Director - Technology / Digital Strategy Consultant
While traditional marketers and traditional IT people are still trying to think of new ways to avoid each other, the new era of digital marketing is bringing marketers and technology experts onto the same page to collaborate and work towards shared outcomes.
It’s critical that digital marketers have access to technology advisors that not only totally get marketing, but are driven by marketing outcomes and not just technology.
For me, digital marketing represents the cutting edge of technology and it seems natural having a foot in each camp. I’m just as comfortable advising and mentoring marketers on how to gain a digital advantage as I am leading a team of developers to deliver an entire technical solution.
My technology dimension brings to One Rabbit over 20 years in IT and software development gained right on the frontline with clients. Over 15 years have been exclusively in the online space.
Services & Specialisations
- Online Strategy
- Lead Generation & Nurturing
- Content Marketing
- Marketing Automation
- Information Architecture
- Software Design and Development
- Web Development
Articles Written by Conal
Activity-based metrics sit in tier 2 of my metrics hierarchy. Check out my article that explains my approach to metric tiers – “Metrics even the CEO may care about”. I suggested an approach to thinking about metrics as falling into one of three tiers. To recap, tier 1 is for navigation. These steer the marketing…
Most firms with a significant marketing function expect some kind of marketing report tabled at the board meeting each month? If you are a marketer preparing this report, do you ever feel it’s just a box ticking exercise? Perhaps the only reaction you get is a “please explain” from the CEO when the visits to…
In my article “The marketing metrics even the CEO might care about” I introduced the idea that a well-structured approach to analytics should be built around three tiers, with each tier providing a distinct view or purpose. I also suggested that analytics should be designed to support the marketing strategy and relying on just what…
Following on from part 1, I made a point that we can approach digital marketing either as a new medium, or a new paradigm. Failure to migrate our thinking to the new paradigm of digital means digital just looks like perhaps a new fancier and slightly more effective alternative to offline. As a new medium,…
We often get asked, how we apply our approach to digital marketing within large professional services firms. The question arises because we make no secret of the fact that the real power and opportunity in digital marketing is when it is highly targeted, underpinned by a narrow position, clearly defined personas, and very targeted messaging….
If you’ve ever been a regular Yellow Pages advertiser, the dilemma to renew your listing each year doesn’t get any easier. We’ve all been there! I’m tipping the results aren’t the no-brainer you wish it was! If you decide to sign on for another 12 months, it will be with some very real sense of…