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Entrevue avec une stratège en marketing numérique

Interview with a Digital Strategist

June 21, 2017By Laurence Blanchette

Nearly a year ago, Meggie joined Nmédia as a Digital Marketing Strategist. She has more than a few tricks up her sleeve and her creativity is hard to match.Today, it's her turn to explain who she is, and more specifically, what she does.

Tell us about your career path before joining Nmédia.

I completed my Bachelor's degree in Business Administration with a marketing concentration at the Université de Sherbrooke. I was in a co-op program, so I had the chance to do various internships in my field before entering the job market. I began with a 4-month internship in France.

For the next year and a half I then worked for a Québec agritourism business and I absolutely loved it. They had never had a marketing employee before, so I developed the first marketing and communications plan. Next, I worked for a transportation company prior to joining Nmédia.

What does your average workday look like?

What's stimulating in the digital marketing field is that no two workdays are alike because we work on so many different projects. For example, I may work on developing website or e-commerce strategies, offer client support, provide or receive training and much more.

What is your favourite type of project?

It's hard to say. Each project is different and they all offer aspects for personal challenge. Personally, I'm truly a number gal! I like to review the analyses of what I have put in place to ensure it's working and offering good results. This is fairly easy in the web sector where data is easily quantifiable.

What is your proudest accomplishment since joining Nmédia?

The progress I have made and the confidence I have gained. At Nmédia, our expertise is truly valued. Receiving as much continuous training as I have had has an extraordinary positive impact, both personally and professionally, for the entire organization's performance.

What is the most challenging aspect of your work?

Staying up to date on new trends and trusting the skills we are gaining.

What surprises you the most about the digital marketing field?

That some people still don't consider the web as a mass media outlet. This is where most companies should go.

What advice would you give someone looking for a job in your field?

Knowledge has no limits. Personally, my yearning for school ended when I joined Nmédia because I'm constantly learning in my work environment. Also, in a constantly changing universe, we must never take for granted that a concept will be good years to come, or even for a few months.

What tools do you use to stay up to date about new technologies and innovations in your field?

I use a lot of different channels. I created my own knowledge base. I'm always on the lookout for trends, especially in social media and search engine advertising, along with audience strategies. These are the kinds of information that generate the best results in my day-to-day work.

What are the major differences between digital marketing and traditional marketing?

Everything relating to user concepts. In more traditional marketing, there are fewer channel and content options. On the web, however, user reaction is instantaneous, so we have more latitude. For example, if an advertising campaign doesn't work as expected, we can immediately apply changes to improve performance.

How do you think the digital market will evolve over the next few years?

The web will increasingly focus on user-centered content, which we have already begun to witness with Google algorithms that tend to completely suppress spam content. As I often say, great content should follow the 80-20% rule: 80% content pertinent to the audience and 20% promotional content.

What similarities or differences have you noted between school and real life applications?

At school, we learn concepts. Applying them is different. At school we are used to producing more theoretical content, but when you begin on the market you have to adjust. You now have to put these concepts into action. What stays with me is this: Don't be scared to take initiative and ask questions.

What are the qualities a good digital marketing strategist should have?

They need to like... no! love to learn! They need to have good business sense and know how to mix creativity and statistical analysis effectively. This takes strong self-confidence, but they must also be able to recognize their mistakes and learn from them. A good digital marketing strategist is someone who knows what they want, but above all who knows what to do to reach their goals.

What do you do when you're not working?

For the time being I am trying to gain authority over a young dog that is often into mischief. Otherwise, I love to do lots of things! I'm really active; I love travelling and cooking, when I have time.

How do you see your future at Nmédia?

I see myself progressing constantly and gaining enough experience to eventually challenge my mentor Jackyboy, as his friends call him.

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