CHRISTINE YEE

Story Time - My Background

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I thought my background would be worth noting here. I come from a family where both my parents were entrepreneurs. We had audio books on business topics constantly playing in the car. So growing up, thinking from the perspective of entrepreneurship and business became a 

natural train of thought for me. And now I am able to apply these principles to digital marketing and help a wide range of companies in different industries. 

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I had other areas of profound interest as well which shaped my career. You may be surprised to know that they include the unlikely (and seemingly irrelevant) areas of psychology and art. 

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Lessons in Psychology

I was always deeply curious about the questions of how people think, remember and behave. I explored these areas further as a Psychobiology major at UCLA where I took courses in cognitive, social and behavioral psychology, among many others. Afterwards, I worked with children on the autism spectrum for a few years. I felt the need to put the knowledge I had gained to work, and not just keep it all in my head. In my work with these kids, I learned how to shape information in different ways to improve the way they learned and remembered. I also applied principles in behaviorism to help them learn new ways of navigating their environment and getting their needs met. The how-to knowledge that I cultivated was also relevant to people in general. And to this day, I continue utilize my love of teaching to shape information in new and effective ways to help businesses communicate with their audiences more effectively.  

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The most important takeaway that I gained from behavioral psychology was the significance of positive reinforcement. In other words, behavior is motivated by a drive to experience rewards that are valued by the individual. This has enormous implications in digital marketing where there is a huge interest in getting audience members to perform certain desired actions at a higher frequency (e.g. clicks, likes, subscribes, comments, shares purchases etc.). The rewards offered don't have to be external points or a type of carrot on a stick system. They can be intrinsic within the experience itself (e.g. sense of a desired lifestyle, inspiration, solutions to a pressing problem etc.)

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In digital marketing, whether you are creating articles, posts or other form of content, just stating and sharing what you want to communicate is not enough. There must be a coveted value proposition that is desired by the viewer, audience member or potential customer. This has to exist and be communicated clearly in order to inspire action. 

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Creating Art - Lessons in Idea Development

And what does art have to do with digital marketing, you ask? In the most obvious sense, this has influenced my sense of aesthetics when it comes to the visual aspect of content creation. 

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But even more importantly, it was through the creation of art, where my project management skills first took shape. And this is where I gained proficiency in bringing ideas to their final form. 

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The starting point is an idea or a sense of inspiration. You may not have the exact end-vision in mind. But you keep plodding on anyways with the knowledge that new ideas, insights and directions inevitably arrive along the way. And perhaps the biggest lesson of all had to do with the reality that is a part of developing just about any idea. What seems to be seemingly simple details in your head, often take much longer that you realize. 

So budgeting for realistic time frames is something to really account for. 

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All these principles come together in the work I do of helping companies bring their ideas into form through the creation of technological applications, or content assets. 

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