The newest member of the Perfect Search family, Emily Lutz, used to be a zookeeper and now she’s joined the wild, wild world of digital marketing. Get to know Emily!
1) What’s your favorite part of your job so far? What’s the most challenging part of your job so far?
My favorite part of the job so far is studying new accounts. Everything in this field is new to me and it is interesting to see how similar companies can have a very different digital presence and experience based on their historic use of the internet and their consumer base.
The most challenging part of my job is looking at a campaign or account that is not doing well and trying to figure out the why (or why’s) behind it. If we have good ads, why are people not clicking on them? Or, if they are clicking on them, why are they deciding not to purchase and moving onto another website? It’s about looking at the accounts with a clear mind and trying to get inside the mind of the consumer.
2) What surprises you the most about digital marketing?
I expected digital marketing to be more about analyzing data from campaigns—and it is, to a point. However, there is a lot more studying the psychology of the consumer and finding what drives conversions than I expected.
Some of the more traditional advertising and marketing background is still helpful in the digital marketing arena, more than I expected coming into the field.
3) What’s your ultimate vacation?
My ultimate vacation has no end. It is me strapping on a backpack with bare supplies and traveling by train, plane, and boat all over the world, staying in a hostel until I have experienced a locality and then moving on to the next place of interest.
I might also hike across a country, up to a monastery in Nepal, or bike from town to town in Europe. I would volunteer at wildlife refuges and sanctuaries along the way and earn money giving guided tours to tourists. That is the dream.
4) Plan your dream musical. Who’s starring in it? Who’s writing the songs? Where is it set?
My dream musical would take place in New York in the early 1900’s and would be about the lives of new immigrants to the US from other countries. Neil Patrick Harris, Daveed Diggs, Idina Menzel, and Bernadette Peters would star in it. It would be written by Lin Manuel Miranda. I would definitely visit Broadway to see that—if I could afford to get tickets!