7 min read
You know just how much we love marketing. We’re always looking to understand and improve the workflow of marketers. So we want to know them better, at any level. So here we are, at the 23rd episode of People of Marketing. New experiences shared by the best.
Our guest today is Emmy Clarke – an experienced marketer with a focus on paid advertising. She’s also a former actress, probably best known for a 6-year stint in the popular TV series “Monk”. She dived into the world of Entertainment at the early age of 10, landing roles in a number of Films & Television series. After 12 years, she decided to put an end to her on-camera acting career and pursue her passion for Media, specifically within the Advertising niche. Now Emmy is the Associate Media Director of Paid Social at Good Apple.
Paid media is for brains thirsty for knowledge
We had the opportunity to talk to Emmy about paid media. She’s our first guest from this niche and we wanted to learn more about why she chose it.
“I love learning. In paid media, there’s just always so much to learn. What initially piqued my interest in advertising were really the courses I took at Fordham University. I loved learning about the history of media, the paradigm shifts from print to radio to TV, the golden era of advertising, the psychology of it.
But I think a part of it is really just where you land. A lot of people don’t really understand how big of a bite that marketing is to chew. There are so many facets to it. You just kind of need to focus your attention on something. I chose what I do now, this niche within advertising because I love how deep-rooted I have to be in my client’s focus areas and their goals. I think that’s really fun.
That presents so many different challenges depending on the client. Even though we focused on paid media, it’s so intertwined with creativity, with the site experience, with customer satisfaction, with organic growth, and so many other pieces. In order to be a strong paid marketer, you have to learn about all these other pieces of the puzzle and all these other synergies that kind of exist.
It takes years of time and a brain that’s thirsty for knowledge. I love what I do and who knows where it’ll take me. But right now, I feel like I’m still learning so much. I’m excited to see how things progress!”
Emmy told us about the uniqueness of paid media. You need to be versatile and understand all the other parts of marketing. That’s the challenge and the beauty Emmy sees in it.
We’re not saving lives
A career in advertising comes with a lot of stress. There are tight deadlines and pressure from all the stakeholders involved. Especially early on in our careers, it’s hard to differentiate between pressure and real urgency. Emmy went through that but learned to cope with it.
“Stress management is really common in the advertising industry. For many entry-level people it’s like a new language. The media has its own language. Understanding it all isn’t a walk in the park. You’re never really there. You’ve never really learned it all or grasped it all.
But I think when you’re working in client services, it’s easy to feel like the world is ending. Or like everything needs to be done now. The biggest realization that I came to pretty early on was that nobody’s dying. Everything is fine. While marketing definitely drives a meaningful impact on people’s lives, we’re not saving lives.
I’m not a doctor, it’s going to be okay. Recently, one of my colleagues told me that I am really calm in stressful situations. And that’s because I have a strong sense of reality.
While I take my work super seriously, it’s to nobody’s benefit to be freaking out and responding with stress. That has been a really useful tool in my toolbox. And it didn’t come easy at first. ”
Stress isn’t beneficial. Almost never. It’s not only that you can’t focus, but you can make things worse. Yes, marketers have a responsibility to their audiences. But they’re not making life and death decisions. It’s important to remember that every now and then.
You can’t grasp the strategy without the intricacies of the tactical
Marketing takes time to learn. It comes with a lot of new terms, new ways of thinking, new acronyms. It can be hard at the beginning. But the beauty is that learning it the right way makes your whole career more strategic.
“It’s really important to learn things from the ground up. You really need to learn all the fundamentals. But this means getting into the weeds, in order to move onwards upwards. And I think a lot of people gloss over it.
As I mentioned before, it’s like learning a different language. There’s so much to it. In my first meetings, I was so confused. There were so many nuances. All the systems, the reporting all the way to this endless dictionary, the acronyms, the overused buzzwords.
It’s its own language and it’s crucial to remain patient, to ride it out in order to cultivate your strategic mindset. It’ll all click. It just takes a lot of time and diligence. Especially with paid, you really can’t grasp the strategic without understanding and building your foundation on the intricacies of the tactical.
That’s what I’ve appreciated about my career. I’ve learned the ins and outs and the nitty-gritty of every single system. And that’s taken a lot of time, energy and late nights. But now I have a strong grasp on strategy, what’s possible, and what’s not.
There were so many times where I nipped an idea in the bud from a strategic standpoint because I know the tactical, the limitations, and the opportunities. Or other times I’ve helped push something further because I know all of those details that go into making a campaign great. ”
Time. Energy. Late nights. Nobody said it’s easy. But what it gives in return is worth it.
Emmy started her career very early on, in a different direction, as an actress. But her passion for media got her interested in learning the marketing world. And now she is very successful in the industry.
Curious to find out more? Here you have the whole episode!