What are your education and hobby?
Master's degree in Social Sciences with a major in Media and Communication Studies (thesis on change management in a digital age)
Who are you, privately?
Coffee drinking book nerd.
Who are you, professionally?
Passionate teacher and leader in higher education in digital marketing, ethics, social media, Informatics, and UX.
What is your “mission” at work?
To disrupt education and prepare the future marketers of tools and rules that are yet to be discovered.
Define in one sentence the subject?
Digital marketing: the art of persuasion in and with the support of digital technology.
Why do you find the SUBJECT important and interesting?
It is in and involves everything! Consider this: recruiting participants to a clinical study.
How do you move forward?
In today's world, everyone is a publisher, everyone needs to understand this.
What’s the origin story?
Didn't it all start in 1858 with the transatlantic cable? "This binds together by a vital cord all the nations of the earth". (Maverick and Briggs)
What are the three main milestones in the development of the subject?
2004 - Web 2.0 and the social aspect - 2012 - the shift to the feed and the commercial (algorithmic) aspect of social media - and 2018: Cambridge Analytica scandal and the introduction of GDPR.
What are your favorite examples?
Skam, Rema1000 and Fortnite.
What are the main pitfalls?
That you search for quick fixes! Long data is more important and crucial than big data.
What are the best steps to get started?
You must have the technological infrastructure in place - and you must start with OWN (organic data), a good foundation of stories, a narrative structure - you cannot pay your way out of a bad product or bad content.
How can success be measured?
You must measure long-term and short-term and focus on the bigger aims and KPIs of your company. Don't get caught up by clicks, likes, and other micro-goals.