A Critical Reflection

So this is {not} the end of the story

For the greater part of my academic life I have learnt “stuff” that I have forgotten the moment I exited the exam room. The marketing diploma however has certainly been a game changer. The semester has flown by with many sleepless nights, but it has been a good run and a lot has been learnt on this journey through digital. In particular, I have realized that digital is a major part of the world that we live in and it is unwise to ignore it.

Today is brought to you by the letters R and D

Research and development are important but the R and D I speak of, are relevance and data. The core and guest lectures [as well as the textbook] brought to light the significance of what these can do for a brand and its strategy.

“To be relevant is to succeed”.

As we have grown to understand, ‘it is all about the customer’ and as such whether it is content or usability in UX it has to connect with the consumer. The digital space is greatly fragmented, and it is crucial to create content that can build a connection. Messages must therefore be relevant for the purposes of the consumer, be it personal advancement, entertainment or just information on how to build an ark.


The new buzz word for marketers is data and as we saw in tutorial one, the measurability of digital helps to gather data. Facebook and other companies like it are making use of data to build ‘smart advertising’ which enables them to present information that is relevant to audiences. As such, it is clear to see why more companies are investing in data collection as it clearly creates an opportunity to better engage with and serve consumers.


Response optimization

Online Reputation Management is a topic that I found to be of great interest as it addresses something that all people should be a part of. Be it taking down photos from your Facebook timeline, it is necessary to respond to activity online. People are media channels and therefore through retweets and sharing can easily damage or boost a reputation. ORM thus gives businesses the opportunity to ‘understand consumers in real-time’, respond and use data to be relevant.

SEO-The slippery eel

Depending on what you are trying to achieve, the selection of tactics is a crucial part of strategy. Search Engine Optimization is a tactic that I however could not get my head around (despite writing a whole section on it in the group project). Possibly taking time to learn {firsthand} how it works could help me to gain a better grasp of the tool and the benefits it can deliver.

Things to remember….Digital is a mindset not a channel and of course relevance and data.

Hopefully I will be able to show exactly how much I have learnt with a first class pass [and a job at Chanel].


Do Svidaniya…


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