What are the must-have marketing skills that will be in demand over the coming years? And how can marketers make sure they stay relevant? Starting from where it all began, we look at the incredible journey the marketing industry has been on, particularly the effects of technology, and what this means for both marketers and organisations now and in the future. Charles' Davies slides from our event hosted in partnership with Cancer Research UK.

1. The Modern Marketer
Charles Davies
www.linkedin.com/in/charlesiodavies
@bankholidays

2. History
Customers
Art & Science
Skills
Platforms
Modern Marketer
Specific Skills
CMO & CTO
Deliver w. Impact
Q&A

3. It all began with Ps. But how many?

5. “Most people think that
millennials are very demanding.
We’re just dreamers and go-
getters.”
- Seema Bansal, Cofounder of Venus ET Fleur
(Millennials are an example of customers with more power than ever – we need to more
than empathetic than ever, whilst behaving in a trustworthy way)

6. ‘..needs to be part artist and part scientist.’
‘..is no longer
channel specific!’
Todays Modern Marketer…
‘..needs to know when
to use traditional and
modern channels’
‘..is a
storyteller, trust
builder, and data
geek’
‘..is someone that
knows how to set up
the correct funnels’
‘..creates messaging
that educates,
entertains or
convince’

8. 1960’s
1970’s
1980’s
1990’s
2000’s
2010’s
Brand Image Segmentation
Advertising Targeting
Creative
Strategy
Direct
Marketing
Emotional
Marketing
Sponsorship
Marketing
Content
Marketing
Digital ROI
Marketing
Integrated
Marketing
Omni-Channel
Marketing
4 Ps
(Marketing has always been part art, part science)

9. The Modern Marketer is one that through
both (Art & Science), has an in-depth
understanding of their market and
customer and a detailed technology and
platform understanding in order to
utilise their (relevant) customer data in
the best possible way to optimise each
customers journey with your brand.
With the least amount of waste.

10. Source: eConsultancy 2014 data.
(Lean in (thanks Sheryl Sandberg), these should all be 100% in my opinion)

11. Source: eConsultancy, 2015 data.
Top 8 In Demand Skills

12. Digital
Marketer
- Tech Know
How
Traditional
Marketer
- Brand
Building
(Should a Modern Marketer really be known as one or the other?)

13. Modern
Marketer
- Tech Know How
- Brand Building

14. Manager Level
1. Give the customer what they
want: The ability to write
smart content & code
2. Engage the customer: Brief,
develop, produce or manage a
wide range of visual assets
3. Build a relationship with the
customer: Understanding &
ability to design and or
manage social media
4. Keep a relevant relationship
with the customer: Ability to
design & execute email
marketing (eCRM)
5. Know how to measure: Know how to
track performance & know key
metrics by channel - always
6. Be your own manager: Ability to
plan, operationalise & optimise
your own plans
7. Glean insights: Be able to read
data – and quickly make
recommendations on it
8. Ability to use software: Know how
to use all the internal tracking
tools, know their limitations &
how they work with others
9. Know where your customers go to find you, and understand how you can engage
them: Understand Google, Facebook, LinkedIn & Other Leading Platforms. From
SEM to SEO to Paid Social…have a knowledge (ideally working) of them all.
(Discussion guide only, list not exhaustive)

15. Snr. Manager Level
1. Know your tech: Detailed
knowledge of balance between
content & SEO impact
2. Provide inspiration: manage
team and/or agency for optimum
delivery of visual assets
3. Build a relationship with the
customer: 100% clarity on
social impact; share plans
across organisation (secure
buy in)
4. Improve customer experience:
Ability to build omni-channel
CRM plans & leverage to
improve customer experience
5. Improve ROI: Deep knowledge of
what actions optimise all channels
6. Manage beyond the team: Share &
optimise plans to leverage other
departments expertise; ensure
shared responsibility for shared
KPIs
7. Challenge insights: know your
data, understand costs, margins,
acquisition and engagement metrics
8. New initiatives: Know which tools
& services can help automate
marketing, drive better ROI,
improved data capture
9. Meet regularly with Google, Facebook and others to ensure best practice
adopted for your sector.
(Discussion guide only, list not exhaustive)

16. CMO Level
1. Have a vision: short & long
term objectives; communicate
with simple to use/understand
frameworks
2. Think long term: be able to
think at least 2-5 years
ahead, if not more
3. Leadership: lead by example
(know your team’s challenges),
inspire with stories & provide
solutions
4. Talk data: obvious
(hopefully). Use numbers
appropriately & regularly to
tell your performance story.
5. Be a growth expert: CPA by
channel, engagement by channel,
new channels, timing, using data
to get ahead. Know & apply.
6. Know your tech: third party or
proprietary; how they compliment.
Bring (CTO backed) recommendations
to the board.
7. Know digital inside and out:
navigate GA, Facebook Insights,
CRM reporting etc. Understand
tracking, targeting &
segmentation.
8. Lead change management: Offer
resource to test & learn at
minimal risk pre-scaling.
9. Network! Continue to build it and leverage it, especially around your
weaknesses.
(Discussion guide only, list not exhaustive)

17. CMO CTO
(Customer Experience should be co-owned)

18. Modern Marketer Checklist
Know your customer Know your market
Whilst…
Know your science Be able to create art
X-function collaboration Open mind to change
Lead with data Multi-platform understanding
Tracking expertise Deep tech understanding &
CTO partnership
Us not them culture Focus on customer experience

19. How can the Modern Marketer be more impactful?
1.
Know your
Customer
- They are
always on
2.
Be Responsive
- Tech helps,
but people
make
decisions
3.
Embrace
change & new
tech
- If not, you
lose
4.
Act as a
company, not
a department
- Everyone
should know
the customer
& how they
interact with
your brand

20. Q&A
Charles Davies
www.linkedin.com/in/charlesiodavies
@bankholidays