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11/20/2014
1
Careers in Digital Marketing @DigitasLBi_UK
Glasgow Caledonian University – 19th November 2014
Agenda
11:00 - 11:15 Introduction to the day
11:15 - 12:00 Steven Mallon, DigitasLBi
Traditional marketing and customer behaviour has changed and evolved into digital. There are so many ways in which to target consumers
now, which has seen a huge shift in marketing overall. Steven will discuss these changes and how this new generation of graduates are
presented with a very viable career path in Digital Marketing.
12:00 - 12:30 Andrew Girdwood, DigitasLBi
A case study of the Media Innovations Director’s career path so far.
12:30 - 1:15 Lunch
1:15 - 1:45 Mickael Paris, Standard Life
The finance giant’s Digital Manager will talk through his role and career path so far, and what he looks for in a candidate.
1:45 - 2:30 Laura Levy, DigitasLBi
An overview of working in a digital agency environment, including the types of roles available and the skills required as well as how
candidates can make themselves searchable and appealing.
2:30 - 3:00 Questions to panel
Steven Mallon
Managing Director
DigitasLBi
D IG ITA L N AT IV E S : O P P O R T U N IT IE S F O R A
M O D E R N M A R K E T IN G C A R E E R
Steven Mallon
Managing Director: Edinburgh
+44 131 561 1791
Careers in Digital
• The rise of the digital economy - The growth & development of digital
• The changing face of marketing
- Marketing as digital, marketing is digital
- A shift in consumer behaviour
• Careers in digital: an opportunity
- The skills gap
- A generation of digital natives
The rise of the digital economy
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11 years ago….. 11 years ago…..
Things have changed…..
£0
£1,000
£2,000
£3,000
£4,000
£5,000
£6,000
£7,000
£8,000
Digital TV Print Outdoor Radio
UK Media Ad Spending by Media 2005-2014 (Millions)
2005 2014
Source – eMarketer Dec 2013
And will continue to…..
£0
£1,000
£2,000
£3,000
£4,000
£5,000
£6,000
£7,000
£8,000
£9,000
£10,000
Digital TV Print Outdoor Radio
UK Media Ad Spend Projected 2017 (Millions)
2005 2014 2017
Source – eMarketer Dec 2013
The changing face of marketing
A digital what now?
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This will be a thing of the past
£7M
Consumer behaviour is changing
0%
10%
20%
30%
40%
50%
60%
70%
80%
Trigger Research Purchase
Smartphone
Tablet
Laptop
Desktop
Source: IAB mobile research
Digital interactions have changed behaviour Digital is now central to Don’s old world
Creative Market
research
PR & Brand Comms
Product Marketing
Digital
To realise the digital opportunity digital is increasingly integrated into all marketing activities. This ensures all activit ies are
digital by design, driving business value through recognition of and adapting to the changing dynamics of consumer behaviour.
Social
Marketing, PR
& Brand Content
Marketing &
Creative
Technology
Data,
Research &
Insights
Acquisition &
Direct
Response
Audience
Engagement
Paid Media
Digital is at the heart of modern marketing
Digital
$
Changing face of marketing careers – lots of them
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The Opportunity Well, actually, firstly, a problem
Massive growth In a short time scale
In a new sector That’s kind of complicated
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Well, then we have a problem
*Source: Smartinsights.com
Talent & skills gap
An industry skills shortage in 2014
71% of businesses increasing
digital investment
21% fall in digital
placements against 2%
increase in job openings
*econsultancy/Responsys
Marketing Budget Report 2013
*Association of
Professional Staffing Companies
Help us, graduates, you’re our only hope
Back to the Opportunity
Rise of the Digital Native
Source: Digital Natives Research PwC 2013
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A generation of technology & digital aware Because the opportunity is two-way
*Source: smartinsights.com
If I knew then what I did now……….
Andrew Girdwood
Media Innovations Director
DigitasLBi
Who the hell am I?
• DigitasLBi’s Media Innovation Director
• A geek
• A gamer
• A blogger
• Digital Native
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Mickael Paris
Digital Manager
Standard Life
Working in Digital Marketing at a brand
• Mickael Paris
• Digital Manager
Who am I?
Agency side Client side
My journey
Who is Standard Life?
Created 1825
8,500 employees in
UK, 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
Standard Life is changing
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Digital Marketing - a good career
choice And you can also make
money in Scotland
• Source: Hudson
Scotland
London
An ecosystem of jobs • 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)
It’s all about excitement and fun
Brands are spending more and
more money online • Britain's ad spend to hit £20bn a year
• UK ad spend rose to £17.9bn last year and recovery is set to continue with a 5.5% increase this year and a 6.5% uplift in 2015
• This is certainly true for Standard Life.
• We are expecting to increase our online budget year on year for the next 5 years at least.
• Source: The guardian
Why go external?
“You can do anything but not everything” David Allen: productivity consultant - "Getting Things Done”
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Working with agencies How many agencies?
1 agency for our digital marketing So where should you be working?
Summary • Always more jobs in the digital sector
• Why go external?
• Work with your agencies
• Choose a full service agency
• Brand or agency side?
• Standard Life is a digital brand so if your passionate about online marketing JOIN US
• MickScotland
Laura Levy
Media & Client Services Talent Acquisition
Partner
DigitasLBi
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A P L A C E L IK E N O O T H E R 1 9 T H N O V E M B E R 2 0 1 4
Laura Levy
Media & Client Services Talent Acquisition Partner
Agenda
• The Agency landscape
• DigitasLBi
• The group
• A place like no other
• Opportunities
• Future proofing yourself
The Agency Landscape
Media Social
Creative
Digital Advertising
Technology
DigitasLBi
Corporate Overview
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DGI Mission
A place like no other.
Rave Cave
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Opportunities at DigitasLBi
To realise the digital opportunity digital is increasingly integrated into all marketing activities.
This ensures all activities are digital by design, driving business value through recognition of and adapting to the changing
dynamics of consumer behaviour.
Digital
Social
Data, Research
& Insights
Business Goals Audience
Engagement
Digital is at the heart of modern marketing
Marketing, PR &
Brand
Technology
Content Marketing &
Creative
Paid Media $
Show reel
Future proofing yourself.
Using social media
• Make yourself visible
• Connect with the
right people • Show off what
you do best
Networking at events
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Career Path
Graduate
Partner
Senior
Associate
Associate
Leader
Director