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Digital Marketing in Canada, an Introduction


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Alex Rascanu delivered the "Digital Marketing in Canada, an Introduction" presentation on March 15, 2014 at the Summit 2014 conference, organized by the Rotman Commerce Marketing Association in Toronto. More details about the presentation:

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Digital Marketing in Canada, an Introduction

  1. 1. Digital Marketing in Canada, an Introduction Alex Rascanu Digital Marketing Strategist l @alexrascanu Rotman Commerce Marketing Association’s Annual Summit March 2014
  2. 2. 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
  3. 3. This Is a Problem And an Opportunity
  4. 4. 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
  6. 6. 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
  7. 7. The Hottest Marketing Jobs Are in the Digital Space Source: Marketing Magazine, November 2013
  8. 8. The Hottest Marketing Jobs Are in the Digital Space Source: Marketing Magazine, November 2013
  10. 10. Source: Marketing Magazine, November 2013 Digital Salaries by Agency Size
  11. 11. Source: Marketing Magazine, November 2013 Digital Salaries by Agency Size
  12. 12. The Hottest & Highest-Paying Digital Disciplines 1. Digital designers Designing for the web, social and mobile experiences, they are passionate about taking concepts and executing with inspiring creative design. 2. Creative technologists and programmers With 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 specialists These 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
  13. 13. The Hottest & Highest-Paying Digital Disciplines 4. Information architects Known 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 specialists If 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 strategist Digital 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
  14. 14. The Hottest & Highest-Paying Digital Disciplines 7. Shopper marketers Marketing 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-changing and 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 scientists There’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 officers The 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
  16. 16. The Customer Journey to Online Purchase Marketing channels influence the customer at different points in the path to purchase. Image source: Google
  17. 17. Each channel plays a different role in the customer journey. Google’s findings in Canada, across all industries: Image source: Google
  18. 18. Customer Journey to Purchase: All Industries in Canada Image source: Google
  19. 19. Customer Journey to Purchase: Canada’s Tech. Industry Image source: Google
  20. 20. Customer Journey to Purchase: Canada’s Travel Industry Image source: Google
  21. 21. Customer Journey to Purchase: Canada’s Retail Industry Image source: Google
  22. 22. 4. SKILLS YOU NEED
  23. 23. Source: Moz
  24. 24. 1. Branding Know 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:
  25. 25. 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
  26. 26. 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:
  27. 27. 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:
  28. 28. 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:
  29. 29. 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:
  30. 30. 7. Paid Search Marketing To 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:
  31. 31. 8. Marketing Automation Know 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:
  32. 32. 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:
  33. 33. 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:
  34. 34. 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 Kaushik Digital Marketing Evangelist Google
  35. 35. 12. Conversion Rate Optimization Conversion 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:
  36. 36. 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:
  37. 37. 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:
  38. 38. 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
  39. 39. FINAL NOTE: The best learning comes from doing.
  40. 40. Alex Rascanu Digital Marketing Strategist Marketing Manager at Powered by Search l @alexrascanu THANK YOU!
  41. 41. Sources: Canadian Media Digest 2013/2014 Marketing Magazine, November 2013 edition