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My Passion

I am very passionate about theatre and all things musical.  As a former high school theatre student, I am itching to go back into theatre one day and find a way to tie it into my college experience.  I danced for 18 years and love everything involved with the live story telling process.  I’ve found ways to bring it to my art minor with photography being able to bring out my theatrical side.  

I personally think that everyone should go through the process of theatre.  There is stigma around live theatre for gender and it is often under looked.   Theatre is much more than the series of opening days that is showcased.  Theatre starts with the hard process of auditions, finding the perfect monologue and song to showcase your talents. Then it leads to call backs and then waiting an agonizingly long week, to get the results (something that prepared me for the 2020 election lol).  After every role is cast the long process of rehearsals start.  When I was in high school, we had rehearsals 6 days out of the week.  It was more than a full time job. On weekdays we rehearsed from 3 to 6. On Saturdays, we rehearsed from 10 to 3. We did this all as teenagers, giving up our weekends, and trying to maintain a heavy homework schedule.  Our rehearsals consisted of a lot of physical work, which could often lead to injury. I myself suffered from muscle aches to shin splints. Singing isn’t very easy either, and learning how the different tones of voice come together can be magical once it finally works. After the many times of being yelled at and accusing one another of messing up.  Theatre is no easy task, and all this goes on for three months before a premiere date.  The transition itself is hard too, when working at the actual auditorium for the stage. “Hell Week,” is what was often mused during the technological fixes and costume rehearsal.  But when the sound of the audience came and we had fulfilled our show—it was beyond rewarding.

Theatre instills a drive in people that will stay with them for the rest of their lives. I believe everyone should participate at some level of theatre, since it can boost them in skills in their career path.  I for one, credit my ability for public speaking and lack of stage fright towards theatre, which has helped me pitch in my advertising career. (https://www.careerizma.com/blog/theatre-acting-improved-career-day-job/) I am able to vision finished products and the ads that go along with them.  I am already thinking about the audience in advance.  Arts in schools is super crucial to the development for young adults, and it makes me very sad that Coronavirus has disrupted it.  I only hope once this pandemic is over, it will bring a new wave of participation in the arts like never before. (https://www.tsc.nsw.edu.au/tscnews/the-importance-of-performing-arts-in-education)

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The functions of ad agencies

Photo by Austin Distel via Unsplash

Advertising agencies are so diverse and require a lot of different methods and skills in order to function.  There is not just one branch, but multiple branches of advertising agencies that all work along together, and have their own purposes, to create one functioning system.  All these systems can range from video, technology, consultation, social media, content and creativity.  Advertising agencies need all different types of people and different departments in order to truly be successful and also be up to date. (https://theadvertisingindustry.wordpress.com/the-six-major-departments/) Being up to date is crucial for advertising and digital media, so that advertisers truly can understand their consumers in the modern commercial landscape. Advertising agencies work together to create and manipulate material and make content that represents the company as a whole. I know I certainly learned about the hardships of creating a perfect ad, from my own advertising creativity class. Following the target audience and company wishes, interpreting and reading the creative brief, and brainstorming ideas is all in the pre planning process. That is all needed before execution can even exist. The most important thing of all: Concept. Once concept is together then ad agencies work together and brainstorm in all different departments. IOne of the ways to be up to date is to keep up with technology and social media, and keep up with certifications.  Certifications can help lead to job opportunities and mastery of programs that can help lead to potential job promotions and careers.(https://marketproinc.com/candidate-advice/2017/11/marketing-recruitment-agency-certifications-2018) Some certifications that would benefit people in the current era of 2020 would be Google Ads, Google Analytics, Hubspot and Hootsuite. Keeping in touch or following certain other ad programs on social media would also benefit ad agencies and advertisers like Hubspot, Ad Adge, Sem Rush, Harvard Business Review, and Moz.

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Keeping Up With the Channels

Photo by You X Ventures

When it comes to digital media, everything is always changing.  Technology is ever evolving and constantly changing.  New apps are developed and new trends are created. In order to stay up to date and know how consumers are thinking, advertisers must stay up to date with the current digital channels. They have to stay up to date to know which channels are most popular and which ones are no longer viable.  An example would be Tik Tok’s rise to popularity and the slow disintegration of Snapchat. (https://www.socialmediatoday.com/marketing/how-stay-date-latest-social-media-changes) Advertisers have already been updating their way of advertising ton consumers since the rise of the century, going from newspapers to magazines to billboards, etc. Now we live in a primarily digital age with iphones, internet, and television. (https://instapage.com/blog/evolution-of-advertising) We are in a time where newspapers themselves are looking to be extinct in the near future, with the lack of readership among the younger generation.  Adapting is all what advertising is all about.  In order to instill a want or service in viewers, we need to know what they’re thinking and what they’re using. Otherwise us as advertisers will fail to truly understand our consumers or what they want. Advertising itself is also a way of informing people, which kinda creates some sort of cycle in digital media and advertising. New technology is developed, then consumers try said technology. Said technology kicks off, and then advertising promotes what is being done with said technology. The technology is then consumed even more and it creates a boom. Trends, technology and advertising have a co-existing relationship and further this trend that we see.  In the end, it is not just important but crucial for advertisers to stay up to date with digital media.

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The Importance of UX

Photo by Alvaro Reyes via Unsplash

UX, or user experience, is crucial to advertisers to help create a loyal consumer base and integrity of their brand.  If a consumer experiences a tough time regarding navigation of a site, or lack of accessibility what does it say about the company?  The goal of UX is to solve problems, so while it is a difficult chapter to achieve, UX itself cannot have any problems.  This relates to advertising, because advertising essentially is promoting a brand or service.  That brand or service needs to a have a reputation that outweighs or has very minimal negativity for the consumer.  Not only does there need to be lack of issue for the consumers, but there also needs be fullfillment of needs for consumers.  Consumers always need an issue or want that needs to be satisfied--if that is not fixed then UX has also failed its job there.  (https://www.rocket55.com/lab-note/the-importance-of-user-experience/). In my opinion, in order to have a successful UX experience, design is an important element of consumer satisfaction. (https://uxdesign.cc/top-4-must-have-steps-to-be-a-successful-ux-designer-566144c2daba )A simple, and minimal logo is easy for brand recognition that consumers can familiarize themselves with.  For example, the McDonalds Logo and color scheme is the perfect logo for UX. Having easy navigation and accessibility is another crucial factor.  As well as easy to reach customer support to help fix any tech or on the spot issues.  This can range from having contact information easily accessible or even an online a.i. assistant.  Overall, strategy is also a huge important factor in the UX experience.  Every marketing plan, advertising brief, or public relations news letter has to have a sort of strategy in order to be successful.  That even applies outside of those fields--everything needs to be well thought out and have contingency plans in case something goes wrong.  That way the downfall isn’t a landslide.

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The importance of paid search

Photo by Nathana Rebouças via Unsplash 

Paid search gives businesses the advantage,  with having sponsored listings of a search engine or partner site by paying each time their ad is clicked or displayed.  With having paid search, your business is more easily accessible and less of a gamble to see.  The results allow for a more direct return of investment and makes it easier to test campaigns too.  While paid search can be a bit of a gamble itself, since it highly depends on the traffic that is brought by consumers, it can prove to be very beneficial.  Paid search allows for more brand recognition in the industry.   The consumer journey is a decision making process with four phases: awareness, consideration, purchase, and loyalty.  (https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey#)Consumers need to be aware of a product or service, before they look to fulfill their need with it. Consumers can become aware of the said product through research and paid search comes into play with it.  When consumers are searching for something, especially in todays digital age, they typically look it up on the internet with key words that bring up millions of different results.  With so many different businesses and companies to choose from, consumers are in the golden age of finding different results to familiarize themselves through the consumer journey.  This relates back to advertising, because companies want to make themselves stand out against competitors.  This is why paid search is worth the risk, because increase in traffic can help make a brand stand out more, especially if they were assigned to specific key words in a paid search.  (https://www.lyfemarketing.com/blog/paid-search-advertising/).  In the end, paid search benefits outweigh the risk and is quickly becoming the norm for modern day advertising.

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Democracy hanging by a thread

Photo by Kadir Celep via Unsplash

To say the events of the presidential debate were chaotic is an understatement.  It was a trash barrel lit on fire.   I know I was not the only horrified viewer that couldn’t believe the show that was in place of two presidential candidates having what should have been a civil conversation. (https://www.cosmopolitan.com/politics/a34214285/trump-biden-unpresidential-debate/)Trump took the opportunity to interrupt Biden over 100 times, not allowing him to get a word out. With even the moderator from Fox getting heated, and asking the president to allow Biden to talk I felt ready for some Tylenol.  One particular topic that worried me was the fact that Trump continues to not say if he’ll allow for a peaceful transition of power, in the outcome that he loses the election.  Transfer of power is one of the fundamentals in our democracy.  We hold an election and after the American people use their votes to put in their voices, we elect the winner.  I was very awestruck by Trump’s refusal and it worries me.  Regardless of the outcome, I do expect some unrest in the country the coming weeks of the election.  What even scared me was how Trump was making claims that make the validity of mail in voting come into question.  Trump himself has used mail in voting before, during the 2018 midterm elections.  How does this relate to advertising though?  The way the candidates present themselves at the debate is in fact a form of advertising.  They are presenting themselves, their plans, and brand to the nation and giving them a chance to to see their authentic selves. How they present and preform in the debate gives an indicator to the American people which campaign is better suited for them, and which one they’ll advertise for in turn.  Biden may have gained a new marketing campaign after Trump’s bluntness and overall refusal for tradition: Save the American democracy. https://www.timesleader.com/opinion/letters/804536/your-view-save-america-vote-for-biden

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Staying Online and Connected

photo via Sara Kurfess via Unsplash

Digital media is always ever changing due to the constant development of devices, platforms, and trends. Every year something is thrown into the mix, that challenges what was once considered the norm, wether it be a new viral trend, apple gadget, or app. Nothing is sacred in the digital world, and we must keep up with its demanding pace. Just think back how fast technology has adapted from the iPod shuffle to us now being able to play with face filters and have facial recognition on our devices.

Digital media is always about being in sync with the internet, and this is how it relates back to advertising. Advertisers have to know their audience on the online world and outside world. Whatever happens online will reflect some way into the digital world, and like keeping up with a new technological marvel, advertisers must keep up with what is current. How else are advertisers going to be able to attract consumers? If advertisers stay in the dark about current trends and events, then they will never be able to create enough attraction to their audiences.(https://cmo.adobe.com/articles/2019/8/how-technology-is-extending-the-advertising-experience.html#gs.gwd9ol) Advertisers always have had to know what is happening in the world, and pay attention to it, in order to remain relevant. This is how advertisers understand the current fads and jokes and wants of their consumers. In order to sell something, wether it be a product or service, advertisers need to offer a solution to their consumers want—or make them realize they need something. Every year there is something different that is added to the table, but with the development of social media advancing more and more everyday, advertisers are finding was to adapt and survive in this new world.

(https://blog.halfabubbleout.com/blog/bid/335575/Why-is-Social-Media-Important-Helping-Consumers-Stay-Connected)

Just alone with social media trends, memes, discourse, and news have reached sky rocketing awareness on the digital world. It is our job, as members in digital media and advertising to not let our guard down.

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Why We Need Digital Strategy in Digital Media.

In order to achieve anything in life, no matter the subject, you need to have some sort of plan ready. Even the most spontaneous person needs something to fall back on in the end.  Digital media especially needs strategy to adapt with the constant changes that comes with the internet and technological advances. Even in regular media we need plans on how to go forth in planning projects and executing them in the end. We cannot afford to be unknowing of our audience and their expectations.  Strategy in digital media leads to growth and expansion of the company or platform.

Surprisngly, only 49% of companies actually have a digital strategy plan in place.  This can easily explain why companies can get so complicated whenever something goes wrong.  True though, sometimes the digital world can be too complex and too big to have every single corner of it planned out and ready to face whatever.  

https://digitalbrandinginstitute.com/digital-strategy/

https://pyxl.com/blog/seven-reasons-why-you-need-a-digital-strategy/#:~:text=Provide%20direction,to%20help%20you%20get%20there.

A remedy for this would be to possibly have smaller subdivisions that take care of certain aspects of your digital strategy, or already have some solid rules in place that employees can turn to in times of trouble.  Another solution could be to keep consumer communication always open so that the company can receive constant feedback.

Regardless, everyone always needs a plan!  Even outside of digital strategy we need a plan on how we go forth in our day to day lives.  Having a strategy also ensures that once kicked at the company won’t fall down.  That the company will be able to stay standing and be able to quickly move forward do whatever us needed.  This also gives the company the chance to know your audience and build brand reputation.  A strong strategy, makes a strong company, which makes a strong following.

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Understanding Digital Media and the Marketing Mix

Photo by Marvin Meyer via Unsplash

https://www.bloomads.com/blog/embracing-the-media-mix-how-to-choose-the-right-channels-for-your-ads/

https://www.thebalancesmb.com/the-5-p-s-of-marketing-3969374

When it comes to digital media there are many crucial elements that are needed. The digital world is overgrowing and always expanding in new different ways.  Every year with the release of a new apple device or app leads to some sort of adjustment of the way the internet is.  Strong technological skills and understanding of the way media works are essential in understanding the ways of digital media. In order to understand media, you must understand the media mix.  I would also say easy adaptability and quick thinking are important traits, as well.  

The media mix is the mix of different channels or platforms to share your content, through different representations. Content can be represented through newspaper, television, radio, print ads, billboards, internet banners, social media, etc.  Obviously in digital media we want to focus on the “digital” aspect of things.  Social media itself has become such a huge platform for distributing content and be spread through video, banners, and pay-by-click ads.  

What is especially important for understanding media mix is also understanding the 5P’s of marketing: product, people, place, price and promotion.  Since the digital world is such a large and vast place, there are numerous places that you can distribute content.  Once you understand that, you will understand how and what to do for your digital media audience.  While the Internet is one thing, the millions of different addresses and people are not.  Everyone who accesses the internet come from different generations, backgrounds, and demographics.  For example, Facebook might be an ideal place to market for an older audience group—not for Generation Z, who might be more accessible on Instagram and Twitter.  All of these are important traits for digital media. 

 Once you understand the 5 P’s of Marketing then you can understand the media mix.  Once the media mix is understood then you have larger clarification on how and where you need to post and advertise to your digital consumers.  

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Welcome to Digital Media?

Photo by Alexandre Chambon via Unsplash

Attached articles:

https://reputation-communications.com/article/public-relations-in-the-digital-age-what-you-need-to-know/

https://hub.fullsail.edu/articles/public-relations-in-todays-digital-world

As I start this new adventure in digital media, I can’t help but be a little intimidated by my lack of skills.  I had always wanted to be more digitally savy, but I never got to the point of actually taking action to acquire those skills.  It just never seemed timed right, when I was learning about printing presses and that cactuses is actually the correct plural word for cactus. (Shocking, I know.). 

If there’s anything I want to learn from this class it is to be able to market myself finally digitally capable, and how to apply it to real life skills.  Excited and intimidated feelings seem to be intertwining together, but I know it will be worth it in the end.  I want to be savy in google, blogs,  photoshop, creative cloud, and all kinds of different things!  My ear is yearning to hear the secrets of the digital world.  I want to be able to use my skills in HerCampus and jobs in the future.

My major demands that I gain these skills.  As an integrated Advertising and PR major it is my learning passage to be able to understand how and why the digital world works the way that it does.  The articles I have attached explain why it is important.  PR has advanced way beyond the average press release.  PR studies social media and how it connects to consumers. PR revolves around everything technological to this day!  Imagine my sheepishness at barely able to complete a digital drawing.  I want to be the person my friends go to when they want to advance their digital palate in certifications and for fun.

I really hope to get the best out of this class by 1000% and be on my way to having a superb senior year of college.