“Let Data Guide You”: Andrea Edwards- Jury Digi 100 APAC

Andrea Edwards, The Digital Conversationalist, is a passionate communications evangelist and expert in content marketing, personal branding, social leadership and employee advocacy. These four focus areas – all connected under the communications banner – fundamentally transform how we do business today, and empower us to delight our customers, as well as growing personal career opportunities and your brand’s success.

A globally award-winning B2B communications professional, Andrea is a content marketing strategy pioneer, blogger, writer, and trainer/coach for businesses and professionals around the world. A regular speaker at industry events discussing and sharing about content marketing, social leadership and employee advocacy, Andrea also presents to the world’s largest companies on the transformation needed within to maximize business growth in our digital future.

A blogger for a decade, Andrea is a social media evangelist, considered a B2B content marketing and social media influencer, and she is a travel junkie who’s had the privilege to work around the world – across Europe, the US, ANZ and Asia.

Andrea is currently the Chairman of the Asia Content Marketing Association (ACMA). You can find Andrea here www.andreatedwards.com.

What are the top three traits that a Futurist Digital Marketer must have?

      1. Massive curiosity for everything in life gives you a world view and makes you more ‘big picture’ in your thinking and marketing efforts. A small world views kills the opportunity for success in marketing today. Being seriously social yourself will help you understand the pulse of the world, where your customers are, how they participate, and it will make you a superior marketer
      2. Deep knowledge of marketing technology (as well as broader technology trends) BUT looking at tech as an enabler, not the be all and end all
      3. A laser focus on the customer – who they are, where they are, what they care about – and that means working closely with your sales team so you can deliver what the customer needs vs what you think they need. Today it is not about your company (and the message you want to get out) it’s about your customer and helping them succeed by delivering real value Vs yet another sales pitch

What according to you is one trend that is defining the digital landscape in the APAC region?

Well I obviously must say Social Leadership. The clients I’m working with are seeing massive returns, in multiple ways, by understanding that the cornerstone of business transformation starts with the voice of your people

With access to too much data what do you think is the biggest challenge that digital marketers are facing today?

Seth Godin said something like this a few years back: If you only focus on the data, all you get is more of the Kardashians. We weren’t in Trump times then, so today, replace Kim with Donald. The key message within this is: let the data guide you, but if you want to be an amazing marketer, making decisions on past trends (because all data is past) will not empower innovation. Reference the data, but it is the intelligence you overlay it with that will make you an outstanding marketer.

As a jury for Digi 100 APAC, what is your advise to the applicants? 

I judged a marketing/advertising event in 2018 and it was a really interesting experience. As a content marketer/social leadership coach/trainer, I couldn’t believe how many people are still thinking in campaigns. That is the old way. I am looking for long-term thinking, marketers that understand their success is dependent on breaking down internal siloes and connecting with colleagues who get the customer, and people who have smashed through the status quo and aren’t doing business as usual. You show me that – even if you’ve failed – you’ll get my vote. I am interested in people who aren’t afraid to do things differently.


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