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5 Critical Skills for Digital Marketing Careers

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These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".

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5 Critical Skills for Digital Marketing Careers

  1. 1. Upgrad webinar 5 Critical Skills for Digital Marketing Careers Data driven marketing that works
  2. 2. Michael Leander – Twitter: @michaelleander Let’s talk “If the wind will not serve, take to the oars.” • Twitter @michaelleander and @UpGrad_Edu • Use hashtag #michaelleander • Instagram https://www.instagram.com/michaelleander/ • LinkedIn, Facebook, YouTube, G+ - search for “Michael Leander”
  3. 3. Retain Customers Target Marketing Increase Spend & Frequency Build Brand Loyalty Build Customer Relationship Establish winning position Acquire New Customers Gain Customer Insight Increase Revenue Focus on the end goal - conversions, not traffic - sales, not leads
  4. 4. Understand Your Digital Ecosystem
  5. 5. Michael Leander 5 Critical Skills for Digital Marketing Careers Channel agnostic ROMI focused Experimental Approach Study & Apply
  6. 6. Improve productivity – work less !
  7. 7. 1) Be channel & media agnostic Work with GIDMA to achieve best ROI
  8. 8. Be media agnostic – don’t become a channel evangelist! Remember! Audience media preferences differ depending on purpose
  9. 9. Multichannel marketers multiply ROMI by 5, 10, 15
  10. 10. The consideration Where are your customers and what do they use each channel for? (remember ME Time) Where do you need to be, and why? Will each channel provide the ROMI you require? Which channels are merely serving as support to other channels? How do you measure?
  11. 11. 2) Be ROMI focused Work with GIDMA to achieve better ROMI
  12. 12. MWRMost Wanted Response - What do we want people to do? - What do we want people to think? - What do we want people to learn? - How do we want people to react? - What next step do we want them to take?
  13. 13. Understand key metrics Cost of acquiring a new customer Cost of acquiring a sale (transactional) Cost of acquiring a QUALIFIED lead (MQL/SQL) Cost of retaining existing customer base Cost of Win-Back & Churn Prevention
  14. 14. AID+LIRA
  15. 15. What is your perception about your current attribution? Channel % spend Rate effectiveness 1 = low 5 = max Solo or in combination % of customers who prefer this channel? Use to: Sell, Educate, Nurture, Branding Email marketing Print ads Social media Telemarketing outbound Content marketing Events
  16. 16. michael@leander.me @michaelleander / michaelleander.me / Wallet Heart Influencers Transactional Relational
  17. 17. EXPERIMENT
  18. 18. michael@leander.me @michaelleander / michaelleander.me / Failure is a huge part of your success. Build an objective driven culture of experimentation!
  19. 19. Constant experimentation helps innovation evolve. Reserve 10-15% of budget & time for experimentation and testing Experiments can lead to unexpected positive results
  20. 20. Explore different ways
  21. 21. Get 10 Facebook friends to vouch for you to get your quick loan
  22. 22. YOUR APPROACH
  23. 23. Invest the time & speak your mind
  24. 24. DIRECTION - purpose - strategy - tactics - execution - measure 24
  25. 25. Evaluate your options carefully ØDecide based on hard data, not assumptions ØEvaluate benefits carefully ØPay attention to details
  26. 26. Michael Leander 5 Critical Skills for Digital Marketing Careers Channel agnostic ROMI focused Experimental Approach Study & Apply
  27. 27. Questions? michael@michaelleander.me
  28. 28. michael@leander.me @michaelleander / michaelleander.me / The purpose of marketing is to acquire, convert, retain and grow customers whom then in turn will attract other customers through referrals
  29. 29. michael@leander.me @michaelleander / michaelleander.me / Strong beginning Keep it interesting Build to last Worthy of share & recommendation
  30. 30. THE CUSTOMER Experience OMNICHANNEL RELEVANCE EMPOWERMENT Innovation reflecting the times we are living in

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