BreezieJC

Welcome to BreezieJC, managed by Jessie Lin, a current student at George Brown College studying digital marketing. Enjoy the breeze with me along with my digital marketing journey!!

[breeziejc]

Embracing the Unexpected: My Journey from Digital Marketing Student to Digital Media Promoter

I can’t believe I am reaching the end of the academic period of my Digital Marketing Postgrad Program at George Brown College! And all of us peer are all heading to the Co-op semester, which is exciting and stressful(REALLY!) at the same time. Anyway, before I go back to work, I want to pause and reflect a bit on our Marketing Seminar series this semester. 

What I learned from the Seminar

We have the privilege to have numerous guest speakers, who are all gurus in their fields, to share their stories, experiences and knowledge in Digital Marketing. Each week’s theme is different, including Social media, Paid media, E-commerce, Omni-channel, Search Marketing, and so on(Don’t be dazzled, these are all areas covered in Digital Marketing, and there are more!)

One speaker who inspired me the most was Brian Morrison, a senior director at Rexall. (He was also in one of the previous E-journal blogs, make sure to check it out!) As someone who’s particularly interested in Cutomer Relationship Management, his sharing about the significance of loyalty programs in collecting valuable customer data, and how they integrate various channels to facilitate personalized offers on Customer Data Platforms (CDP) are incredibly insightful. This concept resonated with me, especially as it related to a project I worked on during my undergraduate studies. Morrison's career path reminded me that a marketer's journey is not linear and that adaptability is key in this dynamic field​. 

The single biggest thing that I came out of these seminars with though was the fact that the digital marketing field is an area that requires ongoing learning and that nothing is set in stone. Again, the market is never stagnant and requires a commitment to take up new technologies and skills to counter the market. This is significant because it points out the significance of the proactive approach in developing ones career and the constant search for ways to improve and adapt to changes in the determined industry.

Breaking Out of Your Comfort Zone and Building a Professional Network

As for my co-op hunting, I have explored LinkedIn and Indeed, trying to send out my resume to HR, but sadly I didn’t get any positive responses. I have also attended activities like the digital symposium and job fair held by the Center of Business. As an introvert, I found myself pushing through my limit to socialize with people. Although it was tiring, but I felt a sense of achievement when I stepped out of my comfort zone. 

I understand that networking could be super uncomfortable, but I definitely learn more about not only the industry knowledge but most importantly, myself! Through the process of sharing and listening, I understand and know which field I am more interested in and more willing to devote myself to. Here are some tips that I learned along the way: 

Don’t be afraid to share your story It is a good icebreaker as you are making someone feel like their life, despite its peculiarity, is quite normal. When it is describing your school or college days, a project that you have done, or even your passion for digital marketing, it brings out the genuineness of the person and the interest one has in that particular sector.

Practice Active Listening People do not only talk in the context of networking but also listen. Listen with the intent to understand all that the other person is saying. This allows you to be familiar with the people you are dealing with and this makes your dealings more profitable as you add value.

Stay Positive and Persistent Networking involves rejection. Going through some rejections may be normal before getting a single yes. Alas, the fluidity that we had been dreaming of when planning the invention can be a problem at this stage. It means, do not despair if something does not work out the way you expected at first. Indeed, as with any activity in life, the general advice is to stay positive, fine-tune one’s strategy, and persistently expand one’s contacts list.

Turning a Part-Time Job into a Co-op Opportunity

Like those epic stories, my coop finding has ebbs and flows. I have to say I am a super lucky girl. Since I haven’t heard good news back from the job-hunting. I took a part-time job first to cover a bit of my living expenses at a bubble tea shop. Surprisingly, as I told the boss I am studying Digital Marketing and how I can help promote the brand. The boss offered me a job as their digital media promoter! I guess this is it! I found the job!! Who knows where life would take you? I also got some key takeaways from this god blessed surprise, hope it would help!

Communicate Your Skills and Ambitions

When I mentioned my Digital Marketing studies to my boss, I didn’t expect it to lead to a job offer. However, being transparent about my skills and how I could contribute to the business opened up this unexpected door.

Seize Every Opportunity

Initially, I took the part-time job just to cover my expenses. But when the opportunity to do something related to my field came up, I seized it without hesitation. This decision not only helped me gain relevant experience but also help building my resume for my future career.

The Journey Ahead 

Life do not come when you are expecting them to come. Instead of complaining about bearing minor responsibilities, I was often enthusiastic to show every acquired skill I had, and thus turned a mere part-time job into a beneficial co-op placement.

I’m less concerned about them now as I go further in the course. As I move forward with my digital marketing career, I still have these lessons with me. To all other participating in the job seeking, be relieved that every experience counts. Personally, remain open, always be on the lookout and you might just stumble into your own chance.

All in all, networking and announcing oneself can open up a completely unexpected door. What can I contribute is something that should always be prepared to state, it does not mean that you must state it in the interview formally but must be prepared for that moment when your boss may decide to ask you. It might be this week, it might not, so one cannot know when a greater opportunity will arise.

[breeziejc]

With Melanie Allan's, Explore the Power of Paid Search

Buckle up, I'm going to take you on an exciting trip into the world of paid search, as seen through the eyes of an industry pioneer.

Understanding the Core of Paid Search

Right at the beginning of her sharing, I was very impressed by the enthusiasm and solid knowledge that she has presented. She started out by clearing up the mystery of paid searches, telling us that it is actually paid advertising on search engine results pages (SERPs). However, this is the punchline: it is not just about ad campaigns. It is an immediate inclination path for users to be connected with businesses which is called a pull tactic that positions brands and possibly customers.

One of the most interesting parts of Melanie's speech was her concrete analysis of the main engines of paid search. Even though the lion's share of the space is occupied by Google Ads, it should be noted that there is a growing trend in concepts such as Microsoft Advertising and Amazon Ads. It was a joy to learn once again that the digital area is transforming all the time and the watchword is to be changeable and ready to explore untouched territories.

The Future with AI-Powered Campaigns

The topic that was most of my attention was the AI-powered campaigns that Melanie has dived down into and I felt that it was a significant one. She described a scenario where smart bidding, broad match keywords and responsive search ads make the best use of technology to come up with sharply targeted and exceptionally productive campaigns. It’s like seeing the future of marketing through the eyes of a crystal ball, which is fascinating but a little terrifying.

AI, Friend or Enemy?

We also had an opportunity to meet Nosa Atoe and Sonya Montaque from the HR department. What really surprised me is that as it seems the world is both welcoming and preventing generative AI, the 2 speakers including Melanie herself encouraged us to leverage AI when writing our resumes, since it’s the most effective way to catch keywords from the jobs and allows them to judge if the candidate meets the criteria. When speaking of AI replacing humans in digital marketing(at least in paid search), Melanie confidently said for now, she and the team are not seeing the situation happen yet as paid search still requires human understanding, creativity and strategic thinking in the industry, which was a bit reassuring to know. 

Personal Reflection and Career Aspirations

Speaking of skills, ​​the whole conversation with Melanie was richer because of the information about the qualities needed for the success of paid search. Critical thinking, time management, initiative, and adaptive instinct - such vague assertions are not what we term them. These sayings are actually the fundamentals of any job.

Another one thing that really clings to me is the investment that Melanie did through a continuous learning process. In a domain that is flying away, not moving is indeed backing down. The bluntness of her words related to the necessity of certificates and the versions offered by Google and Microsoft. It was a slap in the face that your ongoing education is not defined as being in a classroom.

As I aspire to be a digital marketer, Melanie's point of view was only to me. The domain of paid search simply involves number crunching and keywords optimization. Moreover, it is connected with the development of understanding about human behavior, predicting trends, and always experimenting with ideas‘ validity and through the use of digital advertising.

In short, here is my view and I hope it resonates with you: Embrace the unknown amid stability, keep inquiring, and always pursue other forms of learning. The Digital Marketing universe is full of thrills and spills and pay-per-click promotion is the one vying for your attention depending on the skillset you have. 

** By the way, Melanie also recommended some certificates we can get as digital marketers, I have planned some Google Ads certifications to finish. The paid search domain of the future is about to unfold, and I can’t wait to be a part of that!!

[breeziejc]

Cracking the Code of Digital Analytics: A Day with Kareem Perez

Have you ever wondered what it takes to transform a click into $600,000? Well, buckle up.Today's journey will take us into the fascinating world of digital analytics, headed by none other than Kareem Perez. Consider this: a digital marketing expert, the inventor of The Tech Effect, and a Professor of SEM at Concordia University all in one. Sounds like the beginning of an epic saga, right? Believe me, it was.

The Wizardry of Data

Kareem began the lesson with a challenge: two truths and a falsehood. Guess what? He's been sued by a client, helped a client land a deal on Dragon's Den, and made $600,000 with a single click. Spoiler: they are all truths haha. This interesting beginning was only a taste of what was to follow.

He quickly moved on to uncover the mysteries of digital analytics. Kareem explained it as more than simply numbers. It's about turning these numbers into intriguing stories that inform business decisions. "Data are just summaries of thousands of stories," he said Dan Heath, asking us to share those stories so that data becomes meaningful. It was like viewing the Matrix, but with marketing data.

The Magic of SMART Goals and KPIs

One of the session's highlights was learning how to develop SMART goals, I guess no matter if you are a marketer or not, you must be familiar with it. Specific, Measurable, Attainable, Relevant, and Time. Simple, right? For example, wanting to increase online sales by 20% year on year is a clear goal. Then came Key Performance Indicators (KPIs), the secret sauce that indicates which methods are effective and which are ineffective.

Imagine having a dashboard that displays everything from website traffic to client retention rates, SEO stats, and social media activity. It seemed like we were handed the reins to a marketing spaceship, with Kareem as our mission commander.

Tools of the Trade (Personal Favorite!!)

When it comes to Google Analytics, Kareem demonstrated how to navigate real-time user behavior, identify traffic sources, and analyze engagement reports. 

However, it was more than just acquiring data; it was also about making meaning of it. Kareem stressed the value of data visualization in converting complex datasets into clear, actionable insights. Consider it as transforming a tangled web of statistics into a crystal-clear guide.  This is my personal favorte part not only becasue as marketers, I haven't been able to explore Google Analytics as a marketing tool. For me, I feel like I received the keys to a new world, and every click, view, and bounce contributed to the story.

The Impact on My Career

As we went through Kareem's sharing, I realized how important digital analytics will be in my profession. Consider being able to forecast trends, optimize advertising, and make data-driven decisions to propel enterprises forward. That's the kind of superpower that digital analytics provides. Plus, as AI has for sure become a future trends. Machine learning, conversational analytics, and cross-device tracking. I am particularly excited to learn more about these and I can’t wait to incorporate those in my future career.  These are more than simply buzzwords; they represent the next frontier of digital marketing. Mastering these tools will be critical for staying ahead of the competition.

Final Reflections

The workshop with Kareem was facinating. He didn’t just teach; he perfectly showed us how to tell stories with data and gave us real stories from his career that brought the concepts to life as well as illustrated the real-world impact of effective digital strategies. His deep knowledge, and experiences made the session not just educational but truly captivating. 

I hope I get to leverage these insights and keep moving forward in the digital marketing field. 

Thank you, Kareem Perez, for an unforgettable journey through the world of digital analytics. Your insights have not only broadened my understanding but also ignited my passion for digital marketing. 

[breeziejc]

Reflective Journal: Insights from Brian Morrison’s Talk on Loyalty and Digital Media Marketing

As a postgraduate student in digital media marketing at George Brown College, I recently had the incredible opportunity to attend a lecture by Brian Morrison, a senior director at Rexall and a proud alumnus of our school. Brian’s session was full of  precious knowledge and experience in modern marketing strategies, sharing insights into customer loyalty programs, personalization, and media channels, coupled with his inspiring career journey. In this blog, I’d like to share the key takeaways from his informative and inspiring talk, and explore how these insights could shape his career path.Let’s go!

The Speaker's Message

Morrison shared his profound knowledge on the significance of loyalty programs, digital media marketing, and analytics. He began by sharing the multifaceted benefits of loyalty programs. These programs are not just about rewarding customers but are crucial in collecting valuable customer data, gaining deep customer insights, and using these insights to create direct marketing channels, allowing to enhance personalization and effective customer relationship management.

Morrison explained how the role of a Customer Data Platform (CDP) integrates various owned direct channels, customer service interactions, in-store touchpoints, and digital media channels to facilitate personalized offers and promotions, which can significantly boost customer engagement and loyalty. Along with sharing how different media can be effective in each funnel stage, he also had a discussion with us on measurement KPIs, stressing the importance of tracking impressions, clicks, views, site traffic, and sales to optimize marketing efforts. In addition, he addressed the advantages of shifting to digital media, such as enhanced audience targeting, continuous engagement, flexible investment options, real-time measurement dashboards, and the ability to test and learn from various campaigns.

Throughout the session, Morrison maintained a conversational tone, not only kept us engaged but also allowed for a deeper exploration of the topics discussed. The use of real-world examples clearly showed how the marketing theories we learned are used in real life situations.

At the end of the session, he did a case study asking two questions about how our chosen brand can improve on digital media connection.  After listening to each group’s sharing,  he also provides some valuable insights and stories with us, which really deepen the impression of how digital media is affecting nowadays marketing strategies.

Key Learnings from the Speaker

From Morrison’s speech, I learned the critical role loyalty programs play in modern marketing strategies. They not only help in collecting valuable customer data but also enable personalized marketing efforts that can significantly improve customer retention and satisfaction. When he mentioned how Customer Data Platform offers  a cohesive approach to managing customer interactions across multiple touchpoints and channels, I was especially intrigued since it relates the most with the project I did about how we can utilize collected data in each channel to help bettering customer relationship management while I was in university. 

I am super excited that I get to associate my experience from his sharing. I reflected a lot when he was talking about media channels and their roles in different stages of the marketing funnel. I wondered if we had the resources to choose a different  media mix, maybe the project I did in college would reach a totally different, and a more quantifiable outcome. 

Reflecting on Brian Morrison’s Career Path

Morrison’s journey from business administration to digital marketing, the shift, although, might not be a complete huge change, must require a lot of adaptation and learning in the progression of becoming a senior director at a big chain drug store. For me, it was a powerful reminder that one’s career path is not linear and that the ability to pivot and embrace new opportunities is crucial. Moreover, as a marketer, the ability to stay ahead of trends and a quick adaptation of a fast-changing marketing environment is a need. In addition, continuous learning, implementing and testing would be our jobs, and this is what excites me the most to be an aspiring marketer, we get to keep seeking new knowledge and skills. As I continue my studies at George Brown College, I am excited to apply these lessons and explore new opportunities in the dynamic field of digital media marketing.