The Lack of Digital Knowledge. BRAND:DIGITAL 2015 Kate Scott

Transcription

1 The Lack of Digital Knowledge BRAND:DIGITAL 2015 Kate Scott

2 What is Digital Marketing? Achieving marketing objectives through applying digital technologies Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Chartered Institute of Marketing

3 What it s Not Source: The Ultimate Guide to Explain Digital to Your Colleagues - Slideshare

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5 Learning Opportunities General Assembly (technical) HKU SPACE Postgraduate Diploma in Digital and Social Media Marketing Online learning What about the people recruiting these people?

6 What are you looking for? About the Role: Ensure high quality website and content management Develop and manage social media channels and create engaging content. Ensure effective measurement of online marketing campaigns; web traffic performance monitoring and reporting. Work closely with teams to ensure global and local content is optimized for SEO and desktop/mobile devices Work with other marketing teams to utilize the use of social media for digital campaigns.

7 Who are you looking for? About You: Degree in Marketing, e-commerce, Communications, Journalism or relevant discipline Minimum 5 years or above experience in website management, web content development and social media marketing. Experience with creative content writing on social media platforms Good knowledge with the new social media trends and SEO practices Fluency in written and verbal English and Chinese

8 Looks Impressive Providing support for all digital sales processes and products, including collaboration with other Account Executives and assisting with their digital sales efforts. Build digital content capabilities through the digital marketing of global sponsorships and by devising and delivering new partnerships with an emphasis on media platform. Providing direction for all digital vision and strategy, including the establishment of digital packaging and pricing, and process oversight of products, features and functionality.

9 But do they understand it? To create, develop and implement the strategy to increase leads or revenue from the internet Devising strategies to drive online traffic to the company website Tracking conversion rates and making improvements to the website Developing and managing digital marketing campaigns To plan and execute all webs, SEO, marketing database, and social media

10 Nice start Tertiary Education or relevant discipline. At least 7 years of relevant experience with proven track record in digital marketing management Strong leadership skills and hands-on marketing capability Strong customers relationship and connection with well known local and regional publications Experience in media sales preferred Strategic thinking with initiative and drive to make things happen

11 But does this person exist? Extensive market knowledge and strong project management skills Strong communication skills and fluent in written and spoken Chinese and English Applicants should have working knowledge of digital products, as well as Microsoft Office programs Expertise in and knowledge of online advertising and media planning Experience in Mobile App Development: iphone, ipad, Android and other smart phone application Basic knowledge of HTML and video production is preferred

12 Does the hiring manager and HR understand what s needed?

13 What s the solution? Conferences Workshops Seminars Digital industry events Mentoring Projects Online courses D+D and other industry groups Universities Some recruitment agencies Training groups such as General Assembly or Hyper Island