OVERVIEW OF BLOG TOPICS
Each blog will be stimulated by an opinion piece or an article about current digital practice or even a campaign, which will be uploaded via the Blackboard submission link on this page.
Each blog should be about 500 words and collectively they account for 30% of your grade.
STEP BY STEP APPROACH FOR WRITING THE BLOGS
- Read the attached reflective piece for each blog. This may be an article from AdNews, a critique of a campaign or even an advertisement. And consider the question.
- Think about what’s happening in industry – the trends, the research, the issues. You can also look at the reference material on each module on Blackboard. Here you’ll find industry trends or facts and figures which might help.
- Write a short paragraph of about 500 words that draws together the theory and the practice and that expresses your opinion on the issue.
- If you are unfamiliar with the client or campaign or not sure what to say, you might like to:
- Have a closer look at the campaign or practice by googling the campaign. See what is being said in the media or in blogs.
- Relate it to some of the theories discussed in class. This is a great way to revise your lecture notes.
- Consider the implications of this for all stakeholders – the digital manager, the agency, the consumer, society, the brand.
- Submit all three blogs together in one document in Week 10.
BLOG 1 – Do we all have social media fatigue?
A recently released study by Deloitte suggests that Australians are getting tired of social media. We are visiting a brand’s social network site less; paying less attention to online reviews; and even trying to spend less time on social media. Thinking about the way people use social media, do you think this is anything that brands need to be concerned about? It is an artefact of the maturing digital environment or are there other media reinventing themselves and becoming more interesting? Do we just need to switch off and lie down? Or is this the start of a shift in the way we use media?
Blog 2: Do metrics measure up?
It seems that there are many ways to measure activity online. Today’s leading platforms and sophisticated marketers are using all kinds of metrics to justify performance, from “likes” as a measure of engagement to “last click” as a means of attribution. While such behaviours are easy to measure and look like they are reporting something meaningful, are they really measuring what they claim to measure? Is there transparency or even is there any rigor in what is being measured online?
AdNews has just published a story showing that Facebook claims it is able to reach 2 million more people aged between 15-40 than are actually represented in our country’s official population stats. Then another case from last year where Nielsen admitted to 18 months of YouTube online ratings mistakes. So if Nielsen or Facebook can’t get it right, what chance to marketers have?
So for this blog, comment on some aspect of the value of metrics. You can use one of these attachments as inspiration. Or focus on something else entirely different. But the key question is – how reliable are the metrics that industry is using? Are we really measuring what the metrics claim to be measuring? Do we even understand what people get out of using media? And can we measure it? Is the problem with the metrics or with our interpretation of them? Or even our commercialization of the metrics? You don’t have to answer all these questions, but hopefully they might challenge you to take a position in your blog, supported by a theory discussed in class, on the value of metrics. Do they really measure up?
Blog 3: Will technology revolutionize or destroy marketing?
Have a listen to this Podcast from AdNews (link below) which brings together a futurist, a creative and a media buyer to talk about “Will technology revolutionize or destroy marketing?”. Is marketing resilient enough to change? How will Artifical Intelligence impact the way we collect and analyze data or even create ads? What kind of job will you have in ten years time? Tell me in this blog what you think the future of marketing or advertising or public relations is. Will technology revolutionize it? Or perhaps as some suggest, advertising agencies or even these marketing communication disciplines won’t exist any more. What’s your prediction?