Member StoriesJean-Baptiste Aubrun

What do you think the future holds for the world of digital marketing and those working in it?

Digital marketing is an integral part of our lives and is here to stay. The challenge will be to fine-tune the relationship between the exponential amount of data we collect and the sophistication of the tools and algorithms we leverage. Privacy is an increasing concern and consent is yet to be fully embedded in our marketing DNA. So successful digital marketers will be patient and savvy. They will focus on the problem they are solving for consumers, build relevancy and inspire trust over time.

Were you able to have discussions with your manager regarding this offering / what you learned?

This opportunity was initially brought to me by my manager. I come from a digital marketing background and being a field marketer at SAP, we don’t necessarily get to dive into SEO or Social Media Marketing as entire teams or agencies are already focused on these aspects. So it was refreshing to get a real view of the latest tools and techniques that are being used in that space and become familiar with digital concepts around strategy or optimization.

How would you describe your experience with the DMI? Is there a module or exercise that you particularly enjoyed?

While we are always learning whether on the job or from the individuals we work with, having to opportunity to focus on a complete program is refreshing. The DMI portal was flexible (using transcript or video) and very intuitive to use. It is a time commitment that can seem daunting but well worth it in the end. I particularly enjoyed the social media marketing unit, focused on bidding and campaign management.