5 critical skills for digital marketing careers

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Upgrad webinar 5 Critical Skills for Digital Marketing Careers Data driven marketing that works

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Page 1: 5 Critical Skills for Digital Marketing Careers

Upgrad webinar

5CriticalSkillsforDigitalMarketingCareers

Data driven marketing that works

Page 2: 5 Critical Skills for Digital Marketing Careers

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”

Page 3: 5 Critical Skills for Digital Marketing Careers

RetainCustomers

TargetMarketing

IncreaseSpend&Frequency

BuildBrandLoyalty

BuildCustomerRelationship

Establishwinningposition

AcquireNewCustomers

GainCustomerInsight

IncreaseRevenueFocusontheendgoal

- conversions,nottraffic- sales,notleads

Page 4: 5 Critical Skills for Digital Marketing Careers

Understand Your Digital Ecosystem

Page 5: 5 Critical Skills for Digital Marketing Careers

Michael Leander

5CriticalSkillsforDigitalMarketingCareers

Channelagnostic

ROMIfocused Experimental Approach Study&

Apply

Page 6: 5 Critical Skills for Digital Marketing Careers

Improveproductivity– workless!

Page 7: 5 Critical Skills for Digital Marketing Careers

1) Be channel & media agnostic

Work with GIDMA to achieve best ROI

Page 8: 5 Critical Skills for Digital Marketing Careers

Bemediaagnostic– don’t becomeachannelevangelist!

Remember!Audiencemediapreferencesdifferdependingonpurpose

Page 9: 5 Critical Skills for Digital Marketing Careers

MultichannelmarketersmultiplyROMIby5,10,15

Page 10: 5 Critical Skills for Digital Marketing Careers

TheconsiderationWhereareyourcustomersandwhatdotheyuseeachchannelfor?(rememberMETime)

Wheredoyouneedtobe,andwhy?

WilleachchannelprovidetheROMIyourequire?

Whichchannelsaremerelyservingassupporttootherchannels?

Howdoyoumeasure?

Page 11: 5 Critical Skills for Digital Marketing Careers

2) Be ROMI focused

Work with GIDMA to achieve better ROMI

Page 12: 5 Critical Skills for Digital Marketing Careers

MWRMostWantedResponse

- Whatdowewantpeopletodo?- Whatdowewantpeopletothink?- Whatdowewantpeopletolearn?- Howdowewantpeopletoreact?- Whatnextstepdowewantthemtotake?

Page 13: 5 Critical Skills for Digital Marketing Careers

UnderstandkeymetricsCostofacquiringanewcustomer

Costofacquiringasale(transactional)

CostofacquiringaQUALIFIEDlead(MQL/SQL)

CostofretainingexistingcustomerbaseCostofWin-Back&ChurnPrevention

Page 14: 5 Critical Skills for Digital Marketing Careers

AID+LIRA

Page 15: 5 Critical Skills for Digital Marketing Careers

Whatisyourperceptionaboutyourcurrentattribution?Channel %spend Rate effectiveness

1=low5=maxSolo orincombination

%of customerswhopreferthischannel?

Useto:Sell,Educate,Nurture,Branding

Emailmarketing

Printads

Socialmedia

Telemarketingoutbound

Content marketing

Events

Page 16: 5 Critical Skills for Digital Marketing Careers

[email protected] @michaelleander / michaelleander.me /

Wallet Heart Influencers

Transactional Relational

Page 17: 5 Critical Skills for Digital Marketing Careers

EXPERIMENT

Page 18: 5 Critical Skills for Digital Marketing Careers

[email protected] @michaelleander / michaelleander.me /

Failure is a huge part of your

success.

Build an objective driven culture of experimentation!

Page 19: 5 Critical Skills for Digital Marketing Careers

Constant experimentation helps innovation evolve.

Reserve 10-15% of budget & time for experimentation and testing

Experiments can lead to unexpected positive results

Page 20: 5 Critical Skills for Digital Marketing Careers

Explore different ways

Page 21: 5 Critical Skills for Digital Marketing Careers

Get10Facebookfriendstovouchforyoutogetyour

quickloan

Page 22: 5 Critical Skills for Digital Marketing Careers

YOURAPPROACH

Page 23: 5 Critical Skills for Digital Marketing Careers

Investthetime&speakyourmind

Page 24: 5 Critical Skills for Digital Marketing Careers

DIRECTION- purpose- strategy- tactics- execution- measure

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Page 25: 5 Critical Skills for Digital Marketing Careers

Evaluateyouroptionscarefully

ØDecidebasedonharddata,notassumptions

ØEvaluatebenefitscarefullyØPayattentiontodetails

Page 26: 5 Critical Skills for Digital Marketing Careers

Michael Leander

5CriticalSkillsforDigitalMarketingCareers

Channelagnostic

ROMIfocused Experimental Approach Study&

Apply

Page 27: 5 Critical Skills for Digital Marketing Careers

Questions? [email protected]

Page 28: 5 Critical Skills for Digital Marketing Careers

[email protected] @michaelleander / michaelleander.me /

Thepurposeofmarketingistoacquire,convert,retainandgrowcustomerswhomtheninturnwillattractothercustomersthrough

referrals

Page 29: 5 Critical Skills for Digital Marketing Careers

[email protected] @michaelleander / michaelleander.me /

Strongbeginning

Keepitinteresting

Buildtolast

Worthyofshare&recommendation

Page 30: 5 Critical Skills for Digital Marketing Careers

THECUSTOMERExperience

OMNICHANNEL

RELEVANCE EMPOWERMENT

Innovationreflectingthetimesweare

livingin