Creative Careers Week

Careers in Digital Marketing

About me

Mickael Paris

Head of Digital Marketing at Standard Life

Previous roles:• Digital Manager at Skyscanner• Business development executive at Maxymiser• Marketing assistant at CPS technologies

@MickScotland

Who is Standard Life?

Created 1825

8,500 employees inUK, Europe, North America and Asia

One of the Fortune Global 500's largest companies by revenue

6,000,000 customers

£254 billion assets under management

Question time

What is digital marketing?

What is digital marketing?

The promotion of products or brands via electronic media…

…and there are a lot of media

Why is it important?

E-commerce is the fastest growing retail market in Europe, with sales in the UK, Germany, France, Sweden, The Netherlands, Italy, Poland and Spain expected to reach a combined total of £111.2 bn in 2014.

Digital Marketing - a good career choice

What does it mean for you?

The online sector is expanding and fast recruiting.

Online marketing isn’t just one discipline. Whether you’re more left or right brain, creative or a data geek, there will be a job for you.

Although the sector is recruiting fast, job competition is always increasing and getting experience sooner rather than later is important.

Some of the roles that might be of interest

• Online marketer:• SEO• PPC• Affiliate marketing• Email marketer

• Digital strategist

• Web Analyst/Scientist• eCRM manager

• User experience• User experience designer• User experience

researcher• Web Designer

• Web developer

• Customer Experience Optimisation manager (CXO)

But what is it we actually do?

Think about what a typical customer journey looks like

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

Brand awareness

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

Brand awareness

Brand consideration

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

All searches start here

But more and more they also start here

Traffic acquisition

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

Being everywhere the customer is

SEO and PPC Affiliates Retargeting

Aggregators Targeted display

Convert

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

Convert

Let’s do an experiment

A B

C D

9.2% increase

Which variant generated more login?

Which variant drove more people to click on Find out more?

A B

2.14% increase

Which variant generated more clicks to application?

A CB D

24% increase

Service and retention

Traffic acquisition

Brand awareness

Brand consideration

Retention

Conversion

Service

Would you stay with them?

But working in Digital Marketing is also…

…fun!!!

Thank you