If you’re looking to enter the world of online marketing, then Roger Moore can definitely point you in the right direction.
The 54-year-old Brit started out his career in the ‘70s as a copywriter for a London advertising agency, then worked his way up to become Director of Marketing at a digital marketing agency in the city. As a digital marketing specialist, he helps companies build digital marketing capability, from creating the vision to measuring the results. And he’s not just talking about SEO and PPC (Pay Per Click).
Throughout his career, he’s worked with some of the biggest names in tech and marketing, including Virgin Media and Google. He also worked with multi-billionaire brothers Charles and Tim Cook, alongside their mother, Sara, who was also a marketing specialist, at a London boutique agency, before joining the iPhone maker’s team in 2014. So he knows a thing or two about marketing on all platforms.
But that’s not all he does. Moore is an award-winning speaker whose TEDx talk, ‘Be Confident. Stand Out. Stand Apart. Be Unique,’ about creating value through uniqueness, goes viral on social media. He also wrote the bestselling book, ‘The Confident Woman: A Toolkit for Future Mums,’ which was published in January 2019. In it, she offers practical advice on how to be your best self – and not just in the mirror.
Ahead of our Q&A, let’s take a look at what else Moore is up to now.
Moore’s Greatest Accomplishment
“It’s been a great journey, and I wouldn’t change a thing,” Moore told Business Insider. “I’ve worked with some of the biggest names in tech and marketing, met some incredible women, and learned a lot along the way. But the greatest accomplishment is seeing my students accomplish great things. They all work hard and play by the rules, but they have a flare that makes it impossible for their work to stay hidden. They might not always show it, but I know they all have it. That’s the greatest reward.”
While you might not necessarily see it in his public life, Moore is no stranger to hard work and dedication. After graduating from the University of Surrey with a degree in psychology, he applied for a job at a toy company but was rejected. Undeterred, he applied for a position at a marketing agency, where he specialized in advertising for children’s wear. There he worked with brands such as Disney, Mattel, and LEGO, doing everything from writing scripts to filming TV spots.
After about 10 years in the industry, Moore decided to take a step back from the fast-paced world of digital marketing and set up a boutique agency focusing on traditional marketing methods. That’s where he met the Cooks. They were already working with a London-based agency, but were looking for help to grow their business.
Moore’s agency, Future Inc, was born. And it wasn’t long before both brothers, who are now Chief Operating Officers at the company, started bringing in big-name clients. Virgin Media soon became one of his first major clients, followed by Samsung, Louis Vuitton, and Google.
In 2012, Moore and his team landed a deal with Disney to create a marketing plan for their new stage show, ‘The Millionaire Matchmaker.’ The following year, Disney became one of Future Inc’s biggest clients and has retained the firm ever since.
Why Marketing Is So Important
“Marketing is more important than ever,” Moore told Business Insider. “If you want to survive and thrive in today’s world, you need to have a solid marketing strategy. The more you know about marketing, the better off you’ll be in figuring out how to apply it to your unique situation.”
Marketing isn’t just about ads and billboards. It’s about positioning, brand awareness, and generating leads. If you’ve ever shopped at a large retail store, then you know what I’m talking about. When you go into the store, you’re faced with a barrage of marketing. Signs in the store windows, posters on the walls, and magazine rack covers are just a small slice of the total marketing effort put forth by brands. Even the people working there have been trained to be brand awareness ambassadors, walking around with a badge that says ‘Hello, I’m an awareness ambassador.’
If you want to succeed in today’s digital world, you need digital marketing. And what exactly is digital marketing? Think of all the platforms you interact with on a daily basis: social media, email, web browsing, and more.
When you enter a store in the online world, you’re faced with an entire wall of text, videos, photos, and sometimes even live chat employees trying to talk you into buying their products. Marketing through social media amplifies this effect, as anyone with a small following knows all too well. When someone shares a product or service that they love, you can bet that brand will soon follow.
As Moore points out, these are not traditional marketing methods that we’re seeing disappear. Billboards, radio ads, and TV spots will always be there, but so will online marketing. What is changing is the way that people are becoming more digitally native and expect to see brands’ messages everywhere. They connect with brands through their smartphones and expect to see ads whenever they log on to social media.
The Rise Of Online Marketing
Moore sees a direct correlation between marketing in the ‘70s and today. Back then, marketing was mainly about radio ads, magazine spreads, and billboards. Now, with the explosion of the internet and social media, it means a lot more.
In the ‘70s, before he started working in digital marketing, Moore’s biggest client was the U.K. insurance company, Lloyds of London. They had about 60 agencies working for them, creating magazine spreads, radio ads, and billboards. About 10 years later, after he switched to digital marketing, the same Lloyds of London came back to him, asking him to build their brand’s digital marketing capability. Today, Moore is the Director of Marketing at Agency 77, where he leads a team of 11 specialists, including a design director, an account manager, and a media planner. The agency handles marketing campaigns for brands ranging from small businesses to multinationals.
While TV ads still rule the roost when it comes to marketing, Moore sees the rise of digital marketing as more a shift in focus than a total replacement for TV ads. “We’re still going to see advertisements on TV, in magazines, and online,” he said. “But what is changing is the method of getting the ad in front of the customer.”
What Is Brand Awareness?
When you visit a website for the first time, you’re met with a flurry of information. There will be banners and bold text, a big photo of someone, or something, that you’re supposed to remember, and a whole lot of text. If that sounds like a lot of fuss, you’d be right. But brands and marketers have to make the effort to ensure that you remember their products and services. That’s where brand awareness comes in.
Brand awareness is all about making sure that your target audience knows who you are, what you’re about, and how they can connect with you. It’s about getting your name out there so that when someone hears it or sees it, they’ll think of your brand and what you offer, even if they’re not necessarily looking for what you sell. When someone recognizes your brand, they’re more likely to become a customer or a follower.
To determine your target audience, you’ll need to think about what they want and need. Who are they, where do they come from, and what do they like? These are the kinds of questions you need to ask yourself before you begin the arduous task of creating a brand awareness plan.
How Much Does Brand Awareness Cost?
The cost of a brand awareness campaign can vary, but it doesn’t have to be expensive. The key is to find a way to get your point across without breaking the bank. Think about what you have access to and how much you’re willing to spend. Bigger agencies with deep pockets can afford expensive marketing campaigns, but there are ways for small businesses to get the same kind of results with a little research and some creativity.
When it comes to marketing, size doesn’t matter. As long as you have a plan and a creative team behind it, you can bet that brands will be knocking at your door.