Over the past three weeks, I have learned a lot about digital marketing, especially in paid media and personal branding. The seminar sessions with Qashif Effendi and Daniela Furtado provided valuable lessons on how to use paid media effectively and how to build a strong online presence. These discussions changed how I see marketing and gave me practical ideas for my own career growth.
Understanding paid media: Insights from Qashif Effendi
Qashif Effendi’s session explained how paid media has evolved and why it is important in digital marketing. One of the key lessons was understanding the difference between a target audience and a target market. Before this, I thought paid media was about reaching as many people as possible. However, Qashif emphasized that successful campaigns focus on a specific audience rather than trying to appeal to everyone. This approach makes advertising more effective and ensures better results.
Another major learning point was the PESO model (Paid, Earned, Shared, and Owned media). Qashif explained how these elements work together to build trust and visibility. He also introduced programmatic buying and real-time bidding, which allow brands to reach the right consumers at the right time by automating ad placements.
Qashif also discussed how big data and artificial intelligence are changing marketing. With AI becoming more popular, marketers must use data to make better decisions and target their audiences effectively. This inspired me to improve my skills in digital advertising platforms like Google Ads and Meta Business Suite to create better, data-driven campaigns.
The power of personal branding and SEO: Lessons from Daniela Furtado
Daniela Furtado’s session focused on personal branding and search engine optimization (SEO). One of the most interesting insights she shared was about Google’s Knowledge Panel. She explained that people can influence their online presence by consistently creating high-quality content. Before this session, I thought personal branding was just about having a LinkedIn profile and a portfolio. However, Daniela showed that personal branding requires a well-planned strategy, including writing articles, engaging with online communities, and ensuring a strong digital footprint.
She also discussed two different branding approaches through the stories of architects Arthur Erickson and John Parkin. Erickson focused on personal branding, while Parkin built a strong corporate brand. This helped me see that both strategies can work depending on one’s goals. I now understand that I need to position myself as an expert in my field by sharing my knowledge and building my online presence.
Daniela also explained how SEO ties into personal branding. Google now prioritizes content that shows Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). This means that regularly sharing blog posts, LinkedIn articles, and case studies can help boost online visibility. Her insights made me rethink SEO beyond just keywords and focus more on building credibility.
Applying these learnings to my career and personal brand
Both sessions provided me with valuable strategies that I can apply to my career. The insights on paid media emphasized the importance of targeting a specific audience rather than broad groups. I also learned the benefits of programmatic advertising and real-time bidding to optimize ad placements efficiently. Additionally, leveraging data and setting measurable goals will help me track campaign success more effectively.
The sessions also highlighted the importance of personal branding, which I plan to strengthen by building a personal website to showcase my work and expertise. Writing LinkedIn articles and blog posts about digital marketing and SEO trends will help establish my authority in the field. I also aim to improve my social media presence to reflect my professional brand while actively engaging with industry experts and participating in discussions to expand my network. I highly encourage marketing experts to do the same, as building a strong personal brand can open new opportunities and enhance professional growth.
Conclusion
These seminars have changed the way I think about marketing and personal branding. I now see how paid media can be used in a more strategic way, rather than just running ads for a large audience. I also understand that personal branding is not just about having a presence online but actively creating and sharing valuable content. By combining these insights, I can build my credibility, increase my reach, and create new career opportunities. Marketing today is about using data, being authentic, and consistently engaging with your audience. I am excited to put these lessons into practice and grow as a marketing professional.
Written by: Kemili Norman-William