MARCOM IN DIGITAL AGE ASSIGNMENT 1

Time: 8.00AM – 10.00AM Monday, 20th February 2023

Student ID: 2105002152

Full name: Lê Gia Khoa

Answer ALL 2 following questions:

As 15 year old, Isy Hossack developed a food-based blog, ‘Top with Cinnamon’, which
within 2 years had attracted a following of over 300,000. Her blog is notable not only for the
recipes but also for her friendly yet direct writing style, and for the quality of the photography
and videos. Her influence in social media led to a publisher offering a book deal to feature
her recipes, advertisers who place ads on her website attempting to reach her followers, and
of course a growing array of people attracted to her recipes and food ideas.
Organisations use bloggers to reach and influence their target audiences. For example,
Unilever developed a Youtube channel ‘all things Hair’ to advertise their brands
such as toni & Guy, dove and vo5. Zoella,
a video blogger who has over seven million followers, is paid to develop hair styling tutorials
based on trends in social media and Google data about current hair styling talking points.
Unilever then enable followers to purchase the brands.

1. Do you think that blogging is just a mean of self-expression? Explain (minimum 350
words)
2. Find three different bloggers in fashion, travel and sport in Vietnam. Make a list of
their similarities and differences (minimum 350 words)
Note:

- This assignment is open book, open access.

- This assignment is INDIVIDUAL. No discussing. Similar papers will be counted as
cheating and result in at least 50% of mark deduction.
- Please continuously save your work to your computer and prepare for all technical
issues that might happen. Lecturer will not tolerate for foreseenable reasons.
- Remember to cite your references!
 Question 1:
From my perspective, I believe that blogging is not just a means of self-
expression. Blog is a type of content about personal diaries, giving facts,
thoughts, debating many different themes uploaded on the website. On a
website, there are generally a lot of blog entries produced on themes connected
to the website to boost the amount of interactions, page views, and other long-
term conversion indicators. Blog postings will show on search engines when
people search for keywords contained in blog post content. Blogging is where
bloggers can start sharing their content through blog pages on the website. In
today's technology era, blogging is not only a place to communicate and express
personal thoughts but also a tool to do business on a digital platform. Businesses
also perform online marketing through numerous digital forums that appeal to
specialized special-interest groups and brand communities. Blogs (or web logs)
are online forums where people and corporations post their views and other
content, usually connected to narrowly defined topics. Blogs can be about
anything, from politics or sports to haiku, vehicle maintenance, brands, or the
current television series. Many bloggers utilize social networks such as Twitter,
Facebook, Tumblr, and Instagram to advertise their blogs, giving them
significant reach. Such reach can offer blogs—especially those with big and
loyal followings—substantial influence. Major brands in the world also obtain
and utilize client data through blogs. Take Coca-Cola as an example, they allow
people to share and express views about their products, and not only that,
customers can also create stories linked to their products. . In addition, not only
brands in the globe utilize blogs, but also many people use this medium to help
share material, ideas and help them be known to more people. Some bloggers
soon gathered thousands of followers from a very young age like Isy Hossack.
At the age of 15, she developed a blog called: Top with Cinnamon which within
2 years had gained a following of over 300,000. Her blog is noteworthy not only
for the recipes but also for her friendly yet direct writing style, and for the
quality of the photographs and videos. Her influence in social media led to a
publisher giving a book deal to feature her recipes, advertisers that place
advertising on her website aiming to reach her fans, and of course a growing
array of people attracted to her recipes and cuisine ideas. As a marketing tool,
blogs provide several advantages. They can give a fresh, innovative, personable,
and cheap approach to participate into consumer online and social media
dialogues. Unfortunately, the blogosphere is cluttered and difficult to govern.
Thus, bloggers and brands need to focus on listening to customers, and
understanding the problems and wants of customers to improve and adapt in the
future.
Question 2:
According to a question, the three bloggers about fashion, travel and sports that
I follow on social networking sites today are Benjamin Tran, Love Airplane and
BLV Anh Quan. Benjamin Tran is a fashion blogger currently living in the US,
he owns a youtube channel and 600k followers and 200k followers on
instagram. His youtube channel often shares stories about fashion and brands in
the world. Not only that, he always updates fashion trends in the world or
uploads unboxing clips of top brands with millions of views. Meanwhile, Love
Airplane is a youtube channel that shares and records the flight itinerary of
flights in Vietnam and the world owned by a user with the nickname Travip. On
every flight that I have the opportunity to experience, I will share about the
departure process, capture moments and beautiful photos in the sky. Not only
that, the content of the channel also revolves around reviewing the dishes on
each flight that Travip has the opportunity to enjoy. Thereby giving viewers the
opportunity to give different points of view. Regarding the sports industry, BLV
Anh Quan is an MC and commentator for K + who owns nearly 1.6M views on
social networking platforms such as Facebook, Instagram and Youtbe. Topics
and content covered are stories around football, football news of the week not
only in the V-league in Vietnam but also in the top football leagues in the
world. With good voice and attractive content, the channel attracts a lot of
views and followers. The common point of the three bloggers above is to share
stories around their knowledge and areas of expertise with viewers, thereby not
only helping them become more famous, but also helping to promote the
products they sell. towards. The current trend in the world is marketing products
through multi-platform social networks from Tiktok, Facebook to Instagram.
Kols like above always try to share information and update knowledge to
viewers, not only that, they also sell products and increase revenue from
advertising for the brands they cooperate with. However, there are differences
in each blogger we can mention such as: For fashion or travel bloggers, they
may have to move to different locations to share and review products or
locations. travel while with the field of football, bloggers will probably just stay
at home updating information related to this sport.
Reference list:
1. Kotler, P. and Armstrong, G. (n.d.). Principles of Markeing. Seventeenth ed.
Pearson.