Paul Michel - A digital marketer who loves finding innovative solutions to complex business problems.

I was quite delighted when I first read Paul Michel 's bio before attending the seminar for my digital media marketing lecture. His professional path is one that I admire greatly. Most businesses fail to owe to their inability to adapt to changing marketing conditions, as seen by the pandemic. After the pandemic hit, most of the firms, especially brick-and-mortar retailers, were facing a huge loss. The only ones that still had their market share were those?that were able to pivot and adapt. Harry Rosen 's tremendous achievements over the years were truly astounding.??

Before Paul Michel's seminar, I had prepared the following questions:??

• What was the most difficult aspect of starting your job hunt after graduation???
• In paid media marketing, what function does good data play???
• Sales at Harry Rosen have tripled in the last few years; what do you think the most significant element contributing to the increase in sales was???

A performance marketing manager's responsibilities are varied; they are not only responsible for managing digital accounts and broadening the channel mix through sponsored social platforms, but they must also consider the bigger picture. While each marketing effort's effectiveness might be measured differently, Paul discussed his experience assessing success at Harry Rosen, stating that they used to estimate success based on conversions, but that every product has a distinct product value. A Tom Ford jacket , for example, is far more expensive than a bow tie . The situation became clearer when they began measuring success in terms of revenue rather than conversions.?Harry Rosen's digital media journey has been exceptional, as seen by it’s?rapid expansion. If I had to choose one stage to prioritize, it would be planning. I firmly believe?that the planning stage is the bedrock of all your digital media activities.

Further, he also stated that many people feel commercials bother customers; nevertheless, it is the irrelevancy of the marketing that disturbs consumers, not the advertisements themselves. This quote remained with me, and while I was surfing and saw advertising, I realized that I was constantly clicking on ads that were relevant to me and that I was not ignoring them. To produce the correct advertising, Paul also stressed the need to understand your customers. He recounted how the first thing he did when he got the position at Harry Rosen was to learn all he could about customers, which he accomplished in a variety of methods including looking at NPS, reading customer comments, and talking to individuals, among other things. Many marketers overlook this and ignore the necessity of understanding their consumers, who are the king. You may effectively utilize your knowledge to persuade future and current clients that doing business with you is in their best interests.?We wrapped off the seminar with a brief group case study; throughout the case study, I saw how each group had something unique to contribute, we had over 20 marketing strategies from various groups in under 25 minutes, and each insight was meaningful.?

The seminar by Paul was extremely informative and knowledge rich. Here are a few of my key takeaways from the talk and the case study:???

• Digital advertising is aligned to the border picture. When you see the whole picture, you will be able to increase market share, encourage people to buy, and engage new and existing consumers through the appropriate channels.???
• Do not overlook the importance of ad relevance in improving the customer experience online.??
• Determine your campaign's SMART objectives in advance; this will allow you to look back and track your success.??
• When monitoring the effectiveness of your marketing activities, do not always rely on conversions. ?

As we start networking and looking for jobs, I believe the material I have acquired will help me leverage this knowledge into the real world. If you do not approach digital marketing correctly, it can be challenging. Many times, I tend to ignore the fundamentals, such as appropriate planning, ad relevance, customer awareness, and so on. I genuinely feel that if done correctly, this will provide an excellent basis for your marketing efforts. I would like to close with a quotation from the session that I wrote down.???

???“Don't live in the microcosm of the company you work for; instead, look at the big picture because that knowledge can help you ground the decisions you make.” - Paul Michel?