Being an effective marketing leader with Mark Evans, Direct Line Group
Leadership, the exciting yet volatile future of marketing, and sector-specific challenges
Leadership, the exciting yet volatile future of marketing, and sector-specific challenges
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
Click here for the podcast on SoundCloud and join the conversation with us on LinkedIn and Twitter.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resource[London, 3 November 2023] – Black Friday Cyber Monday (BFCM) is a pivotal event in the eCommerce calendar. Fospha’s comprehensive report p...
View articleWhy advertisers should pump the brakes on ineffective formats and give OOH a larger slot in their media mix during major shifts Read More...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleThe solution is literally all around us, here's how you can mitigate risk, align messaging, reduce media spend wastage, and drive growth - all while b...
View articleHow to navigate "The Great Reshuffle", a privacy-led industry, and other changes on the horizon Read More...
View articleHere's how AI and alternative sources can make brands and marketers stop worrying about the eventual crumbling and focus on delivering value Read More...
View articleAn agency model is only as good as the advertiser’s ability to strategically manage the roster and operationalize it Read More...
View articleGoogle’s decision to kill Chrome's third-party cookies shifted to 2023 but that should not lull digital advertisers and publishers into complacency – ...
View article