Why do you want to study digital marketing? My coursemates and I were asked this question during our very first lecture. Although Dr Molesworth received mostly crickets in response (likely due to our shyness or lack of sleep), I know we each have our own explanation as to why we chose to pack up and move across the globe to become postgraduate students at the University of Southampton.
My story can be summed up in one word; YouTube. As such, I have the feeling that the majority of my posts here will be YouTube-centric (you’ve been warned). The obsession began in 2009 with a beauty video linked from the homepage. A seemingly innocent “Christmas Gift Guide” introduced me to an entirely new world. The beauty videos soon branched into comedy, news, lifestyle, and fitness. These days, I regularly favour watching YouTube videos over traditional television shows. I was excited to find that my coursemate, Pasinee, has a similar story, as I’m sure do many others.
YouTube has come a long way since its inception in 2005 and is now a billion-dollar business. The site has allowed some of its content creators to earn 7-figure salaries, create their own beauty brands, and star in their own television shows, not to mention create (and subsequently sell) their own production studios. As Dr Molesworth put it last week, these “girls showing you how to put on lipstick” have caught the eye of major brands and are turning hobbies into careers. This is exactly why digital marketing appeals to me. I aim to take my “hobby” and move from the consumer end of YouTube to the business end by joining the companies that work with the content creators.
Now to tie this all in with MANG6262. An interesting topic we’ve spoken about in lecture is globalisation and how it leads to cultural exchange. Per Dr Molesworth’s lecture, digital technologies collapse distance, and I could not agree more. I’ve experienced this first-hand through watching British content creators. Although I had previously visited the UK before moving here, it’s safe to say that I’ve learned more about British culture and products through watching day-in-the-life video blogs (or “vlogs”), than from my own past experience or research. For me, there’s something more appealing about hearing a person you’ve been subscribed to for years vouch for a product or rave about a meal, as opposed to hopping on Trip Advisor or MakeupAlley. Before moving, I had already drafted a list of products to buy and restaurants to try without once referencing the traditional review sites.
So my question for this first post will come as déjà vu for most of you; why do you want to study digital marketing? Hopefully it will be a bit easier to answer this time around since we can all respond safely from our keyboards.
Also, have you experienced your own form of globalisation, whether it be from YouTube or any other platform? If so, do you consider it to be positive or negative?
Lastly, if anyone has their own YouTube channel, feel free to leave a link below! No judgement for self-promotion here.