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[ejournal-alexandrag]

REFLECTIVE NETWORKING BRAND

As I begin to reflect on the last 15 weeks, I am grateful of all the individuals I was able to learn from, become inspired from, and become motivated from. As someone who has been immersed in marketing for all my post-secondary education, I always appreciate hearing from people who are actually in the industry, actually doing the things that I am learning to do, and using the marketing tools that I am aware of. Covering topics like search engine optimization (SEO), analytics tools, personal branding, paid media, and more!

The Digital Marketing Seminar series has been a transformative journey, offering invaluable insights and perspectives from industry experts that had Vivian invited to speak to our class. Each session left me with a deeper understanding of various facets of digital marketing and sparked new ideas for my career path.

I have to say – this class was refreshing. The different format that is followed allowed a breath of fresh air as it was very pleasant once a week to simply listen to what someone has to say about such a significant career experience. Each speaker resonated with me in some way. Whether it be Chelsea Robinson’s dance studio that I have personally walked by countless times but never put any thought to it, or Vanessa McQuade who I share alumni status with from the University of Guelph – I was able to draw a connection with every speaker. Although on zoom, these connections helped me better bond with the speakers. Many of the speakers shed light on the ins and outs of their career journey, and how sometimes you can arrive at a road bump. It is honestly inspirational hearing the negatives about other individual’s journeys because it makes me feel better about myself. It reminds me that everything in life takes time, and everything happens for a reason.

One speaker who particularly inspired me was Mat Krizmanich, with his profound insights into product into product management and the UI/UX stage. His emphasis on understanding user challenges and crafting effective solutions resonated deeply with me, igniting a passion for problem-solving in a creative context. Throughout my journey in marketing across various years, I was always taught on the importance of storytelling in marketing communications. In my opinion, I find there is a strong connection between storytelling and providing solutions for users because they share a goal of creating engaging and meaningful experiences for the audience.

Storytelling is marketing is about crafting narratives that resonate with your audience on an emotional level. By weaving stories about a brand, product, or service, marketers can capture the attention of their audience, evoke emotions, and building a deeper connection.

Storytelling HUMANIZES a brand. My ultimate goal in my marketing journey is to be able to effectively story tell for whatever brand it may be and do it in a way that improves user’s experiences. It wasn’t until Mat’s discussion with our class that I clearly saw how this is like the objective of UI/UX design.

The most important lesson I learned from this seminar series is the value of continuous learning and adaptation in the field of digital marketing. Each speaker was at a different point in their career and touched upon the many learning experiences they encountered along the way.

Throughout the semester, I ensured that I sent a LinkedIn request to connect to almost all (to the best of my memory) of the guest speakers I met virtually. I did this to actively engage in building my network and to further explore various industries, organizations, and companies. These interactions provided valuable insights and connections, helping me expand my personal network.

While I haven’t yet had the opportunity to volunteer in a formal capacity, I’m eagerly looking forward to getting involved in community events and initiatives within the marketing industry. The Canadian Marketing Association (CMA) is one association that piques my interest. I’m keen on attending their events and workshops to expand my knowledge, network with more industry professionals, and continue to gain valuable insights into current trends and practices.

In my search for a co-op position, networking played a crucial role in searching for opportunities. By leveraging connections and reaching out to industry contacts, I was able to have direct communication with hiring managers, marketing managers and other individuals that would aid in furthering my career.

Some networking tips and best practices I’ve learned along the way:

Be genuine and authentic in your interactions

Follow up with contacts after networking events to maintain relationships

Offer value to your network by sharing relevant resources or insights

Attend industry events and conferences to expand your network and stay updated on industry trends

In conclusion, the Digital Marketing Seminar series has been instrumental in shaping my career journey in the marketing industry. The revitalizing format of this class allowed me to make virtual connections, drawing inspiration from their career journeys and experiences. As I continue my journey, I am reminded of the value of continuous learning, adaptation, and networking in this dynamic industry. Moving forward, I am excited to apply the lessons learned and leverage the connections made to further my career.

I cannot wait for what is to come!

[ejournal-alexandrag]

eJournal #3

I recently had the lovely opportunity of participating in one of the final guest lecturers of my Digital Media Marketing Seminar series. Vanessa McQuade, VP of Sales and Marketing for intrigue media shared her journey and experience throughout her years in Marketing Strategy. She was an awesome speaker, and I was a huge fan in particular as we both attended the University of Guelph for the sane Marketing degree. To make circumstances even more interesting, my previous role was a Sales and Marketing Coordinator for a landscape construction company. Vanessa shared how her expertise in Marketing Strategy lies heavily in the landscape industry. Having the experience I do in this industry, it was interesting to understand her key insights from that perspective.

I took away many valuable points from Vanessa and was able to learn some new things. One of Vanessa’s main components of her discussion was going over what she calls, “The 5 Mistakes” that are made in many businesses’ marketing initiatives she has encountered. Effective Marketing strategies can mean the difference between flourishing success and stagnation. Vanessa adeptly outlined five common pitfalls that often hinder the growth of landscape contractor businesses. Let’s delve deeper into each of these points to understand how they impact the effectiveness of marketing efforts and explore strategies to overcome them

#1 Not knowing the WHY of your business  

Vanessa describes this as engaging the wrong part of the customer’s brain. We know that many businesses know their “what” and “how,” but struggle to provide customers with a “why,” or better known as a purpose statement. This goes beyond merely knowing what services you offer and how you deliver them. It involves grasping the core values and aspirations that drive your enterprise. Customers are drawn to businesses with a compelling narrative, a clear purpose, and values that resonate with those of their own. By articulating your, “why,” you not only are now differentiating from your competition, but also forging and fostering stronger connections with your target customers.

#2 Not having a well-crafted sales process

A robust sales process serves as the backbone of successful marketing activities. It provides a structured framework for converting leads into loyal customers. A key component in any marketing doings – the customer purchase journey – is vital for businesses to succeed. By analyzing this journey and identifying key touchpoints where interactions occur, you can develop tailored strategies and resources for each stage of the funnel to guide leads seamlessly.

#3 Not having a niche

In a competitive landscape, no pun intended, specializing in a specific niche allows you to carve out a distinctive identity and cater to the unique needs of your target customer. Businesses need personalized experiences for different clients. As Vanessa said, “Without a niche, there is no clarity.” Whether it’s sustainable landscaping practices, urban gardening solutions, or luxury outdoor living spaces, positioning yourself as an expert in a niche market will enhance one’s credibility and attracts the right customers. By tailoring your marketing communications to resonate with the specific pain points and preferences of your niche audience, you will foster deeper connections, therefore ultimately driving higher conversion rates.

#4 No Clear goals outlined with leads

Without clearly defined goals and expectations, marketing efforts lack direction and accountability, which leads to suboptimal results. Vanessa discussed the importance of establishing measurable objectives and ranking your leads to then have better ability to convert the leads. The first step in reaching goals, and making accomplishments is by outlining what those goals and accomplishments are – it's as simple as that.

#5 No industry benchmarks

Staying abreast of industry benchmarks and leveraging relevant keywords is essential for optimizing marketing campaigns and maximizing visibility. It is important to research industry trends, competitor strategies, and performance benchmarks to gain insights into best practices and areas for differentiation.

...

Although I do not work as Sales and Marketing Coordinator for the Landscape Construction company anymore, this was all very important and valuable information I learned that I can use towards improving marketing strategies across many different industries. I can recall many moments from that role where this information would have significantly assisted when dealing with various leads. By addressing these mistakes, or challenges that are faced, businesses can elevate themselves, expand skill sets within their resources, and unlock new opportunities.

Vanessa’s insightful discussion on her experience in Marketing, specifically within the landscaping industry left a profound impact on me. She later went on to show the class how she runs through an actual marketing plan for a prospective client. Overall, it was a great discussion and I thoroughly enjoyed Vanessa. As I continue to pursue my aspirations in the digital marketing world, I am thankful to always hear a fresh mind speak.

[ejournal-alexandrag]

eJournal #2

As the weeks pass, I have been enjoying my Thursday evenings more and more! In fact, I look forward to the guest speaker sessions and cannot wait to meet the guest of the week….

The second leg of the Digital Media Marketing Seminar series introduced three new speakers, each contributing a distinct perspective to their experience in the world of digital marketing. Qashif Effendi, an experienced professional with a vast background in paid media. Next was Opemipo Adeniyi, the creator of a successful news platform in Nigeria, who delved into the realm of search marketing. Finally, Mat Krizmanich, with his extensive and interesting product management experience, discussed his time throughout his career. Thus far, I think Mat has been my favourite! His session was the most interesting to listen to and I wish he could have spoken for longer. All these seminars were enlightening, providing a deep dive into crucial aspects of digital marketing strategies and I look forward to discussing them with you in this journal entry.

Guest Speaker #1 Qashif Effendi

Qashif Effendi, the first of the three, brought 27 years of executive experience to the seminar, offering a comprehensive understanding of various sectors and roles. Not only does he have endless experience in many digital marketing topics, but he also has been a teaching Professor at George Brown College. Right off the bat, he pointed out how he refers to himself as a ‘digital immigrant’ in reference to being born in the analog age. I had never heard this term before and now, I can’t forget it! He discussed how he has witnessed significant advancements over the decades which has allowed him to arrive to where he is today. He emphasized the importance of paid media in achieving marketing goals, citing his passion for continuous learning and teaching.

Qashif’s presentation shed light on the nuanced world of paid media marketing channels, demonstrating their pivotal role in reaching target markets effectively. His discussion highlighted the ability of paid media tools to improve campaigns by precisely targeting desired audiences; notably he emphasized the significance of sponsored content in increasing brand visibility and driving specific and desired outcomes from the target audience. Something I can recall Qashif mentioning that was quite new to me, was the differentiation between publisher first party and advertiser first party regarding types of campaign research. Although after his explanation I understood fully what he meant by this, I had never heard these terms before. I always enjoy being able to add new terms to my marketing vocabulary. Another memorable point from his discussion!

His information was very useful to be implemented in one’s career – especially in the current digital age where paid advertisements have taken over social media. There are certain days when I am scrolling through Instagram and Facebook, majority of my timeline is absolutely filled with ‘sponsored’ posts. The power of paid media is real - and it influences us every day. Qashif’s discussion enabled me to look at the power of paid media in a new light. Aside from my part time job, I also do some freelance social media marketing work for small businesses. I sometimes struggle with certain clients when it comes to the topic of paid media. Certain individuals are indecisive and not trusting of paid ads – I hope that I can take the important lessons I gained from Qashif and translate these skills to use with my clients. Paid media marketing channels can make brands more versatile in the marketplace, giving them power to achieve their marketing goals. By investing in paid media, one can increase visibility across various channels, expanding brand awareness that is not accessible through organic methods alone.

Something I am very proud to talk about is a lead I had come in for one of my clients, the following week after Qashif’s discussion. One of my clients is a high-end residential construction and landscape company and I manage both their Instagram and Facebook accounts. I was speaking on the new knowledge I had gained from Qashif’s real experience in paid media and how strong and effective it can be when used properly. After convincing my client to allocate a higher budget to their Instagram sponsored posts in a specific city, we were able to generate 2 new leads in a matter of only 3 days! It was an exciting moment to say the least.

Guest Speaker #2 Opemipo Adeniyi

Ope Adeniyi, a successful entrepreneur who has built a successful news platform in Nigeria, shared his expertise in search marketing. Having run the platform successfully for eight years, he discussed the foundations of utilizing search marketing strategies. It was refreshing to be a guest in Ope’s discussion and hear his career experience with a company that operates with their audience in Nigeria – I found it very fascinating.

Ope’s presentation showcased his extensive knowledge of search marketing, particularly his adept use of organic traffic strategies, Google Analytics, and Google Search Console. His success was attributed to years of experience, dedication, and a strong commitment to ongoing learning. The discussion highlighted the effectiveness of utilizing multiple online services to enhance your search engine optimization (SEO) and improve a website’s performance.

When reflecting on the impact this discussion had on my current career path, I immediately think of my current role as Marketing Coordinator and the use of these Google tools on our company website. Through the website builder I use daily, I have some basic SEO and analytic tools, although do not utilize any Google tools. After Ope’s chat, I immediately began taking a further look into these tools.

Guest Speaker #3 Mat Krizmanich

Mat Krizmanich, with a wealth of experience in product management, particularly in environmentally friendly products, discussed his career experience in recent years. His emphasis on understanding complex user challenges ad providing effective solution resonated with the audience. Of the three seminars mentioned, Mat’s was my favourite. This was a topic of interest that has not really been touched upon throughout any content in this entire George Brown course, so it was interesting to talk about something new. Being someone that has always had a passion for both problem solving and creativity, this was a presentation I loved!

Mat’s discussion illuminated the role of product management, specifically in the UI/UX (user interface and user experience) stage, as a creative problem-solving adventure. His insights into the importance of thorough market research and the pivotal role of UI/UX in shaping user interactions and perceptions highlighted the critical stages of product development. I found it very fascinating to be welcomed into this side of marketing. Mat examined exactly what is involved in the problem-solving stages that are required.

As I previously mentioned, Mat’s discussion was my favourite of this bunch. His topic of discussion was something that has not been touched upon in my experience throughout this course with George Brown. Having heard about the different positions he has held for various companies was enthralling. The prospect of using problem-solving skills – which I have always been proud to possess – in a creative setting aligns with my passion for creativity to enhance experiences. I currently act as a Marketing Coordinator for a large construction company with many strong competitors in the market. I deeply resonated with the ideas of implementing UI/UX techniques as a competitive advantage in a crowded market and look forward to using these skills to improve the company website. To talk about a specific example, I am frequently adding new pages to our website to highlight completed projects at the company. I know am reminded of the UX practices when working on these pages – putting myself in the shoes of the user, I try and imagine how I would have the best experience browsing our company site.

This second set of speakers were great to say the least. These sessions have not only equipped me with practical knowledge but also ignited a deepened interest in specific areas, influencing my perspective and approach to future marketing endeavours. As I move forward, I am posted to integrate these valuable insights, shaping a more strategic and informed approach to digital marketing in my career.

Thank you for reading! :)

[ejournal-alexandrag]

eJournal #1

The Digital Media Marketing Seminar series has been an insightful journey thus far, to say the least. Featuring three distinguished speakers from diverse backgrounds within the industry, I know that my knowledge has expanded in their areas of expertise, providing me with different perceptions of topics that I have never focused on so purposefully. Each speaker brought a unique perspective and expertise, shedding light on various aspects of digital marketing. Daniela Furtado, the founder of Findable Digital Marketing, emphasized the critical link between personal branding and its ability to increase one’s SEO. Scott Macdonald, the VP of Audience Experience and Tech at Livewire, discussed the internal marketing perspective and highlighted the strong importance of effective communication within organizations. Chelsea Robinson, the Owner/ Marketing Director (and much more) of Positive Dance Experience, shared her experiences in utilizing social media strategies for her dance studio. I truly value the information that each one of these individuals shared with myself and my peers and feel confident that I learned about concepts and skills that I will keep in my mind for my future years in my career.

Speaker #1 Daniela Furtado

OVERVIEW

Daniela delved into the intricate relationship that connects one’s online personal branding, with search engine optimization. This concept of SEO is not new to me as during my last semester at George Brown I took an entire course focusing on this topic itself. Many items that Daniela touched upon acted as reinforcement to what I learned in my course last year, and proved to me that the takeaways I got from this class are real and evident in the real world. With her agency’s focus on making businesses, specifically interior designers, and architects, easily discoverable online, Daniela emphasized the importance of Experience, Expertise, Authoritativeness, and Trustworthiness, also known as EEAT, when establishing and building a strong online presence.

WHAT I LEARNED

Daniela introduced this concept of EEAT, highlighted its significance in consistently speaking on specific topics and gaining authority in high profile publications. The correlation between personal branding and SEO became clearer, emphasizing the need for a cohesive and interrelated online identity. She discussed the prominence of one’s social media presence, having user-friendly websites that users can easily navigate to learn more and get what they are looking for, as well as producing consistent marketing communications.

IMPACT

Daniela’s tips on SEO and personal branding resonated deeply with my prior knowledge and coursework in this field. Within my current role as Marketing Coordinator for a large construction company, Maple Reinders, I am responsible for managing the company website and assisting with social media content planning. In addition to these responsibilities, I support the team with public relations and media releases for our large projects. I plan to implement her recommendations in my daily work, ensuring that the website reflects the principles of EEAT and consistently speaks to the company’s expertise. This is especially crucial when representing a substantial organization like Maple Reinders.

Furthermore, in my last role as Sales and Marketing Coordinator for a high-end residential landscape company, Nature’s Choice, I was heavily involved in creating an entirely new website for the business. It was at this time that I integrated SEO strategies into the website building stage, ensuring meta descriptions and purposeful copy that resonated with the searcher’s intent. As I continue to navigate this field, Daniela’s insights will serve as a guiding force in establishing and maintaining a strong online presence, not only for personal branding but also the organizations I represent.

Speaker #2 Scott Macdonald

OVERVIEW

Scott Macdonald’s discussion was one that I enjoyed thoroughly. The reason being is that this is a very fascinating topic that is not discussed enough in my opinion. Scott stressed the importance of effective internal communication to elevate human experience within organizations. Having a Bachelor in Commerce with a major in Marketing Management myself, I feel as if the subject of internal marketing communications, does not get enough love and emphasis, while it holds a large importance in many, many companies. I also acknowledge that many of my peers who attended this seminar were able to learn very insightful and valuable lessons from Scott, again, for the reason I believe this topic is not taught enough in marketing courses.

WHAT I LEARNED

Scott’s presentation examined the crucial role of internal communications, especially in addressing challenges related to topics that cannot be discussed externally, or rather not needed to be. The need for a strong Intranet system used within organizations for their employees, and growing trend of C-suite executives increasing their direct communication with their employees, whether it be memos of videos, were just a few notable takeaways I can recall from his presentation. Scott’s insights on ‘controlling the narrative,’ within companies highlighted the responsibility of management in aligning internal communication with organizational goals and company culture. It is often discussed to ensure that your external marketing communications should effectively align with one’s goals, mission, and core values although this same attitude should be also focused when communicating with the employees of an organization.

IMPACT

As someone with real experience in marketing roles involving internal communication, Scott’s presentation reinforced the significance of this aspect in organizational success. My role at Maple Reinders involve putting together a monthly newsletter that I send out internally to over 500 of our employees. This provides me an opportunity to communicate any importance news that my coworkers are to be made aware of, as well as share other exciting highlights that are occurring within the company. Another task I recently participated in was creating a brand video that would be shared company wide, as well as used for on-boarding on new employee’s first day of work. In this video we discussed what a ‘brand’ is and the importance of maintaining brand integrity, whether that be not manipulating or editing our company logo, being mindful of using our company logo on personal social media posts and understanding that a brand is more than just your logo. We used this video communicate the mission and core values of the company and emphasize the importance.  This joint initiative between my team and Human Resources aimed at improving internal communications within the organization has not only strengthened my appreciation of the role of internal marketing but also deepened my commitment to enhancing communication strategies for organizational success.

Guest Speaker #3 Chelsea Robinson

OVERVIEW

Chelsea shared her journey of entrepreneurship in the dance industry, and her experience with building her dance studio from the ground up as a mother, wife, and new entrepreneur. Her focus was on social media strategies, email marketing, referrals, organic social media, and Facebook ads. Funny enough, I can recall having walked past the studio, Positive Dance Experience many times so I was immediately enticed by Chelsea and excited to listen to her chat. 

WHAT I LEARNED

Chelsea’s presentation provided a fascinating behind-the-scenes look at opening a dance studio, running the operation, and the significant impact that social media marketing can have for a small business in its early stages. Her emphasis on the authenticity of marketing, utilizing real customer testimonials, and in my opinion most significantly, the challenges faced during the pandemic, demonstrated her resilience in the entrepreneurship journey. Chelsea’s adaptation to changing circumstance and her learning what works for her company and what didn’t, showcase the importance of flexibility and continuous improvement.

IMPACT

Chelsea’s insights into social media marketing align with the evolving landscape of digital marketing. I plan to incorporate her recommendations, such as following current social media trends, maintaining authentic content, and staying consistent into my future social media endeavours. Chelsea reminded me that followers don’t always want to see high quality, professional photos, or stock photos even. Your followers will appreciate the raw, real content you produce. As being a social media manager for a couple of small businesses as a side hustle, I will incorporate these lessons into my everyday work. I am currently posting on socials for a barbershop and a high-end residential landscape construction company. As for the construction company, although the pretty ‘glamour’ shots as we like to call them are our main focus for Instagram, the posts I publish that involve the dirty, muddy, messy work sites always seem to perform well. Chelsea’s tips just went and proved that point even further.

CONCLUSION

In conclusion, the insights gained from Daniela, Scott, and Chelsea have undeniably enriched my understanding of the spoken digital media marketing topics from various perspectives. More importantly, they provided real-world experiences, turning theoretical concepts to tangible lessons.

The depth of knowledge and practical wisdom gained from these professionals will undoubtedly leave a lasting impact on my career. As I continue to progress in my career, the integration of these insights will undoubtedly shape my approach to digital marketing, fostering a strategic mindset in navigating the dynamic landscape of the industry.