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Similar to 2015 Digital Marketing lecture for The Hague University of Applied Sciences
2015 Digital Marketing lecture for The Hague University of Applied Sciences
- 1. (Digital) Marketing in mylife & career Renee Veldman-Tentori
- 2. When I wasa child Born in mid 70’s in Australia Newspapers, radio, tv, magazines, post, in store marketing Limited choice & no 2 way conversations except at purchase
- 3. 1980s/90s Communication Penfriends Personal Computers werejust starting: Commodore 64, Atari, handheld - no internet Relied on media and advertising blended
- 4. As a teenager Highschool from 1988-1992 Walkmans, cassettes, Oakley, Billabong, Magazines, Books Marketing: word of mouth, wanted what others had
- 5. Leaving school Study optionswere limited by location Posted job applications, via telephone book 1993: First computer with internet, called in sick to work Traditional Media still reigned
- 6. 1990's: marketing/ travel industry 1993:Job in travel agency, brochures, Galileo reservation system, AVIS, B2B Late 1990s: personal selling, sales rep, using internet internally
- 7. early 2000's I travelled& moved to UK. Huge phone bills. Emails/ Internet cafes. World Trade Centre attacks: Travel industry affected Websites starting, one way communication
- 8. 2005-10: Bachelor ofBusiness Distance learning from Australia Elearning advancements Marketing degree included very little mention of digital marketing
- 9. 2007: Social Media Facebookinvites from friends Websites more common and becoming 2 way Banner ads starting
- 10. 2008: Started abusiness First contract: BubHub.com.au (Advertising sales) Started to speak on & specialise in social media/ digital marketing
- 11. Focus on Strategy Earlyon realised the tools would change but the strategy and link to business/ marketing plan & concepts were important. INTEGRATED
- 12. Social Media Top 10Tools Included in ebusiness module These don't change much over the years, but need to watch trends Relevant B2B/B2C
- 13. “Social media &digital marketing skills are a superpower. They will amplify any integrated marketing campaign (or anything you have to share with the world)”
- 14. Digital footprints You area brand Every person & company has a digital footprint - what's yours? Know how to manage it well Image: https://employabilityandenterprise.wordpress.com/2014/06/03/ cleaning-up-your-digital-footprint/
- 15. Digital Marketing as acareer
- 16. 5 things Ilove Fast Measurable Flexible Creating Community Level playing field
- 17. 5 challenges Short attentionspan Competitive Customer Power & Expectations Overwhelming New frontier, few certainties
- 18. Some solutions Skill-sharing: Elearning, Blogs, Conferences Specialise:focus on a small area Watch, analyse & learn (police, Tourism Australia)
- 19. Some examples The NextWeb Conference Friends in big brands & blogs: Google, Adidas, Be A Fun Mum, Brisbane Kids Its not about the numbers
- 20. Case Study: Stuff DutchPeople Like Blog Social Media Book Brand All integrated
- 21. Some trends 2 wayconversation Community building Mobile Measurement Elearning Video & Visual Storytelling Sharing
- 22. My take onthe text Statistics mostly out of date and irrelevant Web 4.0 is not a term widely used (terms change) Social media IS Twitter, Facebook etc. E-commerce is big (we focus on this in ebusiness) Basic website/social media skills crucial All about engagement & interaction Potential in measurement & analytics SEO changes too fast to focus on too closely
- 23. – Identify &understand your target market! - Learn the marketing theories & language - then apply it “It's all about INTEGRATING advertising, promotion & marketing communications: no matter which tool you are using.” Summary
- 24.
- 25. Good luck onexam! Questions?