Americans are using social media to research products, review companies, and conduct local searches. This adds up to 27% of all time spent online. Also, 82% of small businesse (Why Go Social?
Forgive the cliche, but perhaps because we are social beings...
While social media is heavily consumed amongst target audiences across the globe, the challenge I see here in Uganda (and it may be the case in other markets) is that organisations are treating 'social' as a tick box affair pretty much the way 'web' is treated. We thus have situations where company x sets up profiles across all networksa under the sun, with no real strategy for engagement, and worst of all, with no idea as to how that channel is to contribute to their organisation goals.
Therefore, going social on its own is not enough. It is a tactic...what is the strategy?
As the country mourns the death of Nelson Mandela, many traders - online and offline - have jumped on the name to sell everything from blankets to electronics.
How are companies and people putting Nelson Mandela's on their websites or avatars the last week a dilution of "the Mandela brand"? The point about blanket sellers and the rest is pretty weak as well. It seems to me people are saying farewell and celebrating the life of a much-loved person the best way they can. For those who can make a few rand along the way, so be it. Mementos, official or not, of famous people are sold all over the world. What does "online marketing" mean to this writer, anyway? Or pollution for that matter?
What kinds of companies illicit profanity from their customers? The answer, according to a mobile-advertising company, is satellite television providers. (Social Media - Which Industry Inspires the Most Swearing?
Probably hospitality industry, specifically food production (chefs, cooks etc). Though I have seen ad agency brainstorms get really murky.
No doubt. The challenge though for digital agencies is getting clients to realise that investment in content is needed to enable them gain the kind of results they want. The best strategies are crippled without great content.
This could also be said for Africa, other than SA and parts of North Africa which are light years ahead. Increasing connectivity and falling costs of devices, especially smartphones, is bound to give a major boost to online advertising on the continent as audience numbers keep growing year on year. This could also be fast-tracked if major players like Google and Microsoft partnered with local advocates to educate the market and boost confidence of digital media amongst advertisers - both big and small.
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