Anthony Ellison Technology for Marketing
NAYOKA OWARE [00:00:14] Hello and welcome back to day one of Technology for Marketing at Olympia. I am Nayoka Oware hosting for Disruptive Live and I have with me the very smart Anthony Ellison who is a Strategic Consultant at Kinetic Consulting.
ANTHONY ELLISON [00:00:27] Good afternoon.
NAYOKA OWARE [00:00:28] How are you?
ANTHONY ELLISON [00:00:28] Very well, thank you.
NAYOKA OWARE [00:00:29] Lovely to meet you Anthony.
ANTHONY ELLISON [00:00:30] Thank you very much.
NAYOKA OWARE [00:00:31] How are you enjoying the event?
ANTHONY ELLISON [00:00:32] I think it’s a great event. Lots of energy, loads of stands. Just I think amazing in terms of some of the new ideas and new technologies coming through. So, yeah, very exciting. Lots to cover.
NAYOKA OWARE [00:00:43] Wonderful, tell me more about being a strategic consultant what exactly you do do, what does your job role entail?
ANTHONY ELLISON [00:00:49] For me, the strategic consultant is around about from a commercial perspective, organizations be they large organizations like a FMTG or small private equity start-up through to an NGO charitable organization looking at how they can think about their business in terms of joining all the dots up to make sure it makes sense that the actual business has a direction, a strategy and a consistent flow to it. And then making sure that idea turns into reality and how you actually implement that and execute that. So from vision through into the actual action of the strategy.
NAYOKA OWARE [00:01:27] Wonderful. Thank you for sharing that. What would you say are the key skills and the key attitudes you need in order to be successful?
ANTHONY ELLISON [00:01:34] I think in terms of the modern world, one of the key skills you need is a real general manager mindset.
NAYOKA OWARE [00:01:41] Yes.
ANTHONY ELLISON [00:01:41] So it used to be that you could be very specific on sales or very specific on marketing or specific on finance. And now I think if you go forward and digital really is the archetypical example of this is you need all those skills to come together. And digital is a prime example because you have e-commerce, but you also have digital marketing and you have that blurred line between those things. So if you want to be successful, you need to have good sales skills good marketing skills good financial skills. So I think being a rounded approach to things is really going to be really important going forward. I think you need to have from an attitude perspective. You need to have a lot of resilience. I think it’s it’s the world’s getting faster and faster. Business is becoming more and more challenging. Growth is getting harder and harder to find. I think you need to be able to get back up when you get knocked down and keep on going and have that mindset of looking for opportunity. Looking to win, looking for growth and trying to keep the keep going, keep smiling every single day. And that’s certainly the way I look at it.
NAYOKA OWARE [00:02:44] Absolutely. I think that’s a great answer. If your strength isn’t marketing, say it’s PR, how would you say you can build on those skills and become better at marketing?
ANTHONY ELLISON [00:02:52] I think that I mean, certainly there are so many different areas to look at nowadays in terms of where you go online to research things in books and you can look around. I think the other area is just about curiosity. Everybody experiences stuff on a day to day basis. Look at an advert on telly or online. What does it mean to you, is it good? Is it bad? Does it resonate? And if so, why? What is that? I think that continual curiosity is a way to build up those skills. And suddenly being curious, looking around you, that will give you the experience and the skills. Everything else can be trained. The official stuff can be trained pretty easily.
NAYOKA OWARE [00:03:30] I’m sure there’s like a marketing for dummies book out there somewhere. There’s a marketing, there’s a dummy book for everything.
ANTHONY ELLISON [00:03:37] There is that and I am sure there’s something out there. I think really it is curiosity. And I think going forward, especially it’s things like being authentic.
NAYOKA OWARE [00:03:47] Yeah really important.
ANTHONY ELLISON [00:03:48] It really resonates with themselves. Things that are being transparent very open, very honest and looking things that way and really just being true to yourself, I think if you look at the world from those eyes, then yeah, everything else will start to flow through after that.
NAYOKA OWARE [00:04:03] Great answer. With regards to digital capability, how do you link that to your overall strategy?
ANTHONY ELLISON [00:04:10] I think it’s it’s really interesting point at the moment you have around here lots of really young and small start-up organizations. And then on the other hand, you have big giant P&Gs, the L’Oreals or the O2s of this world and they talk a lot about digital transformation, but they don’t quite know how to make it happen. I think it’s interesting of course the next few years whether small meets the large and what will happen. I think part of that is around joint. They’re really looking at it more rounded perspective, making sure that everybody had digital as part of their to do list and part of their scope and part of their role. It can’t just be once one person working in a corner isolated. It has to be inherent and integrated the whole of the business. If it’s not, then you’re never really going to make that transformation happen.
NAYOKA OWARE [00:05:01] Wonderful, now all organizations and companies incorporate social media into their overall company. How do you keep your followers engaged? What strategies do you use? Because there’s a lot of content out there. So how do you keep your content interesting?
ANTHONY ELLISON [00:05:15] Yeah, I think there is a huge amount of content there is some of it’s really, really good and some of it’s really really bad.
NAYOKA OWARE [00:05:19] Oh yes. We’ve seen some of the bad ones.
ANTHONY ELLISON [00:05:22] I think for me, again, I think the thing that’s important is to really know what your brand stands for, what your business stands for, and then make sure you’re authentic and are true to that. And it’s not I think it’s more and more important to be authentic and true. And the key is a classic kind of marmite. Either love it or hate it make people have an opinion on things.
NAYOKA OWARE [00:05:39] True I hate it.
ANTHONY ELLISON [00:05:40] Much more, but much more important on that than being vanilla. And I think vanilla maybe worked 15, 20 years ago when a brand was trying to be anonymous and stay under the radar. But nowadays people want brands to stand for things. They have to stand up and they have to be consistent behind that. I think someone like Nike is doing a great job in terms of being consistent to what they stand for. And other people should do that. Some of them are still a bit virtue signalling. It’s not really true greenwashing. I think if you can be really clear on what you’re doing, then that’s the way to get your social media to really bring to life and be relevant for a specific target.
NAYOKA OWARE [00:06:19] Wonderful, thank you so much for your time Anthony.
ANTHONY ELLISON [00:06:21] Thank you very much.
NAYOKA OWARE [00:06:21] It’s been a pleasure speaking to you and hopefully I’ll speak to you later on.
NAYOKA OWARE [00:06:25] Speak to you later.
NAYOKA OWARE [00:06:27] Thank you so much for watching. Do not go anywhere. Please do join the conversation, comment, send us a messages. Use the hashtag TFM 19 or hashtag Disruptive Live. Speak to you soon.