My presentation from inOrbit 2019 conference keynote speech about digital marketing lessons. Tips on how to leverage the full potential of digital marketing, tools you can use, operational mindset you need when doing digital marketing. Skip to slide 17 if you're not interested in the storytelling part of the speech :)

1. Črt Podlogar
HOW TO LEVERAGE DIGITAL‘S
FULL POTENTIAL

2. 3 MOST IMPORTANT LESSONS FROM
MY FAILED ATTEMPT AT WORKING
WITH A FITNESS TRAINER

3. YOU NEED TO ALIGN YOUR
EFFORTS AND EXPECTATIONS

4. YOU NEED TO COME MOTIVATED
AND READY FOR THE LONG HAUL

5. YOU NEED A DIVERSITY IN YOUR ROUTINE

6. 6 MOST IMPORTANT LESSONS FROM
MY FAILED ATTEMPT AT BECOMING A
PRO STARCRAFT GAMER

7. WHAT THE HELL IS STARCRAFT?

8. IT‘S HUGE

9. PLAY A LOT, LEARN FROM YOUR
MISTAKES AND TRY NEW STRATEGIES

10. BECOMING THE BEST IS A
GRIND, NOT A HUSTLE

11. ALWAYS KEEP AN EYE ON
THE BATTLEFIELD

12. DIVERSITY AND ADAPTABILITY
WILL WIN YOU GAMES

13. KNOW WHAT YOUR ARMY IS CAPABLE OF

14. BEST RESOURCE UTILIZATION WILL WIN WARS

15. OK ČRT, WHAT DOES THIS HAVE TO
DO WITH ANYTHING?

16. GETTING FIT, WINNING STARCRAFT AND
DOING GOOD MARKETING ARE ALL
ACHIEVED IN THE SAME WAY

17. 1. HAVE A CLEAR BUSINESS AND MARKETING
GOAL AND BE READY TO MAKE CHANGES
IN ORDER TO ACHIEVE IT.
100 % year on year growth does not come from increasing
your Facebook budget by 10%.

18. 2. HAVE A REALISTIC EXPECTATION OF
WHAT IT TAKES TO ACHIEVE YOUR GOAL.
Don‘t just make incremental changes to your PPC
strategy and „hope“ for the best.

19. 3. YOU NEED TO HAVE A DIVERSE RANGE
OF TOOLS AND TACTICS AT YOUR DISPOSAL.
You shouldn‘t rely on a single tool or platform to
continue delivering indefinitely.

20. YOU ARE ONLY SCRATCHING THE SURFACE

23. 4. MEET YOUR NEW MARKETING STACK.

24. SEO PPC UX AND TESTING
CUSTOMER
FEEDBACK
RESEARCH OTHER STUFF

26. 5. YOU NEED TO UNDERSTAND TWO THINGS: WHAT
KIND OF OPTIONS YOU HAVE IN EACH ADVERTISING
PLATFORM AND WHAT KIND OF DATA YOU CAN
GET FROM THEM.

27. 6. DEFINE YOUR IDEAL T-SHAPE OF KNOWLEDGE
AND START DEVELOPING IT.
Build your T-shape with internal and external resources and
coordinate your needs and requirements with your HR.

28. IS
ABWORDS
AN
EXCERICSE
MACHINE?
YOU KNOW
THIS THING
EXISTS
YOU KNOW
WHAT IT IS
AND HOW
IT WORKS
YOU HAVE
PRACTICAL
EXPERIENCE
7 LEVELS OF MARKETING KNOWLEDGE DEPTH
YOU ARE A
SKILLED
SPECIALIST
MAKE
ROOM FOR
THE QUEEN

29. FACEBOOK ADWORDS SEO E-MAIL UX

30. FACEBOOK ADWORDS SEO E-MAIL UX JAVASCRIPT COPY

31. OWNOWN
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OWN
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EXT
EXTEXT
EXT
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EXT

32. 7. DON‘T FORGET TO PUT YOUR T-SHAPE TO WORK.
Start implementing tactics rather than strategies. Work on
projects rather than departments and teams.

33. SHORT IMPLEMENTATION
TIME
TACTIC
+
PROJECT
VS.
STRATEGY
+
TEAM
LONG IMPLEMENTATION
TIME
LOW LEVEL APPROVAL
REQUIRED
HIGH LEVEL APPROVAL
REQUIRED
USE EXISTING RESOURCES REQUIRES NEW HIRES
LOW COMMITMENT RISK HIGH COMMITMENT RISK
EASY TO OUTSOURCE HARD TO OUTSOURCE

34. 8. PAY ATTENTION TO WHAT‘S HAPPENING
ON YOUR MARKET.
Keep an eye out on your competitors and user behavior
to identify risks and opportunities.

35. 9. IMPLEMENT A LESSON LEARNED AND
ACTION APPROACH TO YOUR MARKETING.
You need to know why something is working, why something is
not and what you will do as a result of either.

36. Our Facebook campaign was a failure.
Our Facebook campaign was a failure either
because our targeting was wrong or because our
message did not resonate with the target group. We
will run the campaign again twice with some
changes and see if the results change.

37. 10. BE SMART WITH YOUR RESOURCES.
Increasing marketing budget isn‘t always the best decision.

38. STATUS QUO INVESTMENT
IN CRO #1
Budget: 100.000 €
AOV: 450 €
Conversion rate: 0,7%
Average CPC: 0,2 €
CLICKS: 500.000
TRANSACTIONS: 3500
REVENUE: 1.575.000 €
Budget: 90.000 €
AOV: 450 €
Conversion rate: 0,9%
Average CPC: 0,2 €
CLICKS: 450.000
TRANSACTIONS: 4.050
REVENUE: 1.822.500 €
Budget: 80.000 €
AOV: 450 €
Conversion rate: 0,9%
Average CPC: 0,2 €
CLICKS: 400.000
TRANSACTIONS: 3.600
REVENUE: 1.620.000 €
INVESTMENT
IN CRO #2
+ 247.500 € + 45.000 €

39. There is a way to do it better – find it.
Thomas Alva Edison

40. Thank you!
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