This week, Dr. Norman provided us with a comprehensive
overview on potential marketing opportunities for our sites should we decide to
look into additional methods to monetize them. She describes different types of
advertising we can undertake, such as “social media” and “affiliate ads”
(Norman, 2020). I have already implemented ads using Google AdSense, but I did
want to learn about the other options that can assist in catering specifically
towards my audience. On the whole, it was interesting to examine more targeted
Dr. Norman deconstructed the characteristics of effective
advertising and what it entails as well as provided direct examples including
“website-based displays” utilized by popular websites such as The Washington
Post (Norman, 2020). Key pieces of advice shared that I also aim to
incorporate more on Four Purple Walls are the certain practices involving “content
marketing,” (Norman, 2020). The main suggestions being “using specified
language from the brand in your post” and “publishing post[s] on [particular]
dates” (Norman, 2020). I have tried to remain consistent in regard to language.
However, when blogging, we are encouraged in PUB 201 to publish at least one
post per week, so the best way to go about doing so addressing the latter would
be, perhaps, a unique entry on International Literacy Day, which is happening
September 8 this year, evidently because it relates to Four Purple Walls’
topic, where I could combine a review with a nod to the exclusive occasion.
Also, one of the links to an article on the last slide describes
as to what a “blogger rate card” is – a tool people currently use that I never
heard of before. It essentially exhibits various “ad placements and price rates
for advertisers on [a] blogger’s site” (Parsons, 2019). What surprised me is
that these cards can be either “digital” or “physical” (Parsons, 2019). I notice
how harnessing this kind of strategy is beneficial due to the information shown
giving direct insight. Overall, the blogger rate card was without a doubt a
compelling takeaway from the lecture.
Norman, S. (2020). PUB 201 – Week Nine [PowerPoint Slides].
Retrieved from: SFU Canvas.
This week we had Darren and Sarah from Capulet Communications to share about affordable marketing in a multi-channel universe with us in class.
I worked in a PR agency as an intern for five months last summer. I mainly had to do clippings for our clients, mainly luxury hotels and resorts. I scan newspapers, magazines and screenshot online articles, social media posts when they got coverages. I realise that almost all our clients have several social media platforms to publicise themselves, mostly Instagram and WeChat (for the Chinese market). Part of my job includes helping the clients to look for influencers that match their brand images, and I realise that most of them are active on multiple social media platforms to develop their online self. Most influencers are active on Instagram as a platform to interact with their fans and audiences, while they use websites or YouTube channels as a relatively passive platform to allow audiences to know more about their work and private life. This is indeed a great way to increase its traffic.
There are a growing number of brands who rely on social media to expand their influences and reach a greater variety of audiences, even for reputable hotels who have a long history of development. They use attractive images, usually instagrammable spots in the hotels, and uses short captions to attract people’s attention. People now prefer bite-sized information rather than wordy passages, it is challenging for the PR to bring out the distinctive features and hotels’ selling points by just a few sentences when drafting for captions. There is so much information online and everyone can place ads, thanks to Google and Facebook. PR must, therefore, develop a gimmick or something authentic that creates discussion in our society.
If marketers and PR only stick with safe options, they would always be mediocre. Darren shared a quote today in class – “Risky is safe, safe is risky.” This not only applies to marketing, but also to our lives. We should take a step forward to leave our comfort zones, make bold moves and risky decisions to stand out from the crowd.