Date post: | 05-Aug-2015 |
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Marketing |
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(Digital) Marketing in my life & career
Renee Veldman-Tentori
When I was a 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
1980s/90s Communication
Penfriends
Personal Computers were just starting: Commodore 64, Atari, handheld - no internet
Relied on media and advertising blended
As a teenager
High school from 1988-1992
Walkmans, cassettes, Oakley, Billabong, Magazines, Books
Marketing: word of mouth, wanted what others had
Leaving school
Study options were limited by location
Posted job applications, via telephone book
1993: First computer with internet, called in sick to work
Traditional Media still reigned
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
early 2000'sI travelled & moved to UK. Huge phone bills. Emails/ Internet cafes.
World Trade Centre attacks: Travel industry affected
Websites starting, one way communication
2005-10: Bachelor of Business
Distance learning from Australia
Elearning advancements
Marketing degree included very little mention of digital marketing
2007: Social Media
Facebook invites from friends
Websites more common and becoming 2 way
Banner ads starting
2008: Started a business
First contract: BubHub.com.au (Advertising sales)
Started to speak on & specialise in social media/ digital marketing
Focus on Strategy
Early on realised the tools would change but the strategy and link to business/marketing plan & concepts were important.
INTEGRATED
Social Media Top 10 Tools
Included in ebusiness module
These don't change much over the years, but need to watch trends
Relevant B2B/B2C
“Social media & digital marketing skills are a superpower. They will amplify any integrated marketing campaign (or anything you have to
share with the world)”
Digital footprints
You are a 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/
Digital Marketingas a career
5 things I love
Fast
Measurable
Flexible
Creating Community
Level playing field
5 challengesShort attention span
Competitive
Customer Power & Expectations
Overwhelming
New frontier, few certainties
Some solutions
Skill-sharing: Elearning, Blogs, Conferences
Specialise: focus on a small area
Watch, analyse & learn (police, Tourism Australia)
Some examples
The Next Web Conference
Friends in big brands & blogs: Google, Adidas, Be A Fun Mum, Brisbane Kids
Its not about the numbers
Case Study: Stuff Dutch People Like
Blog
Social Media
Book
Brand
All integrated
Some trends2 way conversation
Community building
Mobile
Measurement
Elearning
Video & Visual
Storytelling
Sharing
My take on the textStatistics 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
– 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
Good luck on exam!
Questions?