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MARKETING IN THE DIGITAL AGE

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by

Nick Panayi

on 30 October 2014

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Transcript of MARKETING IN THE DIGITAL AGE

MARKETING IN THE DIGITAL AGE
@NICKPANAYI
NICK PANAYI
HEAD OF GLOBAL BRAND & DIGITAL MARKETING
It's ALL about the PEOPLE
having the right people should come FIRST!
smart-creatives
Digital Marketers combine technical depth, business savvy and creative flair
data sciences
journalism
SEO
marketing tech
creative agency experience
systems integration
sales programs
leads-to-cash processes
email marketing
database hygiene
ad-tech
design
(definition borrowed from Eric Schmidt - Google)
Multi-tactic, multi-touch campaigns
can bring together the best creative elements to help navigate the increasingly digital "buyer's journey"
smart-creatives
Digital Marketers combine technical depth, business savvy and creative flair
data sciences
journalism
SEO
marketing tech
creative agency experience
systems integration
sales programs
leads-to-cash processes
email marketing
database hygiene
ad-tech
design
(definition borrowed from Eric Schmidt - Google)
A foundational element of modern marketing is a high-performance
core analytics platform
...which ultimately feeds into your own
"big data" stack

for use in predictive modeling and marketing mix optimization
...BUT DON'T STOP at dashboards. They are a rear view mirror. By using
predictive modeling
you can build
"deal predictor"
capabilities. This allows sales to enter the buyer's journey earlier and better informed than the competition
Start with a single clear set of
definitions
across the entire

leads-to-cash cycle
. You'll need a single set of operating principles. Each company is unique
Full transcript