Thomas McKinlay 🎓
Barcelona, Cataluña, España
16 mil seguidores
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I turn the latest scientific research 🎓 into practical marketing recommendations…
Contribuciones
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How do you create a welcome email series for new subscribers?
Here are the top 3 most common goals: - Maximize engagement (e.g. clicks, responses), so open & click rates ill be higher down the line - Introduce your products (e.g. ebooks), so that you immediately offset your acquisition cost - Educate about your product, if it's complex so they're more likely to remain or buy in the future
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How can you tailor your brand for global audiences?
🎓 Scientific research finds that you need to adapt your ads to the maturity of your target market. -> Emotional ads work best in developed economies (e.g. Europe, Japan, North America) For example, focus on showing a family enjoying a fun moment while driving the car you are advertising. -> Informational ads work best in developing markets (e.g. Indonesia, India, South Africa) For example, focus on the safety certifications and reliability of the car, and the good value it is. 🧠 Why? Customers in developing countries want to - first of all - be reassured of the basic quality of the product, while that's taken for granted in developed markets. 🔬 Study: Zarantonello, Jedidi, & Schmitt. 2012
Experiencia
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Educación
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Rotterdam School of Management, Erasmus University
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Thesis: "Website morphing" (User behavior-based website personalization)
Supervisors: Alina Ferecatu & Gui Liberali | Grade awarded: 9 out of 10 -
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Graduated in 30 months (instead of 36) despite taking extra courses on the side (e.g. Harvard CS50) and spending 6 months studying in Japan + 3 months working in India at Mercedes-Benz.
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Transferred to Amsterdam after the first year
Proyectos
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Ghostwriter and Research Assistant
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Worked for Prof. Stefano Puntoni, academic director of MSc Marketing program at RSM
Wrote first draft of a book about branding strategy: "Managing Brands Over Time" -
Chairperson of Master Study Club - Marketing Management
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Led an 8 person team that organised corporate, recruitment, and social events (including a study trip to Tokyo) for 189 master students of marketing management
Reconocimientos y premios
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Lovie - Best web service & application
Lovie Awards
Winner of People's love award and jury's Silver award
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W3 - User Experience, Visual appeal (Utility), Services & Utilities, Web Applications / Services
W3 Awards
Silver awards across 4 categories
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Webby - Best Functional Design
Webby Awards
People's choice award + nomination for top 5 Best web service & application.
Idiomas
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English
Competencia bilingüe o nativa
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Italian
Competencia bilingüe o nativa
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Spanish
Competencia básica
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