The Story of a Digital Marketer
I live and breath marketing!
OK, that may be a little too much, since there are a few other things I love doing. But I definitely have an intense relationship with marketing. In particular digital marketing and social media.
As a marketer, I'm fascinated with how little marketers know about the return on their invested marketing and advertising budgets. So I have made it my mission to.......
First let me tell you a little bit about how it all started.
Back when I was a Bachelor student at the University of Applied Sciences in Neuchâtel (Switzerland), I remember that after a class on advertising I was wondering how companies really measure their Return on Marketing Investment. Obviously, they see the results on their sales, but how do they know if it's the TV commercial, the print ad or any other tactic that drove the sale? The professor's answer at that time didn't really convince me!
A few years later when I started my career at a big Swiss Telco I was about to learn the ins and outs of marketing. The fast-moving Telco business would give me plenty of opportunities to create traditional marketing campaigns and report the results. Clearly, I had to meet sales or awareness targets, but I most never had to justify how I'd reached those goals and what tactics I used. So I did as everybody else did when planning a campaign, I used all available channels and media space I could get for my budget. Although I knew if my campaign overall was a success, I didn't really know what the main driver was. So I experienced firsthand what John Wanakmer famously quoted:
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”
Clearly, my long-standing question wasn't really answered. But after the dotcom crisis, internet and digital media started to gain new ground and with the emergence of social media, marketing was about to change. And the promise was exciting. With the digital media and e-commerce, it would now be possible to have end-to-end tracking of your customers. This means, you would finally know what marketing activities drive your sales.
But as eager as I was to go full in on digital marketing, I realized that old habits have a tough skin. So I started experimenting with e-commerce, social media, email marketing, AdWords (to name a few) as much as I could at my job as a marketer, but in particular as an entrepreneur. This would help to learn digital marketing from the practical stand point.
But I wanted to know more. So I learned web publishing and programming to understand the technical side of website building and later I did a Master in Digital Marketing at IE Business School. This was 2013 and with all the fresh cutting edge knowledge I was about to revolutionize once and for all marketing! Or maybe not.... For me it was clear, digital technologies can help us allocate our budgets exactly where the return is maximal, since we have tracing capabilities.
Boy, was I to be disappointed. During the last 7 years, I have worked for big Swiss and international brands, developing digital marketing strategies mainly in Telco, Automotive, Luxury and Healthcare which gives me quite a broad view on marketing. And what I've experienced in those years still wonders me. Why are companies still allocating so much of the budget on activities they can't measure precisely?
Although I don't have a scientific answer to this question, my experience tells me it's mainly because of a lack of knowledge and competencies. So this is why I'm doing what I do. On one side I consult with companies to bring the knowledge and competencies they knew right now, and on the other side I teach what I have learned throughout my 15+ year career to educate the future generations of marketers so they can finally revolutionize marketing 😉
I’m a passionate marketer with 15+ years of experience, proudly cultivating my geeky side and my love for gadgets.
From Startups to big Brands
Digital Marketer & Entrepreneur
I’ve cofounded two start-ups, one in e-commerce and one in healthcare, I worked for SMB as well as for big national and international companies in the Telco, Watchmaking and Automotive Industry.
Studying & Teaching
Learning and giving back
Research & Writing
Deep thinking and turning theory into practice
My expertise and research is in influencing customer behaviour in a social media dominated business and marketing environment.
I'm the co-author of the second edition of "Die Marketing Revolution" the first collaborative marketing book (and probably a world record – to be published soon) and the first scientific article on TikTok.