digital marketing career: skills and plaforms
TRANSCRIPT
Sajjan Kanukolanu
Sajjan Kanukolanu
Digital Marke2ng Career: Skills & Pla8orms You Need to Know
Presented By:
Sajjan Kanukolanu
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”^
*h\p://www.theguardian.com/technology/2014/jan/13/smartphone-‐explosion-‐2014-‐india-‐us-‐china-‐firefoxos-‐android; ^ h\p://blogs.wsj.com/cmo/2014/08/25/cmo-‐today-‐amazon-‐prepping-‐ad-‐challenge-‐to-‐google/
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
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
Sajjan Kanukolanu
Sajjan Kanukolanu
Technology Delivers Digital Marke2ng
Source: h\p://inters2cia.com/
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, Twi\er, 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
Sajjan Kanukolanu
Sajjan Kanukolanu
Analy2cs/ Big Data
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:h\p://www.emc.com/
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
Sajjan Kanukolanu
Sajjan Kanukolanu
Standout w/ Soc Skills
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
Sajjan Kanukolanu
Sajjan Kanukolanu
Pla8orms
• Facebook • Google Products-‐ GA,
Adwords, Maps, Gmail • Bing Search • Linkedin • Twi\er • Demand Side Pla8orms • YouTube • Doubleclick
• Marketo • Hubspot • MailChimp • Adobe • Hitwise • Comscore • Compete • Salesforce • InMobi …
Sajjan Kanukolanu
Sajjan Kanukolanu
Great News
h\p://www.onlinemarke2ngins2tute.org/blog/2013/11/state-‐of-‐digital-‐marke2ng-‐talent-‐report/
Sajjan Kanukolanu
Sajjan Kanukolanu
Thank You Sajjan Kanukolanu GM, Posi2on2 @kvsajjan
sajjank