choosing marketing as a career by stephen jio
DESCRIPTION
Discussion with Transition Year students at The Kings Hospital, Dublin Ireland 13/11/2014 on pursuing a career in Global Marketing. Discussing how to prepare, various marketing career paths and opportunities.TRANSCRIPT
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