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TRANSFORMING MARKETING TEAMS FOR THE DIGITAL AGE
vietnamdigitalacademy.com
About MeDacey Calisura
vietnamdigitalacademy.com
The evolution of the marketing team
vietnamdigitalacademy.com
Shifts in consumer behaviour means one-way marketing is not enough
TV Print Direct mail Email SoLoMo
vietnamdigitalacademy.comTodd Ebert
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The old marketing structure is outdated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
vietnamdigitalacademy.com
We can no longer just chase customers, we have to attract them
Build relationships
One-way communications
vietnamdigitalacademy.com
3 things driving change
Data ContentTechonology
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
vietnamdigitalacademy.com
Marketing is traditionally siloed
vietnamdigitalacademy.com
A conceptual marketing team for the digital age
vietnamdigitalacademy.com
Types of people to recruit
Integrated brand marketers who own customer experience and execute strategy
EXPERIENCE EXECUTION
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
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
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
vietnamdigitalacademy.com
The T-shaped marketer
vietnamdigitalacademy.com
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
Thank Youwww.vietnamdigitalacademy.com
facebook.com/vietnamdigitalacademy dacey@vietnamdigitalacademy
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