BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Ujjwal Bhattarai
Self-directed Career Growth - BrightEdge Share16 presentation
-
Upload
dave-lloyd -
Category
Marketing
-
view
155 -
download
1
Transcript of Self-directed Career Growth - BrightEdge Share16 presentation
@brightedge #share16
Dave Lloyd, Principal Consultant
Adobe
The 4 Areas of Self-Directed Career Growth
@brightedge #share16
Compass and Map – Align Personal & Corporate Goals
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
“If you don’t know where you’re going, any road’ll take you there.”
@brightedge #share16
Self-directed career growth Vision (North) Data (East) Creativity (West) Talent Development (South)
Key Message
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Personal – ambition and self-leadership
Corporate – managing up and tying to the corporate vision
Vision (North)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Company
Personal
Team
Align your personal, team, and corporate goals
Know what matters to the VIP in your org
Revisit your personal vision for what motivates you at work
Organizational Alignment Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Develop personal drive or a compelling vision How to manage up Getting noticed by VIPs
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Play bigger in your org Be more bold with your brand Ask to take on new projects Make an impact
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Personal – business value through becoming more data-driven
Corporate – build a holistic digital marketing program through reporting and key KPIs
Data (East)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Reach
Act
Convert
Engage
Reach Build awareness for the brand KPIs: unique visitors, Share of Voice, revenue or goal value
per visitAct
Engage audience on website KPIs: bounce rate, pages per visit, page conversions
Convert Conversion to marketing goals such as leads or sales KPIs: unique visitors, audience share, revenue per visit
Engage Achieve retention goals and build customer value over time KPIs: shared content, unique visitors, audience share
Marketing Funnel Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Meet the customer throughout the marketing pipeline
Access the right data and data integration Multi-channel marketing
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Data Cube – Site Comparison and Keyword Gap Analysis
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Recommendations
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Ask your VIPs for more feedback on what they want to see Revisit what your data REALLY tells you – both good and
bad Drive measurable business impact across content, search,
social, and digital strategies
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Personal – incorporate more creativity into your daily work and work better with others
Corporate – better storytelling and collaboration
Creativity (West)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Difficult to get executive buy-in for digital marketing initiatives
Stakeholders already have multiple other priorities Reinforcing the value of SEO and search marketing
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Heart
HeadHow to
Heart An inspiring vision Appealing to what they really care about
Head Credible evidence from customers Believable
How to Personal relevance - how does this affect
me? What do I need to do?
Creative Storytelling Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Visual Storytelling Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
People immediately understand pictures that align with vision
Hijack the visual brain
Credit: Dan Roam
@brightedge #share16
Share of Voice, Content Performance, Anomaly Detection
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Creative and visual storytelling requires more work than data alone
Once you have a storytelling template that works, reuse & improve it
Storytelling with data is becoming a master skill of marketers
Lessons Learned
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Personal – grounded by your personal brand and skills development
Corporate – performance check-ins to get clear on what’s expected
Talent Development (South)
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
How you see yourself
How others
see you
Your personal
brand
Identify your personal brand identifiers – what words represent you?
What skills would better represent you?
What are the KPIs on your team and in your org by which performance is measured?
Personal Brand Framework
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Self-awareness Where your talents + interests + passions meet
opportunity Unclear about what skills you’re best at or are most
marketable How to develop skills and be recognized
Challenges
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Paid Search Data Analytics
Customer insights based on data, behavioral, and internal CRM
Marketing AutomationGenerate demand, plan out user paths and buying cycles to tighten conversions
Marketing Campaign ManagementMedia mapping and data integration of 1st, 2nd, and 3rd party data
App Optimization and Mobile Development
Top Skills of Modern Marketers
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Map – Skills Development
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Developing skills1. Start2. Repeat3. Improve
You need to do it to learn it
It requires at least 100 hours of learning and practice to acquire any significant cognitive skill to a reasonable degree of proficiency
Map
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
1. Cognitive skillDoing something well enough to produce a crude version of the desired behavior 2. Associative skillSmoothing out the skill to find and remove errors from execution 3. Autonomous skillContinuously and indefinitely improving
Stages of skill acquisition
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Self-directed career growth Vision Data Creativity Talent Development Skills
Key Message
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
@brightedge #share16
Compass and Map
The Digital Marketing Mind: The Psychology of Self Development @davelloyd1
Align Personal and Corporate Goals