Digital Marketing Skills That Your Team May Not Have

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


Why?Because we suck at data…


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%


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%


2nd SKILL – Digital Content

“2nd SKILL – Digital Content Marketer”

1. Understands customer needs2. Delivers strategic creation of content3. Paves the way for a sale


Why?Because our customers’ needs are outside

their awareness…


Professional Writer 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


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


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


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