Mike Berry is a highly experienced
Digital Marketing Consultant, Trainer and Blogger. His career includes Procter
& Gamble, EHS (Havas), Wunderman (Y&R) and Head of Digital EMEA at Jack
Morton (IPG). Mike has worked with many of the world's top brands, in a career
spanning over 20 years. He is the author of 'The New Integrated Direct
Marketing' (Gower) and has over 5,000 Twitter followers.
You can see and hear Mike in many of the lessons in the Chatered Institut of Marketing Diploma in Digital Marketing, that we offer.
Achieve More.
Question 1: The main obsession with
marketers today seems to be digital and in particular Social Media. Is this
just the ‘next big thing’ or are we at the start of a new era of marketing and
communications?
Like all new platforms,
Social Media is getting a lot of hype currently. However there is already evidence
of a backlash, as CFOs ask: "Where is the ROI?" As the novelty wears
off, the new Digital channels will rapidly settle down alongside the old
channels as part of the integrated marketing
mix.
Question 2: Some companies think that
they should outsource digital marketing to ‘experts’. Is this a sensible
approach? What is the best way to implement a digital strategy?
With the current pace
of change, I believe it is important for Client Marketing Departments to keep a
firm grip on their digital activities. This means learning, getting training
and thinking about digital. Agency
partners should be brought in selectively to handle tasks which can't be
delivered with in-house resources, but they should be managed carefully by
'expert' digital marketing personnel who are on the payroll.
Question 3: Companies and consumers find it very
difficult to ‘cut through the noise’ – to get their messages across or to find
what they want. What can each group do to improve things?
Decide whom you need to
communicate with and what you need to say to them; plan all activity in a
single-minded manner to achieve this and only this. Set KPIs and measure against
them. If it works, do more. If not, try something different!.
Question 4: How significant will
‘mobile’ platforms and approaches become? And why?
Very important since
the technology is improving and users are increasingly choosing to access the
web via mobile devices, including smartphones and tablets. All marketers need
to be thinking mobile now.
Question 5: What advice would you
offer marketers and companies who want to take full advantage of the
opportunities provided by Digital Marketing?
Get high-quality
training
Find out about Social Media
and Mobile
Be aware of privacy
issues
Test,
learn, improve
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