Today’s ClickZ Digital Marketing podcast hosted 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 marketing leader, Sprintathons, audience insights, advertising effectiveness, transparency, and why curious marketers love a good challenge.
Mark draws on years of his professional expertise from Petco and Mars, love of running for a cause, and sports greatest of all time (G.O.A.Ts) to share his unique point of view on what makes a great modern leader.
5:00 – The importance of a people-first approach
6:10 – Biggest misconception people have about the marketing director’s role
7:57 – The essential skills and qualities a marketing leader needs to have these days
10:38 – Examples of audience segments and how Mark gathered these data insights to informed advertising and marketing
14:20 – Mark’s experience at Petco, and how walking with customers and their pets helped gain insights that blend quantity and quality
15:10 – The most effective channels for community engagement
15:50 – The contradiction of the death of television and how it still is the number one acquisition and brand building media
19:19 – How the Direct Line Group measures performance and attribution in Insurance
27:25 – Direct Line Group’s take on the trend of in-housing and hybrid models
30:25 – Why the sky is not falling even with the cookie winter/cookie sunset/cookie tsunami
31:45 – The exciting yet volatile future of marketing and sector-specific challenges