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Kick-start your  Digital Marketing Mojo! Peter Abraham, Director @peterjabraham A collection of thoughts for Econsultancy ...
In case you need to go to the bar… <ul><li>Three points of view i ’ ll cover … </li></ul><ul><li>Mojo </li></ul><ul><li>Le...
Mojo
<ul><li>Amulet </li></ul><ul><li>The art of casting magic spells </li></ul><ul><li>Uncanny personal power or influence </l...
<ul><li>Amulet  brings luck. </li></ul><ul><li>… bit like an  Alumni  really.  </li></ul>Source: http://www.thailand-amule...
Mojo Source:: Harry Potter, Warner Bros  Magic spells  aren ’ t spells, they ’ re deception! … bit like  marketing  really...
Mojo Source:  This photo released by Obama for America shows a Barack Obama teaching at the University of Chicago Law Scho...
<ul><ul><ul><ul><ul><li>Alumni   continued path to learning  </li></ul></ul></ul></ul></ul>Mojo Source: http://www.flickr....
Learning to Learn
<ul><li>If you ’ re in Marketing you like change… </li></ul><ul><li>If you ’ re in Digital Marketing you ’ re at the front...
<ul><li>It ’ s much harder now, there ’ s more choice, but with choice comes opportunity…to experiment </li></ul>Skills - ...
<ul><li>The rate of change is going to get faster and  the amount of touch-points and data will increase dramatically </li...
Many to one………………….....  One to many The funnel ’ s flipped Source: Infographics: Evolution of the Cell Phone Zitron ’ s p...
<ul><li>Core skills will include  ‘ interpretation ’  of  ‘ what ’  customers are doing and why </li></ul>Skills – underst...
<ul><li>Multi-channel takes centre stage, join the dots and map out customer touch-points and actions </li></ul>Skills – u...
<ul><li>Insights will come from more than just marketing in different channels, data is your best friend </li></ul>Skills ...
Impact of Digital on different business functions  How would you describe the ongoing impact of digital on the following a...
<ul><li>If you ’ re managing a team you ’ ll need to understand  how you move them from being competent to capable </li></...
<ul><li>Use your network, use tools and create a log to  increase your knowledge and understanding and learning developmen...
Persona of the  New Marketer
<ul><li>> Disruptive </li></ul><ul><li>> Entrepreunerial </li></ul><ul><li>> Analytical </li></ul>Source: http://publicint...
<ul><li>Digital continues to define the  ‘ need for change ’ .  </li></ul><ul><li>It ’ s not about me it ’ s about us, it ...
<ul><li>What might an internal  </li></ul><ul><li>client-side marketer look like? </li></ul><ul><li>What would the compone...
<ul><li>It ’ s not just marketing, it ’ s business models, data and insight, it ’ s about joining the dots, think differen...
<ul><li>The Grand Strategist…innovation through multi-touch-point insight </li></ul>Are you a grand strategist? Source: ht...
Do you use your connections to improve business touch-points
Source: Taken from an article by David Edelman and Brian Salsberg  Source: Marketing & Sales Practice Nov 2010 https://www...
Source: Taken from an article by David Edelman and Brian Salsberg  Source: Marketing & Sales Practice Nov 2010 https://www...
Essential tools for the  Master Marketing  Magician
<ul><li>Experiment with tools, connect them for learning,  test and learn…keep a learning log.  </li></ul>Source: http://n...
<ul><li>Capture anything  (docs, images, articles, audio, video)  – Browser, iPhone, iPad, Desktop </li></ul><ul><li>Compa...
<ul><li>Long articles – Browser, iPhone, iPad </li></ul>Instapaper Use RSS, read fast, save for later, we ’ re all busy.
<ul><li>Simple blogging – Browser, iPhone, iPad </li></ul><ul><li>Post and get feedback </li></ul>Posterous Have an opinio...
<ul><li>Mind mapping – Browser, iPhone, iPad </li></ul><ul><li>Plan and map-out </li></ul>mindmeister Brainstorm, mind-map...
Mojo Source: Bruce Lee – Enter the Dragon , Warner Bros “ Like a finger pointing to the sky... ” Earn some of that heavenl...
Thank you <ul><li>peter.abraham @ econsultancy.com </li></ul><ul><li>Econsultancy is a global independent  community -base...
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Kick start-your-digital-marketing-mojo

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This deck was a collection of thoughts for the Econsultancy digital marketing and internet retailing MSc Alumni students on learning to learn and the skills of the marketer moving forward.

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Kick start-your-digital-marketing-mojo

  1. 1. Kick-start your Digital Marketing Mojo! Peter Abraham, Director @peterjabraham A collection of thoughts for Econsultancy digital marketing and internet retailing MSc Alumni students
  2. 2. In case you need to go to the bar… <ul><li>Three points of view i ’ ll cover … </li></ul><ul><li>Mojo </li></ul><ul><li>Learning to learn </li></ul><ul><li>The persona of the ‘ new ’ marketer </li></ul>If you ’ ve downloaded the presentation these slides 2-8 are not important, just fun
  3. 3. Mojo
  4. 4. <ul><li>Amulet </li></ul><ul><li>The art of casting magic spells </li></ul><ul><li>Uncanny personal power or influence </li></ul>Mojo Source: http://www.flickr.com/photos/sovietuk/72039946/
  5. 5. <ul><li>Amulet brings luck. </li></ul><ul><li>… bit like an Alumni really. </li></ul>Source: http://www.thailand-amulets.net/wp-content/uploads/2011/05/pra-pid-ta-amulet-lp-gliang-handcarved-1-1024x651.jpg Mojo Alumni is a network, use it!!! alumni
  6. 6. Mojo Source:: Harry Potter, Warner Bros Magic spells aren ’ t spells, they ’ re deception! … bit like marketing really. Keep weaving your magic!
  7. 7. Mojo Source: This photo released by Obama for America shows a Barack Obama teaching at the University of Chicago Law School. Personal power or Influence … through Marketing, Social Media, etc Increase your ability to influence
  8. 8. <ul><ul><ul><ul><ul><li>Alumni continued path to learning </li></ul></ul></ul></ul></ul>Mojo Source: http://www.flickr.com/photos/toastforbrekkie/2964513167/ Never stop and assume you ’ ve got it nailed.
  9. 9. Learning to Learn
  10. 10. <ul><li>If you ’ re in Marketing you like change… </li></ul><ul><li>If you ’ re in Digital Marketing you ’ re at the frontier of change… </li></ul>Mojo Source: Cowboys and Aliens , Universal Pictures Create the change, don ’ t just wait for it.
  11. 11. <ul><li>It ’ s much harder now, there ’ s more choice, but with choice comes opportunity…to experiment </li></ul>Skills - innovative Required skills of marketers is changing Source:http://www.dreamsystemsmedia.com/blog/wp-content/uploads/2009/10/history-of-marketing2.jpg
  12. 12. <ul><li>The rate of change is going to get faster and the amount of touch-points and data will increase dramatically </li></ul>Mojo Source: http://www.ed4wb.org/wp-content/uploads/2010/01/toolTimeline.ai.jpg <ul><li>Insert Harry Potter pic </li></ul>Understanding the business aspects of marketing is a must
  13. 13. Many to one…………………..... One to many The funnel ’ s flipped Source: Infographics: Evolution of the Cell Phone Zitron ’ s photostream http://www.flickr.com/photos/46501686@N00/
  14. 14. <ul><li>Core skills will include ‘ interpretation ’ of ‘ what ’ customers are doing and why </li></ul>Skills – understanding customer journeys Learn to spot opportunties Source: http://www.flickr.com/photos/whatidiscover/217822551/
  15. 15. <ul><li>Multi-channel takes centre stage, join the dots and map out customer touch-points and actions </li></ul>Skills – understanding touch-points and actions Source: http://payload.cargocollective.com/1/0/26884/1102312/bun_2.jpg Turn insight and interpretations to actions
  16. 16. <ul><li>Insights will come from more than just marketing in different channels, data is your best friend </li></ul>Skills – understanding insight Data Analytics If you can ’ t interpret data find someone who can Source: http://www.slideshare.net/griffinfarley/strategic-planning-in-advertising-2002276
  17. 17. Impact of Digital on different business functions How would you describe the ongoing impact of digital on the following areas of your organisation? Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketing http://econsultancy.com/reports/impact-of-digital
  18. 18. <ul><li>If you ’ re managing a team you ’ ll need to understand how you move them from being competent to capable </li></ul>Competence, capability and maturity Source: http://www.businessballs.com/images/Will_Tayor's_competency_matrix_2.png http://brooksportandleisure.files.wordpress.com/2009/08/competence-to-capability-diagram.jpg?w=450&h=264 Feed back is essential Basic understanding Clear understanding Ability to action Reflect on practice,  develop it to new levels, bring innovative approaches
  19. 19. <ul><li>Use your network, use tools and create a log to increase your knowledge and understanding and learning development, cross fertilise insights </li></ul>Learning to learn Source: Anatomy of a PLE by Steve Wheeler http://steve-wheeler.blogspot.com/2010/07/anatomy-of-ple.html What tools do you use now, what could use? More in a mo…
  20. 20. Persona of the New Marketer
  21. 21. <ul><li>> Disruptive </li></ul><ul><li>> Entrepreunerial </li></ul><ul><li>> Analytical </li></ul>Source: http://publicintelligence.net/wp-content/uploads/2011/08/london-riots6-1024x651.jpg <ul><li>Seth Godin said “ All marketers are liars ” . </li></ul><ul><li>I think now “ All effective marketers are trouble makers – e.g. game changers ” . </li></ul>Your ’ e a change agent, a rain maker,
  22. 22. <ul><li>Digital continues to define the ‘ need for change ’ . </li></ul><ul><li>It ’ s not about me it ’ s about us, it ’ s no longer linear </li></ul>Understand agile methodologies Source: http://www.slideshare.net/benmalbon/are-you-ready-to-form-voltron-june-2010?from=ss_embed
  23. 23. <ul><li>What might an internal </li></ul><ul><li>client-side marketer look like? </li></ul><ul><li>What would the component parts of their 'T' be? </li></ul><ul><li>Ultimately the perfect team (or person) is a balance of at very least </li></ul><ul><li>Commercial, </li></ul><ul><li>Analytical, </li></ul><ul><li>Entrepreneurial ? </li></ul><ul><li>Understands </li></ul><ul><li>User goals (Engagement,Sharing,), </li></ul><ul><li>Business models , etc </li></ul>Digital elite need to have a wider understanding Commercial Analytical Entrepreunerial Source: http://www.slideshare.net/bdwcu/matt-howellprocess
  24. 24. <ul><li>It ’ s not just marketing, it ’ s business models, data and insight, it ’ s about joining the dots, think different! </li></ul>Source: http://rossdawsonblog.com/media_revenue_framework_500w.jpg Take a wider perspective
  25. 25. <ul><li>The Grand Strategist…innovation through multi-touch-point insight </li></ul>Are you a grand strategist? Source: http://www.slideshare.net/dynamite84/the-birth-of-a-grand-strategist-by-waqar-riaz
  26. 26. Do you use your connections to improve business touch-points
  27. 27. Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697 I have no doubt more will develop
  28. 28. Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697 Do you consider all these ?
  29. 29. Essential tools for the Master Marketing Magician
  30. 30. <ul><li>Experiment with tools, connect them for learning, test and learn…keep a learning log. </li></ul>Source: http://nicolamcnee.edublogs.org/files/2011/05/Personal-learning-network-final-269ukx0.jpg <ul><li>Insert Timeline </li></ul>Learning to learn
  31. 31. <ul><li>Capture anything (docs, images, articles, audio, video) – Browser, iPhone, iPad, Desktop </li></ul><ul><li>Compare and consider </li></ul>Evernote Better than bookmarking
  32. 32. <ul><li>Long articles – Browser, iPhone, iPad </li></ul>Instapaper Use RSS, read fast, save for later, we ’ re all busy.
  33. 33. <ul><li>Simple blogging – Browser, iPhone, iPad </li></ul><ul><li>Post and get feedback </li></ul>Posterous Have an opinion, think and post what you like
  34. 34. <ul><li>Mind mapping – Browser, iPhone, iPad </li></ul><ul><li>Plan and map-out </li></ul>mindmeister Brainstorm, mind-mapping can help provide clarity
  35. 35. Mojo Source: Bruce Lee – Enter the Dragon , Warner Bros “ Like a finger pointing to the sky... ” Earn some of that heavenly glory
  36. 36. Thank you <ul><li>peter.abraham @ econsultancy.com </li></ul><ul><li>Econsultancy is a global independent community -based publisher, focused on best practice digital marketing and ecommerce. Our hub has 100,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, consulting, professional certification, training and development, face-to-face conferences , forums and professional networking . </li></ul><ul><li>For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. </li></ul><ul><li>Join Econsultancy today at http://econsultancy.com . </li></ul><ul><li>100,000 marketers can't be wrong!  </li></ul><ul><li>Check out the video timeline of Econsultancy's (digital marketing) growth  bit.ly/pwyRIG </li></ul>Copyright Econsultancy.com Ltd 2011

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