Week Four

 Week 3-4:

During the 3rd and 4th weeks, when creating social media content for the Novara clothing brand, I moved from having only conceptual knowledge of "digital marketing" from textbooks to gaining practical experience.

At first, when making the posters, our team just followed our instincts, putting clothing pictures and discount texts on Canva randomly. When creating the new customer discount poster, we chose a very messy color scheme, and key information like "50% off for first purchase of new customers, use code NEW50" wasn't highlighted. Later, by referring to the requirements of "Social Media Content Posting" in the assignment, we came to understand that we needed to create "original content" that could attract the target audience. New customers care about affordability and clothing quality, so we enlarged the "50%" discount figure, used a red background with white text to make it stand out, and paired it with a real - shot picture of a high - quality light gray knitted sweater to redo the poster. When making the poster for regular customers' benefits, according to the requirements for interactive content in the assignment, we listed "Get a free T - shirt after 5 cumulative purchases, $15 cashback for referring friends" and also set up a "Regular Customers Appreciation Area" to display outfits of regular customers. In this process, I became more and more proficient in using design tools like Canva. I went from being unskilled at the beginning to being able to adjust the layout and colors relatively smoothly. Moreover, I realized that creating digital content is not random; it requires a strategy, and content with different focuses should be designed for different customer groups. Through the creation and release of these posters, I truly felt the process of using content to reach and influence users in digital marketing, gained a more intuitive understanding of "Digital Business Strategy Execution", and also learned many practical digital content creation and operation skills.