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Ayman AlbarbaryHead of Digital Strategy – DM3
DM3 Institute
The Digital Skills Required for a 2015/2016 Marketing Team
“The Fox & The Grapes”
“Hate Situation”
IT Geek
Marketer
“A Global Dilemma”
90%Don’t Have Digital Skills
10%Have Digital Skills
Source:
“We Looked More Closely Into This”
“The Problem Doesn’t Stop at Skills Level”
Digital Thinking
“As The Song Goes…”
There might be 50 ways to leave your lover, but there are only
3 SKILLS to skyrocket your business in the digital sphere…
1st SKILL – Digital Analyst
“1st SKILL – Digital Analyst”
1. Explains the data2. Makes recommendations 3. Predicts business impact
“1st SKILL – Digital Analyst”
Why?Because we suck at data…
“1st SKILL – Digital Analyst”
I have two kids, at least one of them is a girl. What are the chances that my other kid is a boy?
BG GB GG
66%
“1st SKILL – Digital Analyst”
Website restructure for a big company
Stage Time On Website Avg. Pages Per Visit Bounce Rate
Before 2 Minutes 2 Pages/Visit 68%
After 6 Minutes 4 Pages/Visit 40%
“1st SKILL – Digital Analyst”
2nd SKILL – Digital Content
“2nd SKILL – Digital Content Marketer”
1. Understands customer needs2. Delivers strategic creation of content3. Paves the way for a sale
“2nd SKILL – Digital Content Marketer”
Why?Because our customers’ needs are outside
their awareness…
“2nd SKILL – Digital Content Marketer”
Professional Writer Digital Content Marketer
“2nd SKILL – Digital Content Marketer”
We want to promote a Greek Yogurt business;
‘Hey, new mom. Eat Greek yogurt, it’s good for you and
the baby!’
1
Did you know that a child can try a food 10-15 times
before it stops being ‘new’?
2
“2nd SKILL – Digital Content Marketer”
Shall I fire my writers?
Trust, but train and verify.
3rd SKILL – Digital Strategy
“3rd SKILL – Digital Strategist”
1. Connecting the dots2. Designs the brand digital voice3. Solve complex business problems
“3rd SKILL – Digital Strategist”
Why?Because brand positioning on digital is not
easy…You need a leader.
“3rd SKILL – Digital Strategist”A massage brand decides to run a promotion for 1 year. Asking you as a strategist, which one you choose? Why?
75% discount on all massage and Spa services
1
Get 30 minutes Balinese massage every-time you buy
90 minutes package
2
“3rd SKILL – Digital Strategist”
Strategist VS Agency
Strategist to manage and the agency to follow
“How big players reacted”
“Action Items”
1. Do we have the person with the right skills to analyze our digital data and recommend the right decisions?
2. Do we have the right resource to nurture our digital platforms with customer-centric content?
3. Do we have the right person to lead our digital vehicle?
“Action Items”
1. Do we have the person with the right skills to analyze our digital data and recommend the right decisions?
2. Do we have the right resource to nurture our digital platforms with customer-centric content?
3. Do we have the right person to lead our digital vehicle?
Questions?
Let’s connect
Ayman Albarbaryhttp://www.linkedin.com/in/aymanalbarbary@2mktg
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