In many ways the South African digital landscape is more exciting and even ahead of many first world countries. Mobile internet is the perfect example of this. We are one of the few markets in the world where mobile internet users far exceed desktop users. At the time of me writing this, South Africa has more than
12 million mobile internet users.
This extremely high penetration is reached with more than 6 million smartphones in use and the balance through feature phones.
We have just fewer than 7 million desktop internet users. The exciting opportunity is that more and more of these internet users are using broadband and the figure is rising dramatically as more accessible and more affordable broadband options are available to consumers.
Mobile broadband is also becoming more affordable with many service providers offering basic internet services for under R70 per month. Research indicates that products such as Huawei will launch very powerful smartphones into the South African market for less than R1000 and it is estimated that the majority of smartphone used in the South African market by 2015 will cost less than R300
The internet presents massive opportunities for us to
market our businesses.
The biggest advantage in my opinion is that most of what we do online is completely measurable giving us great ways to analyse our efforts and adapt them in time to make a difference.
I believe that the most important aspects of our online strategy is
1. Good relevant and original content. Nothing supports all our online efforts better than original content. Write you our articles, blogs and views.
2. Building a relevant, interested and engaged audience. Using opt-in mailing lists, Facebook fan pages, twitter follower and so on.
Remember that every business is different and I would recommend that you rather work out a practical plan, than an elaborate campaign you are not able to implement.
Small businesses should compile plan including the following elements of online marketing
1. SEO – Search Engine Optimisation
2. Social Networking – Discussion boards, Micro blogging and mainstream social networks
3. Search Engine Marketing – Google, YouTube and mobile marketing
4. Blogging – should form a solid part of all your online activities
At the centre of the above strategy, is your own website communicating a very specific and tailored message, to ultimately grow your business and profits.
Andre Strauss, Digital Strategies – Tisco Media