In the latest installment from our CMA 2010 national convention videos, Jeff Ginsberg interviews Michael Seaton, chair of the CMA Digtial Marketing Council. Michael is currently head of Digital Marketing at CNIB where he leads online and digital strategy for the not-for-profit organization across Canada.
According to his bio at TheCMA.org, Seaton spent over a decade as Director, Digital Marketing at Scotiabank leading the bank’s digital strategy in Canada across multiple consumer touch-points and media platforms. He produced award-winning campaigns on behalf of Retail, Small Business and Wealth Management divisions driving the digital vision and implementation of websites, search, email, social media and community marketing programs. In addition to his extensive client-side background, Michael has held senior agency and consulting roles, most recently as Principal, Level C Digital.
Michael teaches the digital marketing course through the CMA. The course covers everything one needs to know about digital marketing, from social to email. The course is targeted to anyone who needs a broad knowledge of the best practices and specific techniques which are key to success.
Digital marketing has suffered from two misconceptions according to Seaton. One being that it’s just too complex and difficult to get into and the other, it’s just easy as pie to do. Neither is correct, with the truth lying somewhere in the middle.
For new marketers Seaton cautions that while your education is a solid background, it has little to do with the real marketing world. You get out of it what you put into it and the people who succeed in marketing are those who are passionate about it. The digital marketing industry is extremely dynamic. To keep up one must be learning and listening every day.
Michael makes an interesting observation about working with the CNIB, building websites for the visually impaired. He states that he’s learned that good accessibility also has a lot to do with good SEO.
Takeaway: Those who succeed in marketing are those who are passionate and keep learning new things every day.