Dive into the world of Performance Marketing with Paul Michel, Senior Manager at Harry Rosen

“ Success with digital marketing is the result of sound strategy, not perfectly executed tactics. ”- Phil Frost?

I recently had the chance to hear from Paul Michel, a performance marketing expert and Senior Manager of Performance Marketing and Media at Harry Rosen. Paul shared his wealth of knowledge and experience on the topic of performance marketing and how it has many other aspects to consider aside from just digital marketing in general. Harry Rosen is Canada's leading menswear retailer that believes in giving the best customer care possible. It has 17 retail stores across seven markets.

Paul stated that performance marketing encompasses more than just digital marketing as a whole, as evidenced by the image Paul shared with us below.

• Effective performance budgeting?necessitates active communication with various departments??to motivate them to reach objective goals and acquire new clients.
• Conversion analysis and optimization?entail continuous improvement based on data insights, particularly those obtained on a daily, weekly, monthly, and quarterly basis.
• Creative instructions and journey mapping: Performance marketers assess various factors such as website loading time, UX, UI, and landing page efficacy to maximize each form of media, whether owned, paid, or earned, for the best future results.
• The goal of Omnichannel marketing?is to produce a seamless customer experience across various online and offline channels. Give customers a consistent and tailored experience entails integrating all platforms, including social media, mobile apps, websites, and physical stores.
• Social media and listening: Keeping an eye on and analysing posts and comments made on social media sites to learn more about their audience, spot trends, and make data-driven choices to enhance their goods and services.
• Segmentation and loyalty: To comprehend and target particular customer groups based on their traits, actions, and interests. by locating and cultivating devoted clients within each section. Simply put, to better comprehend the needs of the clientele.

He also stated that user data is the foundation of successful marketing. Everything is based on user data, from strategy planning to KPI measurement and campaign creation. It was fascinating to gain this insight because, as marketers, we tend to think creatively, and we may overlook the critical datasets at our disposal that can help us improve and optimize our marketing strategies.

Philosophy of “Relevance”

The core of Harry Rosen's "Relevance" digital ideology appears to be giving customers useful and inspirational content that is catered to their unique needs and preferences. By emphasizing the unique interests and traits of various customer segments, the brand's advertising illustrates this theory.?

For instance, Harry Rosen develops Facebook advertisements that feature various styles of footwear, each ad is customized to appeal to a particular customer demographic. The advertisement for high-end shoes is made to appeal to customers who value exclusivity and superior quality; in contrast, the advertisement for flashier, logo-adorned sneakers focuses on customers who value fashion-forward looks.

Harry Rosen has identified three target segments and designed advertisements specifically aimed at the luxury market, with the intention of resonating with these individuals. One of the posters, "Luxe Kicks," showcases expensive shoes tailored to the most discerning customers, with the placement of marble emphasizing the luxurious nature of the product. Meanwhile, the ad on the far right features an entry-level price point shoe for customers who still want to purchase a high-quality product from Harry Rosen. By understanding their customers' needs and thought processes, Harry Rosen has created a series of ads that their customers can relate to, ultimately leading to increased sales

Case Study

Paul even allowed us to develop a digital media marketing plan for Harry Rosen as a group during which we realized the importance of identifying the specific target audience in order to achieve our predetermined goals. Factors such as location, demographics, user behavior, and social media activity are all critical considerations. We explored various strategies to attract new and potential customers to make purchases both online and in-person, including creating organic content, leveraging influencer marketing, using celebrity endorsements to amplify our message, and implementing loyalty programs to incentivize referrals. We also delved into the topic of brand voice and developed a strategy that was well-received by Paul.

A Career in Performance Marketing

Following my attentive listening to Paul's discourse on performance marketing, I was astounded by the influential position of a performance marketer. Notably, the emphasis on using data and insights to build a customer-centric and customer-focused experience piqued my interest, as the level of articulation needed in this domain is truly mesmerizing.

In my personal and professional opinion, a job in performance marketing has tremendous intellectual stimulation and fulfilment potential. The prospect of leveraging data to drive business outcomes while also catering to customer preferences and requirements is an exciting task. I would be delighted to apply my expertise and knowledge in this area and explore additional possibilities for growth and development.

I believe that certificates such as HubSpot Inbound, Google Analytics, Google Ads Certification, and Facebook Blueprint can help me better prepare for this job. However, I'm also learning a lot about conversion rate optimization (CRO), which is an important part of performance marketing.

Along with the above mentioned certifications, it is also important to possess the following skills such as Deep knowledge of digital marketing channels , Project Management, Data Analytics, being detail oriented and accurate.

Networking Efforts

As a digital marketer, I am currently constantly engaged in growing my network by establishing connections with people, companies, and organizations. To accomplish this, I have been actively engaged in social media interactions with the marketing community, material exploration and engagement on LinkedIn, and networking with other marketing professionals to gain insight into their experiences.

In addition, I interact with other users by leaving comments on their posts, sharing pertinent content, and sending personalized connection requests. My efforts are bearing fruit, as I have begun to receive positive responses from the contacts with whom I was hoping to speak. My LinkedIn journey to build a strong professional network has only just started!

After a recent discussion with Paul, I understood how crucial it was to leave my comfort zone and meet new people. He emphasized the need for me?to be more inquisitive and to not limit myself to my department or company position.Instead, I ought to try to broaden my information and offer my opinions to interact with the organization.

This seminar provided me with a wealth of information. I discovered the importance of performance marketing in digital marketing. With the rise of AI and Machine Learning, the targeting and segmentation of prospective customers will change, making performance marketing even more important. I became acquainted with Harry Rosen's marketing strategies. The brand's sophisticated approach to brand image maintenance and incorporating aspects of exclusivity and uniqueness makes it extremely valuable to high-end customers.

I also learned about the significance of networking and how it can be very important in my co-op search. Stepping outside of one's comfort zone, displaying enthusiasm, and showcasing one's uniqueness and zeal can all make a big difference.?