Anastasia - Digital Marketing

Hyper Island:
Digital Marketing
Reflection Journal I
Anastasia Golubeva
27/04/2020
Challenge 1: Talk about
Digital Marketing
• Background: As mentioned in my introductory video, I am currently not working for an
organisation where I could directly apply the acquired knowledge. Nevertheless, I
have many contacts and former colleagues who have experience in the field, so each
week I will be speaking to a few “guest stars” with different levels of knowledge and
with various opinions and outtakes. This week I had two conversations with 2 of my
friends.
• Daria M is a social media marketing guru with an Instagram following of over 40k
subscribers and her own digital marketing agency, who used to work for Kaspersky
Labs and decided to go onto her own journey afterwards. Her focus is promoting and
expanding the digital presence of a few teams in moto sport. In her area of work the 1
9 90 model is extremely relevant, as with most highly social media dependant
businesses. It is important to clearly identify the processes and actionable insights on
how to really move followers/sponsors/fanbase from that 1 to the 90. In her world 1 =
influencers, 9 = promoters and 90 = The Market.
• My second conversation was with Daria P, who is a marketing director at her family
company that deals with bulk buying hand instruments and distributing them to big
chains like Leroy Merlin. Her outlook was completely different as she deals with
physical product. We agreed that Google’s Zero-Moment-of-Truth model is very
theoretical and does not take into account the psychological behaviour of buyers, for
ex. Impulse buying.
Challenge 2: SMART Goals
• Smart Goal: Most of my professional life I have assessed the
feasibility of investments for VC funds, so I dealt with many great
ideas and start ups and saw a lot of what worked, what didn’t,
and had to identify the WHYs. Right now I have a raw idea for my
own business in my mind and I will vaguely apply the content to
that, or other business for context.
• S - … So I want to learn how to develop a successful digital
campaign and understand how to interpret and improve the
results using the most modern and advanced tools like Google
Analytics
• M – I will measure my success by the ability to test this
knowledge and skills on my beta business idea that is relevant to
other potential ideas and projects
• A – I will be responsible to sticking to the recommendations,
active group work and deadlines with the help of HI team and
fellow learners
• R – I will apply the course content to my project, as well as look
for freelance jobs within this field where the acquired skills will
be very desirable
• T – I will do all the above throughout the duration of this course,
as well as afterwards depending on the direction I decide to
choose for my career
Challenge 3: User Journeys
Vestiaire Collective is a platform for enabling users

buy and sell pre-owned clothing and other things.
it is the market leader so no surprise to see a paid ad while
conducting a Google Search, as well as the search result right
below at the top of the list.
In the right bottom there is a Cookies disclaimer that is a

compulsory part of the website notifications, however this one
is quiet discreet and fits the UI well unlike most that I have
observed lately.
Challenge 3: Sign Ups
These 2 steps in the Sign Up process seem unnececessary
and could have been one window, asking visitors if they
are existing users on top and if not – asking to provide
additional registration questions in the bottom
Challenge 3: Selling Flows
For users who are willing to sell items on the website, the interface is
quite busy and confusing despite some great usability functions like
“Holiday Mode”. There are many tabs and the flow is not very logical,
so it is hard to make your way through the first sell without getting
used to the way it is set up.
The “public” seller profile is also

too busy with visitors trying to
assess many non-related aspects
of a seller profile in one go
Challenge 3: Purchase Flows
For the buyers, however, the process is more familiar. Not
simplified, as it still looks a bit busy and is just a copycat of
other layouts of clothing websites. Nevertheless most people
are used to this UI and will not find it inconvenient.
When you click on the item to buy it, you are given
an option of either making an instant purchase or
negotiating a price. The bidding process is fairly
simple with the bidder/seller having 24 hours to
either accept or refuse the deal. Further on
everything is very standard with payment and
personal order details.

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Hyper Island:

Vestiaire Collective is a platform for enabling users

In the right bottom there is a Cookies disclaimer that is a

The “public” seller profile is also

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