Jay Eyunni is the Director of Global Digital Media for Ancestry. In this role, Jay leads the strategy, execution, and analysis of multiple media channels including; Display, Paid Social, Affiliates and Content Marketing.
Jay joined Ancestry three years ago and has since helped successfully transition digital media management from an external agency to an in-house team, on-boarding multiple new media partners and technology platforms. Prior to Ancestry, Jay spent time on all sides of the media equation including advertiser, agency and publisher.
Ahead of his speaking slot at the Digital Strategy Summit this September, Jay answers our questions about the importance of digital for companies.
Which company do you think utilizes digital most effectively?
A few companies stick out but one in particular is Uber. Uber is, of course, a mobile first company both in terms of offsite marketing and onsite customer experience (a must these days). They have strong CRM programmes that effectively incorporate both personalization and customer loyalty programs. This combination of new user acquisition via mobile and a continued focus on retention make them a leader in the digital space.
With traditional strategies there’s a long-term and short-term plan. Are long-term strategies possible with digital or does its constant evolution mean that you can only plan for the short-term?
Digital marketing is an ever changing world but this doesn’t mean you can’t develop a structure for future success. While new marketing mediums pop up daily much of the evolution stems off of existing marketing channels and platforms. With team members familiar with core marketing concepts and flexible marketing infrastructure, planning for the long-term will still be tough but can be done.
How central is digital to your company’s overarching strategy?
Digital is a core piece of Ancestry’s overarching strategy and is used on multiple fronts. From brand marketing to new customer acquisition and into existing customer retention. We’re always looking for new means to communicate via digital, carrying the same look and feel across mediums via successful lifecycle marketing programs.
What’s next for digital in terms of its development and what do you see it affecting next?
I think the decline in linear TV continues to push digital more and more into the forefront of consumer marketing. Some big challenges, but great areas of opportunity, will be in further development around mobile video both from the demand and supply sides of the market.
Which types of companies do you think will find it most difficult to implement digital effectively?
Companies that lack an appetite for risk will always find it tough to implement digital effectively. New digital executions often require testing and patience on behalf of the company, so it’s important that teams feel empowered to try new things and test new tactics in order to stay ahead of the curve.
What can the delegates expect from your presentation at the Digital Strategy Innovation Summit?
I’ll be focusing on first party data and the ability to target users (with paid media offsite) for retention purposes. It’s always important to build a customer base but it’s equally important to retain existing customers, exploring channels in addition to internal email.