The Digital Marketing Aptitude Test

The Digital Marketing Aptitude Test The DMAT is the global standard test to certify digital marketing knowledge.

If you have no goals and objectives when starting a campaign it won’t be successful. Well… maybe it will be, but, you’ll...
09/12/2021

If you have no goals and objectives when starting a campaign it won’t be successful. Well… maybe it will be, but, you’ll never actually know.

Setting up goals, KPIs, and understanding analytics is important when running successful campaigns. Global Industry Council Member Iva Obrovac says “all digital marketers, project managers, product managers, account managers, etc, need to have a basic knowledge of all different segments of digital marketing. Because if they do not have the basic knowledge, then, of course, they will not know where to start.”

To hear Ivas full insights watch the full interview here:

https://bit.ly/334v8IQ

In 2020 18% of all retail sales were made through E-commerce. So, we caught up with who better to speak to than Director...
03/12/2021

In 2020 18% of all retail sales were made through E-commerce. So, we caught up with who better to speak to than Director of E-commerce Strategy for Group M, Kelly Miller.

If you’ve been in the digital marketing industry for a while, you’ll know that it is in constant flux. While COVID19 accelerated the importance of digital communication and marketing channels, the last 5-years has produced it’s fair share of changes.

In our talk, Kelly outlined some major ways that the digital marketing industry has changed over the last 5-years.

See what Kelly had to say: https://bit.ly/3ppiZ92

“How do you know if you've been successful? If you don't know what you're trying to achieve at the onset, you're never g...
25/11/2021

“How do you know if you've been successful? If you don't know what you're trying to achieve at the onset, you're never going to measure it successfully”

Clare Trafankowska, MD at iProsepect SA & Vizeum SA, believes that many marketers are struggling with measurement. Companies shouldn’t be “doing digital” because they know they should, but rather because it can create impact. It’s crucial to measure the right metrics so that marketing departments can prove they are providing real value to organisations.

Find out a more in depth answer from Clare in the link below
https://bit.ly/3DQJryo

Friendly career advice:“Know why you’re doing what you’re doing. It’s probably one of the single hardest things to do. B...
23/11/2021

Friendly career advice:

“Know why you’re doing what you’re doing. It’s probably one of the single hardest things to do. But, it’s also the single most important.” - Carlos Menezes

This is life advice more than career advice. It ties back to the purpose that we all should have in everything that we do. It could be for your family, fame or money. Regardless, you should always question the reason you are doing something.

Want to hear career advice from other leaders? Follow the link below ↓

https://bit.ly/3DNN9Zm

What do companies want employees to understand in SEO? Here’s the 8 components core components found in our research:1. ...
19/11/2021

What do companies want employees to understand in SEO? Here’s the 8 components core components found in our research:

1. Recall strategies to optimise on page optimisation, off page optimisation and link building.

2. Evaluate keyword research data to ensure it accurately aligns to the business and strategy objectives.

3. Explain the importance of conducting an SEO competitor analysis.

4. Analyse and interpret SEO results using tools such as Google Analytics and Google Search Console.

5. Differentiate between local and global search strategy and tactics.

6. Explain how the authority, expertise, trustworthiness and ethics of content impacts SEO.

7. Identify and integrate various Search Engine Marketing (SEM) tactics and tools, including SEO and SEA, to improve digital marketing performance.

8. Explain the importance of allocating budget to SEO initiatives in order to achieve the overarching strategic plan.

Using these 8 outcomes we developed the SEO questions that are included in the DMAT Assessment.

Is there anything you would add?

View the full framework here: https://bit.ly/3csIjFa

17/11/2021

Introducing our next Global Industry Council Member: Simon Lloyd

Simon is one of the nine GIC members who have collaborated with the DMAT and used his expertise to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers.

A little bit about Simon:

Simon Lloyd is the co-founder of performance marketing agency Algorithm Agency. Algorithm partners with e-commerce and lead generation clients in sub-Saharan Africa, the United Kingdom and the United States. Lloyd is a true digital veteran, learning his craft in the digital trenches in the UK. Lloyd first started in the music industry, building databases and some of the first websites for major recording artists. Since then, he has worked in the travel, retail, e-commerce and finance verticals on the client-side and agency side. He is obsessed with hard metrics and he is a firm believer in making data-led decisions that lead to greater return on investment.

We interviewed Simon and discussed how the digital marketing industry has changed over the last five years and what changes to expect in the industry.

You can find out more about Simon and watch the full interview by visiting the GIC page: https://bit.ly/3Hu6OzV

11/11/2021

Introducing our next Global Industry Council Member: Richard Palmer

Richard is one of the nine GIC members who have collaborated with the DMAT and used his expertise to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers.

A little bit more about Richard:

Richard is a marketing strategist with a wealth of experience across brand, communications, and experience. Throughout his career, he has had the privilege of working with some of the world's largest brands, leading Shell's global Retail communication strategy, repositioning the Olympic consumer brand, and leading digital transformation programmes for the likes of EY, Capita, and Tyco.

Richard has developed a new approach to strategy that seeks to solidify the value of brands in three ways. As a philosophy, it recognises the need for a solid grounding in marketing theory and business results; as an approach, it provides the controls and disciplines required to interrogate and deductive prove the validity of its own outcome; and as a framework, it focuses thinking and research in future human needs, rather than observing their past behaviours.

We interviewed Richard and discussed how the digital marketing industry has changed over the last five years.

You can find out more about Richard and watch the full interview by visiting the GIC page: https://bit.ly/3kMcSu3

Ever wondered what digital marketing skills companies around the world care about?After 3-months of hard-work and collab...
09/11/2021

Ever wondered what digital marketing skills companies around the world care about?

After 3-months of hard-work and collaboration with learning experts, marketing leaders and academics from around the world you can now view the DMAT Global Digital Marketing Proficiency Framework.

This framework codifies the skills that marketing teams around the world expect in digital talent. This framework addresses this problem by codifying what organisations around the world expect marketers to know across digital marketing.

It will be used as the foundation for the DMAT assessment, ensuring that it is relevant to marketing teams around the world when determining and validating the digital marketing skills of internal and potential employees.

View the DMAT Global Digital Marketing Proficiency Framework here:
https://bit.ly/3wy0G4K

04/11/2021

Introducing our next Global Industry Council Member: Asmaâ Fenniri

Asmaâ is one of the nine GIC members who have collaborated with the DMAT and used his expertise and experience gained in Morocco to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers.

A little bit about Asmaâ:

Asmaa Fenniri has 18 years of professional experience with a successful track record in
Digital Marketing and Digital Transformation Projects across competitive industries such as Airline Industry, Telecoms, Financial Services, and Education. Asmaâ is a business-oriented and data-driven marketer combining strategy and operational ex*****on. She has executed various roles in digital marketing, from branding to sales and from innovation to change management to infuse digital mindsets within organizations and collaborate closely with the local digital ecosystem. Asmaâ is a board member of “La French Tech Maroc” which aims to foster collaboration within the digital ecosystem in Morocco by building bridges between start-up founders, investors, and other community builders to achieve rapid growth and scale. Currently, at Honoris United Universities, she is leading Digital Marketing across the pan-African network of private higher education institutions and participates in the digitalization roadmap at the Group level. Asmaa holds a Telecommunications Engineering Master’s degree from INSA Lyon, France.

We interviewed Asmaâ and discussed how the digital marketing industry has changed over the last five years.

You can find out more about Asmaâ and watch the full interview by visiting the GIC page: https://bit.ly/3wiCJOK

02/11/2021

Introducing our next Global Industry Council Member: Laurynas Šuopys

Laurynas is one of the nine GIC members who have collaborated with the DMAT and used his expertise to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers.

A little bit about Laurynas:

Over his 7 years in the digital advertising industry, Laury has helped more than 100 different brands successfully grow online. He has worked across a variety of well-known clients like Unilever, Flight Centre, Goodyear, SurfStitch, and more. A combination of deep analysis of data, a growth hacking mindset and enthusiasm to win is what brings success to both Laury and his clients.

We interviewed Laurynas and discussed what digital marketers are often “getting wrong”.

You can find out more about Laurynas and watch the full interview by visiting the GIC page: https://bit.ly/3mzIa8p

28/10/2021

Introducing our next Global Industry Council Member… Iva Obrovac.

The Global Industry Council collaborated with the DMAT and used their expertise to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers.

A little about Iva:

Iva has 10 years experience in the digital marketing industry. She started her career as a Social Media Manager but early switched her focus to Media Buying and Performance Marketing. With further development, she reached the title of Head of Performance Marketing at 404 agency, one of the biggest Croatian digital agencies. At 404, she took care of department and employee growth and managed performance marketing projects for large international and Croatian companies. After 6 years at 404, Iva switched her focus towards product marketing management at an IT company, Martian & Machine, to validate innovative digital ideas and create new products and services. Since 2015, Iva has held the title of Google Certified Trainer and teaches both companies and students Google tools. Since 2019, she has worked as an external lecturer at the University of Zagreb in the Faculty of Economics and Business. She teaches a Search Engine Marketing class as a part of the Digital Marketing Professional Specialist Graduate Study Program.

We had an interview with Iva and discussed what digital marketers seem to consistently be getting wrong.

You can find out more about Iva and watch the full interview on our Global Industry Council by visiting the GIC page: https://bit.ly/3EnX3Rn

25/10/2021

Introducing our third Global Industry Council Member... Kelly Miller.

The Global Industry Council collaborated with the DMAT to use their expertise to develop a global digital marketing proficiency framework that effectively codifies the core proficiencies that organisations want in digital marketers. Further, they assisted in building a new, scenario-based DMAT assessment launching on 1 November.

About Kelly:

Kelly Miller is an eCommerce and Digital Marketing specialist, who has successfully built multiple Consumer Packaged Good (CPG)) brands online presence. Through innovative digital marketing solutions, Kelly is transforming the way consumers engage with brands online, resulting in an enhanced user experience, increased eCommerce sales, and successful brand growth across several different categories. When not making waves in the eCommerce world, Kelly can be found running, competing in open water swim events, or with her two sons who are both the perfect combination of Kelly... avid foodies and digital experts!

We spoke to Kelly about how she believes the digital marketing industry has changed in the last 5 years.

You can find out more about Kelly and watch the full interview on our Global Industry Council Page: https://bit.ly/3jxxVj8

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