The Timid Blogger

For someone interested in marketing, I’m appallingly bad at marketing myself. I ran into an old friend recently and was intrigued by his ability to inform me of his goings-on with CV-like precision. Meanwhile I was left stammering my usual self-deprecating nonsense before asking for more information about his fun life abroad.

My limited branding skills go further than one-on-one conversations though (in fact one-on-one is normally where I thrive). I’m incapable of marketing this blog through the usual social media channels with the majority of readers finding me the organic way: Google search.

It seems ridiculous that I can’t bask in the spoils of hard work seeing that I work pretty hard on each post. And unfortunately, the Internet is only getting smaller – while seeming infinitely larger – meaning timid bloggers like myself are  increasingly becoming marginalised on the web.

A recent Nielsen report highlighted last year’s mobile internet usage with some 89% of online browsing taking place through apps rather than the web.  Women – presumably my target audience – also spend more time logged into mobile apps than their male counterparts do. Essentially, apps are splintering  the web and preventing mobile-heavy users from finding non-Facebook highlighted stories; terrible news for a timorous writer like myself.

When blogging became mainstream five or six years ago, it was lauded as organic and unique. This view has since turned sour with street style blogs increasingly reflecting the mainstream media values they were thought to shun.

Increasingly, blogging has become more about self-branding than it has quality content. And in an age where Facebook reigns supreme, only the best brands will stand out and succeed against the company’s user data-driven model and targeted ads.

As they say, blessed are the meek, for they shall inherit the earth. Just not the Internet.

Image

Digital Mailing Lists and Online Look-Books

Image

Gosh, which one am I?

God knows why but every so often I suddenly think that inking my digital signature into an online clothing store’s mailing list is a good idea. And nine time out of ten I’m wrong. What’s more, getting my name crossed off that list usually winds up being infuriatingly tedious and kind of like the online equivalent of a Chinese finger trap.

So wait. You said nine time out of ten. Does that mean you’ve made an exception somewhere online?

Yes, there was an exception, and the exception was Topshop. But Topshop’s the only one! I spend a lot of time pissing about on the website, so I suppose it’s only natural that I’d enjoy scrutinising weekly look-books featuring the same washed out ankle grazers I almost bought, paired with a jumper I wouldn’t have considered, and all browsed from the comfort of my phone.

So what’s your point?

Well, one of the kickers that come with shopping looks is that looks never have to deal with the real world. I mean, Office, meet my Galactica sequined playsuit. Playsuit, meet my gawping colleague.

If magazine features were people, then this would be where one would sidle over and cock its hip and say in a reminding voice, “But with the right accessories, you can turn that sensible day-time look into a night-time one that’s kickin’!

And what would you say?

Well I’d say thanks Ms. Magazine Feature but there are several problems at hand that lead me to believe you’ve never tried and tested your own advice. Firstly, is one expected to lug a suitcase from home to work to the club?

And if not, if we perhaps “layer” the different looks as you advise, then what’s the call of duty if the heater in work’s been turned up and you find yourself forced to expose some sequin?

Trying to comfortably incorporate multiple looks into one day is difficult, even in college. Truthfully, I have no real advice. In College I found that adding a white fur headband and red lipstick garnered both side-glances and pettings from strangers.

So that’s it, that’s all you’ve got?

Well, if you’re interested in sage advice, then mine would be thus: wear black. Black works. Black dresses and boots work. So do black dresses and boots and modest black cardigans for the office.

Black mascara is also good. At the moment I’d recommend Benefit’s “They’re Real”, which really is flake-free.

Obv no one will ever look as good on the job or in the club as The Good Wife’s Kalinda Sharma but a good mascara, some black clothes, good shoes and maybe a piece of statement jewellery will at least help you maintain that you did rock it from AM to PM.

Or at least from 8am to 11pm.