Marketing lecture for The Hague University of Applied Sciences

(Digital) Marketing in my life & career

Renee Veldman-Tentori

When I was a child

Born in mid 70’s in Australia

Newspapers, radio, tv, magazines, post, in store marketing

Limited choice & no 2 way conversations except at purchase

1980s/90s Communication

Penfriends

Personal Computers were just starting: Commodore 64, Atari, handheld - no internet

Relied on media and advertising blended

As a teenager

High school from 1988-1992

Walkmans, cassettes, Oakley, Billabong, Magazines, Books

Marketing: word of mouth, wanted what others had

Leaving school

Study options were limited by location

Posted job applications, via telephone book

1993: First computer with internet, called in sick to work

Traditional Media still reigned

1990's: marketing/travel industry

1993: Job in travel agency, brochures, Galileo reservation system, AVIS, B2B

Late 1990s: personal selling, sales rep, using internet internally

early 2000'sI travelled & moved to UK. Huge phone bills. Emails/ Internet cafes.

World Trade Centre attacks: Travel industry affected

Websites starting, one way communication

2005-10: Bachelor of Business

Distance learning from Australia

Elearning advancements

Marketing degree included very little mention of digital marketing

2007: Social Media

Facebook invites from friends

Websites more common and becoming 2 way

Banner ads starting

2008: Started a business

First contract: BubHub.com.au (Advertising sales)

Started to speak on & specialise in social media/ digital marketing

Focus on Strategy

Early on realised the tools would change but the strategy and link to business/marketing plan & concepts were important.

INTEGRATED

Social Media Top 10 Tools

Included in ebusiness module

These don't change much over the years, but need to watch trends

Relevant B2B/B2C

“Social media & digital marketing skills are a superpower. They will amplify any integrated marketing campaign (or anything you have to

share with the world)”

Digital footprints

You are a brand

Every person & company has a digital footprint - what's yours?

Know how to manage it well

Image: https://employabilityandenterprise.wordpress.com/2014/06/03/cleaning-up-your-digital-footprint/

Digital Marketingas a career

5 things I love

Fast

Measurable

Flexible

Creating Community

Level playing field

5 challengesShort attention span

Competitive

Customer Power & Expectations

Overwhelming

New frontier, few certainties

Some solutions

Skill-sharing: Elearning, Blogs, Conferences

Specialise: focus on a small area

Watch, analyse & learn (police, Tourism Australia)

Some examples

The Next Web Conference

Friends in big brands & blogs: Google, Adidas, Be A Fun Mum, Brisbane Kids

Its not about the numbers

Case Study: Stuff Dutch People Like

Blog

Social Media

Book

Brand

All integrated

Some trends2 way conversation

Community building

Mobile

Measurement

Elearning

Video & Visual

Storytelling

Sharing

My take on the textStatistics mostly out of date and irrelevant

Web 4.0 is not a term widely used (terms change)

Social media IS Twitter, Facebook etc.

E-commerce is big (we focus on this in ebusiness)

Basic website/social media skills crucial

All about engagement & interaction

Potential in measurement & analytics

SEO changes too fast to focus on too closely

– Identify & understand your target market! - Learn the marketing theories & language - then apply it

“It's all about INTEGRATING advertising, promotion & marketing communications: no matter which

tool you are using.”

Summary

Twitter

@reneeveldman

www.zestee.comBlog

Good luck on exam!

Questions?