Author Archives: sofiathought

Raised on a diet of Hercules movies. Middlesex

What’s the matter, Cal?

Thank you, Jeffrey Eugenides.  Thank you for a book with such a deep and sharp sensitivity. I have enjoyed reading it in very different ways. Though my life has nothing to do with Cal’s, some descriptions have evoked old teen memories (let’s think about Sophie Sassoon and her beauty advice). Sometimes is the use of words, others, the facts and observations Eugenides chooses to describe life changes. Continue reading

Digital Disruption on Civil Engineering

This assignment has completely changed my view on civil engineering. I am passionate about it now. The future looks bright, really bright.

All innovations have placed creativity at the centre of the process. Of course, there’s always politics involved as it is all about public infrastructures, but digital disruption has opened new horizons in this field. Continue reading

Do we control our data once it is online?

data_protectionI can’t believe we are already at the end of Module 5!

On this last module, we were asked to prepare ourselves for an ethical debate and an infographic about the digital disruption in a given field. Regarding the ethical debate, we had to work on this two motions: Continue reading

Use paid search on a creative way

ppcSearch Engine marketing is key in the purchase decision process in digital marketing. It helps us to raise awareness and through that, to connect with consumers and increase consideration.

How do we connect? How do we start this conversation? Continue reading

The multi-channel Customer Journey

Module 3 has been all about the customer journey, how has it evolved and how it’s been affected by digital in the marketing mix. The traditional funnel has changed, it has been reshaped. In fact, there is no longer a funnel. The Path to Purchase is not linear anymore. Continue reading

Marketing S.A.V.E.d

4psJerome McCarthy’s 4Ps are out of date. In the digital era we need to revisit Product, Price, Place and Promotion.

Consumers nowadays have many ways to satisfy their needs, and these ways are very linked and influenced by digital channels. We can access other customers reviews very easily; the place is not one only place anymore. We can also compare prices within a click. We demand useful information and help to do the things we want to do. Continue reading

Is you website mobile-friendly?

Making sure the mobile experience is right for users and site owners is a major consideration in site design. Many companies have still not invested in a mobile-specific site, which is not very smart regarding that 61% of the visitors will leave your site if they don’t find the info they need straight away. Sometimes it takes effort, but there are also websites built on blog engines such as WordPress that can install a widget and very quickly become mobile-friendly. Mobile Marketing specialist Rob Thurner has shared this interesting infographic on his blog that shows that nearly half of mobile users have “ditched a brand” following a poor mobile experience:

mobile-consumer-behaviour1

Continue reading