February 08, 2024
In today’s rapidly evolving digital landscape, video has emerged as a cornerstone of effective marketing strategies. With 91% of businesses incorporating video into their marketing efforts in 2023, it’s clear that this medium has become indispensable. But what makes video such a powerful tool in digital marketing?
The shift towards video marketing isn’t just a trend; it’s a reflection of consumer preferences and the dynamic nature of online engagement. Videos, whether they’re live-action, animated, or screen recordings, offer a unique blend of visual and auditory elements that can convey messages more effectively than text or images alone. Let’s delve into why video has become a critical component of digital marketing strategies across the globe.
In the realm of digital marketing, harnessing the power of video is no longer just an option; it’s a necessity. As you navigate the digital landscape to elevate your brand, understanding why video is your ally can transform your marketing strategy.
Ever struggled to convey the essence of your product with text alone? Videos come to the rescue by providing a dynamic way to showcase your product’s features and benefits. With the right visual and auditory elements, you can turn complex concepts into easily digestible content. Videos have the unique ability to bring your product to life, giving your audience a clear understanding of what it does and why they need it.
In today’s digital age, videos have the remarkable capability to cross geographical and cultural barriers. They can be shared across multiple platforms, reaching a vast audience far and wide. Whether it’s through social media, email marketing, or your website, videos have the viral potential to get your message across to a global audience, thus extending your digital marketing reach like never before.
Incorporating videos into your landing pages can be a game-changer for converting visitors into customers. Studies have shown that videos can significantly boost conversion rates, making them an invaluable tool in your digital marketing arsenal. By presenting your product through video, you’re providing a compelling call to action that can persuade viewers to make a purchase.
Engagement is key in digital marketing, and videos are arguably the most engaging content format available. They’re designed to capture attention, prompt reactions, and encourage social sharing, which in turn increases visibility and drives traffic. By integrating videos into your marketing strategy, you’re not just telling your story; you’re inviting your audience to be a part of it.
Search engines love video content. By adding videos to your website and making sure they’re optimized for search engines, you’ll enhance your chances of ranking higher in search results. This increased visibility leads to more traffic, which can translate into higher engagement rates and more conversions. Keeping your digital marketing strategy aligned with SEO best practices, including video optimization, is essential for staying ahead in the competitive digital space.
Perhaps one of the most powerful aspects of video is its ability to forge emotional connections with your audience. Through storytelling, music, and visuals, videos can engage viewers on an emotional level, making your brand more relatable and memorable. This emotional investment can foster brand loyalty and influence buying decisions, highlighting the profound impact videos can have on your digital marketing efforts.
Incorporating video into your digital marketing strategy isn’t just a trend; it’s a reflection of consumer preferences and the evolving nature of online engagement. By understanding and leveraging the essential role of video in digital marketing, you’re positioning your brand for success in the digital arena.
Embracing video in your digital marketing strategy isn’t just keeping up with trends—it’s about setting your brand apart. With 91% of businesses already harnessing the power of video, it’s clear that this medium is pivotal for connecting with your audience on a deeper level. Remember, it’s not just about creating any video; it’s about crafting content that resonates, informs, and inspires your viewers. To get results, focus on clarity, creativity, and authenticity. Show your product in action, share stories that touch hearts, and always aim to add value. This approach not only boosts your engagement and conversions but also solidifies your brand’s presence in the digital landscape. Start leveraging video today and watch your digital marketing soar to new heights
December 10, 2023
Google’s three tips for troubleshooting technical issues are:
A common issue that’s easy to overlook but important to check is if the URL is can be indexed.
The Google search console URL inspection tool is great for troubleshooting if Google has indexed a page or not. The tool will tell you if a page is indexed and whether it’s indexable. If it’s not indexable then it will offer a suggestion for why Google might be having trouble indexing it.
Another data point the URL offers is the last crawl date which offers an idea of how much interest Google has in the page.
That said, if page doesn’t tend to change often then Googlebot may decide to crawl it less. This is not a big deal. It just makes sense in terms of conserving resources at Google and on the target web server.
Lastly, the URL inspection tool can be used to request a crawl.
Google next recommends checking if a page is a duplicate or if another page is the canonical.
Google advises:
“Don’t use cache or site search operators and features because they are not meant for debugging purposes and might give you misleading outcomes when trying to use it in debugging.”
The last tip is pretty good. Google advises that checking the HTML via the source code is not the same as checking the rendered HTML.
Rendered means the HTML that is generated for the browser or Googlebot to generate the webpage.
If you’re trying to figure out whether there’s something going on with the HTML, it’s useful to check out the rendered HTML because that’ll show you what the browser and Googlebot are actually seeing at the code level.
The difference between source code HTML and rendered HTML is that the rendered variant shows you what the HTML looks like after all of the JavaScript has been executed.
So, if there’s an issue related to the JavaScript or something else, you’re more likely going to catch that by reviewing the rendered HTML.
Google advises:
“…check the rendered HTML and the HTTP response to see if there’s something you won’t expect.
For example, a stray error message or content missing due to some technical issues on your server or in your application code.”
See Rendered HTML With Search Console
Google Support has a step by step for viewing the rendered HTML in search console:
“Inspect the URL, either by entering the URL directly in the URL Inspection tool, or by clicking an inspection link next to a URL shown in most Search Console reports.
Click Test live URL > View tested page.
The HTML tab shows the rendered HTML for the page.”
See Rendered HTML With Chrome DevTools
Chrome DevTools (in your Chrome browser) can also be used to see the rendered HTML.
- Open the Chrome Dev Tools through the vertical ellipsis (three dots) drop down menu, then:
- More tools > Developer tools
- Then, for MacOS, press Command+Shift+P and for Windows/Linux/ChromeOS press Control+Shift+P in order to access the Command Menu.
- Type: Rendering, select the menu choice “Show Rendering”
After that Chrome DevTools shows you the rendered HTML in the bottom window, which can be grabbed with the mouse cursor and enlarged, like in the screenshot below.
As we enter a new year, it's time to start thinking about your content strategy for your family-owned business. Whether you have a winery or restaurant or work outside of the hospitality industry in the North Bay, creating family-centric content can be a powerful way to connect with your audience and differentiate your brand messaging. In a world where digital marketing is key and social media fatigue is real (I’ll talk more about this next month), authenticity in your content is more important than ever.
I have seen firsthand how they can distinguish themselves in a crowded market by emphasizing personal connections and family values. Characteristics like trust, loyalty, and shared goals are not just buzzwords; they're the foundation for building lasting relationships with customers.
1. Showcase your story: You have a unique and relatable story as a family-owned brand. Share it with your audience through blog posts, social media posts, and videos. Talk about your family's history, and your values & traditions, and how these shape your business today. People connect with stories, so use yours to create a personal bond with your customers.
I talked to Dalia Ceja, executive marketing director, Ceja Vineyards, about how she showcases her family’s story into Ceja Vineyards’ content: “I’m very proud of my Mexican roots and intertwines my ethnicity and Spanish language into my personal and business branding platforms. I incorporate my heritage through music, Mexican cuisine and wine pairings, colorful fashion statements, and interviews with family members in both English and Spanish. I find the relatability of our family dynamics creates so much authenticity."
Action item: Share your story through a series of blog posts or videos, and engage with your audience by asking them to share their family stories in the comments. Use hashtags like #familybusiness or #generationsinwinemaking to reach a wider audience.
2. Highlight local roots: Being a family-owned business likely means that you have strong ties to your local community. Use this as an advantage by showcasing your support for local suppliers, farmers, and businesses.
Action item: Post about your partnerships and how they sustain the community.
3. Engage your audience: Social media is a powerful tool for engaging with your audience, but it's not just about making sales pitches. (Honestly, it never should be about making sales pitches. It’s about being social.) Use platforms like Instagram and Facebook to share behind-the-scenes glimpses of your family working together or fun moments from your daily operations.
Action item: Ask your followers questions about their own family traditions or memories related to your brand. You'll build relationships and create a loyal customer base by fostering a conversation.
4. Utilize user-generated or collaborative content: Your customers are your most enthusiastic supporters, so why not harness their creativity? Encourage them to share photos or videos showcasing your wines or dishes and share them on social media. Collaborating with other like-minded, family-run businesses is also an excellent way to generate unique content and expand your reach to new audiences (especially if you leverage the collaborate feature on Instagram).
Ceja Vineyards partnered with Boho Lifestyle, a clothing store in downtown Napa, to mix fashion and vino. Daila was able to model select outfits and pose throughout the Ceja property with different bottles of Ceja wines. “We saw an increase in reservations to visit our wine-tasting room and were able to track sales increases throughout the duration of the campaign,” she told me.
Action item: Create a user-generated content campaign by asking customers to share photos or videos with a specific hashtag and repurpose their content. When considering a brand partnership, begin by listing local brands you frequently use alongside your own products. Next, reach out to those you may have a personal connection with and propose a co-branded photo shoot or video shoot featuring both products.
5. Invest in video content: We all know it — video content is essential when it comes to capturing people's attention. Use short or long-form videos to tell your brand story, showcase your products, or even share your family's daily routine. You don't need fancy equipment — a phone and a simple, well-crafted video can go a long way in engaging your audience.
Ceja Vineyards involves the entire family: "My mom, Amelia Ceja, one of the founders and owners, has a passion for cooking and storytelling. Many of her videos and reels include cooking in her kitchen and pairing her dishes with our wines. Our winemaker, Armando Ceja, is usually seen providing vineyard, harvest, or cellar updates. Each member has a role in helping to create content, and the fun part for me is filming, directing, then editing the content into videos." — Dalia
December 6, 2023
No one can "out-pizza the hut". When Jayss Rajoo, director of marketing and food innovation at Pizza Hut, joined the team, she had only one goal in mind – to propel the brand’s digital transformation into the future.
The heritage restaurant chain, according to Rajoo, was running on old systems and processes when she joined in 2020, and the journey of moving from traditional to digital was a long process. In fact, Rajoo, who was speaking at MARKETING-INTERACTIVE’s Digital Marketing Asia 2023 conference, shared that she needed three different vendors to push out one electronic direct mail (EDM) at the time.
One of the most significant moves towards digitalisation that Rajoo and her team made this year in particular was turning to AI to redefine how the company interacts with its customers and bringing a new level of personalisation to their brand experience.
“What we did was we started using AI-powered predictive tools because we can better analyse large data sets, identify the trends that tells us these patterns, and then use the analysis to plan better, and create more personalised marketing messages,” said Rajoo at MARKETING-INTERACTIVE’s Digital Marketing Asia 2023 event.
Digitalising allowed Rajoo and her team to manage their time more efficiently and focus on other goals such as increasing customer lifetime value and acquiring new customers amongst many others.
“Using AI really helps small teams like us to make calculated decisions on the fly, have little turnaround time and differentiates Pizza Hut from our competitors. It also helps me manage my resources a lot more efficiently,” said Rajoo.
“To be honest there is no way you can do this on your own. On top of constantly looking to acquire new customers, we need to ensure that we make current customers order more often so this was crucial to the business," she said, adding:
Not all organisations can afford a huge team which is why we decided to invest in automation and AI.
Justifying the costs
Saying that, Rajoo admitted that investing in AI is a costly affair – but that it was absolutely necessary for the team.
“Of course, we have to increase our expenses and the frequency of our expenses – but we want to build loyalty, build relationships, differentiate ourselves from the competition, acquire new customers and gain customer insights.”
The brand has also started utilising AI to create content such as marketing copies and visual assets which has further saved the brand money.
In April this year, Pizza Hut launched its first AI-based value campaign. Titled "Takeaway Pocket Pleasers", the campaign used AI programme Midjourney to create a visual that showcases the unmistakable DNA of the Pizza Hut brand. The campaign featured arresting AI-generated visual highlights that emphasised the brand's commitment to remain accessible to everyone as they cut down advertising and creative costs and pass the savings down to its customers.
Fast forward to November this year and Pizza Hut Hong Kong launched its first AI deepfake campaign. The campaign was to celebrate the launch of its new Seafood and Chicken Twisted Crust Pizzas and aimed to bring the concept of “twist” to life in an imaginable way, from face twists to mood twists and plot twists with the magic of AI.
Rajoo said that it was the first time in the history of Pizza Hut campaigns where it “didn’t have a photographer taking pictures of pizzas.”
"Unlike other food campaigns – we did not invest in expensive food photography or creative asset creation and worked with our agency Team Lewis to create the creatives for the campaign from scratch. The creatives were used in all our communications," she said, adding:
Using AI powered tools helped us in terms of not just cost efficiencies, but we were able to turn the campaign around in record time as well.
The dangers of over-reliance
While digitalising traditional practices and adopting AI-predictive tools have revolutionised Pizza Hut’s marketing strategies, Rajoo warns of over-reliance. While AI is the future, Rajoo asserts that AI cannot replicate the human experience.
“The only key call out when we work with AI is that we will need the team to review things regularly, because it is still a machine at the end of the day. It doesn’t feel." she said.
Rajoo added that the company still needs people to look at the messaging and make sure it is not encroaching on anything that is sensitive and that privacy policies are managed well.
“So training, understanding the system is crucial. We also have to accept that AI and machine learning is a long-term strategy, and that it requires a fair bit of investment – not just in terms of price but in time as well.”
December 6, 2023
PPC and SEO are essentials for your marketing strategy. Companies have different demands and expectations from their marketing strategy, and so, most often they tend to lean towards one of these two tactics. For example, if they are looking to increase their rankings and want more traffic to their website, they go for organic search tactics. On the other hand, if they want instant paid traffic, they choose paid search tactics.
Given that, both SEO and PPC are effective tools to build authority for your website. Together, they generate more traffic and sales for your business. Nevertheless, these two tactics often work separately in their silos rather than hand-in-hand.
While both of these options can work well individually, imagine the results and benefits they would bring to the table when combined together. The key is to create harmony between organic and paid search tactics. It is time to bring both departments together to collaborate and work as one. Let us examine how to do it in your organization.
Ideally, both channels and streams aren’t meant to work independently. We should stop looking at them as separate identities and bring them together. Once we do it, we achieve better results across the board.
PPC campaigns provide powerful and insightful data and insights. When you take that data and combine it with your SEO strategies, it will give you insights that you can use to create content. This will help your organic search traffic.
Balancing organic and paid search tactics is a challenge and we are here to help navigate through the rough spots. Here are some strategies to create synergy between paid and organic search tactics.
Start by re-checking your paid search campaigns and seeing whether they are updated with keywords list. Moreover, you must restructure your efforts to leverage broad matches by paying close attention to negative keywords.
Ensure your paid search campaigns follow the latest keyword best practices.
Restructure your efforts to leverage broad matches, paying close attention to negative keywords.
In one sense, your campaign will likely have fewer groups and positive keywords. The number of negatives should also increase. In order to prevent budget drain and ensure paid search ads show only in desired situations, negative keywords are more crucial than ever.
Before you craft strategies for natural and organic search synergies, you must establish benchmark performance baselines across organic and paid searches. Some points to remember are:
As you strike a balance between paid and organic search tactics, consider the metrics important to monitor and create harmony between the two. If a KPI cannot influence your team, you should consider it secondary.
Rather than pinning your analysis on single success criteria, you should use a weighted, multiple-metrics approach.
After some effort, natural and paid search trends stabilize. It is now time to analyze how users interact with various portions of your site and to what extent organic and paid search activities are driving this interaction.
Let us face the fact that we work in a highly competitive landscape. In order to create a holistic search strategy, you must compare your natural and paid search performance. To do this, incorporate competitive and universal search insights for a thorough organic vs search analysis. Some examples to note are:
Striking a balance and harmony between paid and organic search tactics is a crucial step in digital marketing success. However, the above-mentioned strategies will only be effective if you make changes from the foundational level and analyze how your site analytics work.
When your paid search tactics are updated for a complementary approach to natural and paid search, you can harness natural and paid search synergistically. Setup a scalable joint reporting and singular ownership for natural and paid search success, it will ensure your organization has an appropriate process, tools, and people to strike a harmony between paid and organic search efforts.
December 6, 2023
Running a business involves a lot, and there are different marketing strategies to improve the business returns. Properly executing the marketing strategies enables the business to meet its marketing goals; hence, working with a professional marketing company is important. The different strategies get executed so that the company's goals get met.
AZ Mobile Marketing has been in business since 20107, helping different businesses to grow. The digital marketing professionals use proven digital strategies, and through their free consultation service, they understand the diverse needs of the clients they work with. The company staff includes designers, developers, strategizers, marketers, and optimizers who give their clients an exceptional experience.
Published December 6, 2023
With ZorgTek's updated services, businesses that rely on engaging in-person clients and customers can launch data collection and lead conversion campaigns. By offering complimentary wifi, business owners can enhance their premises' guest retention rates, while building targeted contact lists.
The agency can now help businesses convert their existing guest wifi into automated digital marketing platforms designed to grow customer databases and support hyper-local social campaigns.
Research published by Meta found that businesses that used wifi marketing techniques saw a 15% increase in revenue compared to businesses that did not. The technique works by prompting leads within proximity of the business premises to log in to that business' complimentary guest wifi.
"Having a social-powered Wi-Fi installed allows you to build an email list, increase loyalty, maximize social engagement, get your customers to spend more, automate proximity marketing campaigns, collect more positive reviews, and much more", a spokesperson for the agency explained.
In exchange for their email addresses, phone numbers, or socials, guests can access the business' wifi network without paying a fee. Not only does this encourage them to stay on the business premises for longer and potentially spend more money than they otherwise would have, but it also permits businesses to track user behavior and collect essential data.
With ZorgTek's customized wifi marketing campaigns, there are multiple avenues for increasing engagement and retaining leads in-person and online. For example, businesses can encourage wifi users to download mobile apps, complete surveys, and interact with the company on social media.
In addition to increasing foot traffic to their physical premises, this can work to increase the business' reputation online through positive engagement and improved digital presence.
Equipped with these valuable data insights, ZorgTek clients can enhance their wifi marketing campaigns over time and deploy personalized ads designed to capture top prospects. Moreover, this data can be used in conjunction with the agency's other marketing solutions to launch email, SMS, and social campaigns and maintain a multichannel presence.
From Goop and the New York Times to TikTok creators, everyone is putting out a gift guide this year, trying to get a piece of this year’s holiday sales pie, which we forecast to reach $1.31 trillion.
And it’s not just one gift guide to rule them all. There’s guides for cooks, for kids, or even for people who are always cold.
But what’s behind the sudden onslaught of uber-specific guides? They’re the perfect affiliate marketing tool.
Affiliate marketing is a small but growing channel that can be used for both upper- and lower-funnel tactics.
Plus: As shoppers continue to be cautious about where and what they spend their money on, presenting them with more personalized gift guides could encourage them to purchase.
Pro tip: Elevate your gift guide by incorporating exclusive discounts that can’t be found elsewhere. Over half (51%) of digital shoppers said they pay attention to ads for products on sale, more than ads for best-selling items (44%) or ads suggesting products you “may also like” (41%), per Integral Ad Science.
Dec. 6, 2023
The digital marketing market proved resilient, with businesses relying on digital strategies to stay connected with consumers during lockdowns. Remote work and increased online activity led to a surge in digital marketing opportunities.
In today's digitally driven world, businesses are increasingly recognizing the importance of an effective online presence. The global digital marketing market has surged to the forefront, acting as a catalyst for this digital transformation. This article delves into the world of digital marketing, exploring its current landscape, future outlook, key players, and much more.
Digital Marketing Market Size and Share:
The digital marketing arena has witnessed explosive growth in recent years. In 2023, the global digital marketing market size was valued at almost USD 363.05 billion. This substantial valuation reflects the increasing reliance of businesses on digital strategies to reach their target audiences. As companies recognize the immense potential of digital marketing, this sector continues to expand its share in the overall marketing landscape.
Digital Marketing Market Outlook:
The future of the global digital marketing market is undeniably bright, with a projected CAGR of 13.1% between 2024 and 2032. This robust growth is fueled by various factors, including the escalating adoption of digital platforms, the proliferation of e-commerce, and the ever-evolving consumer behavior in the digital space. By 2032, the market is anticipated to reach a staggering USD 1099.33 billion, underlining its pivotal role in shaping the future of marketing.
Get a Free Sample Report with Table of Contents – https://www.expertmarketresearch.com/reports/digital-marketing-market/requestsample
Digital Marketing Market Overview:
What is Digital Marketing?
Digital marketing encompasses a wide array of online strategies and tactics employed by businesses to promote their products, services, or brands through digital channels. These channels include search engines, social media platforms, email marketing, content marketing, and more. The primary goal is to connect with target audiences where they spend a significant portion of their time - online.
Key Industry Developments:
Driving Factors:
Read Full Report with Table of Contents: https://www.expertmarketresearch.com/reports/digital-marketing-market
COVID-19 Impact:
The COVID-19 pandemic has accelerated the shift towards digital marketing. With lockdowns and social distancing measures in place, people turned to the internet for shopping, entertainment, and information. Businesses had to adapt quickly to this change in consumer behavior, further emphasizing the importance of digital marketing.
Restraints:
Digital Marketing Market Segmentation:
The digital marketing landscape is diverse, comprising various channels and strategies:
Top Impacting Factors:
Target Audience:
The target audience for digital marketing includes businesses of all sizes, from startups to large enterprises. Additionally, digital marketing agencies, consultants, and professionals specializing in various digital marketing disciplines cater to this dynamic industry.
Opportunities:
Challenges:
Scope:
The scope of digital marketing is vast and continually expanding. It encompasses a broad spectrum of activities, from social media management to e-commerce optimization. Businesses that invest wisely in digital marketing can unlock new growth opportunities and adapt to the evolving digital landscape effectively.
Major Key Players:
FAQs about Digital Marketing Market:
Q. What is digital marketing?
A: Digital marketing refers to the use of online channels and strategies to promote products, services, or brands to a digital audience.
Q. Why is digital marketing important?
A: Digital marketing allows businesses to reach their target audience where they spend time online, driving brand visibility, engagement, and conversions.
Q. How has COVID-19 impacted digital marketing?
A: The pandemic accelerated the shift to online shopping and digital consumption, leading to increased reliance on digital marketing strategies.
Q. What are the key digital marketing channels?
A: Major digital marketing channels include SEO, social media marketing, content marketing, email marketing, PPC advertising, and influencer marketing.
Share
PPC and SEO are essentials for your marketing strategy. Companies have different demands and expectations from their marketing strategy, and so, most often they tend to lean towards one of these two tactics. For example, if they are looking to increase their rankings and want more traffic to their website, they go for organic search tactics. On the other hand, if they want instant paid traffic, they choose paid search tactics.
Given that, both SEO and PPC are effective tools to build authority for your website. Together, they generate more traffic and sales for your business. Nevertheless, these two tactics often work separately in their silos rather than hand-in-hand.
While both of these options can work well individually, imagine the results and benefits they would bring to the table when combined together. The key is to create harmony between organic and paid search tactics. It is time to bring both departments together to collaborate and work as one. Let us examine how to do it in your organization.
Ideally, both channels and streams aren’t meant to work independently. We should stop looking at them as separate identities and bring them together. Once we do it, we achieve better results across the board.
PPC campaigns provide powerful and insightful data and insights. When you take that data and combine it with your SEO strategies, it will give you insights that you can use to create content. This will help your organic search traffic.
Balancing organic and paid search tactics is a challenge and we are here to help navigate through the rough spots. Here are some strategies to create synergy between paid and organic search tactics.
Start by re-checking your paid search campaigns and seeing whether they are updated with keywords list. Moreover, you must restructure your efforts to leverage broad matches by paying close attention to negative keywords.
Ensure your paid search campaigns follow the latest keyword best practices.
Restructure your efforts to leverage broad matches, paying close attention to negative keywords.
In one sense, your campaign will likely have fewer groups and positive keywords. The number of negatives should also increase. In order to prevent budget drain and ensure paid search ads show only in desired situations, negative keywords are more crucial than ever.
Marketing Technology News: MarTech Interview with Heidi Andersen, CMO and CRO at Nextdoor
Before you craft strategies for natural and organic search synergies, you must establish benchmark performance baselines across organic and paid searches. Some points to remember are:
As you strike a balance between paid and organic search tactics, consider the metrics important to monitor and create harmony between the two. If a KPI cannot influence your team, you should consider it secondary.
Rather than pinning your analysis on single success criteria, you should use a weighted, multiple-metrics approach.
After some effort, natural and paid search trends stabilize. It is now time to analyze how users interact with various portions of your site and to what extent organic and paid search activities are driving this interaction.
Let us face the fact that we work in a highly competitive landscape. In order to create a holistic search strategy, you must compare your natural and paid search performance. To do this, incorporate competitive and universal search insights for a thorough organic vs search analysis. Some examples to note are:
Marketing Technology News: Conversational AI: The 8 Key Elements That Will Elevate Your Customer Experience
Striking a balance and harmony between paid and organic search tactics is a crucial step in digital marketing success. However, the above-mentioned strategies will only be effective if you make changes from the foundational level and analyze how your site analytics work.
When your paid search tactics are updated for a complementary approach to natural and paid search, you can harness natural and paid search synergistically. Setup a scalable joint reporting and singular ownership for natural and paid search success, it will ensure your organization has an appropriate process, tools, and people to strike a harmony between paid and organic search efforts.
The combined company, led by Mr Yum Co-Founder Kim Teo as the new Chief Executive, combines the identities of both brands and operates under the Me&u name with a new brand icon designed to represent togetherness.
Processing over $2bn combined in dining transactions each year, the merged business already works with over 6,000 brands and aims to elevate its platform by providing deeper and more flexible ordering capability including a staff app for upselling, proprietary CRM, email and SMS marketing tools, loyalty, guest feedback and more.
“It makes a lot of sense from a business point of view to stop butting heads and start working together,” says Teo. “But it makes even more sense from a customer perspective because we have the opportunity to build a best-of-the-best product that venues and their guests love.”
Me&u Founder Steven Premutico says that the idea for the collaboration was born in mid-2022 when he met Mr Yum Co-Founder Adrian Osman over a beer in Austin, USA.
“It was a bit like a first date. I walked out of that thinking he’s a good guy and we are fighting the same fight.
“At the end of a couple of beers I picked up the bill – so he owes me a round – I wrote a little note on the back of a receipt, as I gave it to him, and it said: ‘let’s make this industry better’.”
While the merged business doesn’t plan to make any significant changes this year, it is setting out to provide more value for customers with an integrated platform, 24/7 support coverage and product and engineering teams that now make up a larger percentage of the merged company.
“Now that the merger is complete and our teams have come together, we’re laser-focused on making sure this is a successful holiday season for our customers and that we look after them,” Teo said.
Dec. 06, 2024
Local businesses advertising on the Google Search Network and looking to drive people actively searching for their services and/or brand to their site can often find relevant keywords to implement in ad campaigns fairly easily. However, the challenges that can come with advertising a smaller business include generating sufficient search volume over their targeted area(s) while effectively bidding within their ad budget. A keyword match type strategy is a significant variable in this equation.
Businesses in competitive markets, such as a local doctor’s office, dental office, or family law firm, can use phrase match keywords to help increase relevant search volume within their budget.
Google defines Phrase match as “To show your ads on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning.” To put it simply, phrase match is designed to go beyond just capturing relevant searchers looking within the tight parameters of exact match keywords while also not going off the rails as broad match keywords can. However, there are still things to watch out for when running phrase match keywords, especially when the keywords are more “general” to the industry.
Going back to the examples above, in a tightly populated area, such as a city or a state, there are countless doctors, dentists, and lawyers. These service-based businesses might run ad campaigns with highly sought-after keywords, such as “a dentist office,” “family law attorney,” or “doctors office near me.” When running ad campaigns on phrase match, it will find relevant searches, but it can go beyond how these keywords are exactly laid out. This is where competitor names can sneak in.
Here is an example of general phrase match keywords and competitor searches:
Dr. Arnold Wilson is a local dentist in Chicago running a General Dental Search campaign. He is running the phrase match keyword “dentist near me.” The word has been triggering searchers for “dr lauren rosenstein dentist” and “marion family dental chicago.” These are people looking for specific local dentists rather than general dental service searches. They’re still dentists in the area. However, the phrase match keyword “dentist near me” can still be triggered by these searches as it goes beyond just what the word exactly says.
Dr. Wilson does not want people actively searching for other specific dentists and potentially wasting his advertising budget on worthless clicks. It’s easy to say, ‘Just turn off phrase and run exact only,’ but that can see a drop in capturable search volume, especially if Dr. Wilson does not have the budget to outbid top spenders on the highest-searched relevant keywords. (Competitive industries like dental, medical, and law can see clicks get very expensive – sometimes $100 to $200 per click). This is where doing search queries and the use of negative keywords comes in.
Daily search query reports and adding the competitor name search terms as negatives to consistently stay on top of incoming traffic is one way to stay on top of irrelevant searches – this is a reactive situation as the competitors do have to show up in your search queries. A proactive step would be to research the names of competitors and add them all via a negative keyword list. This can allow phrase match keywords to bring in more search volume but not show on searches for specific competitors.
Of course, there are scenarios where a business might want to drive people actively searching for competitors to their business. These can then come in handy to not only capture those active searches but also see what kind of search data competitors are generating.
Just remember that phrase match search terms can still be relevant to the words themselves but not always the intent of searchers. Understand your goals, use phrase match wisely, and monitor your campaigns closely.
“Performance Max [campaigns] are more algorithmic in nature,” Menachem Ani, founder of online ad management company JXT Group, said during a recent Paid Search Association webinar. “Don’t force it to behave like a [traditional] campaign. My recommendation is to put in the work and make the most out of it.”
Here are four pieces of advice Ani shared for ecommerce brands looking to master Performance Max in the new year.
Before experimenting with Performance Max, marketers should conduct a few manual campaigns, layering on smart bidding as more campaign data becomes available.
“The efficiency [of] more manual campaigns [happens] where you [have] the data,” said Ani. “You can push toward specific search impression share, click share, and so on.”
Once there’s a solid foundation of data, marketers can add Performance Max campaigns to the mix for a full-funnel effect.
“A true Performance Max campaign is a full-funnel campaign that combines that search and shopping with display,” said Ani. “Performance Max should bring your traffic from the bottom of the funnel and it will also bring generic search terms and more upper-funnel prospecting through display and video components of the campaign.”
Pro tip: If you’re running Performance Max side by side with Shopping campaigns, consider using custom labels to segment products. This allows marketers to exclude under-performing products from a Performance Max campaign and instead create a standard shopping campaign.
As new campaigns are created, it’s important to build them around specific goals, whether that be cost, KPIs, locations targeted, or the reporting data you’re interested in.
“If you have different products that you want to allocate to a different budget or maybe a seasonal campaign, a specific sub brand or collection of your products, and you want to give that more firepower, that’s how you should think about building new campaigns,” said Ani.
In Performance Max, marketers can use audience signals, which use demographics, interests, or search behavior information to target specific groups of consumers.
But to make sure that you’re most effectively targeting the right audience, marketers should enter as much data as they can into their business data and data feeds section of their Google Ads account.
This means making sure the product data you’re synchronizing to Google Merchant Center contains strong product titles that have the right keywords and search terms in their descriptions, as well as the right product identifiers and CPC codes.
“Data is like coffee [to Google Ads],” said Ani. “You feed the system, and it can do [its job] better.”
Reporting options for Performance Max are somewhat limited, said Ani. To get access to more campaign data, there are several other places marketers can look on the Google Ads platform.
This was originally featured in the Retail Daily newsletter.
First Published on Dec 4, 2023
Spark Success in Bytes: Elevate Your IT Startup with Digital Marketing Brilliance and Lead Generation Wizardry!
Published on December 05, 2023
Published on December 05, 2023
Effective digital marketing strategies for IT companies are the linchpin for startup triumph in the dynamic landscape of Information Technology (IT) services, where innovation is the heartbeat of success. In an era dominated by online presence and connectivity, lead generation expertise stands as the catalyst for sustainable growth. As per the most recent CMO Survey, 56% of companies adjust their business models to leverage digital prospects.
This blog delves into the intricate realm of Digital Marketing Strategies to grow your business, offering invaluable insights and digital lead generation strategies to propel nascent ventures toward prominence.
In an age where every click, like, and share holds the potential to transform an idea into a formidable enterprise, the importance of well-crafted internet marketing strategies cannot be overstated. Knowing the ins and outs of lead generation becomes critical for IT companies navigating the competitive ecosystem. This in-depth manual seeks to simplify the complex world of digital marketing by offering practical guidance on utilizing SEO, social media, and content marketing to build a strong online presence. Come along on this insightful trip where innovation and smart marketing unite to redefine the future with lead generation strategies.
Lead generation is attracting and converting potential customers into leads—the individuals who show interest in the product or service. This process of online business marketing starts with strategically initiating consumer interest via various marketing channels and gathering their contact data for further engagement.
For example, a tech startup offering different branding solutions can create a guide on the “Dos and don’ts of startup branding.” Interested parties will provide their email addresses to access the guide, and it transforms them from casual browsers to potential leads. This approach expands the customer base and presents a pool of prospects more likely to convert into final customers.
Using both inbound and outbound lead generation strategies, this approach aims to generate interest in a brand and its offerings. Your audience must be drawn in.
The digital marketing strategies for IT startups that promote your company when potential clients are looking for products similar to your offer are known as inbound marketing. In essence, you're increasing your visibility and discoverability to them. Content marketing and SEO are examples of this. Within five months, inbound marketing initiatives can reduce lead costs by 80%.
Using media like TV, radio, offline hoardings, and paid advertising campaigns, outbound marketing reaches consumers while they aren't actively looking for your company. This is a less subtle and more direct way to grab someone's interest. According to 68% of marketers, their sales force receives the highest caliber leads through lead generation strategies.
IT entrepreneurs have to negotiate a challenging terrain in the constantly changing digital ecosystem to establish a presence in the market. Developing methods that work with the target audience requires a comprehensive understanding of the digital space.
The increasing number of interactions that take place online requires startups to have a strong online presence. As of October 2023, 65.7% of people were online, according to Statista. Understanding the subtleties of user behavior is crucial for startups, as customers increasingly use online platforms for information gathering, product research, and decision-making.
Key trends shape the IT service market, such as the accelerating shift to cloud computing and the rising importance of cybersecurity. Forbes reports that the global cloud computing market is projected to reach $600 billion by 2023, emphasizing the significance of cloud-based solutions. Simultaneously, the increasing frequency of cyber threats underscores the demand for robust cybersecurity services, positioning startups in this niche for substantial growth.
It's critical to comprehend how digital marketing contributes to startup success. A McKinsey survey indicates that businesses that use digital marketing channels see revenue growth rates that are 2.8 times greater than those that don't. This demonstrates how a carefully thought-out digital marketing plan can make all the difference for companies looking to build brand awareness and reputation in the digital age.
It is surprising to see how branding is important for app growth. In the intricate digital marketing realm, the foundation upon which successful campaigns are built is the foundation upon which successful campaigns are built. This section explores the crucial elements of a brand definition, audience identification, and the transformative power of data-driven decision-making.
Crafting a story that connects with your target audience is just as important to defining your brand as designing a logo or tagline. Startups need to express their own value proposition and brand identity. A Nielsen study found that 59% of customers would rather purchase goods from companies they are familiar with, demonstrating the influence of brand familiarity on consumer decision-making. Maintaining a consistent message across digital platforms promotes credibility and trust for mobile apps branding.
Knowing your target is essential to focusing your marketing efforts. Conduct in-depth research to determine your target market's preferences, pain points, and demographics. By developing buyer personas, entrepreneurs can tailor their approach and give data a human touch. According to HubSpot research, personalized calls-to-action (CTAs) outperform generic ones by 202%. By focusing their content and online marketing strategy on target audiences, startups may increase user engagement and conversion rates.
The foundation of any successful online marketing strategy is data. Using analytics tools yields insightful information about market trends, campaign performance, and user behavior. According to a Forrester study, businesses that adopt data-driven decision-making are expected to see yearly growth rates of 30%. Startups should use data to improve marketing, hone tactics, and distribute resources effectively. Ongoing evaluation guarantees flexibility in a changing digital environment, promoting long-term prosperity.
In the dynamic realm of digital marketing, no one can deny how social media has transformed the economy over the years. Social media is a powerful catalyst for IT startups to establish their brand, engage with their audience, and drive lead generation. Globally, there were more than 4.59 billion social media users in 2022; by 2027, that figure is expected to rise to nearly 6 billion.
Social media channels offer startups numerous avenues to engage with their intended audience. With its large user base, Facebook offers a platform for creating communities and interesting content, and Twitter's real-time nature helps firms remain ahead of industry discussions. With its emphasis on business, LinkedIn develops as a central location for thought leadership and business-to-business networking. Notwithstanding these behemoths, the best social media apps and platforms are equally important since they can provide focused interaction within particular communities.
Content is one of the most important key social media marketing strategies for companies. Understanding the audience's needs, goals, and preferences is essential to creating content that appeals to them. Videos and infographics are examples of visual content that frequently receives more engagement. Sharing insightful analysis, business news, and intimate behind-the-scenes looks regularly humanizes the company and builds rapport.
For IT businesses looking to generate leads, paid social media advertising is a powerful tool. Thanks to the advanced targeting possibilities provided by social media platforms like Facebook and LinkedIn, entrepreneurs can target particular demographics, job titles, or interests. Startups can draw in viewers and influence desired actions by creating visually appealing ads and copy. This explains the importance and role of social media in lead generation for IT service companies.
ALSO READ: 20 Social Media Marketing Strategies To Promote Your App in 2023
Content marketing stands as a linchpin in the digital success story of IT startups, providing a conduit to engage audiences and establish industry authority. According to the Content Marketing Institute, 73% of B2B and 70% of B2C marketers include content marketing in their digital marketing strategies for startups.
This section delves into key lead generation techniques of content marketing that resonate in the digital sphere, driving organic growth and lead generation.
Search Engine Optimization (SEO) remains the cornerstone of content visibility. Improved discoverability by creating material that compiles with search algorithms. In-depth keyword research is essential for startups, and they must easily include pertinent terms in their content. Updating content frequently to conform to search engine algorithms guarantees content visibility in search results over time, increasing the number of potential customers who can access IT startup information. This is a common practice followed by all the top SEO agencies.
Maintaining a dynamic blog is a potent strategy for building authority and visibility in the IT sector. Regular, high-quality blog posts not only keep the audience informed but also contribute to improved search rankings. By addressing problems in the industry, providing answers, and sharing insights, interesting content positions digital marketing companies as thought leaders and builds reader trust. Infographics and multimedia are examples of interactive components that improve the reading experience.
Diversifying content formats is crucial for capturing a broader audience and nurturing leads. Whitepapers and ebooks that provide in-depth analysis and solutions position the startup as a reliable resource in the field.
When consumers download these materials, they become useful assets that turn visitors into leads by requesting contact information. A dynamic element is added to content marketing through webinars. Live interactions, expert discussions, and audience engagement foster a sense of community mixed with lead generation marketing strategies.
ALSO READ: Using Behavioral Science for Mobile Marketing Excellence | Strategic Insights
Effective lead generation tips for IT companies are crucial for IT service companies looking to improve their online presence and produce quality leads in the ever-changing world of digital marketing. A well-designed SEO strategy raises a startup's visibility and reputation considerably in addition to helping it rank higher in search results. The following are several thorough paragraphs that highlight important lead generation tips for IT companies specific to IT service startups:
Extensive keyword research is one of the core tenets of SEO for IT service startups. Knowing prospective customers' words and phrases is important while looking for IT services. Use resources like Google Keyword Planner and industry-specific keyword research tools to find high-volume and relevant keywords. Use these keywords judiciously to indicate to search engines that your services are relevant by including them in meta tags, content, and other on-page components of your website.
A well-structured website is both user- and search-engine-friendly. Ensure the information regarding your IT services is clear and concise and that your website is simple. Produce interesting, high-quality material that speaks to your intended audience's problems. Use whitepapers, case studies, and blog entries to demonstrate your knowledge. Incorporate targeted keywords naturally into your content, and use the best seo tools for auditing and monitoring a website, considering the importance of providing value to your audience.
Making your website mobile-friendly is now essential as we know why is mobile marketing important for app’s success. Mobile optimization is essential to any SEO plan because Google prefers mobile-friendly websites in its search results. Ensure your website works well on mobile devices, loads quickly, and offers a consistent user experience across various screen sizes.
Several businesses want to learn how to advertise your business on google maps. Local SEO is essential for IT service startups looking to service local markets. You can ensure that your Google My Business profile is accurate and comprehensive by including your company's address, phone number, and working hours. Encourage satisfied clients to leave positive reviews online. This will not only improve your local presence but also build your reputation among potential customers who are looking for local IT services.
For SEO to be successful, a strong backlink profile must be developed. Concentrate on obtaining backlinks of the highest caliber from reliable IT sector sites. Acquiring authoritative backlinks can be facilitated by engaging in industry forums, guest blogging on relevant blogs, and working with influencers. Links from trustworthy websites that complement your IT services should be given priority because quality counts more than quantity.
Technical SEO entails optimizing your website's backend to enhance performance and increase search engine visibility. Ensure your website is secure by using HTTPS, speeding up the page, and correcting crawl issues. To make indexing easier, submit a sitemap to search engines. Keep an eye on and update the technical parts of your website often to avoid any potential problems.
Search engine algorithms are starting to give more weight to signals from social media. Encourage social media sharing of your content by integrating your social media accounts with your website. Connect with your audience on social media sites like Facebook, Twitter, and LinkedIn by offering updates, industry insights, and demonstrations of your IT prowess. Learning how to market your mobile app on social media is beneficial for SEO, but it's also an effective way in the startup lead generation campaign.
Using analytics software, like Google Analytics, is crucial to monitor the effectiveness of your SEO campaigns. Monitor important indicators such as conversion rates, bounce rates, and organic traffic. Review the data to find improvement areas and modify your action plan accordingly. Sustaining success in SEO requires constant attention to changes in search engine algorithms and industry trends. SEO is an ongoing activity.
ALSO READ: What is App Store Optimization and How it Boost App Ranking in 2023?
Paid advertising is a powerful component, other than the 7Ps of digital marketing, enabling businesses to reach their target audience quickly and efficiently. Let us describe different paid advertising tactics that companies can use to achieve meaningful and successful outcomes:
PPC advertising for IT companies on search engines is one of the most popular forms of paid advertising, and Google Ads is the main platform for this type of advertising. Advertisers are shown at the top of search engine results pages and bid on keywords related to their goods or services. Every time a user clicks on the advertisement, the advertiser is charged. This tactic works well for finding people actively looking for particular goods or services, so your advertisement will be seen by those who are extremely relevant to it.
Social media platforms with various advertising choices include Facebook, Instagram, Twitter, and LinkedIn. With these platforms, companies may target particular demographics, hobbies, and lifestyles, enabling them to create highly targeted advertisements. Businesses may raise brand awareness and engagement using aesthetically pleasing creatives and persuasive ad copy. There are several ways to employ digital marketing strategies for IT company, such as sponsored content, carousel ads, picture ads, and video commercials.
Display advertising in the digital marketing strategies for IT company involves placing visual ads on third-party websites, apps, or social media platforms. These visual advertisements may appear as interactive multimedia, pop-up windows, or banners. One well-liked display advertising platform is Google Display Network. Companies might use targeted audiences, websites, or demographics to boost traffic and brand awareness. Display advertising must succeed by utilizing eye-catching imagery and succinct messaging.
Remarketing, or retargeting, involves showing ads to users who have previously visited your website or interacted with your brand but did not convert. Re-engaging potential clients and reminding them of your offerings is the goal of this method. Strong remarketing tools are available on platforms like Facebook and Google Ads, enabling companies to build unique audiences and target ads to individuals who have expressed interest in their products. Surprisingly, remarketing is counted in the list if 13 exceptional tools that help in mobile app marketing.
Affiliate marketing entails working with outside partners (affiliates) who promote your goods or services in return for a commission on sales or leads produced. It's not your typical kind of paid advertising. Via the networks of affiliate marketers, this performance-based approach can assist in increasing the visibility of your goods and services at a reasonable price. Businesses today can check various top affiliate programs to understand the best approach.
Leveraging influencers to promote products or services is a powerful paid advertising strategy, especially on social media platforms. Dedicated followers who rely on their advice are attracted to influencers. Companies that want to reach a certain audience might work with industry-relevant influencers. But it is important to learn if influencer marketing is right for your app, and selecting influencers whose ideals coincide with your brand and whose fan base corresponds with your intended audience is crucial.
Within the dynamic realm of digital marketing, there are success stories from elite businesses that skillfully apply creative approaches to reach their objectives. These case studies provide insightful information on how to make your mobile app successful with digital marketing and act as useful benchmarks. This section delves into the tangible accomplishments of prominent industry figures, emphasizing certain tactics that have contributed to their rise to prominence.
Google, the master of digital technology, is a prime example of the effectiveness of Pay-Per-Click (PPC) advertising. The business has deliberately used PPC through Google Ads to match visitors with pertinent goods and services. Google guarantees visibility to a large and highly focused audience by placing ads at the top of search results and bidding on keywords. This tactic not only advertises its goods but also helps millions of companies throughout the globe effectively reach potential clients with the best digital marketing strategies for IT company. Google's PPC advertising is successful because it seamlessly integrates with user intent, offers helpful solutions, and propels ongoing innovation in digital advertising.
Nike, a pioneer in sportswear worldwide, has used influencer marketing to increase brand engagement by using athletes' influence. Nike uses well-known sportsmen like Cristiano Ronaldo and Michael Jordan to promote its brand because of its enormous social media following and solid reputation. This tactic builds an emotional bond with customers while associating the company with elite athleticism. Nike's global brand visibility is greatly enhanced by the authenticity and reach of these influencers, which makes Nike a shining example of how digital marketing strategies for IT company when done well, can propel a company to new heights in a cutthroat industry.
To maintain growth and relevance, IT service startups must keep ahead of emerging top mobile app marketing trends in the ever-changing world of digital marketing. In the upcoming years, several factors are expected to alter the marketing approaches of IT service startups drastically:
Artificial intelligence (AI) to customize user experiences is revolutionary. IT firms will use artificial intelligence (AI) algorithms to evaluate user behavior, predict preferences, and provide highly customized content and services. Customization increases consumer happiness, engagement, and total brand loyalty.
It's getting more and more important to optimize for voice search as virtual assistants and smart speakers proliferate. To satisfy natural language questions, IT service companies must modify their content and SEO strategies. They should concentrate on conversational and long-tail keywords to match how people interact with voice-activated devices.
Blockchain technology's built-in security and transparency will find uses in marketing, especially when protecting consumer data and verifying online transactions. IT companies can use blockchain technology to increase client trust by offering verifiable service delivery records and improving reporting and project management transparency.
AI-powered chatbots will enable conversational marketing expected to become a mainstay of IT service startup tactics. Chatbots provide real-time, tailored interactions by responding to inquiries and helping consumers with their customer journey. This trend facilitates communication and enhances the customer experience, enabling companies to interact with leads more successfully. You can also search for the best AI chatbot apps for seamless conversations.
The digital marketing strategies for IT services startups described here are critical for long-term growth and competitive advantage in the fast-paced world of digital marketing. Search Engine Optimization (SEO), paid advertising, and creative lead-generation strategies provide a powerful recipe for success as the digital world changes. While paid advertising expands a startup's reach to certain consumers, SEO may be properly leveraged to improve online exposure and trust. Embracing innovative technology, video content, and influencer marketing ensures a dynamic and captivating brand presence by understanding the role of app marketing companies. Combining these strategies results in lead creation as well as long-lasting client relationships.
Staying abreast of new developments and continuously improving tactics in the rapidly changing digital landscape guarantees that IT service startups become not just industry leaders but also tough competitors in a market that is becoming more and more crowded.
WRITTEN BY
AparnaGrowth Strategist
Aparna is a growth specialist with handsful knowledge in business development. She values marketing as key a driver for sales, keeping up with the latest in the Mobile App industry. Her getting things done attitude makes her a magnet for the trickiest of tasks. In free times, which are few and far between, you can catch up with her at a game of Fussball.
An old granny who I respectfully refer to as gogo has no teeth; when she talks her bottom lip folds inward over her gums, and because of this she lisps and spits a little. When she is excited, like now, her lisps sound like a snake hissing under her words.
"At kisimusi, Christmas, it is so wonderful," she lisps. "We all gather at the community hall, the stokvel group and our families, a huge truck like that one" - she points to a Coke truck unloading at a spaza - "loads our groceries and we split them between us. There are 25 of us, you know." She holds up two fingers on one hand and five on the other to emphasise this. "We save seventy-five touzand over the year."
Stokvels’ power and allure to their members is the social connectedness it gives each member. The protection of group assistance, the social fun of the stokvel meeting where members gossip and feast and laugh together. They fulfil a social benefit first, and a financial one second. Any offering to this sector needs to consider this and find ways of satisfying both elements.
"How do you communicate with each other?" I ask my old lady with no teeth.
"Iwhatwhat," she replies.
"What what?"
I am confused so she fishes her cheap Android smartphone out from between her sagging breasts. Holding it away from her face so she can see the screen with her failing eyesight she fiddles with it and then pushes it towards me.
It’s WhatsApp, the messaging service, the WhatsApp group at the top of the phone screen called ‘stokfela’. I am astounded. If her grandchild was using it that would make sense but not an illiterate seventy-year-old granny.
"It’s wonderful, you should try it," she suggests to me. "I have the whole stokvel on there and we just send one message and it goes to the whole stokvel."
Refiloe Rantekoa grew up in White City, one of the toughest and poorest suburbs of Soweto, epitomised by concrete-roofed homes that look like air raid bunkers. In 2016, Refiloe started baking loaves of bread from his tiny backroom in White City. At first, business was slow, so Refiloe set up a Facebook Lite page for the bakery and invited customers to WhatsApp their “ipini” and their orders from the Facebook page WhatsApp link. Using WhatsApp, Refiloe started getting more and more orders, six loaves here, two there, and more and more streets started buying his bread. Then the kota outlets started ordering on WhatsApp. Within 18 months Borotho Bakery was baking and selling hundreds of loaves a day. When lockdown happened all his business moved onto his Facebook Lite & WhatsApp platforms. "We now have orders as far as Rockville, even Dube, so the guys walk about 10, even 15 kilometres, a day." Orders still flood in via WhatsApp and the trolleys rattle up and down the tiny kasi streets selling or delivering.
GG Alcock founder of Kasinomics noted that “we have noticed the astonishing growth of Facebook lite as a landing page for township businesses. Nowadays almost every kasi hair salon, tavern, kasi kos fast food outlet, bakery even the odd spaza shop has a Facebook page and a link to WhatsApp orders or enquiries. Ipini or pin locations are sent, and local deliveries are done by runner, cyclist or battered motorbike. Kasi e-commerce business Yebo Fresh which supplies bulk stock items to spaza shops has even moved their e-commerce site to WhatsApp, based on our insights and has gained massive traction as a result.”
Kasinomics believes that the WhatsApp platform is the future of e-commerce and group communication and has partnered very successfully with technology enabler, Mobitainment, a specialist in mobile and particularly WhatsApp marketing. The Kasinomics and Mobitainment collaboration has resulted in two highly successful kasi marketing campaigns.
The loyalty-focused Supreme Business Bakers campaign targets kasi bakeries and vetkoek sellers, where thousands of kasi bakeries have been signed up on a WhatsApp enabled database. Today bakeries share pics of their till slips of Supreme flour purchases which the WhatsApp platform interprets and awards loyalty points to the outlets. In addition, baking tips and tricks, bakers' business tips and much more are shared with kasi Supreme Business Bakers.
The other campaign is the multi-award winning Amstel The Entrepreneur, “I AMSTEL Building Ik’sasa Lami” (my future) campaign. The Amstel The Entrepreneur created a unique value proposition focused on township and community-based entrepreneurs, overlooked by most. This initiative funds and invests in kasipreneurs' marketing and business skills, which are critical, yet not often supported. This campaign initially focused on Gauteng only, and aimed at the youth in townships with a kasipreneur competition aimed at the upliftment of Kasi entrepreneurs.
The competition was open to all adults to nominate and then vote via WhatsApp for businesses they know of in their hood. WhatsApp was instrumental in maximising the reach within the youth target audience, with its low use of data and its reach that promoted inclusivity to bridge the digital divide and so created an online community of aspiring youth.
Mobitainment CEO Candice Goodman explained why WhatsApp: “It was critical to connect traditional media like local radio and print with a simple mobile call to action, like an easy-to-communicate vanity “click me” to WhatsApp. WhatsApp created a frictionless path for their target audience from digital media like social media and web articles, to the nominations mechanic to collect the amount of data needed to enforce the eligibility of the businesses according to the Terms and conditions of the campaign.”
Technology, specifically, the humble mobile phone was the connector of these two parties, the brand to the kasi community. A minimum of an entry-level smartphone with WhatsApp was needed and was instrumental to maximising the reach and engagement with the youth target audience, with its low use of data and its reach that promoted inclusivity to bridge the digital divide.
The conversational nature of the business-branded WhatsApp chatbot streamlined the collection of loads of data needed from the nominations so that the judges could easily evaluate, identify and contact the top 40 businesses to visit them in-person to then shortlist the top 20.
The Top 20 kasipreneurs then had an opportunity to do a pitch for their business on community radio in order to gain votes with the top 12 voted kasipreneurs going into the finals. The Voting chatbot on WhatsApp outlined the Top 20 businesses with a rich-media interface showcasing their logo (image), business profile (text) and radio interview (audio), allowing the voters to make a very educated decision that was enabled with one tap on their phones.
Results were available in real-time to create buzz and hype on radio for the business at the top of the leaderboard of each radio station. Conversational marketing on WhatsApp enabled voting for The Amstel Entrepreneur, by the people, for the people!
The Amstel The Entrepreneur campaign, was very successful generating an increase in Amstel’s Brand Power Score and contributing to increased sales volume growth over the campaign period.
The Amstel The Entrepreneur campaign run by Kasinomics and Mobitainment has received multiple awards:
What What made the difference and enabled Kasinomics & Mobitainment to build interactive, innovative and award-winning mobile campaigns on WhatsApp reaching and connecting with kasi audiences and gaining brand traction and connectedness. What What a successful Kasi Campaign, Halala!
About the Author: GG Alcock
GG Alcock is the author of among other books Kasinomic Revolution, and a thought leader and commentator on the trends and dynamics of the informal economies & societies which make up the majority of South Africa. GG’s business Kasinomics an advisory service providing insights, strategies, route to market and consumer marketing to the informal and kasi consumer and business sectors.
NEW YORK, Dec. 4, 2023 /PRNewswire/ -- The internet advertising market size is expected to grow by USD 424.62 billion from 2022 to 2027. In addition, the growth momentum of the market will progress at a CAGR of 15.05%, according to Technavio. Rising digital transformation is notably driving the internet advertising market. However, factors such as rise in ad fraud may impede market growth. The market is segmented by platform (mobile, desktop and laptop, and others), Type (Large enterprises and SMEs) and Geography (North America, APAC, Europe, South America, and Middle East and Africa). We provide a detailed analysis of 20 companies operating in the internet advertising market including Accenture Plc, Alibaba Group Holding Ltd., Alphabet Inc., Amazon.com Inc., Baidu Inc., Boostability Pvt. Ltd., Conversant Solutions LLC, Dentsu Group Inc., International Business Machines Corp., Meta Platforms Inc., Microsoft Corp., PBJ Marketing LLC, PricewaterhouseCoopers LLP, The Walt Disney Co., Thrive Internet Marketing Agency, Twitter Inc., Verizon Communications Inc., Web Net Creatives, WebFX, and Yahoo. The report offers an up-to-date analysis of the market, and to know the exact growth variance and the Y-O-Y growth rate, Request a Sample Report.
Internet Advertising Market 2023-2027: Company Analysis
Accenture Plc: The company offers intelligent advertising services which help to grow the advertising business effectively and profitably at scale.
This report provides a full list of key companies, their strategies, and the latest developments. Buy Now for detailed company information
Internet Advertising Market 2023-2027: Segmentation
Type
The mobile segment is estimated to witness significant growth during the forecast period. Mobile online advertising has become an essential part of the digital marketing landscape. Mobile devices are ubiquitous, enabling advertisers to reach large audiences anytime, anywhere. To target specific audiences more precisely, advertisers can use data collected from mobile devices, such as user behaviour and location information.
Geography
North America is estimated to account for 53% of the global market growth during the forecast period. With a large user base and high Internet penetration, North America has a well-developed digital advertising ecosystem. Big tech companies, such as Google (including the Google Ads advertising platform), Facebook (including Instagram), and Amazon (including Amazon Advertising), dominate the market. Also, the strong consumer preference for online shopping is also driving the market.
