IQ Instructor Spotlight: Mike Zeederberg

24 Sep 2018

  • Digital Marketing
  • Data-driven Marketing
  • Customer Experience

Mike Zeederberg is the Owner and Managing Director of Zuni - a digital strategy consultancy that helps clients work out the role of digital in their businesses, and then works with them to consistently improve the value that digital adds. 

At Zuni, Mike and his team primarily develop digital strategy, campaign strategy and then work closely with clients to see these implemented. Once implemented, we help report on what's working and what's not, and suggest improvements.

Mike also teach marketers about the digital world, and in particular the latest technologies and how they apply to their industry.

Here's a little bit about Mike's background and how he best applies his digital experience to assist our Digital Marketing Certificate, Digital Marketing Strategy and Customer Journey Mapping students as an Instructor at ADMA IQ.

1. What IQ course/s do you teach?

2. Why are you considered a subject matter expert in Customer Journey Mapping?

My day job, when I’m not lecturing for ADMA, is the Managing Director of Zuni, a digital marketing strategic consultancy – we work with clients to help them ensure their digital activity delivers efficiently against the key business goals. So we work with them across all channels, and across all aspects of their business. In order to develop a digital strategy that works, it needs to deliver against what the customer needs, and to be able to create and deliver the right message to the right customer at the right time in the right channel to create the right outcome. The key to unlocking all of this is the customer journey. So we’ve been working with clients developing customer journeys as a key way to creating digital strategies for over 10 years now. As a result, I’ve worked across a wide range of different industries, sectors and businesses to understand their customers, and experimented with a wide variety of different approaches and techniques for developing customer journeys, as well as seen their impact on a range of different businesses. So I try and pass on these learnings, tips and techniques in the class I teach. 


3. Take us back to the first time you heard about digital. What stood out for you and why did you decide to pursue it?

I first used the Internet back in 1991, when I was a student at the University of Cape Town and we used the Uni’s mainframe computers to connect to bulletin boards and listservs, connecting with people all round the world – all green screens and typed commands. When I was working as an IT administrator in a Law firm in London in 1995,  converting the secretaries and lawyers from using a mainframe and dictation systems to using PCs, we decided it would be a good idea to set up a website for the law firm, and I got involved with it then. By 1997, I was living in Singapore running the start-up digital arm of an ad agency, and rapidly moving from being a techie to being a marketer. It seemed like the perfect fusion of my interest in technology with my interest in business and marketing, and given the lack of skills, a good way to progress rapidly.


4. What does a typical day at work look like for you?

Typically, I’ll be working with my team overseeing a range of different strategic projects we’ve got on the go for clients – reviewing surveys for customer journeys, looking at strategy decks before we present them to clients, brainstorming the best way to put a strategy together with a few of the team when a project has reached that tricky stage of “we’ve got all the pieces, now we’ve just got to put the puzzle together”. This will probably include talking through implementation plans, looking at proposed mar-tech stacks and discussing data models for personalisation. I tend to deal with business case aspects of our projects, so I’ll probably be crunching numbers, justifying why the implementation of digital transformation makes business sense.  I also lecture at the University of Sydney in their Masters program, so I’ll probably be answering a few student emails and putting together content. A portion of my day will be devoted to admin – chasing invoices, doing paperwork, as well as new business – writing proposals or following up on leads. I’ll also spend a fair amount of time reading newsletters, scrolling LinkedIn and keeping in touch with what’s going on in the digital world.

5. Why should marketers learn more about digital marketing?

Marketing is integrated and digital these days, with the line between online and offline almost completely gone – consumers don’t see any difference between different channels, and neither should marketers, so it frustrates me that we as an industry (and even in Universities) still have this artificial divide between online and offline marketing. If your target audience is spending most of their media consumption time in digital channels, it makes sense that you understand how to use these channels for marketing purposes, and how they integrate with other options at your disposal. Marketers always follow consumers from channel to channel, but sometimes they just lag behind a little. Digital has been around for over 20 years – it’s not something new, it should just be part of how people learn to market.


6. What does the future look like for digital marketing? What trends can we expect?

Digital and technology trends tend to track hand-in-hand, so that the moment all the trends lists are around the marketing application of cool tech, like AI, VR, AR, Voice and the like. Personally, I think lots of businesses are still grappling with how to get their data and systems into a format and space that they can use them to deliver relevant communications. And then, trying to work out what those relevant communications could be, based on their understanding of their customers. So I’d say for most of the market, the key trend is better use of data, with technologies that are getting smarter and cheaper, and a growing interest in the area of content intelligence as a way of understanding and connecting with consumers. AI and “machine learning” will have a role to play in all this, but you need to do the hard yards understanding and building the right marketing programs first, before you can automate them with AI.

Interested in the Digital Marketing CertificateDigital Marketing Strategy or Customer Journey Mapping course that Mike teaches?

View IQ course information here


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