Developing a new Marketing DNA

Paul Harrigan, Lisa Harris, Maria Jose Serres, Natasha Allden

Natasha Allden MSc Digital Marketing student. E-Commerce Project Manager. SharePoint MI Consultant. E-Recruitment business owner and e-enthusiast.

PresentersPaul Harrigan Lisa Harris• Lecturer in Marketing

• Programme Director for the BSc in International Marketing

• Research on impact of technology on marketing curriculum

• Current research project investigating use of Web 2.0 (e.g. social networks, blogs, web analytics) technologies on customer relationships in marketing

• Teaches Digital Marketing at the University of Southampton

• Programme Director for the MSc in Digital Marketing.

• Qualified e-tutor for the University of Liverpool online MBA.

• Currently developing workshops encouraging the growth of digital presence for career or business development.

María José Serres MSc Digital Marketing student, IT Engineer. Marketing Manager of an IT Company in Uruguay. Social Media enthusiastic, geek and tech addict.

Structure1. Up-to-date subject knowledge and skills

• Developing a new Marketing DNA

• Discussion

2. Excellent personal and communication skills

• Employability in the Marketing curriculum

• Discussion

3. The student perspective: María José Serres and Natasha

Allden

4. Summary

Up-to-date subject knowledge and skills

Background• At Southampton our research has focused on how

technology is driving marketing theory and practice

Major themes in Marketing practice today:

Renewed emphasis on the ‘customer’ Competing on ‘value’ Accountability of marketing

as a function Pervasive use of technology

In academia...• Is marketing theory, and education, reflecting this dominance

of technology?

• We are not sure that it is.

• Where is focused research on these phenomena?

• customer insight

• social networks

• web analytics

• search engine marketing

• These are the areas in which marketing graduates need to be

skilled

Web advertising grows from smallest to largest in 6 years

source: IAB (2010) PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC , March. N.B. WARC Recruitment data included from 2003

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TV Advertising

Web Advertising

Press Display

Direct Mail

Press Classified

Outdoor

Radio

£ millions

Data mining

Web analytics

Digital communications

Digital architec

ture

Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers

Statistics

Sources: Our own qualitative research plus www.prospects.ac.uk, IAB Report (2007), Guardian Report (2008), Internet world stats, Inside Careers: Specialist in Graduate Careers

Statistics

Marketeers Teachers Doctors0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

592,000

530,000

216,000

17,000 marketing students graduated last year

Test DNA model by survey – among marketing practitioners in USA, France,

UK, Australia and Holland2010-2011Today

Talking to marketing practitioners/academics in UK

Design DNA model

2008-2010

Talking to marketing practitioners/ academics in USA, France and UK

Refining DNA model

Report findings from talking to marketing practitioners

Research

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Findings....Marketing‘For us, marketing begins during production. It’s not about ‘selling’ as such –

it’s about involving the customer from the off’

‘I think technology has just given marketing the ability to do what it always

sought to – understand customers and make business easier’

Marketing education…

‘We are a big fan of employing graduates but unfortunately we aren’t

seeing the skills we need in marketing graduates – we’re employing a lot of

stats and IT graduates to do our marketing roles’.

‘For us, marketing begins during production. It’s not about ‘selling’ as such –

it’s about involving the customer from the off’

‘I think technology has just given marketing the ability to do what it always

sought to – understand customers and make business easier’

Marketing education…

‘We are a big fan of employing graduates but unfortunately we aren’t

seeing the skills we need in marketing graduates – we’re employing a lot of

stats and IT graduates to do our marketing roles’.

• ‘Marketing is about building customer insight’

• ‘We track everything a customer does. Yes, that’s to make sure they have a

good experience with us, but it’s also to make sure we know everything we

can about them to make and save us money in the future!’

• ‘The Internet has opened up the whole area of managing the customer

experience across channels, and it isn’t easy’

• ‘Marketing is about building customer insight’

• ‘We track everything a customer does. Yes, that’s to make sure they have a

good experience with us, but it’s also to make sure we know everything we

can about them to make and save us money in the future!’

• ‘The Internet has opened up the whole area of managing the customer

experience across channels, and it isn’t easy’

Findings... Customer-led Marketing

Findings... Value-driven Strategic Marketing• ‘We let customers pick and choose what they want for their money, even within one

product – we have to or we’d be left behind’

• ‘The best way to compete and to make the most money is to build a mutually-

beneficial relationship with customers over the long-term. That way you can react

to what they want quicker’.

• ‘Part of our marketing strategy is to work out the value of our different customers

and market to them accordingly’.

• ‘Of course building a brand is important, but we like to try to do that at the

individual customer level – just by providing a good service’

• ‘We let customers pick and choose what they want for their money, even within one

product – we have to or we’d be left behind’

• ‘The best way to compete and to make the most money is to build a mutually-

beneficial relationship with customers over the long-term. That way you can react

to what they want quicker’.

• ‘Part of our marketing strategy is to work out the value of our different customers

and market to them accordingly’.

• ‘Of course building a brand is important, but we like to try to do that at the

individual customer level – just by providing a good service’

Findings... Channels• ‘There are so many ways for customers to get our product

now, we don’t know whether we’re coming or going!’

• ‘Online is one channel and requires certain skills to manage, face-to-face is another that requires different skills, yet we have to present a united front across both’

• ‘There are so many ways for customers to get our product now, we don’t know whether we’re coming or going!’

• ‘Online is one channel and requires certain skills to manage, face-to-face is another that requires different skills, yet we have to present a united front across both’

Findings.... Data Driven Marketing• ‘Our marketing is built solely on data we have on the market

and on customers’.

• ‘In our business it’s all about the long-term. We just have to track every contact a customer has with us. Technology has helped us to do that and bring it all together. Of course, it’s not perfect, but we know that any slip ups and the customer will feel let down’.

• ‘Just knowing what customers are doing isn’t enough any more – you need to be able to predict what they’re going to do and we need data mining software skills to do that’.

• ‘Our marketing is built solely on data we have on the market and on customers’.

• ‘In our business it’s all about the long-term. We just have to track every contact a customer has with us. Technology has helped us to do that and bring it all together. Of course, it’s not perfect, but we know that any slip ups and the customer will feel let down’.

• ‘Just knowing what customers are doing isn’t enough any more – you need to be able to predict what they’re going to do and we need data mining software skills to do that’.

Findings.... Online and Offline Integrated Marketing Communications• ‘The whole point of us gathering and analysing data on

customers is so that we can communicate more effectively and efficiently with them’.

• We got some advice on how to make our online presence more ‘social’ and how important that is, and we’re currently thinking about where to go on that’.

• ‘Online affects offline and offline affects online – we’ve tried hard to makes these different departments in our business talk to each other so that there is a chance for it to feel that way for the customer’.

• ‘The whole point of us gathering and analysing data on customers is so that we can communicate more effectively and efficiently with them’.

• We got some advice on how to make our online presence more ‘social’ and how important that is, and we’re currently thinking about where to go on that’.

• ‘Online affects offline and offline affects online – we’ve tried hard to makes these different departments in our business talk to each other so that there is a chance for it to feel that way for the customer’.

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Research Outputs - Curriculum

50%

25%

25%

MSc Marketing Curriculum (Overall)

Analytics & Insight

Digital Communication

Value-driven Strategic Marketing

Research Outputs - Curriculum

33%

27%

40%

MSc Marketing Management

Analytics & Insight

Digital Communication

Value-driven Strategic Marketing

Research Outputs - Curriculum

67%

13%

20%

MSc Marketing Analytics

Analytics & Insight

Digital Communication

Value-driven Strategic Marketing

Research Outputs - Curriculum

40%

40%

20%

MSc Digital Marketing

Analytics & Insight

Digital Communication

Value-driven Strategic Marketing

Research Outputs - Curriculum

17%10%

13%20%

13%

27%

BSc International Marketing

Analytics & Insight

Digital Communication

Value-driven Strategic Marketing

General Management

Language

International Element

Excellent personal and communication skills

21st Century Careers (JISC, 2009)• Competition for employment in a global knowledge

economy

• Increased levels of self-employment and portfolio working

• Growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world

• Life within a networked society

• Blurring of boundaries between ‘real’ and ‘virtual’, public and private

• Increasingly ubiquitous use of digital technologies.

Employability skills• Employers are seeking high level skills of

communication and networking in their potential employees

• Today’s students are amenable to the increased use of technology for educational purposes, but the extent of their skills is very variable (Jones and Cross, 2009).

• It has been recommended that universities rethink their learning environment to improve digital literacy, among both staff and students (JISC Report, 2009).

• Online activities can facilitate a higher level of student participation, creativity and engagement that better meets the needs of employers

Graduate Passport Scheme

Digital Literacy• “Digital literacy is the ability to locate, organise,

understand, evaluate, and analyse information using digital technology. It involves a working knowledge of current tools and an understanding of how they can be used”

• “The active management of online activities such as collaboration, networking , reviewing, content creation and curation in order to “stand out from the crowd” in today’s job market”

www.lisaharrismarketing.com

www.delicious.com/lisaharris1

www.twitter.com/lisaharris

www.slideshare.net/lisaharris

www.uk.linkedin.com/in/lisajaneharris

“Life

-wid

e” a

nd “

life-

long

” le

arni

ng

Contacts

Experts

Teachers

Classmates Friends

Family

Coworkers

Synchronous Communicatio

n

Mobile Texting

Video Conferencing

Microbloging

Instant Messaging

RSS

Wikis

Blogs

Subscriptions readers

Podcasts

Social Bookmarking

Social Networks

Information ManagementLibrary/

Texts

Open CourseWare

Evaluating Resources

Scholarly Works

Locating Experts

Wendy Drexler (2008)

Southampton PLE Initiatives• Undergraduate Digital Marketing module – development of

online communities by student groups using blogs, Twitter, YouTube and Facebook (from 2008, assessed by oral presentation)

• Digital Presence Workshops for staff and students from 2009

• Student blogs to support personal tutor/tutee relationship from 2009

• Integration into Introduction to Marketing and Digital Marketing Communications modules from Sept 2010• Blog, Delicious, Netvibes

Potential scope of the PLETopic Current popular tools Comments

Accessing and cataloguing information

Google, Google Scholar, Delicious, Netvibes

Demonstrate how to source, rate and store relevant information

Collaboration and networking

LinkedIn, Facebook, Twitter How to build a network, online and offline

Commentary (ratings and reviews, feedback)

Forums The work of others that they will evaluate and which showcases your knowledge

Content creation YouTube, Flickr, Slideshare, Wordpress

Demonstrate creativity, writing and presentation skills

Managing online identities

LinkedIn, Facebook, Twitter, YouTube

Combine all of the above to develop digital presence/personal brand

A student perspectiveMaría José Serres – Natasha Allden

Mar

ía Jo

sé S

erre

s http://www.tinyurl.com/mjserres

Mar

ía Jo

sé S

erre

s

Mar

ía Jo

sé S

erre

s

Nat

asha

Alld

enBlogs – A Tool for Learning

Ideas

Amalgamation

Sharing

Exploring

Integratinghttp://www.efolio.soton.ac.uk/blog/na4g10/

Blogs – A Career Gateway

http://ebusinessjourney.wordpress.com/

Showcase

History

Future

Networking

An Ongoing Story

Nat

asha

Alld

en

#PLE_SOU

Thank you!Paul Harrigan Lisa Harrispaul.harrigan@soton.ac.uk l.j.harris@soton.ac.uk