Digital Marketing in Canada, an Introduction

Alex RascanuDigital Marketing Strategist

alex@alexrascanu.com l @alexrascanu

Rotman Commerce Marketing Association’s Annual SummitMarch 2014

Alex Rascanu, digital marketing strategist

- Head of Marketing at Powered by Search, a digital marketing agency

- Formerly Global Consumer Insights Analyst for Kraft Foods (England), Marketing Analyst for Yoshida SKT & Co. (Japan), and Legislative Assistant for a federal Member of Parliament

This Is a Problem

And an Opportunity

What we’ll cover in today’s workshop:

1. Why work in digital marketing

2. Roles and salary expectations

3. How digital marketing drives sales

4. Skills you need

1. WHY WORK IN DIGITAL MARKETING

Canada’s advertising industry:• 6.6% year-over-year

growth in advertising

spend (2011-2012)• At 23% share of

revenue, digital marketing is rapidly closing the gap with TV

(27.3%) for the largest share

Source: Media Digest 2013/14

The Hottest Marketing Jobs Are in the Digital Space

Source: Marketing Magazine, November 2013

The Hottest Marketing Jobs Are in the Digital Space

Source: Marketing Magazine, November 2013

2. ROLES & SALARY EXPECTATIONS

Source: Marketing Magazine, November 2013

Digital Salaries by Agency Size

Source: Marketing Magazine, November 2013

Digital Salaries by Agency Size

The Hottest & Highest-Paying Digital Disciplines

1. Digital designersDesigning for the web, social and mobile experiences, they are passionate about taking concepts and executing with inspiring creative design.

2. Creative technologists and programmersWith a growing emphasis on newer Java Script libraries, such us Ember.js, Backbone. js, Node.js and Angular.js, those who can navigate the new world and master Web 2.0 technology are in especially high demand. Innovation across mobile, tablet, social, gaming, wearable technology platforms and more requires technology pioneers with an insatiable appetite for the next big thing.

3. User experience specialistsThese hybrid strategist, researchers and designers focus on customer experience. With short attention spans and little appetite for online experiences that don’t deliver on time, every time, keeping fickle customers happy is paramount. One bad experience can mean a lost customer, making user experience specialists critical to e-commerce, retail or any web-based business. At the core, they understand customers’ needs and give them what they want.

Source: Marketing Magazine, November 2013

The Hottest & Highest-Paying Digital Disciplines

4. Information architectsKnown as the “art and science” of organizing and labeling websites, mobile, social media, software, etc., information architects do more than draw boxes—it’s all about analyzing and understanding content, users and context to create seamless and engaging experiences. It’s part of the field of user experience, but as far as hot jobs go, it stands alone.

5. Digital content specialistsIf content is king, then digital content specialists rule as they develop and create digital content to drive web traffic, build brand equity and enhance the user experience to ultimately increase customer acquisition and the bottom line.

6. Digital strategistDigital strategists who actually know their stuff are in a category of their own. These are the people who approach digital holistically and help companies deliver a digital presence that goes way beyond simple social media. Source: Marketing Magazine, November 2013

The Hottest & Highest-Paying Digital Disciplines

7. Shopper marketersMarketing highlighted this as the future hot job two years ago and shopper marketing has arrived, with high demand on both agency and client side. With an ever-changingand increasingly competitive retail landscape that’s experiencing buyout and a U.S. invasion, manufacturers are looking for insight and strategies to win on the retail floor.

8. Analytics/data scientistsThere’s a strong thirst for people who can synthesize data and help marketers make better, more insightful, strategic decisions. Then there’s the analytics whiz who knows how to track and measure digital campaigns, shining a light on the ultimate challenge: RO I. With all things analytical in demand, the geeks are poised to inherit the earth, or at least command the highest salaries.

9. Chief strategic officersThe right hand to the CEO, this relatively new position is designed for experienced “doers” who have the eye and influence for creating, communicating, executing and sustaining a company’s strategy, both internally and externally. These high-level visionaries have a proven track record and a knack for turning strategy into reality.

Source: Marketing Magazine, November 2013

3. HOW DIGITAL MARKETING DRIVE SALES

The Customer Journey to Online Purchase

Marketing channels influence the customer at different points in the path to purchase.

Image source: Google

Each channel plays a different role in the customer journey.

Google’s findings in Canada, across all industries:

Image source: Google

Customer Journey to Purchase: All Industries in Canada

Image source: Google

Customer Journey to Purchase: Canada’s Tech. Industry

Image source: Google

Customer Journey to Purchase: Canada’s Travel Industry

Image source: Google

Customer Journey to Purchase: Canada’s Retail Industry

Image source: Google

4. SKILLS YOU NEED

Source: Moz

1. BrandingKnow how to increase your brand’s equity and differentiate it in the marketplace. Understand how to attract the audience that would benefit the most from your product or service.

Where to learn branding: 

2. Business Development

Business development involves partnering with one or more other companies to help you both grow faster. In a way, it’s more difficult than making a sale because it involves not only putting together a deal, but also coordinating and implementing it successfully.

Where to learn business development: 

Paul Graham

3. Pitching

As a marketer, you’ve got to be pitching constantly. This could involve emailing a newspaper about writing an article for them, convincing a conference organizer to let you talk at a his event, speaking with a market research firm about partnering up to do a major study, or putting together a grant proposal to develop a new online tool.

Where to learn pitching: 

4. Customer Service

You should be constantly interacting with customers. Learn how to communicate well via email, phone, chat, social media and in person.

Where to learn customer service: 

5. SEO

Understand of how to generate traffic for your site via on page optimization, high quality content, targeted keywords, and link building.

Where to learn SEO: 

6. Content Marketing

Know how to create compelling content that’s relevant to your market and drives conversions. This includes blog posts, whitepapers, infographics, videos and any other form of content that drives links and traffic to your website. Knowing how to distribute this content online for it to be highly shared is also critical.

Where to learn content marketing:

7. Paid Search MarketingTo get started, learn how to leverage Google Adwords and social media marketing (Facebook, Twitter, LinkedIn) in driving customer acquisition. Be able to write copy, design ads and test their performance over time.

Where to learn paid search marketing:

8. Marketing AutomationKnow how to turn site visitors into leads, customers, and then promoters of your brand. Understand how to drive customer engagement and reconnect with customers using content, social media, and email. Know how to A/B test your offerings to figure out which one converts the best.

Where to learn marketing automation: 

9. Social Media Marketing

Understand how to build a community and drive engagement on the biggest social networks: Facebook, Twitter, Google+, LinkedIn, as well as any other social networks that are important for your target audience. Learn how to connect with influential people in different niches.

Where to learn social media marketing:

10. Media Relations

Be able to get the attention of bloggers and journalists. Build relationships so that over time your product is consistently in the press.

Where to learn media relations: 

11. Web Analytics

In the digital space, we’ve gotten much better at figuring out which marketing efforts are driving the most conversions. Practical knowledge of web analytics will help you focus your company’s efforts on that’s working and stop spending money on what isn’t.

Where to learn analytics: 

Avinash KaushikDigital Marketing EvangelistGoogle

12. Conversion Rate OptimizationConversion rate optimization refers to the process of adjusting the copy, design and value proposition featured on your site’s pages to increase their performance against key metrics. After reviewing your analytics and A/B testing, optimize your landing pages by tweaking your headlines, keywords, layout, offering, and colors.

Where to learn conversion rate optimization: 

13. Web Development

Knowing how to get your hands dirty with web development will make you a more effective marketer than one who always has to rely on a developer. Learning HTML and CSS will let you iterate quicker without distracting the development team.

Where to learn HTML & CSS:

14. Event Planning

Organize events and conferences relating to the niche you’re most passionate about. You’ll get to meet the influencers in that space, connect employers to job prospects and contractors, and establish yourself as an important asset for any company that’s in the niche you’re playing in.

Where to learn about event planning:

Recap of the Skills You Need

1. Branding

2. Business Development

3. Pitching

4. Customer Service

5. SEO

6. Content Marketing

7. Paid Search Marketing

8. Marketing Automation

9. Social Media Marketing

10. Media Relations

11. Web Analytics

12. Conversion Rate Optimization

13. Web Development

14. Event Planning

FINAL NOTE:

The best learning comes from doing.

Alex RascanuDigital Marketing Strategist

Marketing Manager at Powered by Search alex@alexrascanu.com l @alexrascanu

www.alexrascanu.com

THANK YOU!

Sources:http://dx3.uberflip.com/h/i/6857524-comscore-advertising-media

Canadian Media Digest 2013/2014

Marketing Magazine, November 2013 edition

http://www.marketingmag.ca/news/jobzone-news/salary-benchmarks-hot-jobs-and-the-digital-divide-95358

http://www.google.ca/think/tools/customer-journey-to-online-purchase.html

http://wadefoster.net/post/42802176600/full-stack-marketing