Spotlight on Katelyn

Wanna know more about MQ’s Marketing and Media degree and where ex-students are now? Well, we are so happy to bring to you the next inspiring alumni in our “Spotlight On” series.

Katelyn* is an MQ graduate, having completed her Bachelor’s Degree in Marketing and Media in 2017. During her time at MQ, she acquired some experience in Marketing and Communications and later, after her graduation, started her journey in Law.

When we asked Katelyn why she chose Marketing and Media in the first place, the 2017 MQ graduate told us;

“I chose to study at Macquarie as they were the only university at the time that recognised the inherent relationship between Marketing and Media. I enjoyed the fact that in my later years of study, I would have exposure to subjects which really combined content from both disciplines as opposed to studying these in two separate streams.

The highlight of my degree was being able to work with genuine organisations, such as Pepsi Australia, to showcase my theoretical knowledge in a practical way. It was great exposure and an incredible opportunity for industry feedback.

I would absolutely pick this degree again. ” 

Throughout her time at Macquarie, Katelyn gained some Marketing experience and practised the knowledge she learned in the Marketing and Media. We asked what advice she has for students looking to obtain some internship experience.

“If I could give one piece of advice, it would be to engage in as much work experience as possible! This is for two reasons.

Experience provides you with a fantastic platform to enhance your practical skills and really understand how the industry operates. It will also set you apart from other graduates when you are applying for jobs, future employers like to see that you have a genuine interest in the field and are willing to work for an opportunity.

The experience was invaluable.” 

Katelyn has gained some great professional experience and when asked what was the most valuable, she said that they all had great quality and impacted her career in their own ways.

“Each exposed [me] to an entirely different type of business. My first internship was with a start up yoga and culture magazine, I learn’t the value of working from the ground up and the importance of growing awareness. The NSW Business Chamber provided me with a new experience, in that it was based in a corporate environment.”

With her substantial professional experience, starting with internships up till her current role at the Woolworths Group, Katelyn has provided some advice for recent graduates of MQ’s Marketing and Media degree.

“Throw yourself into volunteer internships and experience, practice your interview skills using mock questions and be confident in your approach. Finally, be interested. It is very easy for an employer to gauge that you do not have a genuine drive to be part of the industry.”

Following her experience with the Bachelor of Marketing and Media, Katelyn is currently continuing more studies and is acquiring a Bachelor of Laws degree, majoring in Corporate and Commercial Law at Macquarie University.

We wish her all the best in her future endeavours and we hope you’ve all learned from Katelyn’s experiences and see what it’s like to be a graduate from MQ’s Marketing and Media degree.

*Last name of this interviewee has been removed at the request of the interviewee. 
HEAD IMAGE: PHOTO BY GRAPESHOT MQ

Marketing Language We All Need to Use

With the internet’s massive impact on marketing campaigns, it is crucial for marketers to ensure they get there point across in the most effective, exciting and successful way possible.

But, making marketing campaigns appealing to the public has become more and more difficult, as individuals give just a couple seconds to campaigns. Even an email campaign is considered to have done well if only 25% of respondents click on it.

So, what should we as marketers do to improve our language and gain more interest?

Here are some tips we’ve learned;

Emotional Communication

If the message and content of the campaign don’t have language that resonates with the consumers, then they won’t be as interested. Emotional language for marketers can be split into five categories, these include; trust, pride, anticipation, fear and joy. Make sure to write it down!

Call to Action Language

By including ‘action’ language into your campaign, consumers will feel more compelled and interested to check out your organisation. Using words that are descriptive, positioning yet still emotional are very important for this step.

Symbolism – The Power of the Emoji

Symbols make a difference! Visuals are more modern age and they illustrate your organisation’s dynamic adaptability, as your able to adapt to the unique environments around you.

Did you find these interesting? Have you used any of these tips and tricks before? Be sure to let us know any other tips we’ve missed out on.

Head Image: Unknown

Is Instagram’s new shopping feature the next best innovation?

Instagram, the most popular app with over 800 million monthly active users has launched a new feature to their app – the shoppable tags.

These tags will benefit brands before consumers but are set to provide both with a fun and interesting shopping experience.

The tags that can be added by brands will give consumers a quicker way to shop, boosting sales and reducing obstacles. It will also allow businesses to reform their engaging content into sales, with just the click of a button.

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Image by Instagram

The Shopify tool will be available to business accounts, however, influencers will also be able to utilise the feature as they present brands with another route to support their shoppable tags.

The demand for content will presumably rise as brands will maximise this opportunity to ensure consumers consistently see their content, and with Instagram’s considerable reach, we can expect a large shift in e-commerce.

Will you be using Instagram’s new shopping feature?

Head Image: Photo by Thomas Trutchel/Photothek via Getty Images

 

What Marketers Have Learned From Facebook’s Data Leak

Amidst all the drama surrounding Facebook’s leak of 50 million users’ data to Cambridge Analytica, we have learned something very important that all marketers should be aware of.

“It should raise their awareness of obligations to enforce their policies by monitoring what clients actually do with data they provide,”

David Raab, Principal of Marketing Technology House, said.

But, Facebook was not the first to allow a data leak to happen. This has happened to a few companies and it raises that question as to why brands use data to hyper-target their consumers?

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Photo by Dado Ruvic/Reuters

Yes, it is easier, but it also discriminates users by their genders and cultures, and we as marketers and consumers need to start utilising the data we get and add value to it – as problems like this are just fraudulent behaviour and customers are going to regress and not use our platforms.

Facebook has already seen the massive consequences of their actions as their value has dropped by US 30 billion dollars and about 6% in the Stock Market.

Head Image: Photo by AP

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!

Advanced Issues in Marketing and Media is a blog filled with interesting and up-to-date content created and curated for the marketing and media buff in all of us! We explore pressing issues in the industry and share career advice and first-hand experiences from recent marketing and media graduates, to read and share with your comrades and friends.

We hope you enjoy the content as much as we love creating it! Join the conversation on social media via our LinkedIn group to get constant updates about the website and to interact with a community full of knowledgeable and creative individuals like yourself – people who love the joys and challenges of marketing and media.

—-> JOIN THE GROUP <—

 

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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