Today’s ClickZ Digital Marketing Podcast by Tim Flagg welcomes Mark Evans, Managing Director Marketing and Digital at Direct Line Group. They talk about what it takes to be a modern day marketing director, sprintathons, audience insights, advertising effectiveness, transparency, and why curious marketers love a good challenge.
Mark draws on years of Petco and Mars expertise, love of running for a cause, and the best sport ever (GOATs) to share his unique perspective on what makes a great modern leader.
5:00 – The importance of a people-first approach
6:10 – The biggest misconception people have about the role of marketing director
7:57 – The essential skills and qualities a marketing director must have today
10:38 am – Audience segment examples and how Mark was gathering these data insights for informed advertising and marketing
2:20 pm – Mark’s experience at Petco and how walking with customers and their pets helped create insights that combine quantity and quality
3:10 PM – The most effective channels for community engagement
15:50 – The contradiction to the death of television and how it is still the number one acquisition and branding media
7:19 PM – How the Direct Line Group measures insurance performance and allocation
27:25 – The Direct Line Group is picking up on the trend towards in-housing and hybrid models
30:25 – Why the sky doesn’t fall even with the biscuit winter / biscuit sunset / biscuit tsunami
31:45 – The exciting yet volatile future of marketing and industry-specific challenges
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