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Customer experience has changed considerably since the digital world has transformed the way we think, experience and make decisions. Gone are the days of relying on personal connections; we now welcome the mobile shopper, the social media geek, and the tech-savvy person with open arms.
According to a report, The Digital Transformation of Customer Services, conducted by Deloitte, “the digital age is disrupting traditional customer service models – new customer touchpoints are appearing the world over at breakneck speed and against a backdrop of rising expectations.”
Nowadays, customers are at the heart of what most successful businesses try to accomplish. They are interested in a product and know exactly what they need to purchase it. This is not where it stops. When the sale is closed, these customers have no problem to name and shame on similar online platforms.
Since the turn of the century, South Africa’s internet penetration has exploded from less than 10% of the population having access to the internet, to 55% in 2015. For brands in South Africa, this presents a fantastic opportunity to attract and engage with their customers online.
Google’s Consumer Barometer is constantly updating to show us the behaviours online that can help us to adapt our strategies to local consumers, and using this data in conjunction with internet penetration statistics can guide our marketing activities for better online customer experience.
We put a lot of emphasis on the importance of targeting in advertising, and rightly so. With the sheer amount of media being fed to audiences on a daily basis, the more targeted your ad, the higher the likelihood of a positive response.
These days, it seems that a ‘positive response’ is ‘not installing the adblocker’.
Consumers are Key Influencers in the Modern Marketing
The consumer journey comprises 4 steps – awareness, consideration, decision and promotion. In order to ensure that a consumer becomes a promoter of your brand, an integrated marketing campaign is required and all communication needs to reflect this integration.
All of the steps we take on our marketing and sales journey are geared toward ensuring that we engage with our consumers in a positive way, close the deal, and ensure repeat business and positive conversation around our brand.
Setting your marketing priorities:
In an integrated campaign, the mediums involved depend heavily on the brand need.
Digital marketing is the fastest-growing medium in existence today. Its prevalence has considerably increased and changed each part of the consumer’s journey.
In South Africa especially, it is a fast-growing arena in which brands can participate to gain awareness and coverage.