Marketing amidst pandemic - HARRY ROSEN perfectly fits in.

It was an honor to have Paul Michel, the Senior Account Manager at Harry Rosen, to our weekly seminar series. Being a marketing enthusiast and a digital marketing student, I am always looking forward to knowing more about the details of this field and how digital marketers work in the real word. His foray into the world of digital marketing is remarkable, and it piqued my interest in learning more about him and Harry Rosen. His presentation was engaging, as he provided a plethora of information about his organization's activities with us.

Harry Rosen is a long-standing menswear retailer that has dominated the market for over 65 years. With the quick rise of other younger competitors, Harry Rosen's strategy is to break its old school image by updating and being representative of today's edgy consumers.

To begin with Paul shared with us how important it is to be flexible and dynamic when it comes to running a business. He shared how pandemic changed the definition of business for brick-and-mortar businesses and how the fittest ones, the ones who could adapt to the change could survived. Businesses all over the world had to respond swiftly and efficiently to the problems posed by the outbreak. The only option to stay afloat was to convert the entire company to digital. He also threw the light on how Harry Rosen altered its operations and marketing tactics from primarily focused on offline transactions to a greater share of online purchases, quickly responding to the new trend. To create a better customer experience.

PERFORMANCE MARKETING

Identifying efficient marketing tactics are essential to your company's growth. They assist you in reaching out to and connecting with your target audience, as well as establishing brand recognition, fostering brand affinity, and influencing consumer behavior. It's like a road map that helps business owners achieve their objectives and expand their operations.

Performance marketing is altering the game because of how it impacts how it shapes how businesses advertise and sell their products and services. But what exactly is performance marketing and what are the roles of a performance marketing manager?

Performance marketing, as the name suggests, it’s marketing based on?performance.?

So, what distinguishes performance marketing from other forms of marketing? It offers the advertiser more control because they only pay when the intended goal is met. As a result, they can rest assured that their marketing investment is solely going towards effective efforts.

The tasks of a performance marketing manager are varied; they must not only manage digital accounts and widen the channel mix through sponsored social platforms, but they must also analyse the big picture.?They are in charge of the commercial performance of the marketing department and are focused on campaign-specific results. There are several key metrics to measure the marketing performance such as Cost Per Click (CPC), Cost Per Mille (CPM), Lifetime Value (LTV), Conversions, Clickthrough Rates (CTR).

HARRY ROSSEN’s Digital Media Journey

Paul shared with us his 12-step action plan that he had curated when he started at Harry Rosen. When I first heard these stages, I was astounded at how much Paul had accomplished in just a year. Evidently, he truly enjoyed working for Harry Rosen, which was most likely a factor in their digital marketing success.?According to me the most important step is learning about the customer. The first step in exceeding your customers expectations is to exactly know those expectations. Customer knowledge is critical to your company's success. When you know who your customers are, you can make decisions that will enhance the customer experience, increase customer loyalty and retention, and generate recurring revenue. Monitoring conversations on social media sites, as well as analyzing macro trends such as fashion and retail trends, is crucial for the business. Testing and optimizing the media mix is a vital stage as well. By utilizing the appropriate marketing channels, the brand may maximize their return on investment. This can be accomplished by monitoring customer feedback and tracking customer interactions with the brand on various social media platforms etc. Furthermore, as businesses embrace digital transformation, brands must collaborate to create digital-first creatives to expand their reach and engagement by raising brand awareness online.

KEY TAKEAWAY & LEARING OPPORTUNITIES

The most important thing I am taking with me is if you truly enjoy doing something, then make sure you put all of yourself into it. I learned with when Paul shared the step-by-step digital media journey he had created, also this shows how important planning is and a well-planned strategy can pave your way to success for sure. I also learned so much about roles and responsibilities of a project manager and truly enjoyed the activity he made us do where he introduced us and asked us to work together, I groups to create a communications strategy to help Harry Rosen's wedding business. It was an excellent learning experience. As a performance manager, I practically understood about the actual tasks and responsibilities that must be met by doing with the help of this fun activity.

Paul's presentation inspired me to be a humble learner, an engaged listener, and a positive thinker when in the digital marketing world. Putting ourselves in the shoes of the client can actually help us to be more thoughtful and articulate media plans. Mr. Michel's most important piece of advice in terms of networking and job search was that, although concentrating in digital marketing, it is critical to investigate other aspects of marketing as well, because digital marketing is only one channel. I believe the information I've gained will enable me to use what I've learned in the actual world. Furthermore, it is vital to pay special attention to details, and this is something that must be remembered at all times. I could see myself playing this position in the future.

Lastly, I would like to acknowledge our professor Ms. Wendy Greenwood for giving us the opportunity to connect with?business leaders and giving us a chance to expand our horizons as budding digital marketers.?