Kathryn Smith's Blog

 ADDITIONAL RESEARCH Instagram updates Instagram is testing having up to 3 guests on your live stream in India. Instagram 'Live Rooms’ feature will now allow users to go Live with up to three additional people. This is expected to help creators grow their audiences by going live with multiple guests Instagram first started testing this feature in India, yet this feature is clearly working well as Instagram is rolling this out in Indonesia as well. This is a feature I am more than excited to try out at Arabella as previously we have used the livestream feature to invite designers to have interviews with us no matter where they are in the world. Meaning in future we could host events with multiple designers keeping our viewers enticed and excited for what the designers will be launching in the coming seasons. However, one issue we have with Instagram live is that there is no practice mode. If you’ve never done a live broadcast there before you need to see how it works, find out where...

 ADDITIONAL RESEARCH Could Google be the next big social network? Researching into current events in social media and advertising is essential for my development in digital marketing. Hence, this news article grasped my interest immediately.  Google holds over 70% of the search market share, Google is undoubtedly the most popular search engine. Additionally, Google captures almost 85% of mobile traffic. At Arabella as a small business we know how important it is to appear on Google maps and to have a Google My Business account. Google is adding a newsfeed to Google Maps. In the explore feed you’ll see not just the usual recommendations but posts from local businesses and Google users. They’re calling this ‘The community feed’. Although we don't now know how this will evolve and develop overtime it is possible that Google could look into expanding into a social media site. I personally don't believe Google needs these new features, as it is the largest search engine evolvi...

  ADDITIONAL RESEARCH 2020 Banned adverts. The UK Advertising Standards Agency (ASA) has banned two adverts for Sky’s (Sky Broadband) TV and Netflix bundles, which promoted a £20 or £25 one-off setup fee to new customers but failed to make sufficiently clear that existing customers would have to pay an upfront fee of “up to £219“. Researching into current events in social media and advertising is essential for my development in digital marketing. Personally I see what the advert is addressing as there were deals included in the offer, yet it's inability it address full fees needed to unlock said deals is misleading. Therefore, I agree that the ASA  ruling was fair and justified, if Sky was to rebrand this advert I believe that they can highlight the Netflix bundles they are offering but they must also include the full fees including the setup fee of up to £219. Even if this is mentioned in the terms and conditions, as this then ensures there are no hidden costs the customers w...

ARABELLA This week being the launch of the Christmas sale meant work at Arabella, was focussed around ensuring sales were applied correctly and the timers were set to apply discounts on Christmas morning. We had huge response to our sale this year, meaning our tactic of encouraging customers to hold off on orders and wait for the sale was a strategic marketing dynamic which paid off in the end.

ARABELLA  Finally this week at Arabella saw the release of the first Arabella journal... 'The A Word'  The large amount of Pre-orders for the journal has shown us that our brand is growing and adapting into much more than a store; Arabella is know a community, an experience, a lifestyle. We are using this magazine to market to new customers to entice them to return. 

ARABELLA After our long awaited photoshoot and videography were released from editing, we immediately took to marketing the new store... This is especially important at the moment as lockdown restrictions mean the store is closed. As we can now put posters and advertising jn the window to keep customers spirits high and intrigued in what our brand has to come.

ARABELLA  After the madness that was black Friday, this week at Arabella was focussed on sending all orders out with little or no issues. Hence we did as many shows as possible and kept customers inticed in anticipation of christmas deliveries and discounts.

 ARABELLA  This week at Arabella we had to focus campaigns on the upcoming black friday sale. We took a different approach this year, and told customers to hold off on purchases for the sale. This worked to our advantage as it meant we had a massive serge of sales at once, we also didn't get emails complaining and asking for a refund when an item they purchased before the sale goes to discounted price.

ARABELLA This week at Arabella, I was involved in creating the photoshoot for our upcoming 'The A Word' Arabella magazine. I sourced a photographer and filmaker to create our advert, this was a personal favour as his business then were given credit in the magazine. This meant the cost of the magazine can be at a low price, by getting help from local businesses for advertising space. Therefore we are at a lower risk trialling a seasonal magazine, so even then if we don't carry this campaign we can say we have tried it...