These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".

1. Upgrad webinar
5 Critical Skills for
Digital Marketing
Careers
Data driven marketing that works

2. Michael Leander – Twitter: @michaelleander
Let’s talk
“If the wind
will not serve,
take to the
oars.”
• Twitter @michaelleander and @UpGrad_Edu
• Use hashtag #michaelleander
• Instagram
https://www.instagram.com/michaelleander/
• LinkedIn, Facebook, YouTube, G+ - search for
“Michael Leander”

3. Retain
Customers
Target Marketing
Increase Spend
& Frequency
Build Brand
Loyalty
Build Customer
Relationship
Establish
winning position
Acquire New
Customers
Gain Customer
Insight
Increase Revenue
Focus on the end goal
- conversions, not traffic
- sales, not leads

4. Understand Your Digital Ecosystem

5. Michael Leander
5 Critical Skills for Digital Marketing Careers
Channel
agnostic
ROMI
focused
Experimental Approach
Study &
Apply

6. Improve productivity – work less !

7. 1) Be channel & media
agnostic
Work with GIDMA to achieve best ROI

8. Be media agnostic – don’t become a
channel evangelist!
Remember! Audience media preferences differ depending on purpose

9. Multichannel
marketers multiply
ROMI by 5, 10, 15

10. The consideration
Where are your customers and what do they use each channel for?
(remember ME Time)
Where do you need to be, and why?
Will each channel provide the ROMI you require?
Which channels are merely serving as support to other channels?
How do you measure?

11. 2) Be ROMI focused
Work with GIDMA to achieve better ROMI

12. MWRMost Wanted Response
- What do we want people to do?
- What do we want people to think?
- What do we want people to learn?
- How do we want people to react?
- What next step do we want them to take?

13. Understand key metrics
Cost of acquiring a new customer
Cost of acquiring a sale (transactional)
Cost of acquiring a QUALIFIED lead (MQL/SQL)
Cost of retaining existing customer base
Cost of Win-Back & Churn Prevention

14. AID+LIRA

15. What is your perception about
your current attribution?
Channel % spend Rate effectiveness
1 = low 5 = max
Solo or in
combination
% of customers
who prefer this
channel?
Use to:
Sell,
Educate,
Nurture,
Branding
Email marketing
Print ads
Social media
Telemarketing
outbound
Content marketing
Events

16. michael@leander.me @michaelleander / michaelleander.me /
Wallet Heart Influencers
Transactional Relational

17. EXPERIMENT

18. michael@leander.me @michaelleander / michaelleander.me /
Failure is a huge
part of your
success.
Build an objective
driven culture of
experimentation!

19. Constant experimentation helps
innovation evolve.
Reserve 10-15% of budget &
time for experimentation and
testing
Experiments can lead to
unexpected positive results

20. Explore different ways

21. Get 10 Facebook
friends to vouch for
you to get your
quick loan

22. YOUR APPROACH

23. Invest the time &
speak your mind

24. DIRECTION
- purpose
- strategy
- tactics
- execution
- measure
24

25. Evaluate your
options carefully
ØDecide based on hard data,
not assumptions
ØEvaluate benefits carefully
ØPay attention to details

26. Michael Leander
5 Critical Skills for Digital Marketing Careers
Channel
agnostic
ROMI
focused
Experimental Approach
Study &
Apply

27. Questions?
michael@michaelleander.me

28. michael@leander.me @michaelleander / michaelleander.me /
The purpose of marketing is to
acquire, convert, retain and grow
customers whom then in turn will
attract other customers through
referrals

29. michael@leander.me @michaelleander / michaelleander.me /
Strong beginning
Keep it interesting
Build to last
Worthy of share &
recommendation

30. THE
CUSTOMER
Experience
OMNICHANNEL
RELEVANCE EMPOWERMENT
Innovation
reflecting the
times we are
living in