{"id":246,"date":"2017-02-21T09:59:44","date_gmt":"2017-02-21T09:59:44","guid":{"rendered":"http:\/\/blogs.bath.ac.uk\/research-marketing\/?p=246"},"modified":"2017-11-01T13:55:30","modified_gmt":"2017-11-01T13:55:30","slug":"digital-marketing-mba-masterclass","status":"publish","type":"post","link":"https:\/\/blogs.bath.ac.uk\/knowledge-exchange-and-research-impact\/2017\/02\/21\/digital-marketing-mba-masterclass\/","title":{"rendered":"A brave new world: Digital Marketing MBA Masterclass"},"content":{"rendered":"

I\u2019ve only recently joined the Research Marketing team but have been at the University for a couple of years now. One of the advantages I\u2019ve found from working here is having a wealth of academic knowledge in such close proximity, and easily accessible. So when I heard that the School of Management was running a free MBA Masterclass in Digital Marketing <\/a>how could I say no?<\/p>\n

After work on Tuesday I made my way over to the Executive Development Suite<\/a> in The Edge (very nice, I recommend you take a peek) to see \u2018Seven Pillars of Digital Marketing\u2019 by Don Lancaster<\/a>, Teaching Fellow and Doctoral Researcher.<\/p>\n

I\u2019ve pulled out some highlights and my favourite facts from Don\u2019s talk below, and you can watch the recording of the Masterclass in full at the end of the post.<\/p>\n

Current marketing landscape<\/strong><\/h2>\n

Don started his talk by laying out the landscape: 50% of all advertising budget worldwide is spent on Digital, and the biggest growth sector is mobile. Spending on mobile marketing has gone up 44% in the last year alone.<\/p>\n

We all know that our websites have to be mobile friendly (bounce rates of non-mobile websites are 85 \u2013 90%) but there is much more to mobile than just your website \u2013 text, email, apps and geo services are all key to fully utilising the Mobile channel.<\/p>\n

Audience<\/strong><\/h2>\n

With digital marketing we are now talking to \u2018Digital Natives\u2019 \u2013 Generation Connected, Gen C, the YouTube Generation. These are people who probably can't remember the 90's and will never know what it\u2019s like to only have one hour of internet each day.\u00a0Gen C are digitally savvy, constantly switching devices and multi screening throughout the day; but only have an attention span of seven seconds.<\/strong><\/p>\n

Big data<\/strong><\/h2>\n

Now, being a millennial and a marketing professional I consider myself pretty clued up on the ways of the web, but this section of Don\u2019s talk made my eyes widen.<\/p>\n

As regular web users we all know and accept that our activity online is tracked and used to sell us stuff, but do we really know how much information is being gathered \u2013 and how many people it is being sold to?<\/p>\n

Along with our searches and web history, they collate and connect many different sources of information including: IP address, Census data, where you work, ATMs you use, your GPS location, train stations you travel from, how long you spend in the gym, your shoe size\u2026 and that\u2019s only the beginning.<\/p>\n

With one search or page visit, you give away almost 600\u00a0snippets of information about yourself. But how many of us only make one search or visit one page a day? I just checked my history, and yesterday I visited around 80 sites - and that's just on my work PC. If we double that (at least!) for my phone that means yesterday<\/strong> I gave away around 108,000 snippets of info about myself <\/strong>(including\u00a0the fact I like The Lion King, Buffy the Vampire Slayer, and am searching for a new lunchbox<\/a>).<\/p>\n

In total across the net over 1.8 trillion pieces of information<\/strong> are recorded every day<\/strong>.\u00a0In numbers that's 1,800,000,000,000<\/strong>.<\/p>\n

For a sense of scale, here is what 1 trillion stars in the Andromeda galaxy looks like<\/a>. Double that, and you\u2019re pretty close\u00a0to the number of pieces of information that is gathered on people including you and me. Every. Single. Day.<\/p>\n

What is digital good for?<\/strong><\/h2>\n