choosing marketing as a career by stephen jio

FUTURE MARKETER

Presented by Stephen Jio, Global Marketing - Dell

To Transition Year Students, The King’s Hospital – 13 November, 2014

WHAT IS MARKETING?

Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at

large*

*source: AMA 2013

5 PERSONALITY TRAITSOF A SUCCESSFUL MARKETER

• People skills – Personal interaction – physical and virtual

• Listening – Not just hearing it, but getting it

• Humility – Losing battles can help you win the war

• Creative – Thinking outside of the box and innovating

• Detail oriented – Making a plan of action

5 ESSENTIAL SKILLS TO ACQUIRE

• Analytical – ROE (Return On Effort)

• Project Management – A continuous series of projects

• Grammar – Nothing worse than tipos typos

• Verbal – The power of vocal persuasion

• Comprehension – It’s not just memorizing, but learning

5 KEY CONSIDERATIONSIN GLOBAL MARKETING

Language

Time Zones

Faith

Local Law

Culture

THE MANY DIFFERENT DISCIPLINES OF MARKETING

Marketing

Product

Brand

Database

Channel

Packaging

Research

Pricing

Promotions

Guerrilla

Social

Sports

Loyalty

Relationship

Direct

Digital

Strategy

Marketing touches so

many parts of a

business…

PRODUCT MARKETING

Product Marketing Strategic positioning or a product or service to be of optimal value to the customer.

Product ManagementTactical action that is more inwardly focused to bring a product to life.

VIDEO

LOYALTY MARKETING

Retaining existing customers base through incentives or awards. Popular with Restaurants, Hotels, Retailers, Airlines and even Gentlemen’s Clubs.

The Key is RETENTION

VIDEO

EVENT MARKETING

Creating an inviting environmentthat creates excitement along with learning about your products or services.

VIDEO

DIGITAL MARKETING

Internet, mobile, PC, tablets, etc...

How do you measure success?

VIDEO

GUERRILLA MARKETING

Creating intimate unique, engaging and thought-

provoking concepts that generate buzz, and consequently turn viral.

Local - Low cost – Unconventional - Unexpected

VIDEO

EXPERIENTIAL MARKETING

Immerse Customers through the activation of human senses to

create lasting brand memories.

VIDEO

SOCIAL MEDIA MARKETING

Anew form of marketing that is unique in the sense that its success is dependent on creating Social engagement which leads to sharing and Social advocacy.

CROWDSOURCING

ENGAGING

SHARING

…OR

VIDEO

AVERAGE DAY OF A GLOBAL MARKETER

Meetings can take up 60-70% of your day

Average 150+ email a day

Asia is 8 hours ahead

9am in Dublin is already 5pm in Beijing

North America is up to 8 hours behind11pm in Dublin is 5pm in Austin, Texas

You will always be either – crafting, editing, reviewing or presenting a business brief of some type

Keep your passport up to date; expect to travel

You will be juggling many projects at the same time

You will present, participate or view multiple PowerPoint presentations daily

You’ll be also providing advice either as a mentor, blogger or SME (Subject Matter Expert)

You’ll participate in reviews of creative assets and concepts with tight time frames

Lunch is optional

Questions?

The King’s Hospital – 13/11/14Stephen Jio – twitter @stephenjatdell