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The Modern Marketer

Argyll Scott
Argyll Scott

What are the must-have marketing skills that will be in demand over the coming years? And how can marketers make sure they stay relevant? Starting from where it all began, we look at the incredible journey the marketing industry has been on, particularly the effects of technology, and what this means for both marketers and organisations now and in the future. Charles' Davies slides from our event hosted in partnership with Cancer Research UK.

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The Modern Marketer Charles Davies www.linkedin.com/in/charlesiodavies @bankholidays
History Customers Art & Science Skills Platforms Modern Marketer Specific Skills CMO & CTO Deliver w. Impact Q&A
It all began with Ps. But how many?
The Modern Marketer
Most people think that millennials are very demanding. Were just dreamers and go- getters. - Seema Bansal, Cofounder of Venus ET Fleur (Millennials are an example of customers with more power than ever we need to more than empathetic than ever, whilst behaving in a trustworthy way)
..needs to be part artist and part scientist. ..is no longer channel specific! Todays Modern Marketer ..needs to know when to use traditional and modern channels ..is a storyteller, trust builder, and data geek ..is someone that knows how to set up the correct funnels ..creates messaging that educates, entertains or convince
The Modern Marketer
1960s 1970s 1980s 1990s 2000s 2010s Brand Image Segmentation Advertising Targeting Creative Strategy Direct Marketing Emotional Marketing Sponsorship Marketing Content Marketing Digital ROI Marketing Integrated Marketing Omni-Channel Marketing 4 Ps (Marketing has always been part art, part science)
The Modern Marketer is one that through both (Art & Science), has an in-depth understanding of their market and customer and a detailed technology and platform understanding in order to utilise their (relevant) customer data in the best possible way to optimise each customers journey with your brand. With the least amount of waste.
Source: eConsultancy 2014 data. (Lean in (thanks Sheryl Sandberg), these should all be 100% in my opinion)
Source: eConsultancy, 2015 data. Top 8 In Demand Skills
Digital Marketer - Tech Know How Traditional Marketer - Brand Building (Should a Modern Marketer really be known as one or the other?)
Modern Marketer - Tech Know How - Brand Building
Manager Level 1. Give the customer what they want: The ability to write smart content & code 2. Engage the customer: Brief, develop, produce or manage a wide range of visual assets 3. Build a relationship with the customer: Understanding & ability to design and or manage social media 4. Keep a relevant relationship with the customer: Ability to design & execute email marketing (eCRM) 5. Know how to measure: Know how to track performance & know key metrics by channel - always 6. Be your own manager: Ability to plan, operationalise & optimise your own plans 7. Glean insights: Be able to read data and quickly make recommendations on it 8. Ability to use software: Know how to use all the internal tracking tools, know their limitations & how they work with others 9. Know where your customers go to find you, and understand how you can engage them: Understand Google, Facebook, LinkedIn & Other Leading Platforms. From SEM to SEO to Paid Socialhave a knowledge (ideally working) of them all. (Discussion guide only, list not exhaustive)
Snr. Manager Level 1. Know your tech: Detailed knowledge of balance between content & SEO impact 2. Provide inspiration: manage team and/or agency for optimum delivery of visual assets 3. Build a relationship with the customer: 100% clarity on social impact; share plans across organisation (secure buy in) 4. Improve customer experience: Ability to build omni-channel CRM plans & leverage to improve customer experience 5. Improve ROI: Deep knowledge of what actions optimise all channels 6. Manage beyond the team: Share & optimise plans to leverage other departments expertise; ensure shared responsibility for shared KPIs 7. Challenge insights: know your data, understand costs, margins, acquisition and engagement metrics 8. New initiatives: Know which tools & services can help automate marketing, drive better ROI, improved data capture 9. Meet regularly with Google, Facebook and others to ensure best practice adopted for your sector. (Discussion guide only, list not exhaustive)
CMO Level 1. Have a vision: short & long term objectives; communicate with simple to use/understand frameworks 2. Think long term: be able to think at least 2-5 years ahead, if not more 3. Leadership: lead by example (know your teams challenges), inspire with stories & provide solutions 4. Talk data: obvious (hopefully). Use numbers appropriately & regularly to tell your performance story. 5. Be a growth expert: CPA by channel, engagement by channel, new channels, timing, using data to get ahead. Know & apply. 6. Know your tech: third party or proprietary; how they compliment. Bring (CTO backed) recommendations to the board. 7. Know digital inside and out: navigate GA, Facebook Insights, CRM reporting etc. Understand tracking, targeting & segmentation. 8. Lead change management: Offer resource to test & learn at minimal risk pre-scaling. 9. Network! Continue to build it and leverage it, especially around your weaknesses. (Discussion guide only, list not exhaustive)
CMO CTO (Customer Experience should be co-owned)
Modern Marketer Checklist Know your customer Know your market Whilst Know your science Be able to create art X-function collaboration Open mind to change Lead with data Multi-platform understanding Tracking expertise Deep tech understanding & CTO partnership Us not them culture Focus on customer experience
How can the Modern Marketer be more impactful? 1. Know your Customer - They are always on 2. Be Responsive - Tech helps, but people make decisions 3. Embrace change & new tech - If not, you lose 4. Act as a company, not a department - Everyone should know the customer & how they interact with your brand
Q&A Charles Davies www.linkedin.com/in/charlesiodavies @bankholidays

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The Modern Marketer

  • 1. The Modern Marketer Charles Davies www.linkedin.com/in/charlesiodavies @bankholidays
  • 2. History Customers Art & Science Skills Platforms Modern Marketer Specific Skills CMO & CTO Deliver w. Impact Q&A
  • 3. It all began with Ps. But how many?
  • 5. Most people think that millennials are very demanding. Were just dreamers and go- getters. - Seema Bansal, Cofounder of Venus ET Fleur (Millennials are an example of customers with more power than ever we need to more than empathetic than ever, whilst behaving in a trustworthy way)
  • 6. ..needs to be part artist and part scientist. ..is no longer channel specific! Todays Modern Marketer ..needs to know when to use traditional and modern channels ..is a storyteller, trust builder, and data geek ..is someone that knows how to set up the correct funnels ..creates messaging that educates, entertains or convince
  • 8. 1960s 1970s 1980s 1990s 2000s 2010s Brand Image Segmentation Advertising Targeting Creative Strategy Direct Marketing Emotional Marketing Sponsorship Marketing Content Marketing Digital ROI Marketing Integrated Marketing Omni-Channel Marketing 4 Ps (Marketing has always been part art, part science)
  • 9. The Modern Marketer is one that through both (Art & Science), has an in-depth understanding of their market and customer and a detailed technology and platform understanding in order to utilise their (relevant) customer data in the best possible way to optimise each customers journey with your brand. With the least amount of waste.
  • 10. Source: eConsultancy 2014 data. (Lean in (thanks Sheryl Sandberg), these should all be 100% in my opinion)
  • 11. Source: eConsultancy, 2015 data. Top 8 In Demand Skills
  • 12. Digital Marketer - Tech Know How Traditional Marketer - Brand Building (Should a Modern Marketer really be known as one or the other?)
  • 13. Modern Marketer - Tech Know How - Brand Building
  • 14. Manager Level 1. Give the customer what they want: The ability to write smart content & code 2. Engage the customer: Brief, develop, produce or manage a wide range of visual assets 3. Build a relationship with the customer: Understanding & ability to design and or manage social media 4. Keep a relevant relationship with the customer: Ability to design & execute email marketing (eCRM) 5. Know how to measure: Know how to track performance & know key metrics by channel - always 6. Be your own manager: Ability to plan, operationalise & optimise your own plans 7. Glean insights: Be able to read data and quickly make recommendations on it 8. Ability to use software: Know how to use all the internal tracking tools, know their limitations & how they work with others 9. Know where your customers go to find you, and understand how you can engage them: Understand Google, Facebook, LinkedIn & Other Leading Platforms. From SEM to SEO to Paid Socialhave a knowledge (ideally working) of them all. (Discussion guide only, list not exhaustive)
  • 15. Snr. Manager Level 1. Know your tech: Detailed knowledge of balance between content & SEO impact 2. Provide inspiration: manage team and/or agency for optimum delivery of visual assets 3. Build a relationship with the customer: 100% clarity on social impact; share plans across organisation (secure buy in) 4. Improve customer experience: Ability to build omni-channel CRM plans & leverage to improve customer experience 5. Improve ROI: Deep knowledge of what actions optimise all channels 6. Manage beyond the team: Share & optimise plans to leverage other departments expertise; ensure shared responsibility for shared KPIs 7. Challenge insights: know your data, understand costs, margins, acquisition and engagement metrics 8. New initiatives: Know which tools & services can help automate marketing, drive better ROI, improved data capture 9. Meet regularly with Google, Facebook and others to ensure best practice adopted for your sector. (Discussion guide only, list not exhaustive)
  • 16. CMO Level 1. Have a vision: short & long term objectives; communicate with simple to use/understand frameworks 2. Think long term: be able to think at least 2-5 years ahead, if not more 3. Leadership: lead by example (know your teams challenges), inspire with stories & provide solutions 4. Talk data: obvious (hopefully). Use numbers appropriately & regularly to tell your performance story. 5. Be a growth expert: CPA by channel, engagement by channel, new channels, timing, using data to get ahead. Know & apply. 6. Know your tech: third party or proprietary; how they compliment. Bring (CTO backed) recommendations to the board. 7. Know digital inside and out: navigate GA, Facebook Insights, CRM reporting etc. Understand tracking, targeting & segmentation. 8. Lead change management: Offer resource to test & learn at minimal risk pre-scaling. 9. Network! Continue to build it and leverage it, especially around your weaknesses. (Discussion guide only, list not exhaustive)
  • 17. CMO CTO (Customer Experience should be co-owned)
  • 18. Modern Marketer Checklist Know your customer Know your market Whilst Know your science Be able to create art X-function collaboration Open mind to change Lead with data Multi-platform understanding Tracking expertise Deep tech understanding & CTO partnership Us not them culture Focus on customer experience
  • 19. How can the Modern Marketer be more impactful? 1. Know your Customer - They are always on 2. Be Responsive - Tech helps, but people make decisions 3. Embrace change & new tech - If not, you lose 4. Act as a company, not a department - Everyone should know the customer & how they interact with your brand