I presented this as an introductory overview to 200+ audience of MBA and undergrad students as well as faculty. It covers the skills needed to build a career in digital marketing. Digital marketing is first and foremost 'marketing', it is then digital. It is important to note that digital marketing is also about data and analysis. Therefore, there are specific skills folks need to have to get into a digital marketing career and succeed.

1.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Digital
Marke2ng
Career:
Skills
&
Pla8orms
You
Need
to
Know
Presented
By:
Sajjan
Kanukolanu

2.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Facts
• Digital
media
is
here
to
stay
and
is
ge1ng
powerful
by
the
day
• Digital
consump8on
is
not
limited
to
desktop
or
a
laptop
– Mobile
prolifera2on
is
high;
225M
smartphone
users
in
India
in
2014
(US
@
89M)*
– Mr.
Modi
has
envisioned
The
Digital
India
project-­‐
‘a
connected
economy’;
Google
developing
Apps
• Digital
Marke8ng
&
technology
are
intertwined
• >90%
of
Google’s
$50
Billion+
annual
revenue
comes
from
Online
Adver8sing
• Amazon
to
launch
“Amazon
Sponsored
Links”^
*hp://www.theguardian.com/technology/2014/jan/13/smartphone-­‐explosion-­‐2014-­‐india-­‐us-­‐china-­‐firefoxos-­‐android;
^
hp://blogs.wsj.com/cmo/2014/08/25/cmo-­‐today-­‐amazon-­‐prepping-­‐ad-­‐challenge-­‐to-­‐google/

3.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
4
Pillars
of
a
DM
Career
Marke2ng
Technology
Soc
Skills
Analy2cs
Digital
as
a
channel
is
forcing
organiza8ons
to
seek
cross-­‐discipline
teams
and
individuals
w/
combined
talents
in
Marke8ng,
Strategy,
Data
and
Technology

4.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
DM
is
Marke2ng
• Strategic
planning,
segments,
media
plan,
up-­‐stream/down-­‐stream,
inbound/outbound,
targeted
marke2ng,
4Ps,
SWOT,
marke2ng
funnel,
nurturing
etc.
• KPIs
-­‐
ROI,
LTV/LTR,
sales,
leads,
SQLs,
conversions,
ac2on
rate,
CPA,
engagement
Marke2ng
• Think
“needs”
and
long
term
loyalty
• CRM
• Reten2on
planning
Think
Customer
• Create
impact
• Precision
• Offer
solu2ons
&
POV,
not
just
problems!
Wri2ng
• Effec2vely
“sell”
ideas,
plans
• Persuasion
• Manage
and
Mo2vate
Verbal

5.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Technology
Delivers
Digital
Marke2ng
Source:
hp://inters2cia.com/

6.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Tech
Experts
are
an
Integral
Part
of
Digital
Planning
Tech
friendly-­‐
Technology
should
not
be
in2mida2ng;
Willingness
to
learn
is
key;
Grasp
on
website
opera8on
clicks,
data
storage,
metrics
stored,
log
files,
front-­‐end,
back-­‐
end
Know
the
Tech
jargon
(servers,
redirects,
DB,
pixels,
URLs,
tags..).
Learn
how
these
work
Skills
to
build
plans
w/
social
plaUorms
in
the
mix
Facebook,
Twier,
YouTube
and
Linkedin
to
increase
Understand
Mobile
and
Video
plaUorms
Know
how
to
exploit
Know
coding
(at
least
know
what
to
look
at,
so
you
understand
the
logic)
Conceptual
understanding
of
how
systems
connect
tracking
tools,
data
gathering
pla8orms,
repor2ng
pla8orms,
mobiles,
pads
etc.
Tech/plaUorm
usage
skills
to
market
products/
services-­‐
i.e
ap2tude
to
use
content
distribu2on
pla8orms-­‐
CMS
to
Social
tools

7.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Analy2cs/
Big
Data

8.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Expanding
Digital
Universe
5%
22%
/
35%
4,400,000
,000,000
GB
1.5
ZB
/
2.9
ZB
4.4
ZETTABYTES
in
2013
/
44
ZETTABYTES
in
2020
Enterprise
/Consumers
Found
Useful
in
2013/
2020
Data
Analyzed
in
2013
Source:hp://www.emc.com/

9.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Use
Mul2ple
Tools
to
Connect
the
Dots
• Omniture,
Google
Analy2cs,
Crazy
Egg,
Compete,
Google
Website
Op2mizer,
Facebook
Analy2cs,
Youtube
Analy2cs,
Kissmetrics
• Granular
&
close
to
real-­‐2me
measurement
=
Effec2ve
&
dynamic
Data
Analysis;
Sta2s2cs
trends,
regressions,
predic2ve
models
Performance
what
channels
work,
digital
ROI,
digital’s
contribu2on
to
overall
marke2ng
Story
Telling
Assist
Sr.
Management
make
decisions
Insights

10.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Standout
w/
Soc
Skills

11.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Services/
Soc
Skills
Customer
Sensi2vity
Decisiveness
Integrity
Ini2a2ve
Follow-­‐up
Flexibility
Judgment
Mo2va2on
To
Serve
Resilience
Planning
Persuasiveness
/
Sales
Ethics
Time
Management
Intellectual
Curiosity

12.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Pla8orms
• Facebook
• Google
Products-­‐
GA,
Adwords,
Maps,
Gmail
• Bing
Search
• Linkedin
• Twier
• Demand
Side
Pla8orms
• YouTube
• Doubleclick
• Marketo
• Hubspot
• MailChimp
• Adobe
• Hitwise
• Comscore
• Compete
• Salesforce
• InMobi
…

13.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Great
News
hp://www.onlinemarke2ngins2tute.org/blog/2013/11/state-­‐of-­‐digital-­‐marke2ng-­‐talent-­‐report/

14.
Sajjan
Kanukolanu
Sajjan
Kanukolanu
Thank
You
Sajjan
Kanukolanu
GM,
Posi2on2
@kvsajjan
sajjank