPROACH
Investthetime&speakyourmind
DIRECTION- purpose- strategy- tactics- execution- measure
24
Evaluateyouroptionscarefully
ØDecidebasedonharddata,notassumptions
ØEvaluatebenefitscarefullyØPayattentiontodetails
Michael Leander
5CriticalSkillsforDigitalMarketingCareers
Channelagnostic
ROMIfocused Experimental Approach Study&
Apply
Questions? [email protected]
[email protected] @michaelleander / michaelleander.me /
Thepurposeofmarketingistoacquire,convert,retainandgrowcustomerswhomtheninturnwillattractothercustomersthrough
referrals
[email protected] @michaelleander / michaelleander.me /
Strongbeginning
Keepitinteresting
Buildtolast
Worthyofshare&recommendation
THECUSTOMERExperience
OMNICHANNEL
RELEVANCE EMPOWERMENT
Innovationreflectingthetimesweare
livingin