Meet the PH Team: Eukeni Udaeta, Senior Digital Strategist
As our agency continues to thrive, we are thrilled to introduce some of the exceptional people contributing to the success of PH while achieving consistently impressive results for our valued clients.
Today, we chat to Senior Digital Strategist Eukeni Udaeta about the most crucial elements of an effective performance marketing strategy, and what accounts for most of his screen time.
What do you do as a Senior Digital Strategist at PH Digital?
My role is to maximise the effectiveness of our clients’ digital marketing activity to deliver tangible results and long-term business growth. It starts with comprehensive research of the market and audience. From there, I’m formulating strategies, executing campaigns and continuously optimising them for better ROI. It’s all about trying to understand causes and effects, and building consumer insights into the development of marketing.
What attracted you to this area of digital marketing?
I began my career specialising in social media and as that progressed, I found myself leaning into strategy and planning roles. I really love the deep level of involvement, the need to constantly adapt to new trends and platforms, and the opportunity to directly impact a business's success through strategies that deliver tangible outcomes.
In your experience, what are the most critical elements of a successful performance marketing strategy?
There is no one size fits all approach. Every business or challenge requires a unique solution and it all starts with the audience. Producing the right creative is always important as it accounts for between 40-60% of an ad's success. But first you must understand your audience and after, you must know the right channels to target them. This is where we can help.
What are some common challenges businesses face in digital marketing, and what are the common solutions?
Firstly, budget constraints. Maximising ROI on limited budgets can be tough. The solution is focusing on the key target and prioritising high-impact channels.
Secondly, keeping up with trends. The digital landscape changes rapidly and the wrong move can make you look irrelevant overnight. The solution is to develop your own voice and image, stop following what everyone else is doing and strive to be totally unique in the market. Unique products are easier to sell.
Finally, measuring success can be tricky. There are so many metrics to look after, so defining and tracking the right KPIs is crucial, as is using robust analytics tools to get clear reporting.
What’s the most cost-effective way businesses can enhance their digital marketing efforts in today’s competitive landscape?
Investing in data infrastructure to better understand consumer behaviour and optimise your digital spend can be highly cost-effective. Automating email marketing and the nurturing process can unlock passive income, and then focusing on organic growth through SEO and content marketing will improve the organic baseline of sales, which paid media can increase even further.
What do you look for as a consumer of digital media?
I always keep in mind the phrase “You are what you eat”. The same thing applies to media. I try to keep a balanced media diet by limiting my time on screen. You have to remember these technologies and platforms are built to keep you hooked, so I mix things up with books, art, educational newsletters and of course, good shows/movies.
What platforms and websites account for most of your screen time?
LinkedIn. This platform has evolved massively in the past couple of years. If you follow the right people, you can learn so much from them. I find myself learning something new every day. Also Instagram (no surprise), but I try to follow accounts that fascinate or educate me. There's so much creativity out there.