{"id":21818,"date":"2022-12-08T00:40:38","date_gmt":"2022-12-08T00:40:38","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/"},"modified":"2022-12-08T00:40:38","modified_gmt":"2022-12-08T00:40:38","slug":"how-to-become-a-smarter-digital-marketer","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/","title":{"rendered":"How To Become A Smarter Digital Marketer"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/www.trinityp3.com\/wp-content\/uploads\/2022\/07\/29.07.22-2.jpg\" loading=\"lazy\" \/><\/p>\n<div>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/jameslawrenceoz\/\" class=\"external\" target=\"_blank\" rel=\"noopener\">James Lawrence<\/a> is the co-founder and chief marketing officer of Rocket, a leading Australian digital marketing agency. He is also the co-author of the best-selling business book, Smarter Marketer. James shares his story from graduating as a lawyer from UTS to co-founding, with his brother David, the web building agency The Web Showroom, which transformed into Rocket in 2017. The book they wrote together is the culmination of their experience and insights across more than a decade of digital marketing for some major brands and provides 11 golden rules to help in-house marketers thrive in an ever-changing digital world.<\/span><\/p>\n<p>You can listen to the podcast here:<\/p>\n<p><iframe loading=\"lazy\" data-lazy=\"true\" data-src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/1299811615&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p>Follow Managing Marketing on\u00a0<a class=\"external\" href=\"https:\/\/soundcloud.com\/managing-marketing\" rel=\"noopener noreferrer\" target=\"_blank\">Soundcloud<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/managingmarketing.podbean.com\/\" rel=\"noopener\" target=\"_blank\">Podbean,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz\" rel=\"noopener noreferrer\" target=\"_blank\">Google Podcasts,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/tunein.com\/podcasts\/Business--Economics-Podcasts\/Managing-Marketing-p1275737\/\" rel=\"noopener noreferrer\" target=\"_blank\">TuneIn<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Stitcher,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Spotify,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/podcasts.apple.com\/au\/podcast\/managing-marketing\/id1018735190\" rel=\"noopener noreferrer\" target=\"_blank\">Apple Podcast<\/a>\u00a0and\u00a0<a class=\"external\" href=\"https:\/\/music.amazon.com\/podcasts\/5e7b205c-81c9-44e0-aa1d-d2ce504c6048%E2%80%8B\" rel=\"noopener noreferrer\" target=\"_blank\">Amazon Podcasts.<\/a><\/p>\n<h3>Transcription:<\/h3>\n<p><strong>Darren:<\/strong><\/p>\n<p>Welcome to Managing Marketing, a weekly podcast where we discuss the issues and opportunities facing marketing, media, and advertising with industry thought leaders and practitioners.<\/p>\n<p>Today, I\u2019m sitting down with James Lawrence, Co-founder and Chief Marketing Officer of Rocket: a leading Australian digital marketing agency, and also, the Co-founder of the best-selling business book, Smarter Marketer. Welcome, James.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Darren, thank you so much for having me.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Well, James, I\u2019m very curious because I discovered that you actually are a graduate from UTS in communications, which made sense. But you\u2019ve also got a law degree. How does a lawyer end up running a leading digital marketing agency?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>It\u2019s a fair question, Darren. Yeah, I describe myself often as a failed lawyer. Failed in being a lawyer, maybe not so much generally speaking. Yeah, so I finished high school, was kind of strong at English and history and all those types of things and got a reasonable mark. And mum and dad said you should go into law. I was kind of leaning more towards an arts degree at Sydney uni.<\/p>\n<p>I studied law and essentially, my brother who I\u2019m now in business, and Gary who I\u2019m also in business had a website development agency back in the day in the early 2000s. Got a call one day from Dave saying, \u201cWhat do you know about internet marketing?\u201d I said, \u201cAbsolutely nothing.\u201d He said, \u201cGreat, you\u2019ve got a job.\u201d<\/p>\n<p>It was I guess, a precursor to Amazon. It was an eCommerce side early days being built to essentially sell DVDs and CDs online, lots of money coming out of England to build it up with ambitions to sell it. They had a 20-year-old internet marketing manager named James Lawrence in charge of seeing budgets; budgets which I pretty happily take charge of now.<\/p>\n<p>We were signing off on big orders in Yahoo and a bunch of different places. And that went belly up probably partly as a result of having an unqualified 20-year-old law student running the marketing. But yeah, I loved the space. It was growing, it was changing.<\/p>\n<p>So, I set up a little internet consultancy to get me through uni really just to kind of pulling beers at the Wentworth Park Greyhounds, which is what I was doing prior to that and yeah.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Clearly, the love has continued because you\u2019ve managed to successfully transition \u2014 this is what? Now, the second agency business that you\u2019ve set up actually with your brother David, isn\u2019t it?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, correct. I graduated uni in 2004 and did a year overseas actually as part of my legal career. Came back, was looking for jobs here and he said, \u201cCome on, let\u2019s have a crack at a business.\u201d And so, we built a cloud-based content management system, launched a business called The Web Showroom, and scaled up really quickly.<\/p>\n<p>We were predominantly doing kind of quick and easy websites. We bolted on SEO, Google ads type offering in an online marketing division, just given the, I guess, the previous experience there. The business grew pretty quickly, kind of did really well on the BAW and Deloitte kind of growth awards and ran that business really well from the kind of 2006 through to the mid-2010s.<\/p>\n<p>It just became difficult, the website of the business. Kind of WordPress was really taking off. It was pretty hard to run a reasonably small proprietary cloud-based CMS in Australia. In the Australian market, the marketing side of the business was doing really, really well. So, we kind of took that and span that into Rocket, which we launched in 2017.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Now, you said failed lawyer, but there must be parts of that legal training that you find just pop up every day in running a business, everything from understanding contracts and really the way that the law works. I mean, it wouldn\u2019t be seen as a wasted effort, would it?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>No, I don\u2019t think so. I think yes and no because that was always drummed into me. It did law, do a degree, it\u2019s very practical. It\u2019ll help you wherever you go. I think that\u2019s true to an extent. I think when you study to be a lawyer, it changes the way you think.<\/p>\n<p>I think you do become a kind of looking at two sides of an equation, you can become quite black and white on things. In the early days of the business, it was kind of hey, you\u2019re the lawyer, review the terms and conditions, review the contracts with suppliers and the contracts that we would have with clients.<\/p>\n<p>But honestly, I enjoyed the public side of the law, like if I would\u2019ve gone into criminal law or international law, the contract stuff, I didn\u2019t like it. I don\u2019t think I was overly good at it. So, I\u2019m really happy to defer all legal matters to the law firm that we use. And I think I\u2019ve almost had to deprogram my brain to actually be a marketer and a business owner as opposed to being a lawyer, to some extent, yeah.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>It\u2019s interesting you said that because the law is one of those professions that people either go into for the sort of satisfaction, but also the money. I mean, everyone knows that commercial is where the money\u2019s at and that crime doesn\u2019t pay.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Correct. I was working for the really successful drug dealers and blackies, your petty traffic offences and whatnot, not so good. I found myself surrounded by lawyers. My brother is a barrister, the other brother, and my friend like we\u2019ve met is a barrister and I\u2019ve still got a lot of friends from uni. So, I still feel I get exposed to the space.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Now, how would you classify you talked about how Web Showroom was the early days of building websites, whereas Rocket\u2019s much more about marketing and using digital marketing. For people to get a good sense of what the difference is between the two from your perspective \u2014 clearly, websites are still a part of an organizational brand\u2019s digital presence. But what\u2019s the focus now?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, for sure. I think for us, it was just a case of specialization. We\u2019re not a huge agency. We\u2019re about 50 staff in total. Really hard, you can kind of specialize in different ways, whether you go on vertical specialization or whether you go into a kind of a subject matter or product or service specialization.<\/p>\n<p>And for us, with the types of clients we work with, we just felt we couldn\u2019t be great at building websites and then also, be great at running performance media, running SEO, those types of things.<\/p>\n<p>So, for us, we just made the decision to stop doing any web dev from scratch. Obviously, we jumped into the tools, we got a small dev team that\u2019ll work with clients to make SEO changes. But for us, we\u2019ve \u2026 and I think over time, it\u2019s kind of funny, we\u2019re doing less and less as an agency where we\u2019re really focusing heavily into Google.<\/p>\n<p>So, that\u2019s SEO for clients with organic needs, Google ads and that kind of suite, a lot of paid social as well, and then doing bits and pieces in order to kind of help clients in those channels. We\u2019ve got a creative team. We do bits and pieces with automation and email marketing. But fundamentally, it\u2019s SEO, Google ads, and paid social at the moment.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Now, is this transition part of what triggered the idea for you and David to co-author this book, Smarter Marketer? Is it that sort of the lesson of going from yes, you\u2019ve got your website, but how do you actually generate a return on investment from your marketing activities?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, for sure. Like probably it was around 2013-14, every month, we\u2019d have issues with the website side of the business. It\u2019s difficult to make clients happy. It\u2019s hard to scope \u2026 it\u2019s essentially the same thing as being a builder of a house. It\u2019s kind of a thankless task to some extent.<\/p>\n<p>Profit wasn\u2019t great. If there was anything at all, the marketing side of the business was attractive, with happy clients, making good money out of it. We had about a hundred staff at the time and so how do we change?<\/p>\n<p>Like how do you move a business of \u2026 it\u2019s not the biggest business in the world, but still, we\u2019re a family business, independent business, and how do you kind of make the transition. And so, we worked quite closely with a Canadian consultant called Blair Enns, who does a lot of consulting for creative agencies, and digital agencies around the world.<\/p>\n<p>Worked with him and it was all about specialization, narrowing your focus, leading into what you\u2019re good at, and then building partnerships and referrals to suppliers where you might not be as strong. And that\u2019s part of working with him, is like you\u2019ve got to codify your knowledge. You\u2019ve got put down in writing what is your perspective, what\u2019s your perspective on marketing.<\/p>\n<p>And by that point, we had a lot of experience. We kind of had been doing it since 2001 kind of almost when Google was coming to Australia, in terms of Google ads. Google wasn\u2019t the kind of number one search engine at the time. It was LookSmart, it was a bunch of platforms that have come and gone.<\/p>\n<p>And so, for us, it was, we didn\u2019t want to write the equivalent of a Facebook guide or how to do Google ads in 2015, 2016. We wanted it to be a piece that would stand a test of time and that maybe not in 30 or 40 years, but just genuine principles that would guide an in-house marketer to help them generate better results.<\/p>\n<p>We put a framework around what they\u2019re doing because, for us, the early stages of digital kind of weren\u2019t even marketing like it was a very technical pursuit. Almost just being there was enough, like it was we\u2019re trying to convince businesses to buy Google ad space, not to kind of optimize and beat the competition.<\/p>\n<p>It\u2019s like, hey, take some budget out of Yellow Pages and move it into Google. And by the time of writing the book, that wasn\u2019t the truth anymore. Like it was the old school marketing tactics, things that have worked for \u2026 and I think one of the opening chapters of the book is about an account manager walking across the agency floor, reading out excerpts from this book.<\/p>\n<p>And it was all about split testing, ad copy, how busy your prospect is and how they\u2019re time-poor and the importance of cutting to the chase and copy. And we were kind of like, yeah, like what\u2019s the point of marketing because the book was written in 1923.<\/p>\n<p>And we\u2019re like hang on, this book, which is almost 100 years old is encapsulating a lot of the stuff that we\u2019re doing as a digital agency now and I think for us, we\u2019ve got to that point where digital marketing is kind of just marketing.<\/p>\n<p>Yes, there are some differences in terms of technical stuff that is super important to get right. So, we try to put together a piece that would stand the test of time, but also, take into account that the landscape is different with digital than what it has been traditionally.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Yeah, I think one of the interesting things from my perspective is that in the very earliest days and I\u2019m talking the last part of the last century, digital was all about this idea of interactivity and being able to at scale, have personalized conversations and engagement with customers.<\/p>\n<p>At some point, around sort of 2005 to 2010, and I think it was with the rise of Facebook, social media suddenly was pushing at scale and becoming just another advertising media.<\/p>\n<p>That this idea of being able to specifically target and engage a particular audience around what they\u2019re interested in disappeared to just blast it out to as many people, which suddenly put digital advertising on the same level as traditional broadcast or newspapers or any other type of advertising.<\/p>\n<p>It was just about the numbers rather than about that powerful ability to target individuals. I always thought that that was partly driven by the investors who just wanted to see big numbers, rather than a loss of sight of what the technology can actually do. Did you have a similar feeling?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, I think so. I think it was really interesting you said that. The Facebook rise around that period changed what we did as a business. Like up until then, it was all intent-driven marketing a lot. It was SEO and Google ads. And then how do you optimize a landing page in a website to increase conversion rates.<\/p>\n<p>And then the pitch to clients was classic wasting half of the marketing spend, I just don\u2019t know which half. Digital can solve that for you. Give me 50 grand for Google ads in a month, I\u2019ll push 10,000 visitors to your website. We\u2019ll get X number of leads, we\u2019ll track the sales and if the sales outweigh the 50 grand, we\u2019ll just put more in next month.<\/p>\n<p>Quite linear, more technical in nature and less competition. I think things didn\u2019t have to be done down to one per cent. And then kind of Facebook burned the ad platform kind of then caught up. Obviously, those platforms are all about user growth and time and platform, essentially just selling eyeballs.<\/p>\n<p>And then we started to look at remarketing Google and stalking users around the web with ads that \u2026 we\u2019re not trying to buy tennis shoes, throw tennis shoes, and then social targeting got better and it did kind of flip the switch. And I think as we\u2019ve seen, you\u2019ve kind of got all of these providers now contesting the digital media budgets.<\/p>\n<p>You\u2019ve got traditional agencies, advertising agencies, which is just sort a foreign space for us, like you and I have spoken because our perspective, is you come from this performance digital viewpoint. I think we used to basically just look down my nose kind of the idea of awareness and brand campaigns and I was like running vanity metrics.<\/p>\n<p>And these agencies are hiding behind these things that don\u2019t work and have come full circle on that. Which is now in order to have great demand generation campaigns and lead gen campaigns working, you need to have always-on brand stuff whether online or offline. And we just see clients that invest in long-term marketing and advertising strategies are the ones that get the best return from their performance budgets as well.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Yeah, I think it\u2019s McKinsey talking about the full funnel. This idea that \u2026 because performance marketing, as you said, was really at the bottom of the funnel there, that you already had people that were in the market, they were searching through search engines like Google. They were online looking for the options because they were already aware at the top, they were in consideration.<\/p>\n<p>But I think a lot of performance marketers have started to realize that Google will only deliver the same sort of group of people at any particular time because they\u2019re not filling the top of the funnel. So, if that\u2019s your sector, you need to be contributing to filling that funnel.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Totally. We\u2019ve got statistics about everything, and actually, it\u2019s in the book, is that in any \u2026 and this is obviously an average, but in any given market, 97% of people in that market aren\u2019t in the market.<\/p>\n<p>So, the idea that \u2026 and we\u2019ve seen that well before digital, the car manufacturers, whether they\u2019re marketing to kids into 20 something, you know, they\u2019re not going to buy the car until they\u2019re 40 or 50 \u2014 Google\u2019s research around parts to purchase in cars, in auto is that it\u2019s 900 touch points from when you start the purchase to when you actually go through with it.<\/p>\n<p>And we see it again, like with the channels \u2026 we still need to work on the funnel, Google, SEO, Google ads \u2014 that stuff still plays a role, sure. But a lot of the work we\u2019re doing in LinkedIn in terms of paid social, even in things like Facebook, and YouTube, they\u2019re not on the funnel channels typically. Like there are channels that you will get your best long-term return if the content, the messaging is meeting people at that top of the funnel type area.<\/p>\n<p>We see it ourselves back in that period, you\u2019re kind of referencing, that 2006 to say 2013, it was a different business, but we were spending quite significantly on Google ads at the time. And every month, I just know what it was. I\u2019d spend X amount of money, I\u2019d get 300 leads. I could make X amount of sales. Every month would always be the same and maybe one click, speak to someone, he said a quick yes\/no.<\/p>\n<p>There\u2019s no client and we are working with higher-end clients now, but I reckon 5 to 10% of the time that would be the journey to work with Rocket. It\u2019s now, I come to your website, I read some content, signed up for your newsletter, saw you speak at an event, heard you on a podcast, and read your book. It\u2019s just this multi-touch. So, for us, it\u2019s about how we go out there and build a relationship with marketers, and then when the time\u2019s right, they\u2019ll come to us.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>And that\u2019s one of the things you do highlight in the book that marketing is about that multi-touch. And while a lot of people talk about the customer journey to purchase, in a lot of categories and especially B2B, it\u2019s never linear.<\/p>\n<p>It can be such a random process because they\u2019re really in a curiosity phase. They\u2019re trying to solve a problem that they have or a desire that they have or an opportunity that they have. And so, to be able to sit there \u2026 I always love customer journeys that are nice and linear and logical, and I go \u201cYou really don\u2019t understand human beings, do you?\u201d<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah. And I still don\u2019t mind the funnel. We\u2019ve got flywheels, you\u2019ve got all these different depictions. I don\u2019t mind it in the sense that it\u2019s illustrating the fact that there\u2019s a certain activity that should be done without the intention of making a sale and certain activity that should be a bit different.<\/p>\n<p>But that\u2019s right. Like we do a lot of work in B2B and we\u2019ll have a marketing manager come to us, I\u2019ve got great news. Sales aren\u2019t great this quarter, so I\u2019ve just got an extra 80 grand to pump into a demand gen campaign because we need sales. And the response is that\u2019s great, but you\u2019re selling a seven-figure software and it\u2019s a three-year lead journey from when someone might be thinking of signing off on the system to actually procuring it.<\/p>\n<p>And the idea that you\u2019re going to miraculously force your clients\u2019 hands down that path and fast-track something that will take years, it\u2019s just not how the journey actually works. So, I think it\u2019s flipped.<\/p>\n<p>We always talk to clients about in the 70s and 80s, if the seller had all the power and life insurance sales and walked door to door, and if you walked into a car dealership, the sales rep had all the collateral and then had the pricing, and they had all the power and it\u2019s flipped.<\/p>\n<p>The internet has made it so that as customers, whether in a B2B or B2C context, we do a lot of our research, a lot of our consideration before we even picked up the phone or fill out a form. So, if you try to only get rich people once they\u2019ve already made up their minds, then you\u2019re probably not even going to be on the panel to be procured.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Yeah, probably, my science background, I think of the funnel as a particle accelerator shaped like a funnel, and that the consumer is like a cloud of electrons. So, they\u2019re buzzing around and when you turn on the funnel, it\u2019s all about trying to encourage as many of those electrons down the funnel as you can. But like good quantum particles, they can appear anywhere at any time and in any state and you have no control over that whatsoever.<\/p>\n<p>And that\u2019s what I like about it, is that it constantly reminds us that no matter how we build these models, there\u2019s always a huge amount of uncertainty. And at best, we are trying to provide an influence and an encouragement rather than people being able to control them to go A, B, C, D, cash register rings.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>And that\u2019s it. And I think that\u2019s the right approach, which is, generally speaking, we need to provide people with a pathway and a journey. Some prospects are going to go through that super quick because something happens in their business and they need to make a change or hire something or fire something or whatever it might be, and other users are getting on a very different journey. But generally speaking, there is a kind of a process or a framework.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Now, there\u2019s another thing in the book that I really enjoyed, and that was the idea that from the point of view of marketing, in many ways, marketing strategy is still the same. The underlying strategy and the philosophy of marketing are still the same. And you sort of alluded to that about a book written half a century ago had had similar disciplines and philosophies.<\/p>\n<p>But that people seem to get confused about tactics and channels, and I\u2019m just wondering if, in the digital age, that\u2019s actually been exacerbated by something you mentioned earlier, which is how technical digital marketing started out being and continues to have that sort of high level of technicality and language that often holds marketers at arm\u2019s distance from what\u2019s actually going on?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Well, great question. Yeah, I think I\u2019m a humble digital marketer. We\u2019re good at the channels that we operate. And I don\u2019t pretend to be a marketing strategist. If you put me into an ASX-listed business, I wouldn\u2019t be the guy to put a marketing strategy together. But I\u2019m a firm believer that you need to know where you want to get to. You need to know what resources you\u2019ve got and then your strategies, and how you\u2019re going to get there.<\/p>\n<p>Right message, right person, right time, properly understanding who your target market is, making ruthless decisions. Like we\u2019re huge believers in just say like the power of saying no, saying no to additional channels or additional campaigns and go deep at stuff that is working.<\/p>\n<p>So, for us, like a lot of the time, someone will reach out to us and I\u2019ll say, \u201cI don\u2019t think that like SEO or Google ads or digital marketing is actually what you need to solve this problem.\u201d And it\u2019s not always the right approach. In the B2B context, particularly in the States, you\u2019ve got active trade shows, conferences, whatever else, a lot of that stuff still makes business work.<\/p>\n<p>So, there is this big temptation around just channel tick-boxing: TikTok\u2019s huge, got to be on it. Got to be on LinkedIn, got some ADMs, got to pump out \u2026 upload articles, whatever else. I think it\u2019s like taking a step back, what are you actually trying to achieve in terms of your marketing. What resourcing do we have and then what\u2019s the plan?<\/p>\n<p>And that\u2019s not to say \u2026 like a lot of stuff just is important. As you touched on earlier, you need a great website now. Websites are the centre point of digital marketing activity, word-of-mouth referrals, and potential employees.<\/p>\n<p>Generally, you want a really strong SEO campaign that drives most of the traffic around the net, it\u2019s performing better in a B2B context. I think most businesses should be considering Google ads at some level because the breadth will depend on what they\u2019re trying to achieve.<\/p>\n<p>But I think fundamentally, it\u2019s marketing. Who\u2019s your target market? What do they do? Where do they play? How do you move them? How do you give them what\u2019s good for them, not what\u2019s good for you? People levering that.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>It\u2019s an interesting point you make around the multitude of channels because it\u2019s not just TikTok\u2019s the latest hot thing, but what are you doing about NFTs and what are your plans for the metaverse, I think is the hot topic that you\u2019re reading about at the moment.<\/p>\n<p>And yet marketers, have limited budgets, they have limited resources. A good business model is actually defining a marketing budget with a target of what\u2019s the return on that investment to actually justify the budget.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>I guess it\u2019s an internal challenge in businesses. But it\u2019s often \u2026 we come in and often, we\u2019re almost impartial. Like we\u2019re coming in, we\u2019re dealing with an in-house marketing team. And if we think something\u2019s just not realistic or not right, often they\u2019ll bring us in and we\u2019ll be talking to basically the CEO, MD, whatever it might be.<\/p>\n<p>But I think it is right. It\u2019s about where does the business need to get to? And if it\u2019s revenue of X or whatever it might be, what\u2019s the reasonable amount of money to spend on marketing. Is it that 5 or 7%, 7 to 10 depending on what we\u2019re trying to grow. We need to treat it \u2026 generally spend more or less on marketing.<\/p>\n<p>And then you can\u2019t come at it from these are all the channels and these are all the tactics, let\u2019s do them and do them just waiting. It\u2019s got to be what are the activities? Are they going to take us where we need to get to? So, a lot of the time, we just don\u2019t do it. Don\u2019t even entertain it, don\u2019t play there, you don\u2019t need to be on Facebook.<\/p>\n<p>You may \u2014 maybe it\u2019s the absolute best place for you to be but just because something is big and growing and \u2026 the thing we get wrong is that I don\u2019t think this was a conversation that really small to medium-sized businesses and midmarket businesses would\u2019ve had 20 years ago: I\u2019ve got to be on TV, I\u2019ve got to be on the radio, I\u2019ve got to be doing some flyer drops, I\u2019ve got to be on Parramatta Road<strong>.<\/strong><\/p>\n<p>Because I would\u2019ve just gone, \u201cThis is the way we market our business.\u201d But with digital these days, we\u2019re missing stuff and it\u2019s changing so quickly. We\u2019ve got to be everywhere and it\u2019s just not right.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Yeah, look, I think and I\u2019m glad to hear you say that you actually advise clients that they shouldn\u2019t be in some channels if those channels aren\u2019t right. But I think there\u2019s a huge amount of FOMO, fear of missing out.<\/p>\n<p>And it\u2019s actually driven by the fact that so much of the industry sales around media channels actually plays to FOMO. I have this joke with people, I say, \u201cWhen was the last time you talked to a social media strategist that didn\u2019t recommend social media? Or when was the last time you talked to someone that specializes in LinkedIn that didn\u2019t recommend LinkedIn for B2B?\u201d<\/p>\n<p>There\u2019s this whole sales mechanism that exists. It\u2019s not called sales anymore, it\u2019s called strategy and it\u2019s really there just to get you to be in a channel that may not necessarily be the right channel for you.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>And I think it\u2019s a bit patient-doctor. Like where does the responsibility lie or if you go to a mechanic and you say, \u201cHey, can you change my brake pad because it\u2019s squeaky\u201d and it gets changed and it\u2019s still squeaky. You come back and you go, \u201cWell, you didn\u2019t fix it.\u201d<\/p>\n<p>At it\u2019s like oh, that wasn\u2019t a problem to start with and I think often, clients will come to us and dictate we need X or we need Y, and you kind of just you take this, you take the order and give them what they want or you challenge them even if it means them not working with you.<\/p>\n<p>And I don\u2019t know, talking about Rocket, one of our values is to do right by the client. And we do try our best. If we don\u2019t think something is the right path or the right decision, we\u2019ll tell a client. And then you do have to overlay that with the reality that you don\u2019t always know like there\u2019s definitely campaigns we\u2019ve taken on, which I think we\u2019re going to smash out of the park and we don\u2019t, and then ones that you\u2019re a bit sceptical on. And two years later, the client\u2019s still with you and you\u2019re smashing it.<\/p>\n<p>So, there\u2019s no crystal ball, but it is a conflict of interest. Like you\u2019re asking the social media for the agency, whether you should be spending more on social media. It\u2019s kind of, I think that comes to the marketing planning and strategy phase, right?<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Well, it really comes down to setting \u2026 sort of being able to articulate as a client what are my goals? What are my objectives? What are the pain points? What are the things that I\u2019m not achieving? And then be careful of going to the specialist for the answer because you have a sore leg and you go to a heart doctor. The heart doctor\u2019s not going to be the right person for the sore leg.<\/p>\n<p>You need to go to the orthopedic \u2014 well, preferably not the orthopedic surgeon. He\u2019ll probably just chop it off. But you know what I mean? You need to be able to get that advice. I actually find a lot of marketers feel that they have to go to their agencies, whatever area, and specify what they want because what they\u2019re scared of is specifying what they\u2019re trying to achieve and being sold a solution that\u2019s actually not going to achieve it.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, and that\u2019s a hard one. I feel particularly with prospective clients, often, they\u2019ll be super cagey with budgets and targets and whatever else. And then I think it comes down to the question of who you\u2019re dealing with. I think if you\u2019re in any industry, there\u2019s going to be providers that call it as it is and tell you not what you want to hear, but what they actually believe. And there\u2019s going to be others that take your money.<\/p>\n<p>But I think having a rock-solid idea of what you\u2019re trying to achieve, a good agency partner, a prospective partner should tell you, \u201cYeah, you\u2019re on the right track and this is how we can solve it\u201d or actually, \u201cNo, this is how to do it.\u201d<\/p>\n<p>And so, often with our smaller clients, they are just more business-minded stuff, which is \u201cWe need to achieve new growth of X or online sales of Y. These are our rough budgets, you guys put forward what you think is going to work.\u201d<\/p>\n<p>And then generally, with the bigger clients, it will be a single channel type approach or manage a lot of our digital media and move it around with these targets in mind. And they\u2019ve already made the decision further up the line that digital media looks like X, and this is the thing we\u2019re trying to target and this is what success looks like. And then it\u2019s about us going off and executing.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>One of my favourite stories was from a colleague that I worked with a while back who was a direct marketer \u2014 remember direct marketing? They\u2019re the people that actually should be involved in digital marketing because they actually have those principles. The Lester Wunderman\u2019s of the world when he wrote his book on direct marketing, had typing pools as a way of typing out personalized letters and mailing them to people.<\/p>\n<p>And Lester, unfortunately, passed away very a few years ago, but for him to see the way technology allowed a lot of those philosophies and approaches for direct marketing to happen in real-time and happen at that sort of scale, would\u2019ve been phenomenal.<\/p>\n<p>But this particular direct marketer told me that the best client he had was a bank and they actually paid him a monthly retainer to reject briefs. And he would have to sit there at the end of each month with all the briefs from all the different parts of the bank and show and explain why he rejected those briefs for direct marketing, why he did these briefs and what the return on investment. Because it\u2019s that old saying of just because you can do something doesn\u2019t mean you necessarily should.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Yeah, a hundred per cent.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>And when it came to talking to your own customers, what he was protecting was building up a relationship where the customer was actively rejecting the brand that they were already part of. He was saying that the danger is with email and well, in those days direct mail that you bombard your customer with these sales opportunities. And if you\u2019re only getting, say 1% response rate, that means you\u2019ve got 99% of your own customers actively rejecting you.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Interesting. And those disciplines have come into digital. There are some guys in the States that run a business called Digital Marketer, and they do a lot of training and training courses. We, as an agency, we\u2019ve had \u2026 I think we might have lapsed it, but we would always run our team through it, big training, online training platform, modules, accreditation. They\u2019d have conferences. They had one out here in the Gold Coast a few years back.<\/p>\n<p>But they all came out of old school, direct marketing, and just applying those principles to a digital context. Because I think the nature of digital is that it is \u2026 you\u2019ve got your failed lawyers that moved in, and you\u2019ve got the bigger media conglomerates that have kind of come in from a different \u2026 everyone\u2019s kind of come into this space and probably doesn\u2019t always have the rigour or the kind of the fundamentals being applied to it that probably should. But yeah, it\u2019s interesting.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Well, I think it\u2019s funny that we\u2019re sitting here talking about digital because in actual fact if you look at digital television, digital radio, and digital out-of-home, there are very few media left that are actually not digital in some ways. And we are moving towards a world where there will be that flexibility.<\/p>\n<p>I mean, I saw an article where the out-of-home association was talking about how there needs to be more use of digital capabilities to be able to put customized messages up in real-time. Whereas, back in the old days, you had to get the skins printed and then they had to be installed and they\u2019d be up there for a month. Now, you can have digital messages flashing onto screens in minutes.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>We call ourselves a digital marketing agency acutely aware that the word digital will be redundant very shortly. And I do a better kind of presentation that I\u2019ll deliver, I don\u2019t know, 10 or 15 times a year, and one of the slides has kind of digital just struck through and because you\u2019re right, like TV, radio, outdoor are being bought programmatically or soon to be bought programmatically. We\u2019ve got a generation of kids coming through.<\/p>\n<p>It\u2019s just a redundant concept. So, that\u2019s the reality. And so for us, it is just looking at the kind of, you go as an agency into channel expertise or vertical expertise, and that\u2019s kind of the decisions we\u2019re making and it\u2019s changing every year, to where you kind of put your focus.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>So, you\u2019ve built up quite a good portfolio of clients and small, medium to larger clients. What is it from your perspective that makes a great client? What are the types of things that great clients do that really allow Rocket to deliver to them the best value possible?<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Great question. The first one is respect and trust. I think we\u2019re not brash when we come into every interaction with a prospective client or existing client, expecting it to be a meeting of equals. We\u2019re really good at certain things and they\u2019re going to be really good at certain things.<\/p>\n<p>You need to give your agency partner trust, and leeway and let them do what they do, and do it well. I think giving us some level of autonomy. I think if you\u2019re being told what to do, if you\u2019re being dictated to all of the time, you end up just being an order taker that\u2019s fulfilling tactical tasks. I think it becomes very difficult once you\u2019ve lost that upper hand.<\/p>\n<p>I think that this is kind of the basic one, but just treating your agency partner with respect. One of our four values is no jerks and we just \u2026 how we treat each other in the agency, it\u2019s how I\u2019d expect a member of our academy team to treat me, how I should treat them, how I treat partners, and how I\u2019d want my team to treat clients and vice versa.<\/p>\n<p>Humans make mistakes, balls get dropped, give feedback, and give it directly. And then I think the fourth one for me is it\u2019s nice to self-staff, but you need to hold your agency to account. So, I think it has that North Star metric or metrics. These are the things that actually matter, and then make sure there\u2019s a plan to get there and that you\u2019re not deviating from it.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Fantastic advice James, thank you. I\u2019ve just noticed the time. I could continue this conversation for hours and perhaps, we can revisit it sometime soon. But thank you very much for sitting down and having a chat for Managing Marketing.<\/p>\n<p><strong>James:<\/strong><\/p>\n<p>Thanks, Darren, I\u2019d love to come back.<\/p>\n<p><strong>Darren:<\/strong><\/p>\n<p>Well, look just before you go, I\u2019ve got a final question and that is of all that huge portfolio of clients, which one\u2019s your favourite?<\/p>\n<p>\u00a0<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.trinityp3.com\/podcasts\/become-a-smarter-digital-marketer\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>James Lawrence is the co-founder and chief marketing officer of Rocket, a leading Australian digital marketing agency. He is also the co-author of the best-selling&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21819,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-21818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Become A Smarter Digital Marketer - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Become A Smarter Digital Marketer - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/\" \/>\n<meta property=\"og:site_name\" content=\"mailinvest.blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freelanceracademic\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-08T00:40:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"805\" \/>\n\t<meta property=\"og:image:height\" content=\"537\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin@mailinvest.blog\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin@mailinvest.blog\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"34 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/\"},\"author\":{\"name\":\"admin@mailinvest.blog\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\"},\"headline\":\"How To Become A Smarter Digital Marketer\",\"datePublished\":\"2022-12-08T00:40:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/\"},\"wordCount\":6783,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/29.07.22-2.jpg\",\"articleSection\":[\"Tech Universe\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/\",\"name\":\"How To Become A Smarter Digital Marketer - mailinvest.blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/29.07.22-2.jpg\",\"datePublished\":\"2022-12-08T00:40:38+00:00\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/29.07.22-2.jpg\",\"contentUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/29.07.22-2.jpg\",\"width\":805,\"height\":537},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/12\\\/08\\\/how-to-become-a-smarter-digital-marketer\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mailinvest.blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How To Become A Smarter Digital Marketer\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/\",\"name\":\"mailinvest.blog\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis. mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\",\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mailinvest.blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\",\"name\":\"mailinvest\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/default.png\",\"contentUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/default.png\",\"width\":1000,\"height\":1000,\"caption\":\"mailinvest\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/freelanceracademic\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\",\"name\":\"admin@mailinvest.blog\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g\",\"caption\":\"admin@mailinvest.blog\"},\"sameAs\":[\"https:\\\/\\\/mailinvest.blog\",\"admin@mailinvest.blog\"],\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/author\\\/adminmailinvest-blog\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How To Become A Smarter Digital Marketer - mailinvest.blog","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/","og_locale":"en_US","og_type":"article","og_title":"How To Become A Smarter Digital Marketer - mailinvest.blog","og_description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","og_url":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/","og_site_name":"mailinvest.blog","article_publisher":"https:\/\/www.facebook.com\/freelanceracademic\/","article_published_time":"2022-12-08T00:40:38+00:00","og_image":[{"width":805,"height":537,"url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg","type":"image\/jpeg"}],"author":"admin@mailinvest.blog","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin@mailinvest.blog","Est. reading time":"34 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#article","isPartOf":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/"},"author":{"name":"admin@mailinvest.blog","@id":"https:\/\/mailinvest.blog\/#\/schema\/person\/012701c4c204d4e4ebd34f926cfd31a4"},"headline":"How To Become A Smarter Digital Marketer","datePublished":"2022-12-08T00:40:38+00:00","mainEntityOfPage":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/"},"wordCount":6783,"commentCount":0,"publisher":{"@id":"https:\/\/mailinvest.blog\/#organization"},"image":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#primaryimage"},"thumbnailUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg","articleSection":["Tech Universe"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/","url":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/","name":"How To Become A Smarter Digital Marketer - mailinvest.blog","isPartOf":{"@id":"https:\/\/mailinvest.blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#primaryimage"},"image":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#primaryimage"},"thumbnailUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg","datePublished":"2022-12-08T00:40:38+00:00","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what's new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","breadcrumb":{"@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#primaryimage","url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg","contentUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/12\/29.07.22-2.jpg","width":805,"height":537},{"@type":"BreadcrumbList","@id":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-to-become-a-smarter-digital-marketer\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mailinvest.blog\/"},{"@type":"ListItem","position":2,"name":"How To Become A Smarter Digital Marketer"}]},{"@type":"WebSite","@id":"https:\/\/mailinvest.blog\/#website","url":"https:\/\/mailinvest.blog\/","name":"mailinvest.blog","description":"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis. mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.","publisher":{"@id":"https:\/\/mailinvest.blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mailinvest.blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mailinvest.blog\/#organization","name":"mailinvest","url":"https:\/\/mailinvest.blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailinvest.blog\/#\/schema\/logo\/image\/","url":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/01\/default.png","contentUrl":"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/01\/default.png","width":1000,"height":1000,"caption":"mailinvest"},"image":{"@id":"https:\/\/mailinvest.blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/freelanceracademic\/"]},{"@type":"Person","@id":"https:\/\/mailinvest.blog\/#\/schema\/person\/012701c4c204d4e4ebd34f926cfd31a4","name":"admin@mailinvest.blog","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/98ed217bd0f3d6a6dcae2d9b0c76e305b049a07275e315e1407e19ec8b08e139?s=96&d=mm&r=g","caption":"admin@mailinvest.blog"},"sameAs":["https:\/\/mailinvest.blog","admin@mailinvest.blog"],"url":"https:\/\/mailinvest.blog\/index.php\/author\/adminmailinvest-blog\/"}]}},"_links":{"self":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts\/21818","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/comments?post=21818"}],"version-history":[{"count":0,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/posts\/21818\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/media\/21819"}],"wp:attachment":[{"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/media?parent=21818"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/categories?post=21818"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mailinvest.blog\/index.php\/wp-json\/wp\/v2\/tags?post=21818"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}