What is digital marketing?

Digital marketing is the use of websites, apps, mobile devices, social media, search engines and other digital tools to promote and sell products and services. In other words, all the tools and channels available in the digital space are creatively combined to get the message about your products and services to the target audience.

A well-designed digital marketing strategy with clear measurable objectives allows you to use different digital channels such as social networks, pay-per-click, search engine optimisation, email, also known as newsletter marketing, to engage directly with existing customers and people interested in your products or services. What’s more, by proactively analysing the needs and behaviour of the market segment you are planning to target, you can generate interest, create new market demand and help consumers discover things they hadn’t even thought of themselves! This is how innovations, conceptually new products or services enter the market.

Why is digital marketing important?

Any kind of marketing can help your business thrive. But digital marketing is becoming increasingly important as digital channels are widespread and easily accessible. In fact, as of July 2024, there were 5.45 billion internet users worldwide.

From social media to text messaging, there are many ways to use digital marketing tactics to engage with your target audience. In addition, digital marketing has minimal upfront costs, making it a cost-effective marketing method, especially for small businesses.

How to create a digital marketing strategy

Digital marketing can seem complex, confusing, overly technological, and questionable in its effectiveness and impact to those who have not mastered it. At the outset, it is worth consulting experienced professionals, keeping an eye on competitors, researching changing consumer behaviour and boldly opening yourself up to the new opportunities that technology creates.

Here are some recommendations to help you think more proactively about using digital marketing to communicate your brand.

Analyse the market carefully

It is difficult to find a product or service that “reigns” without competitors. One of the first steps is to analyse your competitors’ digital activity, from your website to social networks. Browse, google, subscribe to newsletters, everything is easily accessible online.  Visual aesthetics, frequency of posts, intonation of communication, voice, active calls to action or, conversely, no activity, price announcements or silence, these and many others will help you to better develop your digital marketing strategy, which will inevitably have to look for novelty, uniqueness, appeal, so that the target audience not only sees your brand in the midst of the competition, but also takes an interest in it and engages in an active dialogue with it.

Set SMART goals

Goals are important in any activity if you want a good result. When developing a digital marketing strategy, it is essential to set specific, measurable, achievable, relevant and time-bound (SMART) objectives. For example, a new innovative product will first need to build awareness, credibility, understanding and acceptance of the value the brand creates for consumers. You will invest all your efforts and resources in a clear objective – raising awareness: how broadly will you inform the target audience, how much and what kind of reactions do you expect, what kind of active and inclusive dialogue do you want to have with the audience, etc?

Other objectives will be set by an established and experienced brand seeking to attract new customers and drive sales.

Identify your audience

Before launching any marketing campaign, it is important to identify your target audience. Your target audience is the group of people you want to reach with your campaign based on similar attributes such as age, gender, demographics or buying behaviour. Different methods have been developed to define and name your target audience, because one of the fundamental mistakes is “We want to reach everyone”. Talking to everyone will never have the right impact on the specific group that is likely to become the most active user of your product or service.

A good understanding of your target audience will help you determine which digital marketing channels to use and what messages to include in your campaigns. A simple example would intuitively tell you that in order to sell t-shirts to young people and 40+ year olds, in the first case you would go to Tik Tok with witty videos and in the second case you would probably choose another platform.

Set an adequate budget

A budget ensures that you spend your money efficiently to achieve your objectives, but not on channels that may not deliver the results you want. Consider your SMART goals and the digital channel you plan to operate with the available budget. Digital marketing and the tools it uses allow you to plan in detail and predict how much coverage of your target audience you can achieve in the planning period.

Choose your digital marketing channels

From content marketing, emails/newsletters, social media enablement to pay-per-click campaigns and more, there are many digital marketing channels you can use to achieve your goals. Which digital marketing channels you use depends on your goals, your audience and your budget. The following discussion on the differences and peculiarities between B2B (business-to-business) and B2C (business-to-consumer) is a good illustration of the stark differences that can exist in terms of channel choice and budgeting.

In summary, digital marketing should be a key element of the overall marketing strategy of almost any business. Never before has a business had such a good opportunity to have a close, consistent, two-way street with its customers and nothing else offers the level of personalisation that digital data can provide. The more you embrace the opportunities of digital marketing, the more you can maximise the growth potential of your business.

B2B and B2C digital marketing

Digital marketing strategies are suitable for both B2B (business-to-business) and B2C (business-to-consumer) businesses, but best practices vary considerably between these areas. Here are some insights into how digital marketing is used in B2B and B2C marketing strategies:

• B2B customers tend to have longer decision-making processes and therefore longer sales funnels. These customers are better suited to relationship building strategies, while B2C customers tend to respond better to short-term offers and messages.
• B2B transactions are usually based on logic and evidence provided by qualified B2B digital marketers. B2C content is more often emotionally driven, with a focus on making the customer feel good about their purchase.
• B2B decisions usually require input from more than 1 person. The marketing material that best drives such decisions is usually shared and downloadable, and often the goal of digital marketing campaigns is not a transaction, but a live meeting to initiate a transaction. B2C customers, on the other hand, prefer a personalised relationship with a brand.

Of course, there are exceptions to every rule. A B2C company with an expensive product, such as a car or a computer, can offer more informative and serious content. Therefore, your digital marketing strategy should always focus on your customer base, whether you are a B2B or B2C company.

Data analysis – a privilege and a necessity

Businesses are constantly analysing their performance, and digital marketing has the advantage of having accurate data compared to traditional marketing. An advertising campaign has ended and the results have fallen short of or exceeded expectations in terms of the objectives set. The data will help you understand where the mistakes were made and where the potential is or where the success story is.

Be sure to analyse the campaign data to find out what went well and areas for improvement at the end of the campaign. This allows you to create even better campaigns in the future. One of the most popular platforms for analysing consumer behaviour is Google Analytics. This free tool will help you to identify what is working well, where opportunities have been missed or even where mistakes have been made. Quite precise data on the conversions you set at the beginning of the campaign and which are relevant to the end result will help you to measure the effectiveness of your campaign, e.g. how many users visited the e-shop, how many and what kind of baskets, how many purchases were made and how many never reached the end point.

Near real-time analytics are a key advantage of digital marketing, enabling data-driven decisions from high-performing keywords to advertising channels that generate new customers. These will be the tools worth increasing investment in.

Types of digital marketing channels

Digital marketing channels have evolved since the 1990s and continue to evolve.

There are as many specialisations in digital marketing as there are ways to communicate using digital media. Let’s look at some examples of the main types of digital marketing tactics.

Search engine optimisation

Search engine optimisation, or SEO, is technically a marketing tool rather than a form of marketing in its own right. It is often referred to as an “art and science”. Search engine optimisation (SEO) describes the various methods that businesses use to increase the traffic to their website and raise its position in search results. The higher a website appears on a search engine results page, the more likely it is that users will see it and possibly click to visit it.

The most important part is the “science” of SEO. SEO is a science because you need to study and weigh up the various factors that contribute to achieving the highest possible position on a search engine results page (SERP).

 

Today, the most important elements to consider when optimising a website for search engines are:

• Quality and uniqueness of content
• optimisation of key elements for the target keyword (URL, title tag, H1, subtitles)
• level of user engagement (time on page, bounce rate)
• number and quality of backlinks
• internal interfaces

In addition to the elements listed above, you should give priority to technical SEO, i.e. all the back-end components of your website. This includes both mobile-friendliness and loading times. Improving technical SEO can help search engines navigate and crawl your website better.

 

The strategic use of these factors makes search engine optimisation a science, but the associated unpredictability makes it an ‘art’ that often requires experienced SEO specialists.

Ultimately, the goal is to rank on or near the first page of search engine results or in Google’s artificial intelligence reviews. This ensures that people searching for a specific query related to your brand can easily find your products or services. Although there are many search engines, digital marketers often focus on Google because it is the global market leader in search engines.

Google and other search engines are almost constantly changing their algorithm, making SEO a never-ending progression. Your competitors are probably also investing in SEO. What you can do is monitor your page performance closely and make adjustments where necessary.

Pay-Per-Click advertising

“Pay-per-click, or PPC, is a form of digital marketing where you pay a fee every time someone clicks on your digital ads. So, instead of paying a set amount for a regular posting on your online marketing channels, you only pay for ads that people interact with by clicking on a link.

One of the most common types of PPC is search engine advertising, and as Google is the most popular search engine, many businesses use Google Ads for this purpose, which is collectively known as Google Ads. When a vacancy occurs on a search engine’s results page, also known as a SERP, the search engine fills the vacancy virtually instantly by running an auction. An algorithm determines the priority of each available ad, taking into account a number of factors, such as:

• the quality of the ad
• the relevance of keywords
• the quality of the landing page
• the bid amount.

 

PPC ads are placed at the top of search engine results pages when a person searches for a specific query, taking into account these factors.

Each PPC campaign has 1 or more targeted actions that viewers must take after clicking on the ad. These actions are called conversions and can be transactional or non-transactional. A purchase is a conversion, but so is a newsletter subscription or a call to your office.

Whatever conversions you choose, you can track them through your chosen digital marketing channels to see how your campaign is doing.

Banner advertising

Banner advertising is a form of online advertising. It is usually a medium-sized banner with some text on it. Here you can show creativity and suggestiveness that will catch the attention of your target audience. It is important to note that these advertisements are embedded in the website, i.e. they appear on various websites that are not directly related to your product or service, but are visited by an audience that is relevant to you. The main purpose of banners is to drive traffic to your website when a visitor clicks on the ad.  Most banner advertisers use advertising networks such as Google Ads to organise and create their advertisements.

The importance of the banner is that it has led to the rapid development of paid advertising on the Internet. With standardised formatting, pricing and advertising operations, banner ads have allowed absolutely any website to sell advertising space and advertisers to monitor how their ads are doing. This type of advertising influenced visitors to one media channel to visit a completely different media channel, which is very different from the previous advertising in magazines and newspapers.

What are the key benefits of banner advertising

Cost-effectiveness – if you want to place an ad on a top-rated website, you will probably pay a lot of money to place it. In general, billboards using Google Ads are much cheaper, more effective in terms of the intended result.

Easy to create – animated and static banners are relatively easy to create using free or low-cost software. It is useful to have some knowledge of marketing and design when designing a billboard.

Simple and compelling – banners are very simple. These particular advertisements are relatively easy to create and understand.

Draws attention – a banner is a relatively large block of content, so drawing attention is likely to result in a click. Colour, graphic representation, highlighting the main message, these and other tools encourage the audience to take an interest and act.

What is Google Performance Max and how is it useful?

Google Performance Max is a new ad group that became available to marketers on 1 October 2019. It’s Google Ads’ latest attempt to improve Integrated Marketing Communication (IMC) by bringing all its IMC features together in one place with one user interface (UI). This includes Search and Shopping, YouTube ads, GDN network sites and Gmail ads – all under one umbrella called Performance Max.

Google Performance Max is a major game-changer when it comes to e-commerce marketing, and we are already seeing the first “ripples” in this area. “Performance Max is a new way to manage Google Ads campaigns. It’s a new way to manage performance and set up automated rules that help maximise budget and make it easier for advertisers to review and optimise their account themselves.

A new tool with even more benefits

“Performance Max is a great way to reach new customers who aren’t yet familiar with your brand or to tap into even a niche market where you sell. This is especially true if you are trying to enter a market where there are already huge competitors who have built strong reputations and seemingly unshakeable positions.

Performance Max is also a great way to drive more conversions on your website by offering discounts and free shipping at certain times of the year (e.g. Black Friday), increasing sign-ups with mobile-only discounts/promotions (because not everyone has time for work!), etc. ad infinitum!

The possibilities are there, it’s just a matter of using them professionally.

Content marketing

Content marketing aims to reach potential customers with written, visual or video content that interests them. This content is usually published on a website and then promoted through social media, email marketing, search engine optimisation or even PPC campaigns. Content marketing tries to be more subtle than advertising, and the product or service the company is trying to sell may or may not be prominently featured.

The quality of the content is a key component of an optimised page. SEO is therefore an important factor in content marketing, a strategy based on distributing relevant and valuable content to the target audience.

As in any marketing strategy, the aim of content marketing is to attract potential customers who will eventually turn into customers. However, it does this in a different way than traditional advertising. Instead of enticing potential customers with the potential value of a product or service, it offers value in text or video, e.g:

• blog posts
• e-books
• newsletters
• video or audio clips
• White papers
• Infographics

Content marketing is important and there are many statistics to prove it:

• 84% of consumers expect companies to create engaging and useful content experiences
• 62% of companies with at least 5,000 employees create content every day
• 92% of marketers believe that their company values content as an important asset

Content marketing, however effective, can be complex. Content marketers need to be able to rank high in search engine results with their texts, while at the same time engaging people who will read, share and interact with the brand, i.e. matching the interests of the algorithm with the interests of the target audience – the people. Let’s face it, it’s a mega challenge!

However, when the content is relevant, it can build strong links throughout the chain.

In order to create effective content that is highly relevant and engaging, it is important to understand your audience. What do you ultimately want to achieve with your content marketing efforts? Once you have a better understanding of your audience, you can determine what type of content you will create. There are many content formats you can use in content marketing, including videos, blog posts and more.

Regardless of the type of content you create, it’s a good idea to follow content marketing best practices. This means that content should be grammatically correct, error-free, easy to understand, relevant and interesting. Your content should also take readers to the next step, whether that’s a free consultation with a sales representative or a registration page.

Influencer marketing

Influencer marketing is based on partnering with an influencer with a large following – such as a celebrity, industry expert or content creator – in exchange for visibility. In most cases, these influencers will endorse your products or services to their followers on multiple social media channels.

Influencer marketing is perfect for B2B and B2C companies that want to reach new audiences. However, it is important to work with trusted influencers as they are essentially representing your brand. The wrong influencer can undermine consumer trust in your company. Examples are few and far between, but it is a shame that a popular influencer ends up becoming a ‘billboard’ that does not inspire confidence in the brands it promotes. In this environment of oversaturation, a new wave of micro-influencers is emerging who have a major impact on audiences with their authentic, experiential language.

Social media marketing

Social media marketing is about increasing traffic and brand awareness by engaging people in social media discussions. You can use social media marketing to promote your brand, products, services, organisational culture and more. Billions of people spend their time on social networking platforms, so focusing on social media marketing is definitely worth it.

The main objectives of a social media marketing campaign are to increase brand awareness and build trust, and you can use it to generate leads and as a direct marketing or sales channel.

The most popular digital platforms for social media marketing are Facebook, X and Instagram, followed by LinkedIn and YouTube, the breakthrough of Only Tok, and the emergence of new platforms, e.g. for those who are looking for good content and long reads. Ultimately, which social media platforms you use for your business depends on your goals and your audience. For example, if you want to find new potential customers for your FinTech start-up, it makes sense to target your audience on LinkedIn, as this platform is frequented by professionals in the field. On the other hand, displaying social media ads on Instagram may be more suitable for your brand if you have a B2C business targeting younger and middle-aged consumers.

As social media marketing involves active audience participation, it has become a popular way of drawing attention. This marketing offers integrated engagement metrics that are very useful in understanding how well you are reaching your audience. You can decide what types of interactions mean the most to you, whether it’s the number of shares, comments or total clicks on your website.

Direct purchase may not even be the goal of your social media marketing strategy. Many brands use social media marketing to engage in a dialogue with their audience rather than to encourage them to spend money immediately. This is especially true for brands that target an older audience or offer products and services that are not suitable for impulse purchases. It all depends on your company’s marketing objectives.

Following best practices is key to an effective social media marketing strategy. Here are some examples of best practices:

• Create quality and engaging content
• Respond to comments and questions in a professional manner – interact
• Know your audience and know where they are most active

Email marketing – newsletters

The concept of email marketing is simple – you send a promotional message, such as a newsletter, and hope that a potential customer will click on it. But implementing it is much more complex. First, you need to make sure that your emails are wanted and that consents have been obtained. This means that it is very important to work with digital marketing professionals who can ensure a quality service:

• personalise the content – both the body and the subject line
• provide a clear unsubscribe option
• generate both transactional and promotional emails

The overall aim is for potential customers to see your email campaign as a valuable service and not just as a promotional tool.

Email marketing is a proven and effective method in its own right, but it can be even better if you incorporate other digital marketing methods, such as marketing automation, which allows you to segment and schedule your emails to more effectively meet your customers’ needs.

If you’re considering email marketing, here are some tips that can help you develop great email marketing campaigns:

• Segment your audience to send relevant campaigns to the right people
• Ensure your emails look good on mobile devices
• Create a campaign schedule
• Conduct A/B tests

Email marketing is still one of the most effective digital marketing channels, even though many people associate it with spam and treat such messages accordingly. Many digital marketers use other digital marketing channels to gather contacts for their email lists. Then, using email marketing, we try to convert those leads into customers. The legal framework for the protection of personal data brings its own requirements that are important to comply with. By respecting the right of potential customers to the protection of their personal data and by building email lists appropriately, this marketing tool can be effective and create value for the audience.

Video marketing

Many internet users visit YouTube to learn how to do something, read a review or just relax before making a purchase decision. We’ve watched and we can all agree that we have less and less time for text, insight and reflection. Images are conquering our field of vision and thought. A strong recommendation for effective, impactful messaging is video footage – funny, emotional, engaging, instructive – anything that makes your brand more appealing.

We can use any of several video marketing platforms, including Facebook videos, Instagram and TikTok, to execute your video marketing campaign. The greatest success with video has come when businesses integrate it with SEO, content marketing and broader social media marketing campaigns.

In other words, once you know your target audience, and you’re constantly analysing their online behaviour, you know that they’re spending time on social networks, whether they’re watching what’s happening on You Tube or visiting a website, maybe leaving a comment or a favourable rating somewhere. Your audience is everywhere, so integrated digital marketing tools have the greatest effect and impact.

Text messaging

Businesses also use text messaging (formally known as SMS, or Short Message Service) to send information about the latest products and promotions. Non-profit organisations and political candidates also use text messages to promote themselves and ask for donations. Today, many marketing campaigns allow users to make a payment or donation via a simple text message. The protection of personal data and its legal requirements, as well as the growing awareness of consumers themselves, limit the availability of such marketing, and businesses need to respect the choices of their audience.

Mobile marketing

Mobile marketing is a digital marketing strategy that allows you to communicate with your target audience on mobile devices such as smartphones and tablets. This can include SMS and MMS messages, social media posts, mobile app alerts, etc. It is essential to ensure that all content is optimized for mobile devices.

Key Performance Indicators (KPIs) in digital marketing

Digital marketers use Key Performance Indicators (KPIs) just like traditional marketers. KPIs allow us to measure the long-term results of our marketing initiatives and compare them with competitors’ efforts.

Here are some of the most common KPIs used to measure how well you are doing:

• Social media traffic: this shows how many people are interacting with a company’s social media profiles. It includes reactions such as likes, follows, views, shares and/or other measurable actions. Here are the essential details:
  • Impressions – the total number of times your content is displayed on a social media channel. This metric includes every time your content is uploaded to a user’s feed, whether it is an original post or a share. It also takes into account multiple impressions on the same social media user. So, the more often your content appears in the feeds, the higher the number of impressions.
  • Reach is the number of unique users who have seen your social media post. This is different from impressions. How? Reach is the number of unique users who have seen your content, where reach user is counted only once, without taking into account multiple views.
  • Click-Through-Rate (CTR) is the percentage of people who clicked on a link in your social media post compared to the total number of people who viewed it. It is a common metric for measuring the effectiveness of advertising. However, it is also useful for measuring the performance of organic (i.e. unpaid) social networks.
  • Conversion rate is the percentage of users who take a desired action after interacting with your social media post or ad. This can be any action from subscribing to a newsletter to making a purchase.
  • Cost Per Click (CPC) – This is the fee you pay to the ad platform every time someone clicks on your ad. So this indicator will only be valuable if you are using paid social ads – advertising.

• Website traffic: this indicator shows how many people have visited a company’s website over a given period. Among other things, this indicator can help you measure how effective your marketing efforts are in driving users to visit their website.
  • Number of visitors. One of the most valuable aspects of online success is the number of visitors to a website.
  • The number of page views per visitor. The higher the number of visitors, the more likely it is that your website is useful. It shows that users enjoy exploring the site and learning more.
  • Average time visitors spend on your website. Longer sessions indicate that people are interested in your company and are more likely to leave their email address or buy a product.
  • The time a visitor spends on each page. This lets you know which pages are the most important and whether the pages you have optimised for conversion are producing the desired results.
  • Most popular viewing time. This shows you when your website is most visited.
  • From which pages do visitors leave the site? These pages are called exit pages. This information will help you to identify the pages with broken links and what makes people move towards the exit button.
  • Where do you get your traffic from? Knowing the sources of your traffic will help you identify the most successful links on the internet and social networks. You can also assess whether your SEO strategy is working or not.
  • If you have set up an e-shop, you obviously need to keep track of the sales (revenue) generated by the traffic of visiting users.

• Conversion rate: Conversion rate is even broader than click-through rate, where it compares the percentage of people who took a desired action, such as making a purchase, with the total audience reached by a particular advertisement or promotion.

Benefits of digital marketing

Digital marketing has gained popularity mainly because it reaches a very wide audience of people. It is not only the number of people reached, but also other advantages that are growing digital marketing as a business tool to achieve its goals.

Wide geographical reach

When you put an advert online, people can see it no matter where they are (provided you haven’t limited the geographical reach of the advert). This makes it easy to grow your business market and connect with a larger audience across different digital channels. Digital marketing knows no borders, just differences in languages and, if available, in the national characteristics of the target audience. Here we have to go back to audience analysis, deeper insight and behavioural research.

Cost-effectiveness

Digital marketing not only reaches a wider audience than traditional marketing, it also costs less. Overheads for newspaper adverts, TV programmes and other traditional marketing opportunities can be high. You also have less control over whether the target audience will see those messages at all.

With digital marketing, you can create just one piece of content that will attract visitors to your blog as long as it is active. You can set up an email marketing campaign that sends messages to your target customer lists on a schedule, and it’s easy to change that schedule or the content if necessary.

All in all, digital marketing gives you far more flexibility and customer contact for the same advertising budget.

Quantifiable results

To know if your marketing strategy is working, you need to find out how many customers it attracts and how much revenue it ultimately generates. But how do you do this when your marketing strategy is not digital?

There is always the traditional opportunity to ask every customer: “How did you find us?”.

Unfortunately, this does not work in all industries. Many companies are not always able to have one-to-one conversations with their customers and surveys do not always produce comprehensive results.

With digital marketing, monitoring results is easy. Digital marketing software and platforms automatically track the number of conversions you want to get, whether it’s email open rates, visits to your homepage or direct purchases.

Effective Targeting

Even if you don’t have a clear idea of your target audience, digital marketing gives you the opportunity to extract data to see which audiences are best suited to you and optimise your campaign accordingly.

There are many different target audience options, such as using keywords in search engine optimisation (SEO), pay-per-click (PPC) or demographic information on social networks. The level of detail and precision can reach, for example, an audience within a radius of a couple of km around your store.

This huge amount of targeting elements at your disposal ensures that every campaign reaches the right audience. It also helps you analyse changing customer behaviour and modify your campaigns to reflect these changes. This ability to quickly understand the changing needs of your customers is the key to the success of any company.

Easier personalisation

Digital marketing allows you to collect customer data in a way that traditional marketing cannot. Digitally collected data is usually much more accurate and specific.

Imagine you offer financial services and you want to send special offers to internet users who have viewed your products. You know that you will get better results if you tailor the offer to the individual’s interests, so you decide to create 2 campaigns. One for young families who have looked at your life insurance products, and the other for decades of entrepreneurs who have considered your pension plans.

How do you collect all that data without automated monitoring? How many phone records should you go through? How many customer profiles? And how do you know who has or hasn’t read the information you send?

With digital marketing, all this information is at your fingertips.

More customer relationships

Digital marketing allows you to communicate with your customers in real time. More importantly, it allows them to communicate with you.

Think about your social media strategy. It’s great when your target audience sees your latest post, but it’s even better when they comment or share it. This means more buzz around your product or service, and also guarantees greater visibility every time someone joins the conversation.

Interactivity also benefits your customers. Their level of engagement increases when they become active participants in your brand story. This sense of ownership can create a strong sense of brand loyalty.

Easy and convenient conversion

Digital marketing allows customers to take action immediately after viewing your ad or content: click a link, make a call, leave a request, fill in a form, post a comment, etc. With traditional ads, the fastest result you can expect is a phone call, if it’s super relevant, they won’t forget the phone number or website link.

 

Digital marketing is an exciting, meaningful and value-creating business activity that those who are unsure and do not apply it are either operating in an almost clandestine, niche area, or have already accepted that they will not make a business breakthrough.

We want to talk to those who have ambitious growth and development plans and are looking for a team of professionals. We are a team that analyzes the market, the audience, creates quality content, works on social networks, manages Google tools, and is confident in any market in the world, because of our:

• experience,
• knowledge,
• openness to innovation and
• the ability to communicate and collaborate in all languages!