I have started and stopped writing this post a number of times. How does one reflect with 500 words or less on the endless vocabulary of the digital world, the depth of optimization, the continuous learning of tutorials and the pressure cooker we have come to know as eTivities.
All this, not accounting for engaging with eFrictions facing this country and digging deep for digital solutions for the C6 project or the frictions that came with trying to put the perspectives and ideas of four individuals into one strategy. I didn’t even realize that lack of access to computers, online literacy and security issues hinder digital economy growth (BCG: 2014) to the extent that a name has been created, individual eFriction, and strategies are being developed to resolve or that this is an INTERNATIONAL CHALLENGE!
Forced to think! Obliged to apply! Pushed to look back and optimize! Optimize, what does that even mean? Quirk describes optimizing as ‘relentlessly using data and analysis to improve all marketing efforts.’ This is my most important lesson, to always be in the know, to understand what I know and to use that to improve my message to my audience. I see it everyday, on Facebook, on Twitter and YouTube and now I understand the connection between the changes they are consistently making and the reasons I keep coming back. The audience is always changing, the world around us is always changing, digital is never static, there’s is no hope for straddling day dreamers in the digital marketing lane.
There is something that bothers me, something I just don’t get, perhaps the very reason I have struggled to stay put and get this down. I don’t get blogging I know right, unbelievable! This is the Jedi of marketing who has blogged about her digital footprint , made a product placement video for YouTube and blogged about optimizing video sharing. It’s true, I have had fun writing the content and being creative in my blog but my rather average marks indicate that I clearly don’t get ePortfolio blogging the way I should. According to Nicola Pallit on her Prezi, the ePortfolio is a showcase, providing evidence of skills and demonstrating professionalism while giving insight to my personality and reflecting on my personal journey.
I think I can three out of the four criteria. Professionalism being the rebel that eludes me. I think my ePortfolio as a good balance between professionalism and personality. I haven’t received comments that indicate otherwise but my marks still point to a missing link. Detailed feedback would go a long way.
A new lesson on social media: The primary experience on social media is an emotional one (Botha & Ryneke: 2014), which translates to- YOU HAVE TO CONNECT. Specs come second to how the marketer makes the consumer feel, how you engage with them- participate in their stories and make them a part of yours. No connection equals no follows, no likes and probably no returns to your page. This is exactly like my experience of the eMarketing course, the specs are good, the delivery is great but the connection has dwindled… I haven’t got my lecturers hooked on my blog and they haven’t exactly got me hooked on the ePortfolio.
I have learned, I gained insight, skills and curiosity about Digital. I also lost some ignorance and digital blindness (may have made that concept up). After it all, this is what I have to say:
BCG. (2014, January). Press Releases: Countries that Expand Internet Access and Use Can Spur Digital-Economy Growth. Retrieved October 2014, from Boston Consulting: http://www.bcg.com/media/PressReleaseDetails.aspx?id=tcm:12-153140
BCG. (2014, January). The eFrition Index: The full ranking of countries. Retrieved October 2014, from The Economist: http://www.economist.com/blogs/schumpeter/2014/01/e-friction-index
Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content. Journal of Public Affairs .
Pallit, N. (2014, July ). ePortfolios. Retrieved October 2014, from Prezi: http://prezi.com/scydb_w4xhyj/eportfolios/
Pallit, N. (2014, September). When is an ePortfolio not an ePortfolio. Retrieved October 2014, from WordPress: http://niccipallitt.wordpress.com/
Stokes, R. Q. (2013). eMarketing: The essential guide to marketing in a digital work. Cape Town: Quirk eMarketing.
Zwillenburg, P., Field, D., & Dean, D. (2014, January). Greening wheels of the internet economy. Retrieved October 2014, from icann: https://www.icann.org/en/system/files/files/bcg-internet-economy-27jan14-en.pdf