transforming teams for the digital age
TRANSCRIPT
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TRANSFORMING MARKETING TEAMS FOR THE DIGITAL AGE
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vietnamdigitalacademy.com
About MeDacey Calisura
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vietnamdigitalacademy.com
The evolution of the marketing team
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vietnamdigitalacademy.com
Shifts in consumer behaviour means one-way marketing is not enough
TV Print Direct mail Email SoLoMo
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vietnamdigitalacademy.comTodd Ebert
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vietnamdigitalacademy.com
The old marketing structure is outdated
Marketing teams need to be nimble and have a structure based on changing consumer relationships and behaviours
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vietnamdigitalacademy.com
We can no longer just chase customers, we have to attract them
Build relationships
One-way communications
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vietnamdigitalacademy.com
3 things driving change
Data ContentTechonology
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vietnamdigitalacademy.com
Philips conversation engine
Remodeled entire marketing department to focus on owning conversations
Brought their agencies and production partners in-house
Marketing KPI’s were closely linked to content approach
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vietnamdigitalacademy.com
Marketing is traditionally siloed
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vietnamdigitalacademy.com
A conceptual marketing team for the digital age
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vietnamdigitalacademy.com
Types of people to recruit
Integrated brand marketers who own customer experience and execute strategy
EXPERIENCE EXECUTION
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vietnamdigitalacademy.com
Types of people to recruit
Integrated brand marketers who own customer experience and execute strategy
Producer/editors who can produce content and execute on all channels
EXPERIENCE EXECUTION
CONTENT PRODUCTION
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vietnamdigitalacademy.com
Types of people to recruit
Integrated brand marketers who own customer experience and execute strategy
Data scientists/miners who can dissimentate data into actionable insights
Producer/editors who can produce content and execute on all channels
EXPERIENCE EXECUTION
DATA ANALYSTS
CONTENT PRODUCTION
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vietnamdigitalacademy.com
Types of people to recruit
Integrated brand marketers who own customer experience and execute strategy
Business Analysts and consultants who know how to build business solutions / processes
Data scientists/miners who can dissimentate data into actionable insights
Producer/editors who can produce content and execute on all channels
EXPERIENCE EXECUTION
DATA ANALYSTS
CONTENT PRODUCTION
TECHNOLOGY INTEGRATORS
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vietnamdigitalacademy.com
The T-shaped marketer
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Managing the talent gap
TRAINING OF DIGITAL SKILLS NEED A TOP DOWN APPROACH
PROVIDE OPPORTUNITIES TO UP-SKILL & CROSS-SKILL TO CREATE BREADTH
HIRE FOR ATTITUDE & PASSION
CONTINUOUS LEARNING
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Thank Youwww.vietnamdigitalacademy.com
facebook.com/vietnamdigitalacademy dacey@vietnamdigitalacademy