Skip Fidura is a customer-centric digital marketing expert with over 20 years of experience working with clients, agencies and providers. Prior to becoming the Digital and Client Service Director for dotmailer, Skip ran the Email and Digital Dialogue Practice for Europe at Ogilvy One. He has worked with both B2B and B2C clients such as BT, Fred Perry, Paul Smith, DHL and Copa Airlines, helping them deliver unique human conversations to each customer at scale. Skip is also a Non-Executive Director of the UK DMA and Chair of their Responsible Marketing Committee where he is helping to shape the agenda and define the best practice around the responsible use of data and marketing channels.
Skip is a globally recognised high-energy speaker who avoids buzzwords to put complex concepts into plain actionable language. His talks focus on using technology to deliver human conversations at scale, consumer-centric uses for data and responsible marketing.
Marketers by their very nature constantly chase after the latest: the latest strategy, the latest technology, the latest channel. This magpie approach undermines the truth that all we are trying to do is the same thing that marketers have done throughout history – have real honest human conversations with every prospect and customer. The only difference is that instead of having these conversations with ten, a hundred or a thousand people, we need to have unique conversations with ten thousand, a hundred thousand or even a million people. In other words, we have to have these unique human conversations at scale. In this presentation, Skip will bust through the latest marketing buzzwords and show you how to have these individual human conversations at scale.
Data is the answer to an interesting riddle. It is an asset that is too often not properly looked after; it is thought of as rows and fields and attributes but each of these relates to a real person. In this presentation, Skip walks you through how to uncover all of the data squirreled away in your business, combine it into something coherent and use it to deliver effective communications. Once you get over the ones and zeros and start seeing the people in your data, your business will be able to connect with your customers.
Consumers are becoming increasingly aware of the value of their data, why we want it and what we will do with it. At the same time, lawmakers are scared. They are scared of the pace of change, they are scared because they really do not understand data and they are scared by every story in the press about the abuse of data. This confluence of events has radically changed the marketing landscape but it should not really scare us. Being open, honest and transparent has always been best practice. Now it is time to turn this into your commercial advantage.
"I first saw Skip speak at an external conference about 10 years ago, and very quickly realised that he'd be a perfect match for speaking at my company's events. I approached him straight after the session to see if he'd be receptive and we went from there. Subsequently - and for several years after - we invited him to be the keynote speaker at our annual conference as a subject matter expert on all things email and digital marketing. He always tailors his presentations to his audience and ensures that it is always relevant, always interactive, and most importantly, always engaging. He is an excellent public speaker and I couldn't recommend him highly enough. (He even turned up once with two black eyes, having got a football kicked straight into his face... it was certainly an ice-breaker!)"
"Skip is a valued speaker for the DMA. He is very knowledgeable and has a high-energy way of engaging our audiences. He has spoken across a number of different events and webinars and always receives good feedback. He is always prepared and when acting as a Chairperson brings other speakers together. Skip is also flexible and happy to help out at short notice. My team and I find him very easy to work with."
"A big thank you for making time in your very busy schedule to come over to talk to all our hotels. Your presentation was just brilliant and absolutely perfect for the audience. It certainly inspired the hotels. The pictorial approach to presenting email marketing was entertaining and well received and the audience soon caught on to the American analogies... We are all very appreciative of the time and effort you have put in for us in making a great success of our Classic Forum meeting for our hotels."