Ollie Purdom, Pitch - Innovation Demands - Birmingham Marketing Conference

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Ollie Purdom, Director, Pitch Consultants

Topic: Marketer 2.015: The Demands That Innovation Places On The Modern Marketer

- The changing face of marketing skill sets
- How to build a team that supports innovation
- The growing importance of a strong employer brand
- The challenges of talent attraction and retention

Published in: Marketing
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Ollie Purdom, Pitch - Innovation Demands - Birmingham Marketing Conference

  1. 1. @ OLLI E P U RD OM @ P I TCH _ TALK
  2. 2. @ OLLI E P U RD OM @ P I TCH _ TALK
  3. 3. TALENT TEAM CULTURE @ OLLI E P U RD OM @ P I TCH _ TALK
  4. 4. @ OLLI E P U RD OM @ P I TCH _ TALK TALENT FIRST LETS LOOK AT HOW THIS IS AFFECTING THE INDIVIDUAL WITHIN A TEAM.
  5. 5. 0.64 APPLICANTS PER ROLE *UK Job market report July 2015 PROMOTION vs NEW ROLE @ OLLI E P U RD OM @ P I TCH _ TALK
  6. 6. TECHNOLOGY IS TRANSFORMING VIRTUALLY EVERY BUSINESS SECTOR.” ”ERIC SCHMIDT, EXECUTIVE CHAIR MAN , G OOG LE @ OLLI E P U RD OM @ P I TCH _ TALK
  7. 7. JOB TITLE EVOLUTION CUSTOMER INSIGHT S MOBILE M ARKETER ANALYTICS ADVISOR ENGAGEM ENT MANAGER SEARC H MANAGER CON TENT LIBR ARIAN SOC IAL MEDIA MA NA GER CONTENT CR EATOR @ OLLI E P U RD OM @ P I TCH _ TALK
  8. 8. @ OLLI E P U RD OM @ P I TCH _ TALK
  9. 9. COUPLEYOUNG FAMILY ESTABLIS HED FAMILY EMPTY NESTER MATURE CAMPER YOUNG EXPLORE R TEENAGE CAMPER PLATFORMS & CHANNELS
  10. 10. MOBILE APP CRM SOCIAL ANALYTICSWEB & E-COM DIGITAL OUTDOOR PLATFORMS & CHANNELS
  11. 11. @ OLLI E P U RD OM @ P I TCH _ TALK
  12. 12. NEW GENERATION OF MARKETERS WILL COME THROUGH AND, BLINDED BY THE PROMISE OF DIGITAL, THEY WILL NOT LEARN ENOUGH OF THE OLD CRAFT OF MARKETING. #DIGITALSENSE ” ”JE RRY D AY KI N , G LOB AL D I G I TAL D I RE CTOR, D E N TS U AE G I S @ OLLI E P U RD OM @ P I TCH _ TALK
  13. 13. OLD-FASHIONED MARKETING AND STORYTELLING PRINCIPLES ARE MORE IMPORTANT THAN EVER. #DIGITALSENSE ” ” JE RRY D AY KI N , G LOB AL D I G I TAL D I RE CTOR, D E N TS U AE G I S @ OLLI E P U RD OM @ P I TCH _ TALK
  14. 14. @ OLLI E P U RD OM @ P I TCH _ TALK
  15. 15. THE AGE OF THE HYBRID MARKETER @ OLLI E P U RD OM @ P I TCH _ TALK
  16. 16. T-SHAPED PEOPLE: SPECIALIST IN ONE AREA, WHO THINK BROAD AND COLLABORATE WITH OTHER TEAMS & DEPARTMENTS @ OLLI E P U RD OM @ P I TCH _ TALK
  17. 17. CURIOUS & ADAPTABLE @ OLLI E P U RD OM @ P I TCH _ TALK
  18. 18. @ OLLI E P U RD OM @ P I TCH _ TALK
  19. 19. THE TEAM THE EFFECTS ON THE TEAM @ OLLI E P U RD OM @ P I TCH _ TALK
  20. 20. RECESSION EXPECTATIONS @ OLLI E P U RD OM @ P I TCH _ TALK
  21. 21. 21 KEYN OTE TITLE A LARGE TITLE TO INTRODUCESmall intro text to the new chapter RES EARCH @ OLLI E P U RD OM @ P I TCH _ TALK
  22. 22. @ OLLI E P U RD OM @ P I TCH _ TALK
  23. 23. OUR TEAM HAS MARKETERS, CREATIVES, DATA SCIENTISTS, ENGINEERS, DEVELOPERS AND USER EXPERIENCE EXPERTS, WHO WORK TOGETHER IN SMALL PROJECT TEAMS TO TRY AND CREATE GROWTH. THIS IS A RADICAL CHANGE FROM THE WAY TRADITIONAL MARKETING DEPARTMENTS WORK. ” ”CH ARLES WELLS, CH IEF MARKETIN G OF F ICER, JUS TG IVIN G @ OLLI E P U RD OM @ P I TCH _ TALK
  24. 24. @ OLLI E P U RD OM @ P I TCH _ TALK
  25. 25. @ OLLI E P U RD OM @ P I TCH _ TALK
  26. 26. @ OLLI E P U RD OM @ P I TCH _ TALK 30 MIN TURNAROUND
  27. 27. CULTURE CULTURE & YOUR EMPLOYER BRAND @ OLLI E P U RD OM @ P I TCH _ TALK
  28. 28. @ OLLI E P U RD OM @ P I TCH _ TALK
  29. 29. EMPLOYER BRANDING @ OLLI E P U RD OM @ P I TCH _ TALK Ranked the 4th most impactful Marketing / HR driver on a company’s revenues and profits. *B OSTON CON SULTIN G STUDY
  30. 30. *ADD COMPANY NAME HERE TEAM DEDICATED LOYAL OPEN COLLABORATIVE DR IVEN INTEGRITY HONESTY @ OLLI E P U RD OM @ P I TCH _ TALK
  31. 31. @ OLLI E P U RD OM @ P I TCH _ TALK
  32. 32. EMPLOYER BRANDING @ OLLI E P U RD OM @ P I TCH _ TALK
  33. 33. “10 things we know to be true” 1. Focus on the user and all else will follow.
 2. It’s best to do one thing really, really well.
 3. Fast is better than slow.
 4. Democracy on the web works.
 5. You don’t need to be at your desk to need an answer.
 6. You can make money without doing evil.
 7. There’s always more information out there.
 8. The need for information crosses all borders.
 9. You can be serious without a suit.
 10. Great just isn't good enough. EMPLOYER BRANDING
  34. 34. ACTUAL VALUES ARE THOSE BEHAVIOURS AND SKILLS THAT ARE VALUED IN FELLOW EMPLOYEES ” ”
  35. 35. A WELL DEFINED CULTURE ALLOWS YOUR FUTURE STAR HIRES TO QUICKLY AND EASILY BUY IN TO YOU VISION AND CULTURE. OR NOT. BOTH ARE FINE. @ OLLI E P U RD OM @ P I TCH _ TALK
  36. 36. EMPLOYEES OWN CULTURE. NOT THE EMPLOYER @ OLLI E P U RD OM @ P I TCH _ TALK
  37. 37. EMPLOYER BRANDING The biggest motivator for switching jobs is training / development & progression, not £££ P I TCH 2 0 1 5 SALARY S URVE Y @ OLLI E P U RD OM @ P I TCH _ TALK
  38. 38. @ OLLI E P U RD OM @ P I TCH _ TALK 51.4% OF MARKETERS QUESTIONED SAID THEY HAD “NO ACCESS” TO TRAINING, WELL ABOVE THE NATIONAL AVERAGE OF 29.6%. ” ” *CV LIB RARY SURVEY 2015
  39. 39. @ OLLI E P U RD OM @ P I TCH _ TALK DUE TO THE LACK OF TRAINING, 78.4% OF MARKETERS FEEL UNDERVALUED BY THEIR COMPANY. ” ” *CV LIB RARY SURVEY 2015
  40. 40. @ OLLI E P U RD OM @ P I TCH _ TALK 91.9% SAY THEY WOULD BE LESS LIKELY TO LEAVE THEIR CURRENT EMPLOYER IF THEY WERE OFFERED TRAINING. ” ” *CV LIB RARY SURVEY 2015
  41. 41. @ OLLI E P U RD OM @ P I TCH _ TALK PATTY MCCORD, N E T F LI X CULTURE ENABLES SUCCESS, BUT IT DOES NOT CAUSE SUCCESS.” ”
  42. 42. THANK YOU FOR LISTENING! @ OLLI E P U RD OM @ P I TCH _ TALK

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