A collection of thoughts for Econsultancy digital marketing and internet retailing MSc Alumni students to think about their role in marketing and businesses after completing the MSc
Scene setter…If you ’ ve downloaded the presentation these slides 2-8 are not important, just fun
Bit of fun…Collins English dictionary ref. Making sense of Mojo
Alumni is ultimately a network, use the network and create your own luck! You study with like-minded individuals so why not share experiences as you go.
Be a potter, Seth Godin described all marketers as liars, I think it ’ s more deception than lying, it ’ s about changing the rules of the game when it becomes too hard to compete. That ’ s what I mean by magic spells.
Here ’ s some.one who maximised his influence first time round. Build networks now that you ’ ll benefit from long-term, groups, topic areas, shared experiences, voice opinion and get a reaction and I don ’ t mean just for clients, I mean for your own growth….learning
Don ’ t assume you have it nailed, there ’ ll always be something new to learn, channel or strategy. Social Mobile Local whatever.
I think marketers like change. I think Digital Marketers are at the forefront and create that frontier The MSc awakened my ability to think more strategically, be creative, think from a business perspective. Create change, don ’ t wait for it, experiment Harry.
There ’ s more choice in terms of channels, but from effective marketing comes potentially new business models for income generation
Get your head around touch-points and data, become more analytical of everything. The curve can only get steeper.
Just under 4 years for the mobile touchscreen office in your pocket to mature. It used to be lots of companies looking at one to one marketing, now they’re looking at that and for the ‘one’ to bounce on to many (referral). The funnels flipped, it’s not just about creating more traffic it’s about engaging and creating more conversations than that solitary one.
The opportunities can be identified in customer experiences, where there ’ s a need for information, or a service improvement there ’ s an opportunity for more interaction or potentially a new business model/revenue stream…what if you did this regularly?
Looking at specific customer touchpoints from a multi-channel perspective can create new actions to provide further data and insight you can feed back into the business.
Data is a great provider of insight both marketing and business….and both together…when people are analytical that ’ s when you ’ ll be most effective
integrity, honesty and courage are needed by a change consultant, be honest, it might seem difficult but they like you for it. Move beyond competency and demonstrate capability by reflection use your networks and connections to test new theories, apporaches and ideas. Feedback is essential.
Use tools to assist learning and keep a learning log… a digital one
All marketers are trouble makers, change makers, rain makers…I don ’ t think we ’ re liars but we can be effective game changers if you want to call us trouble makers.
Digital defines the new rules of the game. T shape people – an new way to look at your team. Understand what being agile means.
I think the digital elite need to have a wider understanding, be commercial, Analytical and Entrepreunerial. What if you had teams of these types of people? What might the business look like. What about the merger of sales and marketing
It ’ s no longer just about marketing campaigns, it ’ s a movement back to the creative marketer, the grand strategist who could think more widely than getting bogged down in technology
Do you look at just the campaign you ’ re deploying or do you look at the larger map and what it ’ s telling you? From effective marketing INTO potentially new business models for income generation
Use the network and connections you’ve built to help you do your job better…and be rewarded for it.
Where’s your budget being spent and why…where else might it go that you hadn’t considered?
Sold and Hijacked? Heard that before?
To finish here ’ s some tools I use regularly…
Connect the tools you have, automate what you can to help you, push out and see what comes back.
Here ’ s my ‘ living ’ learning log
I ’ m too busy to read everything but I can skim and highlight for later then merge those ideas together
I don ’ t blog much but it ’ s great to experiment
Mind-mapping has to be the greatest thing ever, it brings clarity.
One of my favourite quotes, don ’ t just look at what ’ s in front of you or you miss the bigger picture.
Kick-start your Digital Marketing Mojo! Peter Abraham, Director @peterjabraham A collection of thoughts for Econsultancy digital marketing and internet retailing MSc Alumni students
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
<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/
<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
Mojo Source:: Harry Potter, Warner Bros Magic spells aren ’ t spells, they ’ re deception! … bit like marketing really. Keep weaving your magic!
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
<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.
<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.
<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
<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
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/
<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/
<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
<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
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
<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
<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…
<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,
<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
<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
<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
<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
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.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697 I have no doubt more will develop
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 ?
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://nicolamcnee.edublogs.org/files/2011/05/Personal-learning-network-final-269ukx0.jpg <ul><li>Insert Timeline </li></ul>Learning to learn
<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
<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 opinion, think and post what you like
<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
Mojo Source: Bruce Lee – Enter the Dragon , Warner Bros “ Like a finger pointing to the sky... ” Earn some of that heavenly glory
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