EVOLVE'16 | Keynote | Tony Bailey | The Skills You Need in the Rapidly Changing World of Digital Marketing
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The rate of change in the world of marketing is staggering. From CRM to DMPs, what are the key skills needed to future proof your career? Learn about what’s keeping CMOs up at night and where they need a trusted partner.
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EVOLVE'16 | Keynote | Tony Bailey | The Skills You Need in the Rapidly Changing World of Digital Marketing
- 1. #evolverocks THE SKILLS YOU NEED TO SURVIVE…. Tony Bailey DigitasLBi
- 6. #evolverocks 6 “The reports of my death are greatly exaggerated”
- 10. #evolverocks 10
- 11. #evolverocks 11 1986 - 1996 Marketing Strategy: Sell More Products
- 12. #evolverocks 12 1996 - 2006 Marketing Strategy: Sell More Products With the Web Site
- 13. #evolverocks 13
- 14. #evolverocks 14 “Start with the customer and work backwards.”
- 15. #evolverocks 15 “Nobody wakes up in the morning wondering what to do with mayonnaise. They wonder what they’re making for dinner”
- 17. #evolverocks 17
- 18. #evolverocks 18
- 19. #evolverocks 19
- 20. #evolverocks 20
- 24. #evolverocks 24 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill
- 25. #evolverocks 25 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon
- 26. #evolverocks 26 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Media
- 27. #evolverocks 27 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media
- 28. #evolverocks 28 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media Analytics, CRM, MTA, 3rd Party, DMP, Cross Device DATA
- 29. #evolverocks 29 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media Analytics, CRM, MTA, 3rd Party, DMP, Cross Device DATA
- 30. #evolverocks 30 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media Analytics, CRM, MTA, 3rd Party, DMP, Cross Device DATA CODE: Sprints, Platforms, Marketing Clouds
- 31. #evolverocks 31 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media Analytics, CRM, MTA, 3rd Party, DMP, Cross Device DATA CODE: Sprints, Platforms, Marketing Clouds
- 32. #evolverocks 32 Brand. Advertising. Conversations. Culture. Digital: Site, Social, Email/SMS Chatbots, Echo Skill Retail Showrooming, Amazon Traditional, Display (AdBlock?), Paid Social, Programmatic, Video Preroll, Vertical, Snapchat Sponsored Lenses Media Analytics, CRM, MTA, 3rd Party, DMP, Cross Device DATA
- 33. #evolverocks 33 Data Spend Media Spend
- 34. #evolverocks 34 Paid & Earned Channels Owned Media • Media Mix Planning • Paid Search Targets • Campaign Performance • Look-Alike Modeling DATA • SEO Planning • Personalization Strategy • High Value Behaviors • Mobile Device Support
- 35. #evolverocks 35
- 36. #evolverocks 36
- 37. #evolverocks 37
- 38. #evolverocks 38
- 39. #evolverocks 39
- 40. #evolverocks 40
- 41. #evolverocks 41 ABOUT US Tony.Bailey@digitas.com Twitter: @tony_bailey Photo placeholder Tony Bailey DigitasLBi SVP/Technology
Editor's Notes
- With TZ, pretty early, even early for working in SF Who has a job related to building web sites? Question asked yearly, debated in the news, is the web dead?
- Been going on for a while. 2010 WIRED Magazine
- The Next Web, later that year, Piling on about the rise of Apps
- Few years later, 2014, QUARTZ Different Take
- WSJ doesn’t buy it, still predicting web’s death So why are we still building web sites?
- To quote Mark Twain, maybe there’s been some exaggeration AEM isnt going anywhere But is there something to this chatter?
- Underlying message to listen for not the franchise player it used to be Happening for some time
- The shift started about 10 years ago. Who remembers the summer of 2006
- Most of the old timers here fondly remember the 4.1 release of Day CQ But behind the scenes 10 years,
- A refresh of the corporate web site was a board level topic Now it doesn’t even register. Why? The CMO’s job – and the skills needed to successful in digital marketing Have expanded violently
- The marketing strategy was simple,
- Evolved slightly with the site was the main online vehicle Then, Marketing supported business plans Now, Marketing supports customer needs And it’s a lot more complicated
- Companies that are killing it today, planned for this long ago Take Amazon. One of my favorite summarizations of AMZNs strategy
- Brilliantly Simple.
- Leading CPG companies shifted as well. Going from selling products, to meeting customer needs Led to change in expectations of the role
- …what a marketer has to deliver on day in day out
- It’s a simple formula
- Lean back and watch sales grow If you can pull that off…
- That’s a pretty good day
- That’s no longer the world any of us live in
- The expectations of a marketer go far beyond brand and advertising
- They need to be an expert on culture and the conversations around the brand
- No matter how strange and bizarre it may seem
- Expert on all forms of digital
- …what a marketer has to deliver on day in day out
- Look at list and how it’s evolved. It’s crazy Shows the CMO need a partner, can’t possibly hire fast enough to meet needs Since so much is connected to the site, great place to think about other skills to develop
- And if there’s one area I’d focus on, it’s becoming fluent in data Two reasons why
- First, this is where the investment is shifting Over time…less on media, more on data
- 2md: Areas to apply right now to bring intelligence to the room Beyond pageviews and bounce rates We build creative briefs based on observed data, much of it 3rd party to drive insights This is the part of data that really excited me
- Also learning more about data out of sheer fear more after reading a book a colleague sent The future belongs to 2 people Those that understand and build AI The attorneys that write policy and handle AI litigation
- Even Elon Musk is concerned,
- recently gave one billion dollars for preventing AI from destroying earth Which leaves me fearful for our dystopian future One either run by the robots
- Or it’s run by this guy Good news is that….
- AI and the robots aren’t running the world yet But the world is running on algorithms And algorithms need lots of data Not everyone will be the person who invents the algorithm,
- but we can all understand how to apply the data And that’s one key to future proofing your career right now