Tag: digital marketing

For most brands and marketers, keeping ahead of an ever-evolving digital privacy landscape is a major challenge. Not only are governments and regulators constantly amending data protection laws, but digital platform companies also often change their rules to offer consumers better control over their data or, in a more cynical view, to tighten their control over the consumer data they hold within their walled gardens.

The rise of e-commerce in the country over the past year may have been driven by the pandemic, but it was long overdue. It is worth noting that South Africa was arguably too slow in initially adopting e-commerce, chiefly because it appeared focused on the niche upper end of the market. Thus, many retailers did not view it as a necessity.

Humans create ideas and technology helps us share them. Finding a team that can marry the two, will give any brand a competitive edge. The human behind the tech always has to ensure that their ideas are culturally relevant to the audience and that the tech used is accessible to their market.

One of the great things about digital marketing is the ability to track and measure all your efforts across all channels and in immense detail. It is also one of the dangers. Marketing leaders should be wary of a bottom-up approach to measurement, which could leave them with a skewed view of their efforts - often at the expense of business performance. 

Disruption taking place through isolated digital innovations are a thing of the past. Instead, a complete digital policyholder journey is becoming the expectation within insurance. This can be attributed to how innovation has become commonplace for a business to stay ahead of the curve.

Marketers know that a customer’s journey from their first exposure to the brand to a conversion event will generally involve a number of touchpoints along the way. The trick is to be able to understand the role that each of these channels and touchpoints played in the desired outcome of the customer making a final purchase.

Our 2020 Global Entrepreneurship Survey found that entrepreneurs who had a website were less likely to close their businesses during COVID-19 lockdowns than those without one. We also discovered that those with a website were more optimistic about future growth, with 31 percent projecting growth of at least 50 percent versus only 23 percent of those without a website.

Marketing ultimately drives the sales of any business. Without it, many companies wouldn’t sell their products or services and wouldn’t survive in a highly competitive environment. By empowering organisations to reach their target audience, marketing has become a modern-day business essential, particularly in trying times.

With proven business benefits for adopting cloud computing, the prediction of the global marketing intelligence firm, International Data Corporation (IDC) that 90 percent of businesses will use multiple cloud services and platforms by 2020, comes as no surprise.

Digital marketers need to be on their toes this year as a range of new tech tools takes hold and consumer behaviour moves ever faster towards instant communication and results.