Theory into practice: Essentials for a successful career in digital marketing

Presented by Lee Benning – 7th February, 2017

Why would you want to listen to me?•Working in digital marketing for 10+ years•Experimenting in digital marketing for 10 years before that•Learning always!!•Getting great results•Digital marketing consultant (brands, agencies, SME)•Full Member of Chartered Institute of Marketing•CIM Professional Diploma in Marketing•Google Partners Certified: Analytics & Adwords•Degree in Business with E-commerce

Brands I have worked with

+ more…. (Top Secret! Protected by NDA)

“As far back as I can remember, I always wanted to be…”

… a computer programmer (it seemed cool at the time)

So, when I left school

at 16…

• Learned to program, developed a love for IT• NVQ in Software Production (IT training

college)• BTEC National Diploma in IT (regular college)

• Got Internet at home, taught myself to build websites

• Dropped out of 2 Uni courses (BIT & computer studies) – didn’t teach anything I didn’t already know

• Wanted a challenge and an education• Enrolled in BA(Hons) Business with E-commerce

at SSU (2001)• Only studied one marketing module• Ran my own website, taught myself SEO + how to

analyse web stats

Starting out (no real

marketing backgroun

d)

• Worked at start-up: learned on the job • Wore many hats

• Sales, Marketing, Finance

• First in, last-man standing!• Offered job at Sony Europe head office in

Basingstoke (Online Marketing dept.)• Based on education (relevant degree)• + someone else had paid me to do a similar

job (experience)!• Had only ever been out of Southampton a

handful of times – almost said no (many excuses… truth = out of comfort zone)

“Your son made it mama”

Developing as a digital marketer

• Worked with some brilliant minds at Sony (big international marketing department)

• Learned marketing skills passively through meetings and email communications

• Asked questions: “Why do we do it that way?, How do we know if it is a success?”

• Understood that it’s the outcome that matters, not how you got there

• Developed processes to get results faster (hint: models and frameworks would come in handy)

• No room to develop career*, found new job

*but I did develop a lot of new skills

Digital marketing management

• Out of comfort zone – again!• Am I worth this amount of money? (Even

though I can easily do the job)?

• Prepared marketing plans• Theory, frameworks and models came in

handy here!

• Appointed digital agencies• Don’t rely on agencies for strategic

expertise• Rely on agencies for deploying tactics• YOU define how success will be measured

(no vanity metrics!!)

• Focused on results – that’s all MDs and CEOs care about

Like a boss

“A man who doesn’t spend time with his family can never be a real man”

Challenges faced and how to overcome them• Stepping out of comfort zone (what if I fail?)

• Commit to do something that is scary (public speaking, ownership of delivering a project… handing an assignment in on time) - you WILL do it

• Career development • Being held back by management• You will scare them - you will know things that they

don’t• Invest in yourself – it will pay off!

• Internal politics• It’s easier to ask for forgiveness, than it is to get

permission (Rear Admiral Grace Hopper, 1986)• Selling myself (hint: different message for different

markets)• Distractions (social media; turn off push notifications and

stick mobile in a drawer!)

Difference makers for my career

Starting out:• Relevant degree• Relevant side-project (running my own website)• Something to make me stand out from the crowd on my CV

(shortlisted for Season 1 of Dragon’s Den)

Stepping up into management:• Big brand(s) on CV• Relevant experience• Communication skills

Going solo:• Past results/testimonials (qualifications not so important anymore)• Network of contacts• Proven processes (hint: know your marketing frameworks!)• Professional development - sharpening the saw (Stephen R. Covey)

Important skills required today in digital• Data insights (drowning in data) [know what you want to measure ahead of time]• Mobile marketing (sales, lead gen, brand awareness, direct response marketing, geo-

targeting)• Social media + SEO - often outsourced

** Setting objectives and measuring success ** (theory and frameworks come in very useful here!)

“You don’t need to be an expert in everything, but be an expert in something - and have a good understanding of everything else.”

How to take advantage

of skills gaps and

start building

your network

• Start a blog + learn how to build and engage an audience (interesting CV talking point!)• Install Google Analytics, understand the data• Let your friends on FB know what you do (or

aspire to do)• Connect with classmates on social media• Follow and tweet to key influencers in your

chosen field (ego-baiting)• Connect with connectors• Add me on LinkedIn:

https://www.linkedin.com/in/leebenning

Reflections

A relevant degree will make you stand out from the crowd

01Relevant degree + relevant experience = gold!

02Take any job in digital marketing at start of career (experience)

03Stepping out of comfort zone = only way to grow

04Leaders care about results – not how hard you worked to get there

05Invest in continued development (personal + professional)

06

Recommended reading• Awaken The Giant Within, Tony Robbins (self-development)• Don’t Make Me Think, Steve Krug (usability)• Letting Go Of The Words, Janice (Ginny) Redish (user experience)• Cashvertising, Drew Eric Whitman (advertising)• Do The Work, Steven Pressfield (productivity)• SOSTAC® Guide To Your Perfect Digital Marketing Plan, PR Smith (marketing

planning)