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why it is effective and how to implement return-on-investment perspective, simply it successfully. Cost effectiveness should because you are targeting consumers help to attract adventurous businesses, who have shown purchase intent and as digital marketing is typically less you only pay when they actually click on expensive than classical marketing. your ad. I think social media use will grow exponentially from here on, simply because What do you think brands’ expect new social networks are constantly digital marketing to achieve? springing up. Right now most Africans From my experience with key international spend time on Facebook. Other sites like brands, I believe most are looking for Pinterest and Vine are under-patronised and consumer engagement online or a direct I believe that, with time, we will see more link between sales and their online engagement on these sites. marketing initiatives. The beauty of online marketing lies in the accountability Does technology in any way hinder it provides for marketers. Brands that digital marketing in Africa? are active in digital know everything is Unfortunately yes – specifically when measurable, so the expectation is that all it comes to Internet speed. It limits the campaigns deliver value to their bottom scope of ideas digital marketers can run line, elicit a higher level of consumer with. For instance, we find ourselves engagement, or give their brand a lift in avoiding strategies that rely heavily on Few brands take terms of awareness and share of mind. video uploads or video consumption, because video streaming is more advantage of the value What components would a successful cumbersome in this market. However, of digital marketing digital strategy need to consider? there has been a significant improvement over the years and the telecoms and Nothing different from those elements a traditional marketing strategy would Internet service providers are consistently typically include: the ‘who’, ‘what’, ‘when’ making strides to better their products. punctuality, turnaround time, attention to and ‘how’ that are essentially the Four detail, honesty and the like – values intrinsic Ps. The only nuance with digital is that to a business’ success. Organisations there is a wealth of information you can thrive off the people who work for them, glean about your brand, its perceptions, Elizabeth so without an employee base with an consumer behaviour and what resonates Opoku-Dakwa … brands need unwavering work ethic, output will be with your target market. This information to be educated compromised. Finding the right staff can then become the building blocks of as to what digital and creating a company culture that your digital strategy. marketing entails consistently develops and trains employees for their specific functions, as well as their How effective is social media in Africa general conduct in the organisation, is and what is its expected growth? crucial to combating this issue. Social media is probably the most effective digital marketing platform right How savvy is the market about now, primarily because many consumers maximising digital marketing are on at least one social network and the opportunities? majority of time spent online is spent on Currently the scope of digital marketing social media. But ‘effective for what?’ is is very limited. Few brands take the question. Obviously, it is optimal for advantage of its value and those that do building engagement and bringing brands typically stick to social media and display to life; making them more relatable. advertising. I think education is paramount At this point, I don’t think it’s the at this time because the market is so ripe best platform to expect conversions in for digital, but businesses don’t have the the form of sales, because e-commerce information to compel them to explore it. is only now taking off in many African Consumer behaviour is certainly calling countries. In more developed markets on for it, so brands need to be educated as the continent, search engine marketing to what exactly digital marketing entails, is most effective for conversions from a Third quarter 2014 strategicmarketingafrica 25 24-25 In Conversation v2.indd 32 2014/06/26 12:10 PM