Next up in our Q&A series we have Paul Court, who leads digital execution strategy for our clients across all verticals.
Paul joined TLA just over 18 months ago from Time Out, where he held the position of senior digital marketing manager. Prior to that he was part of an extensive digital acquisition team at lastminute.com.
Here, he talks about the role of digital marketing at TLA, the passions that drive him and the future of performance marketing.
What is the role of your department at TLA?
The marketing department is the voice of the customer, so we must work to understand customer pain points and connect the most relevant client with that consumer. We work across all channel activity to drive the most effective and cost-efficient results for our clients.
What have been your biggest projects from the first half of 2019?
In the first half of 2019, the biggest project I’ve been working on is a digital transformation project around our proprietary audience platform. We’re building out a best-in-class platform that can connect audiences with client campaigns to deliver performance. I’ve been setting the 5 year vision for the platform and working on a 12 month execution plan to realise that vision.
What area of your work are you most passionate about and why?
I’m most passionate about team progression and enabling all members of the team to progress in their careers. Digital Marketing is a vast landscape and there’s lots of opportunities to find the role that suits you best so working with the team to help identify and pursue that role means that they’re working in the most effective way, which in turn delivers results for the business and for our clients.
What are your predictions for your profession and/or industry?
Digital marketing is constantly evolving, always at a rapid pace so any prediction is difficult. A few things that stick out are:
- The continuous move to ‘performance’. Marketeers are becoming savvier about where to put their money. With the rise of big platforms in FB, Google etc. performance accountability and execution has never been easier. Traditional display, through programmatic means has operated in an opaque manner for too long and transparency on what any given activity is delivering will continue to be key.
- The rise of the big platforms has led to data silos and a war around data ownership. Walled Gardens in Google/FB/Amazon etc. mean that cross channel measurement becomes ever more challenging and there’s even more financial pressure on publishers who don’t always have the scale of a big corporate to compete.
How will they impact the way we do things at TLA?
Platform X will be our attempt to solve this industry’s wide problem, bringing performance and accountability whilst appropriately rewarding publisher contribution. It’s an exciting time for the digital marketing ecosystem as people continue to get more au fait with data and the impact it can have on digital execution effectiveness.
Where do you get your inspiration? Are there any books, blogs or websites you would recommend?
I tend to listen to several podcasts to keep up with the latest goings on in marketing – we tend to listen to Ad Age Ad Lib, AdExchanger Talks, The MadTech Podcast by ExchangeWire on a regular basis as well as consuming the latest content from Medium, the Drum and Digiday.
Finally, what advice would you give to someone just starting out in the digital marketing industry?
I have no regrets about getting involved in digital marketing, I’ve had the opportunity to work with some of the biggest brands and clients across several interesting projects. The piece of advice I’d give to aspiring digital marketeers is to try and get involved in as much as possible. Understanding the whole marketing and data ecosystem gives you a fantastic grounding in wider business performance and will set you up for a fantastic career.
If you’ve got a question for the TLA team or want to know more about what makes us tick, why not get in touch?