Hey there! I’m Abbygayle Liem, but you can call me Abby (it's way easier to spell!). I’m so excited to welcome you to my blog, where I’ll be sharing my thoughts and insights on the fascinating world of marketing.
You might be wondering, "Why marketing, and why would I read anything a college student writes?" Well, I can't answer the latter definitively, but I would like to show my journey as someone who sees a connection with marketing and almost has to dive into the outside world (Yes, I'm a Love Island... Season 6 fan!). I can, however, answer the first question.
So, Why Marketing for Me?
As someone in the generation where the majority of my "fun teenage life" was during the COVID pandemic, social media became how we coped, whether that was learning dances, creating memes, or whipping up some Dalgona coffee. During this time, I saw firsthand the power of digital platforms to bring people together, create communities, and even drive social change. It was fascinating to see how brands adapted to the new normal, engaging with audiences in creative and meaningful ways.
Three years ago, Dove addressed what so many girls struggle with in the world of social media with their #TheSelfieTalk campaign. As part of their campaign, they released the Reverse Selfie advertisement that popped up when my 17-year-old self searched for a makeup tutorial on how to cover my eye bags and acne. That commercial truly captured how media-obsessed and manipulated by unrealistic beauty standards I, like so many others, had become, was chasing an impossible ideal.
I thought it was so brave to spread awareness about the harm and pressure caused by social media these days, especially for a beauty company. That was when I first realized that businesses were more than their product or service—they had the ability to create social change. It opened my eyes to the power of marketing beyond just selling products.
My Journey to Marketing
Despite having an interest in marketing, I didn't pursue it initially. In Indonesia, where the business landscape is still developing, marketing isn't seen as strategically important. As a result, there are fewer well-paying or high-status positions in marketing compared to other fields. Growing up in a traditional, conservative Chinese family, I didn't see marketing as a viable career option.
When I started college in a new environment and country, I chose to pursue consulting. At my college, if people weren't starting their own business or continuing their family business, consulting and finance were seen as the ultimate prestigious fields. Everyone was scrambling for internships in those areas. However, in my sophomore year, I began to question where my true passions lay. I enjoyed the strategic thinking in consulting, but I wanted to connect more with people and tell meaningful stories. Despite starting later in the game, I decided to explore the world of marketing and follow my interest.
I’m currently diving into the marketing world as an Influencer Marketing Coordinator at DNI Group. In this role, I get to collaborate with influencers across social media platforms, ensuring our campaigns resonate with our brand values and target audience. My daily duties include negotiating partnerships, managing influencer relationships, and coordinating content creation. This experience has been eye-opening, especially with the rise of AI. People crave authenticity more than ever, and influencer marketing offers a unique way to provide transparency by letting audiences follow someone's journey.
Why Start This Blog?
Simple—I have so many thoughts and insights about the marketing campaigns I encounter, and I wanted a space to share them. Whether it’s a groundbreaking digital strategy, a creative social media campaign, or a heartwarming brand story, there’s so much to learn and discuss in the world of marketing.
This blog will be a mix of my personal take on various marketing campaigns, industry trends, and maybe a few tips and tricks I’ve picked up along the way. Whether you're a fellow marketer or just someone curious about marketing, I hope you’ll find something here that resonates with you.
So, grab your favorite drink, settle in, and join me as we explore the captivating world of marketing. Let’s learn, grow, and get inspired together!
