Hey folks, this is my last blog from me.  This week I will go into what people say about Social Media and digital channels. This will be an interesting one.

Mark Ritson is a known professor at Melbourne Business School. With 37.5K followers on twitter, he labels he labels himself as a marketing professor and columnist.

 Most Australian marketers are shithouse at marketing. Totally shithouse.”

I have read numerous articles of his and what he stems his concept from, from my understanding he is trying push us to shift and refocus on our strategies behind how we market businesses. Secondly to seperate what we think is  ‘digital’ and ‘traditional’ marketing. Have a read of this all marketing, and its all somewhat digital.

According to Mark I am in the minority and I agree with him when he says social media is purely just social media. Look at me, I am a 21 year girl living in Melbourne. My interests are fashion and helping fashion become as sustainable as can be. So that is a medium for being social which means that it is more people to people interests rather than business to business or business to people. 

I found Mark’s talks quite interesting and I must say my favourite is when he spoke about communication.  He elaborates on a report in which marketers were asked about the best communications channel for building a brand. Answers that came up were digital or social media, TV, radio print and outdoor media. Majority of the marketers chose digital marketing or social media, however Mark informed us that there is no correct answer. He explains that no one can pinpoint a single medium thought through and realistic marketing strategy.

From the beginning Mark caught my eye and caught my interest in how his videos explains social media and digital channels. I enjoyed watching his articles and I hope you find him as interesting as I did. Did you find yourself believing his opinions the way I have?

Thats it from me ladies and gentlemen. I hope you enjoyed my last blog.

Nadia Leonard – Artha 🙂


Todays blog I will go into further detail about the dark side of the digital world. Fake followers, fake accounts, bots, ghost profile’s, fake news, security and spam all that silly  junk that happens everyday even if we notice it or not.

So what privacy rights do you have as a user? “Privacy relates to the principles of human dignity, human uniqueness, the importance of solitude, and has historically been described as ‘the right to be left alone’.” 


Do you cover your camera on your laptop or phone with something because you afraid someone is listening/watching you from the other side? Everything you do, whether call someone, message someone, open up your phone to check the time, comment on a photo, add a friend on facebook, reply to an email or shopped online. Data has been breached by untrustworthy viruses or leaks of confidential person information that has affected many of us around the world. Once you have exposed yourself on the digital world, your personal information is at risk as your location, name, bank details, family information, email address, photos can be found by just about anyone. Therefore as a result, we should all think twice before doing something in the digital world. As it is not 100% guaranteed that all your personal information will be safe from being hacked or leaked.


I am so sick of fake news, aren’t you? Fake news everyday, here and there. Who is a reliable source these days? As a result of all the fake news that we are exposed to everyday, it has created a stigma that many people have accepted. Regardless if it’s true or not, the fake news has made infamous headlines that have affected many people due to other peoples radical views about the certain matter. Such as the sad news of the New Zealand shooting, Facebook had to block certain content being posted online due to its extreme nature being portrayed online. Another example at the moment riots are present in Jakarta, Indonesia. Due to fake news being spread throughout the world on why the riots have occurred, the president of Indonesia has banned all social media throughout Indonesia effective immediately. 


Now let’s talk about Spam or in other words clutter. Why is there so much of it? There is a reason why there is a special folder for junk/spam emails on your account. So what is spam? “reference to unsolicited commercial email (commonly abbreviated to UCE) the acronym S-P-A-M does not stand for anything to do with messaging or email.” 

It’s hard today to know if something is legit or not, there are mean people out there who want to try get money out of you and spam you. Whether it’s signing up to something, paying for something, manipulating you into doing something or it may just be simply receiving junk mail from random emails. So in todays society we have options whether to have the opportunity to receive update emails or special promotions or not.

1. Consent (Consumer Opt-in)

Consumers have the option to subscribe to receiving special discounts, promotions, updates which will be sent to their emails when one occurs. This is not considered spam as the consumers have shown direct interest in the matter of receiving mail. Most of websites you visit give you the option to tick or not tick to receive updates before you finish up your job on the website, which is why you visited it in the first place.

2. Unsubscribe (Consumer can Opt-out)

Having the chance to unsubscribe to a listing you have subscribed to in the first place is a great way for consumers to “opt out” so they don’t feel stuck. This is a result of abiding to promote ethical and legal commercial advertising. Consumers may have more respect for the organisation because consumers don’t feel like they have to always be in contact with the certain organisation but a mutual communication between two parties whether or not they want to subscribe to the organisation and whenever or if their mind changes, they have the option to “opt out”.

So have you ever been hacked? Or what about spammed? What would you do differently? Leave comments below so we can discuss xoxo

Nadia Leonard – Artha 



Hey friends, another week, another blog post by me. What are we talking about this week? Trends, Challenges, Campaigns. All that jazz.

My question to you today is, have you ever been part of a viral trend? Because I have. I will get into that later on.

Kaplan and Haenlein gives us a model that suggests if we wanted to spread a virus (viral), it requires five different segments which needs to be considered.

One of my favourite trends that went viral was the “keke do you love me challenge”. To be specific, it was a lyric taken from Drakes song “In My Feelings”. Then a comedian and social media influencer named Shiggy posted the first ever “Kiki Challenge dance video on June 30 encouraging his 1.6 million followers to #DoTheShiggy.” And that is how, within weeks, hundreds of people started doing the Kiki dance.

Even famous people such as Will Smith participated in this viral trend.

Not all videos go viral and create such a buzz around the world, but you may call it just being lucky. No one has control over social media, what is put on it or what becomes popular and not. However with the help of social media and the content that is uploaded can help marketers generate a target audience of which the trend, campaign or challenge can become world wide. For this instance, with the outbreak of this trend, Drake has become more popular and more well known through out the world, as this was the result of one of his songs which created a video that went viral.

So back to Kaplan and Haenlein module, does this sound like successful viral marketing which requires luck and gut feelings? I think so.

Another campaign I will be talking about is the Ice Bucket Challenge.

The power of viral marketing today is agreeing to a common goal and have a vision to create a campaign that a company or organisation can use to reach out to social media to raise awareness but in a more appealing way. This tactic is used more by non for profit organisations.

Kaplan and Haenlein go by the “word of mouth”. Which they believe plays one of the major roles in making a marketing campaign go viral. I am sure you remember the trend of the ice bucket challenge?

Incase you forgot or you don’t know. The Ice Bucket Challenge. It was a campaign to promote awareness of  amyotrophic lateral sclerosis (ALS) — also known as Lou Gehrig’s disease and encourage donations for research.

“A person is filmed as a bucket of water and ice is dumped over the individual’s head. The individual then nominates a minimum of three people to do the same thing and finally to make a donation to the Amyotrophic Lateral Sclerosis Association. “

Relating back to lan and Haenlein. This foundation was built and created from word of mouth and supported by social media by creating this challenge, raising awareness and money. Therefore by creating a challenge that supports amyotrophic lateral sclerosis as well as making the challenge fun has thus created viral marketing.

It went viral in August 2014, using social media as a platform to reach a worldwide audience. More than 17 million people posted videos online, including Bill Gates and former president George W. Bush.

So have you ever been a part of viral trend? Leave comments 🙂

Nadia Leonard – Artha


Does everyone know what the definition of search engines are? It is “A tool used to search the www for information”.

In more specifics what is SEM? Search Engines Marketing. It can be defined as. “Promoting an organisation through search engines, by providing relevant content in the search listings for searchers and encouraging them to click through to a destination site” (Chaffey et al, 2012).

Within this, there are two techniques SEO and PPC. Also known as a “structured approach used to help companies increase their popularity of their products using the search engine natural or organic results listings for selected keywords or phrases” (Chaffey et al, 2012)

So I ask you this, get on your laptop or phone and type in anything in the search bar. Whether its the weather, your train timetable, the news, your favourite brand’s new collection, whatever it is! What do you find? I bet you, the first couple of links you have either already clicked or better yet gives you the most familiar sites that are linked to what you were trying to find.

Now ladies and gentleman, this is called Search Engines Marketing.

I find SEM such an amazing way to find whatever it is I want to know in a matter of seconds. As this search engine ensures you that you don’t have to be searching for long a time to find out the information you were seeking for.

An example? I have searched for “Womens Jumpers” in google, and the results were unlimited. So many websites to choose from, but the search engine filters it. To the most popular websites, and the ones that give me the most options for my search. SEM has made it easier everyone to find whatever it is they are trying to find.

Going back to PPC (pay per click) “A fee is charged for every click of each link, with the amount bid per click determining its position.”(Chaffey et al, 2012). As you can see, the first couple of websites that come up are the big ones such as ASOS and The Iconic. Do you ever wonder why these 2 websites most likely always come up whenever you try find something online relating to clothes? Well let me tell you, These two brands are more likely to always show up because they have set up their marketing with the search engine to be on a PPC (Pay Per Click) basis. Where google will charge them a certain amount per click as google has helped that certain website with potential customers who will click on the website as it has given customers options they are looking for.

Another example SEM is looking up something as simple as the weather. Or looking up a definition of a word. SEM has made it easier for us everyday to maximise our online search time in the most effective way. As the moment we search for anything, SEM filters our search and finds as well as shows us the easiest results for us to understand.

Thats it from me folks, I hope you enjoyed my blog xoxo

Nadia Leonard – Artha


Big data, do you ever wonder what it is and how it helps us live our lives in the cyber world so easy?

Big data are extremely large data sets that help reveal patterns and trends. There are 3 factors to big data known as the 3 V’s. Volume, Velocity and Variety.

Picture this

You have just woken up and you can barely open your eyes to look at the time or weather today. So you simply just call out “hey google, what time is it?”. Siri then answers with the time. Simple processes like this from a small machine called Google Home, collect big data which then is processed. 

Google Home speakers enable users to speak voice commands to interact with services through Google’s personal assistant software called Google Assistant.” 

How crazy is it, that in todays society instead of having to look on your phone. You can just call out to a machine and it answers your questions for you. I ask everything morning what the news is and what the weather is like today, and Siri just gives it to me as it is. 

Ok so how does this help marketers?

Since Google Home is connected to your phone, everything you have on your mobile phone is connected to the small machine. It recognises your voice. Big data has the ability to accurately track your activity on your phone which in this case is connected to your Google Home machine.Therefore having the ability to track all activities made from your mobile phone, marketers can use this data from following the acquisitions made throughout all the activities from your phone and machine for however long. And as a result can extract, clean, annotate and manage the data. 

Since your phone is connected to your Google Home machine, whatever you do on your phone, Google Home is straight away synced. Therefore big data will record any information from your phone and Google Home and marketers can understand how effective it is of consumers purchasing and using Google Home.

So how cool is that? That you can talk to a small machine from your bed or your kitchen or your bathroom. Ask it a question and it will answer you back. Big data such a cool thing right?

Next time you use your Google Home, just remember everything you do on your phone. The machine knows…

Thats it from me 🙂 

Nadia Leonard – Artha


Mobile Marketing. It is one of the biggest phenomenon’s our generation has experienced. What is Mobile Marketing? In other words, it is“any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device” (Kaplan, 2014).

A small device, that fits in your pocket even. Once opened can provide you with endless information that you want to know,need to know and even information that will help you in your day to day life. How many of you have looked up on your phone reviews on restaurants before you actually go to on, or you are shopping and before buying a product, you look online for better prices and reviews? Mobile Marketing is so diverse in the way it benefits so many individuals in its own way. 

I am sure everyone has heard of Trip Advisor. “travel and restaurant website company that shows hotel and restaurant reviews, accommodation bookings and other travel related content. It also includes interactive travel forums”. Over the last couple of year, Trip Advisor has become a booming business in regards to its audience. Everyone uses it, and when I say everyone I mean everyone. From the ages between 12-80. If you need advice and reviews on certain places, restaurants, travel destinations, clothing stores. Anything you name it, Trip Advisor will have the most honest reviews.

All you need is to make an account and once made. You will have access to endless options from either your mobile phone or computer. The amount of times, I have just opened by Trip Advisor application on my phone and tried to search a restaurant when I was Spain or London. The location that my phone knew where I was automatically notified Trip Advisor where I was located and Trip Advsior automatically changed my location for me. Offered me places to go, places to eat, places to shop no matter where I was in the world.

Micro – moments are defined as “when people reflexively turn to a device 0 to act on a need to learn something, do something, discover something, watch something, or buy something.” Also known as 

  • I-want-to-know moments
  • I-want-to-go moments
  • I-want-to buy moments
  • I-want-to-do moments

1. Identifying their consumers “I-want-to-buy” moments. Trying to the understand what triggers consumers to want to buy in that certain moment, to engage with consumers. 

2. Deliver relevant contents. Engaging with consumers with relevant contents that relate to them and interest the consumers will more likely benefit marketers to Micro – moments more as they will have a more accurate understanding of why consumers have these moments and urges to go buy or do something.

3. Fewer clicks equals more engagement with consumers. As making the process  easier on consumers will help increase purchases. 

4. Measure every moment that matters

So, Trip Advisor one of many Micro – Moments, a free service to you and everyone else in the world. Available 24/7, making Mobile Marketing increasingly popular. I wouldn’t be complaining about having a mobile phone.

Nadia Leonard – Artha


Crowdfunding is typically described as “the practice of funding a project or venture by raising money from a large number of people who each contribute a relatively small amount or big amount via the internet”.

Crowdfunding is described in the business model as a way of people coming together that have one mutual goal. There have been many heartfelt ways crowdfunding began in the first place. GoFundMe is one big example that uses crowdfunding as their business model. Basically it is free fundraising for the people and causes you care about such as health care, travelling goals, tragic events that need financial support and great causes to raise money. 

Some advantages of using crowdfunding for a business model are 

  • sharing your idea, you can often get feedback and expert guidance on how to improve it
  •  a fast way to raise finance with no upfront fees and an alternative finance option if you have struggled to raise money on your own.
  • a great way for people around the world to have the chance to help each other without having to actually have met.

GoFundMe has always striked me to be such a wonderful platform for people to come together through their kindness to donate their own money to a cause that will help someone else on the other side of their computer screen. An example would be a story from Washington DC. One woman travelled to Africa and met a orphaned boy who had terrible deformity already covering 100% of one eye and partly covering the other. His mother has never been in the picture and his father died 2 years ago from ebola. 

After coming back from Africa she set up a GoFundMe page to raise money for this young boy to have treatment done so he could live a life he deserved. I have attached the link and if you have a read for yourself, you will see how people from around the world come together to form a unity amongst each other to help someone else who doesn’t have the opportunity to help themselves on their own. Over all they achieved raising over $150,000.

This is one of the many stories that GoFundMe have achieved. Although there are countless with many different stories, my point is crowdfunding is a amazing new way the internet has let us all come together and work together to do something good for the people of the world.  It is the business model that allows us all choose our own endeavours to support and how we can make someone else’s life easier. Crowdfunding is the business model that shapes our future to be a platform more than just raising money but also for people around the world to come together and remember that there is more out there than our own problems. 

So I am asking you if you see crowdfunding as a business model that could be up and coming for the future? Because I certainly do.

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