Why are marketers obsessed with trends?

Marketers are highly strategic thinkers, right? Then why do they usually just follow the crowds?

That’s right! According to Mark Ritson, Professor at Melbourne Business School marketers are like magpies, we fly from one trend to another, basically following what is conventional.

And yes, there is a reason why marketers do this – its because marketers find that doing something unique and failing will impact their notability.

Economist, John Maynard Keynes has said that;

“Worldy wisom teaches that it is better for reputation to fail conventionally than to succeed unconventionally”.

But, isn’t this an issue? Won’t this cause unbalanced customer relationships and behaviours? We think so!

If we, as marketers, merely focus on career progression and stability, rather then brand awareness and customer satisfaction, we lose respect for ourselves.

We suggest that you IGNORE the crowds! Don’t always look at what others around you are doing – analyse your brand and see what can work for you.

But that’s just one marketer’s opinion.

Head image: Photo by Magic Pictures

MECO399 Member Spotlight: Sophie Tilley

Are you interested in what it’s like to be a Marketing and Media professional? Wanna know what it’s like to be in the industry first hand? Well, we’ve got your back! We have scoped the brightest young minds who have studied MECO399 to give you an inside look at the industry and how Advanced Issues in Marketing and Media helped them in their working life.

Our very first Marketing and Media alum is Sophie Tilley.

 

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Pictured above: Sophie Tilley

 

Sophie graduated from Macquarie University in 2015 and has since completed her Master’s degree in Marketing Communications, and has gained some enriching professional experiences in companies such as; Madman Entertainment, NRMA, Deloitte and Cinema Nova.

 

When we asked her why she chose Marketing and Media as her degree, Sophie told us a career in film was something that started off her dreams in media.

“With this degree, I would be able to gain a solid knowledge of Marketing and other skills needed for a career in business, but could also take classes in film making in state of the art facilities and explore my passion through classes.

Throughout my degree, my intrigue in Marketing grew to become a strong interest of mine – I loved seeing how my passion for creativity and interest in business could come together in such a fluid way.”  

Within her degree, Sophie also created many memories, having gone on exchange for a semester at Oxford Brookes University. But, she told us how much she genuinely enjoyed taking one of kind media subjects.

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“The highlight of my degree was definitely the subjects in which my fellow classmates and I would work together to create a complete marketing campaign for a real-life client and present our work to the whole class.

I can’t imagine having studied any other degree – it was as if it was created just for me and my interests (except maybe for accounting and statistics classes…..)” 

With her knowledge from Macquarie University, Sophie undertook several internships during her studies and she’s told us exactly how she was able to land these cool work experiences and how you can also take on internships during your time at MQ.

“All of these I was able to get by simply asking professionals that I met – a number of these through university… I was able to gain an internship at the media agency OMD as we presented our mock campaign to them during a class. Following the presentation, I approached the OMD representative and asked if they would be able to accommodate me for a couple of weeks. Another time I participated in the Lucy Mentoring Program that Macquarie organises for women interested in working in business…

All of my internships have started with me simply asking politely if they would be possible – so don’t be afraid to ask if you know someone in an industry you’re interested in working in!”  

With all this mind, it isn’t hard to see how Sophie has already started to take over the world with her Marketing and Media knowledge acquired from MQ. With her final words of wisdom, Sophie has given us advice for recent and future graduates who wish to break into the marketing and media industries.

  1.  “Have the confidence to ask the big questions – especially if it means that you can get a foot in the door at a company you’d love to work with.
  2. Remember that you can combine your passions. Marketing is great because all companies need to marketing themselves in one way – I have always had a passion for film, so when I approached film companies for internships and jobs, my passion set me apart from other candidates(…).
  3. Gain a knowledge of digital platforms like Facebook Ads and Google AdWords & Analytics – These platforms are always touched on in class, however you will need to go the extra mile and read and watch online tutorials to learn how to use these platforms. Digital is the future, so having an understanding of them will set you apart from other graduates.”
Head image: Photo by@hannahhargravee via Instagram

Welcome!

Welcome to the most fascinating and fun website on the web!

The Advanced Issues in Marketing and Media blog is filled with interesting and cool content curated for all you Marketing and Media buffs out there. We create content that has to do with Marketing and Media. We will tell you pressing issues in the industry, give you awesome career advice and share first-hand experiences taken from Marketing and Media alum. So be sure to read and share the content with your fellow Marketers and Media friends.

We hope you enjoy the content as much as we love to create it. Be sure to join our Linkedin group “Advanced Issues in Marketing and Media” to get constant updates about the website and to interact with a community full of knowledgeable and creative individuals like yourself who love the challenges of Marketing and Media.

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Ad fraud – our biggest threat

Ad Fraud has become one of our industry’s most prominent concerns and with the considerable amounts of bad press over the last year, we must explore the major efforts being initiated to stop ad fraud and use agency knowledge to determine what the industry should do to make a difference.

One significant example of online fraud is illegal websites, which stream stolen content. With labels like Marks and Spencer removing their ads from YouTube, we as marketing and media intellects must ask ourselves what we can do to prevent such a malpractice.

Youtube’s plan to solve such an issue is to address brand safety concerns, by looking at all brand issues, and analyzing unsuitable channels that should not exist, let alone advertise. Yet, no-one knows what to do in an immediate sense to stop this from happening. Until YouTube lets verification specialists within, advertisers and agencies will still be unsure to trust the company

According to Pinion, 2018, a major problem we face is that advertisers and companies just conform to the norm and don’t push any industry boundaries. We don’t push for data that can assist in transparency and lessening of fraudulent behaviour and maybe we need to start.

Head image: Photo by prianka via Getty Images 

 

Google is out…but what is in?

Google.

One of the largest media conglomerates in the world is no longer the most valued brand in the world. Yep, that’s right, the search giant has now been taken over by…Amazon.

 

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via Getty 

 

The 2018 Brand Financial report has been released and despite increasing its worth by more than US$ 11 billion, Google was billions of dollars behind the tech corporation Apple and retail company Amazon.

Apple has increased its brand value by US$ 40 billion whilst Amazon has rendered the brand financial world speechless jumping its value about 40 percentor US$ 60.5 billion. The ranking of the brands as seen below is determined by its net economic profit.

With this in mind, it seems as though Amazon is the brand cooperation that has not only stunned the financial market but also the public. Amazon is developing at a fast and high rate, and with the recent opening of its Australian market, it now makes complete sense that Amazon is the brand to look out for.

With the opening of even more international markets and its development of a UPS (delivery) service, Amazon is an unstoppable machine which is going nowhere and will very soon replace Google in our everyday communication.

Why don’t you Google it? No way! Just Amazon it.

Head image: Photo by Jaap Arriens/Nurphoto via Getty Images 

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