The impact of Social media on the F1 Grid

We all know how much F1 has shifted over the last few years towards becoming more transparent and giving greater insight into the lives of the teams and their drivers.

However, how much of this is actually as positive as we think it is?

An initial perspective is that is allows drivers multiple platforms to interact first-hand with fans from around the world. After all, fans are a large driving force of the sport, so this is important.

It is also crucial as it allows drivers the opportunity to reach out to a larger audience and gain followers who may not have been interested in the sport previously, which enhances their ability to secure lucrative sponsors, which can make or break their ability to secure a seat in the sport in the future.

Source: Images

It also allows drivers to clear up on-track incidents or miscommunication both within their team and with other drivers.

However, this all access pass to the lives of the drivers no doubt has an impact on what happens on track. This means that rivalries no longer just stems from on track competition, but now fans are pitting each individual against each other based on their personality and friendship with other drivers on the grid.

For example; Lando Norris and Carlos Sainz have formed a firm friendship this season which they have flaunted on social media. This has largely impacted how they are embraced by fans on and off track and can be proved in comparison to Kevin Magnussen and Romain Grosjean who have little to no positive connection at all, and is shown clearly in most races so far this year.

Source: Images

Another victim claimed by the impact of social media is Pierre Gasly. The torment and ridicule posed by fans online played a significant role in his loss of confidence and demotion back to Torro Rosso over the summer break. Although, Sebastian Vettel who endured similar pressures was able to overcome this by distancing himself from the toxic comments and not having any personal social media accounts to impact his ability to focus.

Source: Images

How much do you think Social Media impacts your perception of F1?

Comment below your thoughts and opinions.


Driver Line-up, Belgian GP and Conspiracies

The end of the long-anticipated summer break proved to be shocking and overwhelming for the teams, drivers and fans alike.

2020 Driver line-up so far

Relentless Red Bull: In the first week of the summer break Red Bull bit the bullet and demoted Pierre Gasly back to Torro Rosso and promoted Alex Albon, who initially did not seem to be the best choice that could have been made. This is a clear risk for Red Bull to tempt history repeating itself by endorsing Alex in his rookie year, before he is likely to be ready to perform to his most efficient capacity. However, in the second half of the race he eventually found his groove securing P5.

Controversial Mercedes: Since Bottas 2.0’s inconsistency throughout the season so far there has been a large question mark looming over him as to whether he would see out another season at the top team. However, over the break Mercedes announced they would be keeping Bottas which led to the move of Esteban Ocon to Renault to take the place of Nico Hulkenberg. Although it will be great to see Ocon return to the grid it’ll be a shame to see his potential stifled by the lack of progress from Renault. However, it is likely that as long as Hamilton stays at Mercedes, so too will Bottas as he serves as a great wingman who allows Hamilton to race without the added stress that previous teammates such as Nico Rosberg put on him.

Source: Reddit

The Race

With the teams and drivers re-energised after the summer break the Belgian GP was set to be a thriller. However, the tragic crash in the F2 race after the F1 qualifying changed the dynamic of the weekend and brought the sport into perspective. Anthoine Hubert was a great driver with exceptional potential, he was taken too soon, but as Will Buxton outlined in Paddock Pass, the dice rolled, and his number came up, my thoughts go out to his family and friends at this time.

Source: Reddit

The Danger

It takes a strong calibre of individual to perform at the level that racing drivers do. As the sport rapidly changes and the cars get faster and the pressure from the team, sponsors and fans build it can result in a split-second decision that can put multiple drivers and team members at risk. In the last few races alone, there have been unsafe releases from the pits and miscommunication in qualifying about cars on flying laps who are approaching at a rapid speed and other drivers are in the way.

All of these things make up the excitements and thrill of the sport, but they also need to be taken seriously as many individuals lives are in danger each time that the lights go out and the race starts.

Source: Reddit

The Race Results Conspiracy

Charles Leclerc finally won his first ever GP with Ferrari, which he dedicated to Anthoine. However, with Mercedes within striking distance throughout most of the race and especially towards the final lap, it makes you wonder did Lewis Hamilton throw the race so that Charles could take a win that would mean so much to him?

Hamilton as an elite sportsman has not shied away from admitting that he struggles with losing as he expects himself to always perform at the highest level.

So, why did he seem so calm about being held up by Vettel?

Is it just that he feels secure with the lead he currently has in the championship? or Was a greater humbleness about the loss of Anthione and the impact that striking Charles on the last corners of the final lap would have on the atmosphere the driver behind him not taking out the win?

Source: Reddit

Join the conversation and let me know your thoughts below.

F1 2019 Recap: Battles, Championship Standings and More…

What a season 2019 has shaped up to be so far. With driver swaps and team re-structures at the end of 2018 there were no limits to the possibilities of how the season would play out.

F1 Driver line-up 2019
Photo source: Formula 1


Let’s have a quick recap of the chaos that has occurred on and off the track so far….

The Good:

We started out in Australia with Valtteri Bottas shaking up our expectations with Bottas 2.0 and bringing the fight to the other lead drivers whilst trying to get rid of his ‘wingman’ status to prove he deserves his seat, although he still has a long way to go.

Also, the 2019 Rookies George Russell, Lando Norris and Alexander Albon consistently gained traction and have showed fans just how skilled they really are.

The Bad:

We also had Daniel Ricciardo’s contentious move to Renault which was called into question with his almost immediate retirement at the beginning of his home Grand Prix, however, Renault have showed some improvements, although they still lack consistency.

The Ugly:

As the season progressed Mercedes continued their complete domination with 8 P1 finishes in the first 8 races. However, this did not come without its own controversies, the main one being the race win being stripped from Sebastian Vettel in Canada which gave rise to immense criticism of the sport and where it is heading.

Photo source: Reddit

Conversely, the subsequent races in Austria, Great Britain, and Germany kept brought back the action with heart stopping overtakes and fiercely close competition, although how much of this was down to the weather which levelled the playing field as opposed to fairer regulations and consistent stewarding decisions is still up for debate.


On a positive note, coming into the summer break Max Verstappen has closed the gap on Valtteri Bottas with only 7 points separating them in the drivers championship and Red Bull have created a new fastest pit stop time at 1.88 seconds, Daniil Kvyat got a podium on the same weekend that his baby daughter was born and Williams were able to qualify at Budapest out of the last row purely on merit for the first time this season.

Video Source: Gyfcat

What’s next?

With another half of the season to go there’s still endless possibilities to how it will unfold.

Who do you think will be the main challenger for Mercedes in the second half of the season?

Photo source: Reddit

What are YOUR predictions for the remainder of the season with driver swaps, championship standings and more!

Comment down below and join the conversation.

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Marketing in Motorsport The Right Formula

Formula 1 is one of the main pinnacles of open wheel motorsport, however, it is also one of the biggest platforms for high profile advertising.

Not only are the drivers now celebrities in their own right, with Lewis Hamilton having his own line with Tommy Hilfiger, and our home-grown golden boy Daniel Ricciardo with over 2.4 million followers on Instagram, but the sport as a whole has increased its capacity for sponsorship and advertising opportunities through social media, especially since the shift from Bernie Ecclestone to Liberty media.

So, what did Formula 1 and Liberty media change to bring about this big marketing success?

Well there are many great initiatives that were put in place.

  1. Fan- first approach: The fans are at the core of the sport, they travel around the globe following teams from track to track and provide undoubted support.

This relationship with fans has been drastically improved with the introduction of Fan Zones at race events, consistent social media interaction between teams and Fans, as well as, more opportunities to get up close and personal with your favourite drivers.

Photo Source: F1FanZone

2. Greater access:  Passionate fans just can’t get enough of the sport, so providing even more exclusive behind the scenes content through avenues such as the Netflix original ‘Drive to Survive’ series and Team generated content it has allowed fans to become even more engrossed in the sport

3. Danger: There is no denying that as human beings there is an innate part of us that thrives on the thrill of danger. A mixture of high speed, fights for the championship and the unforgiving nature of some of the worldwide tracks makes for great viewing. However, sometimes the stringent rules and incomparable team budgets can lead to some of the heart pumping action being tarnished.

Photo Source: u/MrWADConsole

Therefore, it is crucial that these elements are balanced and consistent. Especially as in the beginning of 2019 over regulation and lack of consistency with the steward’s decisions led to one of the biggest downfalls Formula 1 has seen in many years. Fans, team principals and former world champions openly criticised the sport and were unsupportive of where it was heading.

However, upon approaching the mid-year break things seem to have turned around with 3 action packed races at Austria, England and Germany.

Have Formula 1 and Liberty Media finally found the right formula, or is this the beginning of the end for Formula 1 as we know it?

Comment down below and join the conversation with your thoughts about where Formula 1 is heading.

Tips that will make sure you pass your exam!

I’m guessing you are reading this to procrastinate further from studying from your upcoming exams… well don’t stop reading just yet, take in these tips and you’ll be well on your way to passing those exams.

Tip 1: Set achievable goals

Trying to study a whole subject in a short amount of time can be extremely overwhelming, so make sure you cut it down into achievable goals so that you don’t lose hope.

You could start by focusing on the main topics and then smaller topics after.

This is a guaranteed way to ensure that you’ll end up knowing the bulk of the information even if you run out of time.

Most key exam questions stem from the largest sections of a subject.

By taking achievable steps you are more likely to keep revising instead of giving up because there is just too much to do!

Tip 2: Practice Practice Practice

Grab out your favourite pen (Yes, everyone has one) and any other stationery that you need and practice some questions to get yourself in the mindset of exam taking.

By practicing answering questions as well as studying the information you are more likely to form a ‘context dependent cue’, that is, improving your memory and recall based on repeating a process or situation.

That way when you are actually taking your exam your mind is tricked into being more confident and feeling as though you are just at home practicing.

Less stress, and better performance.

Tip 3: Eat and Stay Hydrated

This one may sound simple, but it is probably the most effective.

Treat your brain like a muscle. An athlete needs to take care of themselves in order to achieve maximum performance, so why treat your brain any differently.

Make sure you eat and drink enough in the lead up to your exam to ensure that you can think with the best clarity and put all that hard studying into practice.

Try each of these and see your exam results skyrocket.

Join the conversation and comment down below your key exam tips!

The Future of Marketing is Changing As We Know It!

How is marketing evolving?

What does this mean for the future of your business?

Well, there is no simple answer.

However, I have reached out to one of Monash University’s esteemed academics, Peter Wagstaff, who I have had the incredible ability to have been taught by over my time studying at the University. He has a wide range of knowledge and expertise in the marketing field and has inspired me to create my own in-depth analysis about marketing which have been the basis of my blog so far.

Wags was able to offer me some key insight and concepts that affect the marketing industry, I have outlined these below.

  • A change in skill requirements

Whilst traditionally marketing has been viewed as a very creative field there is a strong movement towards also having a core ANALYTICAL understanding.

This means being able to understand huge data sets and create meaningful interpretations to help the business move forward and remain competitive.

 Try Google analytics, it’s a great tool to be familiar with in the industry.

Photo by Edho Pratama on Unsplash
  • Digital marketing vs traditional marketing

These two ideas have begun to merge rapidly. Most marketing approaches include some underlying digital aspect which is key to the overall marketing process. They should work simultaneously, not in isolation.

  • Consumer privacy

However, it is clear that consumers are wanting more and more control over what they allow companies to access. This is likely to drastically affect the way companies currently undertake marketing processes and will only get more complicated as the digital age evolves.

Photo by Christopher Gower on Unsplash

This is a highly contentious issue which we still do not know the full extent of, but we do know that it will affect the way in which businesses gather information and it will likely limit the extent to which they can use the data they do collect.

Previous blog posts “We know what you did last summer” and “How much control do companies really have over us” further explore this.

These are only guidelines and opinions; however, they are worth keeping an eye on.

Join the conversation and comment down below any insights you have about marketing/ digital marketing.

Another Thank-you to Peter Wagstaff for your valuable insight and support.

Additional readings and references:

Is this the real life, is this just fantasy? The Rise Of Virtual Reality In Marketing.

Marketing has taken control over our lives in so many ways, as many of the latest blog posts have showed. However, now it is not only taking centre stage in our physical life, but in a VIRTUAL way too. There really is no escaping the inevitable.

However, we must first establish; What is VIRTUAL REALITY?

According to (“What is Virtual Reality? – Virtual Reality Society”, 2019) it refers to, when a person becomes immersed in a virtual world, and is able to manipulate objects or even stimulate their senses to create an illusion of reality.

How does this relate to marketing?

Well, many companies have embraced this new technology and have skillfully used it to create hype about their products, or even to drive home messages to consumers through intangible experiences about how their life really would be enhanced by purchasing products or services from them.

A clever example of this has been introduced by Specsavers. They have analysed their market segments and understand that going into store and trying on a million pairs of glasses is not always possible in today’s time poor society.

So to make sure that they are not losing the clientele they have worked to gain they introduced a Virtual App to help you try on glasses from the comfort of your own home.

Photo sourced: IrishTechNews

Their user friendly App allows you to find the perfect frames in minutes, How fantastic is that?

What are the implications and benefit for digital marketing?

  1. Product testing: VR is clever way to not only give potential customers an experience of the products offered by a company, but it also results in key data which can be used by companies to understand HOW consumers interact with products, and ways that they can improve them before they are manufactured to become more desirable.
  2. Customer loyalty: As VR is still quite new to many people most new VR experiences offered by a company will help with building brand affiliation and loyalty, and will also help to keep the company top-of mind when purchasing.
    (Yawney, 2016) Predicts that most businesses will be using some form of virtual reality in their core marketing and business operations within 7-10 years.

Check out this video below that provide further insight into the impacts of virtual reality on digital marketing.

What other ways have you seen brands introduce virtual reality into their marketing, and what did you think of it?

Join the conversation and comment down below your thoughts!

Additional external readings and references

Sheetrit, G. (2017). 5 Ways Virtual Reality Will Impact Business in 2018. Retrieved from

What is Virtual Reality? – Virtual Reality Society. (2019). Retrieved from

Yawney, T. (2016). What’s The Impact Of Virtual Reality On Marketing?. Retrieved from

SPAM: The Cockroach that never dies, despite everything that digital marketing evolution throws at it…

Over the years Email marketing taken many forms from pharmacies trying to sell you their latest performance enhancing medicines to Princes from far away countries offering you many luxuries if you hand them over your bank details. However, despite some of these spam emails being evidently misleading some unfortunate people do fall into their trap.

As digital marketing has evolved and a multitude of new social platforms have risen emails have stayed constant as a substantial mode of societally recognised communication, and along with it spam in all its glory has managed to sneak through.

In December 2018 Statista, (2018) revealed that spam emails accounted for approximately 57% of all email traffic. Seeing as Statista, (2018) also highlighted that in that same year approximately 281.1 billion emails were sent and received on a day-to-day basis there’s no wonder why spam is thriving.

Here is an example of a Spam email from EZ computer solutions:

Photo sourced: EZ Computer solutions


Implications include the idea that is spam just limited to email marketing? It is clear that the word ‘spam’ has been linked to emailing, however, is it also possible that whatever digital marketing revolution produces there will always be that ‘spam’ element, even once emailing as a main form of communication ceases to exist?

Additionally, an article by Peter Roseler outlines key reasons why email marketing and spam ‘still work’, some key reasons include:

  • It is an easy way to reach mobile/ device users
  • It helps keeps customers informed
  • It is inexpensive

Here is an outline of the evolution of email marketing:

Photo sourced: SabIntern

Testing Email Marketing:

To further test how effective email marketing is I have decided to test it out for myself through creating a Mailchimp account. So, I invite you all to comment down below or individually message me your emails so that I can test out this email scheme by sending you email updates about this blog to see the impact and reach of this marketing technique. I will update you in future posts about my findings.

Do you know anyone who has ever fallen victim to the everlasting technique that is SPAM?

Join the conversation and comment down below your thoughts!

See you all in the next post!

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Additional readings and references:

Hilarious Company Social Media Responses to Customers

As the world of social media continues to evolve, so too does the way that customers interact with companies.

Over recent years the use of social media platforms to interact with not only each other but global companies have skyrocketed. The figure below by Statista outlines exactly how integral social media has become to our lives and how it is expected to grow well into the future.

However, whilst this can be positive and help companies gain much needed exposure in such heavily saturated markets, it can also have implications of being detrimental, as bad reviews can be spread worldwide instantaneously. Take a look at this article by Marianna Pallini, it further highlights just how much social media can influence a companies/ individuals reputation

Therefore, in order for businesses to be successful with social media marketing they should follow these simple rules:

  • Be Active: Post regularly to keep consumers aware and engaged
  • Be Interesting: Keep posts exciting and thought-provoking

But most importantly…..

  • Be Informal.

I know that may see a bit left of field but hear me out on this one.

By being informal and genuine with your customers it can help to build trust and soften the impact of negative complaints.

Take a look below at some companies who have nailed this concept!

Photos sourced: BoredPanda

Although these are light-hearted, they are actually crucially important to the overall business social media strategy.

Key Implications:

Some key implications that can be drawn from this is that, not only is it crucial for businesses to have an online presence, but they also need to understand how to interact and most importantly engage their consumers as merely having a webpage or social media account is rarely enough to be recognised in the online world.

Join the conversation below and let us know if you have ever seen funny company responses online and if you think they are appropriate or not.

Also don’t forget to have your say about what you would like to see in future posts in the poll below.

Additional readings and references:

The Rabbit hole that is the INTERNET…

Have you ever found yourself at 2am in the morning wondering how you went from researching what Netflix show to start next to watching videos on how to build a survival hut in the Amazon. Well, you’re not alone.

This is all thanks to the genius search engine marketing (SEM) tools that help to feed us information about what we want, when we want it!

Although we have the world at our fingertips with instant access to answers of even the most far-fetched questions there is a huge amount of research and technology that goes into making that possible.

For example, have you ever been looking for a new place to eat and decided to search ‘places to eat near me’. Well research suggests that “41%” (Beltis, 2019) of people do search this on a regular basis.

In order to feed us relevant information websites need to adjust to the algorithm and use white-hat techniques as outlined by Brian Dean; such as quality content and quality inbound links (such as links to their social media) to increase their online visibility, so that ultimately we purchase from them.

Burgers of Melbourne are a great example of this, they’ve utilised SEM techniques to be seen by the public and become a good reference point if you ever need burger inspiration. Seriously, check them out.

This makes both on-page and off-page optimization crucial especially for small businesses who may not have a large budget for marketing and want to grow organically.

This means using approaches such as:

  • Removing large image files to improve page load speed (which will limit page bouncing)
  • Use key search terms (to make it easier for users to find relevant content)
  • Appropriate Meta titles

However, some implications that arise from these techniques is that there is still no guarantee that by solely using white hat techniques or optimizations that your webpage will be favoured by Google’s algorithm, there are still a multitude of factors that digital marketers need to consider. Especially as the digital age continues to grow if the content you are posting is not relevant, then no algorithm or technique can save you.

Join the conversation, like and comment down below the most interesting things you’ve found yourself scrolling through recently!

Also, don’t forget to click on the poll to have your say about what you’d like to see in up-coming posts

External Readings and References:

Beltis, A. (2019). The Top 5 Restaurant Digital Marketing Trends of 2018. Retrieved from

How much control do companies really have over us? Digital Touchpoints

It is very clear that in society today companies strategically use marketing to engage you and I, their target audiences.

However, how much control do they really have over us?

Touchpoints, as outlined by Daria Kelly Uhlig provide us with insight over how effective a company’s marketing is.

These touchpoints vary across platforms and often engage consumers through saturations across the market. However, not all touchpoints are “brand-owned” (Bakhtieva, 2017) as the power of the digital age has allowed consumers to hold a strong influence over companies, thus, creating our own touchpoints through actively choosing to wear certain brands or post reviews about certain products, which leads to an increased consumer buying power.

As much as companies such as Apple and Nike and Sephora try to continually promote their brands and products to the public, they are losing control over this now more than ever.

Think about the last piece of technology that you purchased, was it because of your direct experience with the company that makes/ sells the product or was it from previous experiences with that brand yourself, or even a recommendation from a friend or other third party such as a review by a YouTube influencer such as Alfie Deyes or Jeffree Star.

It is these external influences which companies need to focus on understanding as they form a significant part of the overall customer journey. However, a significant implication from this is that brands can no longer solely dictate how the customers journey ends as much as they could before, as a direct result of the sheer amount of information present online for consumers to analyse.

Have you ever purchased a product or service based largely from another person’s recommendation instead of as a result of the companies direct marketing tactics?

Comment down below and join the conversation!


Bakhtieva, E. (2017). B2B digital marketing strategy: a framework for assessing digital touchpoints and increasing customer loyalty based on Austrian companies from heating, ventilation and air conditioning industry. Oeconomia Copernicana8(3). doi: 10.24136/oc.v8i3.29

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