Looking At The Digital Landscape With Bennet Schwartz

In the past twenty years, the business industry has been changed beyond belief in the way it has work and dealt with media. The way that business has utilised media in order to market, advertise and even sell their product has changed from traditional marketing methods – it is all about online now. Traditional news media like newspapers and magazines have lost their importance when it comes to getting your message out there, even TV ads and product placements can see diminished audiences when people are watching so many different things, diluting the audience. But online, websites, news and magazine websites, social media sites, literally all online space, gives you a place to get your product out there, instantly. The digital landscape is king, but, even there, subtle changes are occurring which mean you have to look carefully at where you choose to advertise your product.

Bennet Schwartz, the Sydney media expert, has recently talked about why he thinks things are changing and it makes for interesting discussion. As everything has moved online, particularly due to the global pandemic, there is a huge audience to tap into. More people are shopping online, spending time on social media and reading their print media on screen, so this should indicate that if you utilise online sites in order to place your ads you should reach an audience. But this may not be the case, and certainly not in the long term. You need to look at the quality of the site where you are looking to advertise, how big is its audience reach, and even how long it has lasted – you don’t want to put money into a site that will disappear along with your cold hard cash.

Consider blogs for instance, like the one that you are reading now. I set this blog up more than 10 years ago, and am still here through hard work and a lot of market research. I have had to change to adapt to my audience – the purely fashion blog I started out as was limited, and when I branched out to a more general lifestyle blog I found I was able to attract a new audience. I used my stats information to see what posts people were reading so I could offer more of the same. This has led to me surviving in a cut throat, over saturated industry.But this is certainly not true for all. When I started my blog I met a lot of fellow bloggers who are no longer in the industry, whose blogs have disappeared despite having a decent following or stats for a while. For anyone who paid for guest posts or ad space on these sites, they have simply lost out on their investment. Bennet Schwartz backs this up, saying:

The major thing about this new reality is how quickly websites rise and fall. You have to figure this market out to maximize where you put your placements.

The Quality of your ad is also important, it needs to catch the eye, to be noticeable – whether that is because it is funny, thought provoking, even shocking. Bennet Schwatz says that audiences have become ‘ desensitized’ with so many adds around, so yours has to be different, it has to count in order to reach your target audience.

The changing digital landscape means it is no longer enough to just advertise online, you need to look at targeted ads and websites in order to reach your desired audience.

 

House of Dereon coming to Selfridges Birmingham this Month!

House of Deréon logo.

Image via Wikipedia

For those who are shaking their heads and saying ‘what?’ and ‘who?’, I will say one word ‘BEYONCE’. Yes ‘The House of Dereon‘, the fashion range by Beyoncé and her fashion-mommy, Tina Knowles, as well as her late grandmother, Agnes Knowles is launching exclusively in the UK in Selfridges on September 12th. And UK fashion fans are in  for a real treat!

The first UK collection is the Autumn/Winter 2011/12 range. Entitled ‘City Jungle’ this collection reworks a range of exotic patterns and prints,including animal prints and skins, using figure flattering cuts and blending tribal cues with edgy silhouettes, each piece makes a bold statement with Beyoncé as its beautiful muse.

The pieces combine luxe sportswear with lots of jungle style tribal prints and skins. There are hoods and active wear that are cool everyday pieces, and also a range of bodycon and maxi dresses, making the pieces appropriate to most occasions.

Beyoncé is absolutely red-hot at the moment and she is all over this collection. Although Tina Knowles is the main designer, with vast experience as an award-winning designer, stylist and artist, Beyoncé contributes on every step of the collection, and of course, serves as the inspiration for each piece.

Selfridges say ‘…House of Deréon presents the slogan ‘Couture.Soul.Kick’, which accurately sums the characteristics of the three generations of Beyoncé’s family. ‘Couture’ was chosen to symbolise her mother’s tasteful style; ‘soul’ was selected for the elegance of her grandmother’s designs; and ‘Kick’ was the deemed to be the only single word able to describe Beyonce herself…’

Topping my Autumn Wish List – A bag from ‘Made of Carpets’.

CARPET BAG TORBA ANCIENT LIGHT

When I was a teenager, I had a carpet-bag that I carried everywhere. Based on an old doctors style  bag, it was beautiful and I carried it until it eventually fell apart. I have spent a long time trying to find a bag that had the same beauty and elegance of that long-lost piece. And I’m glad to say that I have found it. Ladies and Gentleman, I take great pleasure in introducing you to ‘Made of Carpets‘.

‘Made of Carpets’ are the brainchild of the super-talented Irina Bragin.  A designer of 20 years standing, Irina has decided to resurrect the idea of a true carpet-bag, one that actually uses real Oriental carpet, rather than mere velour or tapestry bags. These were once a sign of wealth and elegance, carried by Victorian travellers in the great age of steam, and Irina’s bags evoke all the romance and luxury of a bygone time.

CARPET BAG VOYAGER ELITE ANCIENT NAVY

Each bag feels like a true work of art, using the most vivid colours and dramatic embroidery. The inspiration behind the bags come from Irina’ diverse background, the bags feature Byzantine fanciful intricacy and Mediterranean sunshine all with English reserve and precise lines seen only in haute couture.

CARPET BAG TORBA ANCIENT NAVY

What I really love about these bags are the versatility. They would look amazing dressing up your casual jeans and flat shoes, but could look equally good adding drama to a little black dress. They are big enough to be the most glamorous baby bag any fashionable mother could own. The colours and silk feel mean they would be a great holiday bag. but the warmth of the fabric means the bag would see you through the harshest winter months, making a great accessory to you best winter coat. The bags are also firm, making them hard-wearing, as well as totally luxurious. Made of Carpets takes a vintage style idea, but makes it a totally modern item, one that your wardrobe is crying out for this Autumn/Winter.

Living in London for almost two decades, Bragin says, “…for this collection I found myself initially inspired by the history and contemporary culture of the Belgravia, Chelsea, Knightsbridge and Kensington areas of London. This collection will appeal to the chic and confident woman with an independent yet understated style.”

Made of Carpets bags range from £120-£135. They are produced in the European Union and are subject to Fair Trade. For more information please visit the website at http://www.madeofcarpet.com/