After the mid-session break taking some time to reflect on my last blog post assessment task and thinking about my live tweeting process, I have had the opportunity to create a sense of my strengths and weaknesses towards this progress. I believe that I have had strengths when I have applied myself to the process, however I do think that my weaknesses were more evident throughout this process. I think this is due to the fact that I found it hard to engage in some of the movies, however when I applied myself and tried hard to engage, I believe the content I created was adequate and informative.
My weaknesses however overshadowed the strengths of my live tweeting process. Some of the weaknesses include lack of preparation before the live screenings and live tweeting process commenced, and lack of academic materials. For 2 of the screenings…
I thoroughly enjoyed reading through my peer’s digital artefact pitches. There were so many interesting and varied concepts put forward, and the ones I commented on I found were most interesting to me personally. My first comment was on Samantha’s pitch. She focused her digital artefact on fast fashion and the impact it is having on the environment, as well as the major influence social media is playing in the way we now shop. I found this digital artefact very interesting as I do a lot of online shopping and use social media to find inspiration for shopping frequently. I also buy from affordable and lower priced online stores as I am a university student with not a high income. The way Samantha projected her thoughts and research on this very relevant topic really compelled me, as I know how easy it is to get roped into the fast fashion…
Throughout the last 5 weeks of this semester, we have conducted screenings of different movies which focus on ‘the future’. Throughout the screenings, we are live tweeting our thoughts and different perspectives on the movies and the concepts we are viewing that relate to our subject content covered in class. As this activity and blog is aimed around reflecting on our experience, I have to be honest and say I have not engaged enough in this exercise. I have completed the tweeting and participated in the screenings, however found myself drifting away from the content and futuristic aspects of this activity. This subject allows students to think differently toward multiple different futuristic concepts, and I have found it difficult to engage.
In the weeks I found myself more interested I definitely found the content and activity of tweeting engaging, and my highlight so far has been week 2’s screening of…
For my digital artefact I intend to create a marketing plan / small business model for a small clothing boutique in Wollongong central business district, ‘Kingsway’. I have chosen to expand on a marketing plan / small business plan I have previously worked on through a different marketing subject, as I feel like through BCM325 I can focus more on the creative and innovative side of the marketing plan, specifically in digital and social media. The reason I feel that this project correlates with BCM325 ‘future cultures’ is through pushing the concept of ‘the future’ of small business fashion. The project which I intend to actually create is a marketing plan, including a complete ‘revamp’ of Kingsway’s social media and online presence, and create strategies to put in place that will improve customer relationships through techniques such as influencer marketing and relevant public relations concepts.
Process / Methodology:
The process or methodology I intend to use throughout the making of this digital artefact is following a basic marketing plan structure, including major focus on digital and social media concepts. The marketing plan process usually includes the following:
SWOT Analysis
Competitor Analysis
Micro Analysis
Macro Analysis
PESTLE Analysis
Buyer Persona Outlines
Buyer Journey Map
Buyer Journey Analysis
I will be applying most of the marketing plan main concepts, however adding more detail into my PESTLE analysis and adding a social and digital media timeline to the plan. I will then create an online blog space to upload my finished project to, including the marketing plan and digital and social media prototypes I have created.
Instagram Post Prototype:
Academic Sources:
In order to optimise any form of sales or customer loyalty, online presence and being active in the digital environment is crucial in the new age of technology. The way consumers shop, browse and look for fashion inspiration today is all through their digital and social platforms. The digital environment has been a crucial in the development of the fashion industry, especially considering the impact of COVID-19, it has created many opportunities for businesses to utilise their online space. According to McKinsey & Company (2020), COVID-19 has largely and expectedly increased usage of emails, social media and other digital channels like Zoom and Teams that were not so common before the pandemic hit. In utilising this information, I can expand on my marketing plan taking into consideration current world challenges and threats such as COVID-19. In accordance with an article by Forbes in 2020 (Moore, 2020), “Australia is currently the 10th largest ecommerce market in the world based on its $25.2 billion (USD) market share projected for 2021.” By using this information, expanding on a small businesses’ marketing and public relations strategies will only benefit their sales and profit, and introduce them to the ‘future of online fashion’.
Future:
In relation to the BCM325 lecture week 2, ‘Future thinking’, article from Forbes (2018), describes independent fashion boutiques with the potential to grow multi-million-dollar companies with few physical locations but high activity e-commerce (Alderson, 2018). In this type of future thinking, I can create a more suitable and effective marketing plan as my digital artefact to ensure Kingsway is on route to the future of fashion in e-commerce.
Production Timeline:
Public Utility (feedback loop and relevance to users):
I feel as though this project will be effective, informative and highly relevant to users as online fashion is one of the most popular forms of ecommerce in Australia. With creating a positive online presence with hope to increase sales and profit for a small business in Wollongong, I can hopefully introduce the business to the wider world of online fashion.
Future Cultures 