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 his current role and previous journeys at Petco and Mars. Dive in for insights, his unique point of view, mixed with references from his love of running for a cause and sports greatest of all time (G.O.A.Ts) 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