Davis Filippell

🕺🏼 Marketing focused on *people* > 🧴 Marketing focused on *products* Your product will come through in the marketing, no doubt. But highlighting the experience of people, customers, fans, and consumers, makes the marketing have resonance, connection, and depth. Ideally, showcase your product by highlighting *actual users* Rather than building attachment with a product or experience, you want customers to build attachment with a person experiencing the product or experience. This is especially important when a product or service is difficult to visualize, like an insurance plan, a security system, or an entertainment experience at a sporting event. By showing people, you build connection with the audience.

💰 *Revenue Metrics* >> ✨ *Vanity Metrics* when evaluating success of digital marketing campaigns. Broadly speaking, Revenue Metrics are metrics that equate to engagement on *your* platform. Some examples of vanity metrics - Social media followers - Video views - PR comments Revenue metrics are metrics that contribute to the business success of your organization. - Conversions / purchases is the most direct one - App downloads (can lead to revenue) - Email addresses (can lead to revenue) By orienting your digital marketing campaigns with the goal to bring users from *other* platforms onto *your* platform, you can remain oriented on building value for *your* business, as opposed to building value that remains on other platforms.

Your personal brand is build on your *successes* 🏆, not your *responsibilities* 🫡 True when building your resume, articulating your work on your website/social profiles, and communicating your skills to potential employers or clients. It is important to highlight your responsibilities, e.g., - Sent email marketing campaigns - Managed social media accounts - redesigned branding of landing pages But it is *even more essential* to show your successes, e.g., - Drove 50%+ open rate on email marketing with improved targeting/segmentation - Grew social accounts 30% month over month through engagement with niche communities - Increased conversion of landing pages by 25% through stronger calls to action Adding #s to successes is a bonus!

♻️ Breaking long term deadlines into short-term checkpoints is essential in digital marketing as it allows you to *iterate* on your objectives. For example, regardless of the creative process that you put into a campaign (thought, energy, focus groups, etc), it is essential to test the campaign live in a small paid channel before you broadcast on TV, radio, or large digital channels. As a result, setting a small goal to get an initial campaign out the door and in front of audiences is an essential step in order for the larger campaign to see success. Furthermore, the small goal can potentially drive a different trajectory and/or lead to a new endpoint than you initially expected for the project itself!

🎯 Deep understanding of an audience > 💻 Ability to work a specific tool. Knowing how to leverage specific digital marketing tools is important, no doubt. However, the ability to understand an audience or a persona is what will differentiate you from others, enable you to introduce truly *original* ideas, and help you position yourself for more clients, projects, and leadership roles in the future. Digital marketing agencies follow this same approach. While they have experts that execute in different channels, the agency as a whole is often oriented around marketing toward a single persona. In addition, focus on a persona often informs what tools are most valuable. Younger demos may perform video/social. Older demos may prefer email.

☀️🔽 *Analyze your funnel every day* in order to monitor effectiveness of your digital marketing campaigns. When digital marketers do not know the daily effectiveness at each step in a campaign, you are leaving your success to chance. If you are just starting, build a manual dashboard in which each column represents a day and each row represents the next stage in your marketing funnel. Then, the first activity each morning should be to update the dashboard with the previous day’s data. From that daily data, you can identify the problem in any campaign, whether it’s the creative, the CTA, the product page, the checkout flow, or anything else.