When you read The Competition Over You, written after the creation of Static to Dynamic, you will remember Ida Serneberg standing on the precipice of great adventure. I can safely say after listening to her complete masterclass - I am now right by her side and I guarantee you will be too. The pure scope of digital marketing is huge, but Ida would slap me on the wrist for saying that because as she expertly explains we are not confined to a digital world alone. It must coexist and to shamelessly steal the phrase Ida used...
We must think world first!
Keep that in mind because in the second part of her course The Deep Dive Ida discusses three cases which at first seem bizarre to even attempt to interlink and connect. You will be thinking what on earth can Fortnite (an online video game where I survive about three seconds), Rema 1000 (somewhere you buy some milk) and the hit TV series SKAM (if the second series doesn’t make you cry I don’t know what will) possibly have in common. But all of them, Ida explains, have their own touch of genius in their marketing strategy. Within seconds of Ida detailing the first case you’ll be left in no doubt as to why these are her favourite cases.
The third part of the masterclass The Track of Your Life delves into the dangers and the fears we all have (especially for those of us who watched The Great Hack on Netflix) about the vast amount of information people, who may not be as socially conscious as we’d like, may have on us. The discussion...
So how do we use this data in a compassionate, beneficial and innovative way and still achieve our marketing goals?
...is not one Ida shirks away from as financial success could be fraught with danger for our society if we get the balance wrong. The pressure to sell will never disappear but the means to advertise, target and potentially exploit - these can just increase exponentially the more data we can track. So how does Ida believe we can achieve the ideal equilibrium?
The final part of the masterclass course really is a masterclass. It’s a walk-through of how you actually plan, measure and run a successful campaign, and the amount of specific detail Ida reveals is eye opening. Gone are the days of putting up a few posters and hoping people will turn up to a concert because Fortnite’s online music bonanza has only gone and obliterated that model – or has it? You’ll find out in this final part of our masterclass when Ida takes you, step by step, question after question, process after process through the mechanics behind – and now I’ll be very careful in my wording to avoid a sore wrist – running a comprehensive, successful and innovative world first marketing campaign where you get your CREATIVES right!
And if you're a binge listener like me then you'll want to smash all of Ida's masterclass right away, so i'm putting the link to the complete masterclass below.
So pop in your headphones and enjoy discovering the secrets of the digital marketing WORLD.