Why Aren’t Putting Out Content?

SOCIAL MEDIA HAS GIVEN EVERYONE A VOICE AND A PLATFORM TO SHOWCASE CREATIVITY WITH THE MOST AFFORDABLE BUDGET. WHAT DOES THIS MEAN FOR YOU AND AD AGENCIES TODAY?

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Ever heard the line “the world is a global village?” yes I am sure you have, although I don’t think that fully catches the extent of interconnection the digital age has ushered into today’s ecosystem. So if you ask me, I would say the world is a huge living room. Everyone is just there going about their daily lives but also having the ability to reach anyone and everyone in the world at one spot. So this is me seizing the platform to say hello to you over in Mauritius.

So why aren’t you putting out content?

According to Domo’s Data Never Sleeps 5.0 report, the amount of data we produce daily is truly mind-boggling as it amounts to over 2.5 quintillion bytes.

• More than 3.7 billion humans use the internet globally (that’s a growth rate of 7.5 percent over 2016).

• On average, Google now processes more than 40,000 searches EVERY second (3.5 billion searches per day)!

• Worldwide there are 5 billion searches a day across search engines, whilst 77% are done using Google.

On social media, the stats also can be overwhelming but every minute:

• Snapchat users share 527,760 photos

• More than 120 professionals join LinkedIn

• Users watch 4,146,600 YouTube videos

• 456,000 tweets are sent on Twitter

• Instagram users post 46,740 photos

Of all of these amazing stats generated by digital platforms today, how much of it is generated by you? Why aren’t you putting out content, scratch that, why aren’t you putting out GREAT CONTENT?

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In today’s world, if you aren’t putting out content you aren’t living in this living room unless you aren’t interested in eating pie at the table.

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What does this mean for agencies?

As individuals continually harness the power of digital media and other disruptive technology they’ll gather attention and eventually transform into a one man ad agency. This we have already begun to see with the rise in influencer marketing as they have carved a niche for themselves and connect with the desired audience in real time.

In other words, these individuals will take agency clients.

Ad agencies who preceded the digital era have the responsibility to learn the newer and more disrupting tools that agencies who were born into the digital era are using to win clients.

In this living room, your ability to attract people to you would earn you the biggest slice of pie at the dinner table.

A Journey Along the Line

OVER THE YEARS THE MARKETING COMMUNICATIONS SPACE HAS BEEN SEPARATED BY LINES BUT THESE DAYS, THOSE LINES ARE BLURRING OUT.

Source: Unsplash

Source: Unsplash

If you are familiar with the marketing communications space, you certainly will be familiar with the terms below the line, through the line, and above the lines. Marketings communications specialists have also had a hard time over the years trying to define this line, so if you seem not to fully understand it, it’s ok, there are professionals who don’t either.

However, this article is neither planned to define the line nor delve into deciphering those three main lines mentioned above but one thing it will do is to bring to your knowledge the new trend in the marketing space that’s blurring this line more than ever.

So, I and a colleague decided to go to various agencies to see if they could define the line by describing to us what they do. What we found out spurred me to write this piece.

We went to an agency who said they are a below the agency and found out that they also claim to have extensive expertise in all other forms of advertising. This wasn’t peculiar to them as the agencies that claimed aficionado in through the line and above the line marketing were doing the same. Right now, every marketing communications company is practicing something a few have begun to call integrated marketing communications as they have realized that they can no longer live independent of one another.

Source: Unsplash

Source: Unsplash

To run a successful marketing campaign you would certainly need to properly execute strategies on any sides of the line. This way you are surely going to achieve top of mind awareness (TOMA). Agencies who have a hard transitioning have their businesses struggle or worse – die.

Before now it all seemed like everyone knew their place on the line until something called digital started, now there has to be a digital strategy otherwise marketing communications may not be as effective as intended. As a result, the competition is no longer about the medium a client chooses to advertise but about the value the marketing strategy or communication seeks to deliver to both the client and the end user.

In my opinion, marketing communication is no longer through, above, or below the line, it has unequivocally become a journey along the line. Advertising ultimately seeks to deliver a new experience to its end user every other time, create awareness, and persuade them to take action.

Strength in Numbers – the Entrepreneurs Confidence

ENTREPRENEURSHIP IS GROWING; MORE AND MORE AFRICANS TAKING THAT BOLD STEP – WHAT DOES THIS MEAN FOR THE CONTINENT?

Source: Unsplash

Source: Unsplash

Africa’s mighty middle class, 100 million strong, have a spending power of $400 million per day. They are hungry, aspirant and well accustomed to the “hustle” required to make a living in some of the world’s poorest regions – Bizcommunity. Story of the lives of quite a number of African people, hence the birth of entrepreneurship.

People want to make both their lives and that of their families better. However, entrepreneurship is beyond filling the belly, it’s about seeing a need and meeting it with innovative solutions. Right now 70% of jobs in our beloved continent as provided by medium and small scale businesses. Therefore, entrepreneurship is directly proportional to job creation (the more the entrepreneurs, the more the employment rate). MSMEs currently account for nearly 40% of the continents GDP and as such has commanded the government of nations to activate policies that has made operations easier. At least 42 African countries have explicit policies and strategies that provide SMEs with training, finance and an enabling environment.

Source: Unsplash

Source: Unsplash

Currently, the growth rate of entrepreneurship in Africa is not showing any signs of slowing down, owing to the increasing youth population, technological advancements, and government involvement.

If you have a business plan, there’s no better time to jump into execution mode other than now.

The Brands Have Ears

THE JOURNEY TO AWESOMENESS IN 2019 FOR BRANDS STARTS WITH LISTENING

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People generally make the mistake of listening to others with the intent to reply; that’s actually for those who even care enough to listen. Well, I am of the school of thought that says “if you are patient enough to listen, then you should listen not with the intent to reply but with the intent to understand”. That a person is complaining doesn’t just mean he wants you to hear him but it means he wants you to understand and probably take the necessary actions.

Consumers today are becoming more vocal about their feelings; especially towards social issues such as climate change, plastic waste, greener and cleaner environment, oil spill, and so on. The issue might be about health concerns over a brands package or feminist concerns, however diverse the situation might be, it is imperative the brand listens – the listening brand will win in 2019.

I have also found out that brands make the mistake of tailoring next steps with respect to what competitors are doing, I can’t begin to say how grave a mistake that it is (read our article: Trickery That Works) because that strategy no longer works. Listen to your consumer and you are sure to find the right marketing mix that will take you to the next phase of marketing success.

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A few brands have begun to jump on this trend but a few are yet to get started. Global brand, PepsiCo ran a quick survey in 2018 to understand what consumers thought about them and if there was anything they would like them to do differently. The answers acquired helped them execute an award winning strategy during the end of same year.

Find out what your consumers want

Brands have ears and they must use them otherwise consumers (people) are going to come down hard on them.

Futurencer

INFLUENCER MARKETING – THE FUTURE OR NOT?

Source: Pexels

Source: Pexels

In the world we currently live in, we are all looking for that next big thing we can all take advantage of that will likely deliver the desired value. Over the past few years, we have seen a plethora of marketing strategies get implemented; some worked and some didn’t. Also, we have seen marketing communications evolve over time for the same reasons.

One very recent marketing inclusion that’s sweeping across the business landscape is the Influencer Marketing – Is this the future or not?

Source: Eveyo

Source: Eveyo

Based on thorough analysis, influencer marketing has been an age old practice as celebrities have always been used to promote products, services, and events all over the globe. However, what’s new is the use of popular social media personalities to promote same. The latter has proven to be equally effective as these influencer have a relationship with their niche audience and they seemingly gain their trust.

Influencer marketing is arguably the future of marketing in Africa and the only way we can take that away is to permanently shut down social media platforms and every other form of media so we no longer make celebrities out of people. Although there are newer marketing channels to be unveiled in the nearest future but the influencer marketing channel would continually remain open.

If you disagree or have an opinion that will further strengthen this, kindly share. Leave your thoughts in the comment section below.