Is It Me, Or Are Companies Battling Over Online Video Streaming?

SOON PEOPLE MAY NO LONGER WATCH CABLE TV AS ATTENTION IS SHIFTING TO ONLINE VIDEO STREAMING CHANNELS

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It’s a no brainer that video content amasses the most amount of engagement and interactions (consumption) via online media. According to Cisco, 80% of all internet traffic are generated from video content. Little wonder why a number of companies have begun to battle for mindshare both in Africa and globally in the online video streaming market.

Since this market is still a blue ocean, it means it is not as saturated as it is prospected to be, until then newer players especially big players are expected to keep flooding the market with big bucks to spare.

Talking about new entrants, some big boys have chosen to give Netflix a run for the money. Netflix did a fine job in creating this market and now has over 118 million subscribers worldwide. Before they launched, there were a number of online video streaming platforms but of all of them, Youtube cracked the customer analytics bit of their strategy and brought online video streaming closer to us, especially in Africa. Youtube which according to Oberlo has over 1.9 billion active users monthly, also a total of 1 billion hours of video content is consumed on Youtube daily, while 72 hours worth of video content is uploaded on Youtube daily. This is definitely a trillion-naira market.

Source: Pulse

Source: Pulse

So here is the reason for this article; if you aren’t creating video content, your content marketing strategy is off. Here is why, businesses like Apple, DC, and Roktv understand the necessity of putting out great content – video content – and have entered the market to compete for users with Netflix.

Apple is said to be spending a couple billion dollars over 2018 and 2019 on the development of exclusive original programming. That’s a lot of TV! It’s nothing compared to the $12 billion Netflix spent on content in 2018, but it’s still a very big investment, Macworld. DC universe have been in the business of producing top notch tv series and they aren’t new to the online video streaming business. ROKtv, Startimes and others in Nigeria are currently leading the indigenous African online video streaming market and they are not showing any signs of slowing down.

My friends and family these days no longer remember to watch cable television, they believe that online video streaming channels make the best video contents. Well that’s their thought, what is yours?

PR Can’t Die

CONTRARY TO POPULAR BELIEF, PR IS HERE TO STAY, AND IT IS NOT GOING ANYWHERE

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Over the years there has been a debate around the relevance of PR in the post digital world. There has been major cut down on the use of paper in many large economies of the world and the consumption habit of consumers for text has increasingly shifted from paper to digital. We are more accustomed to bright screens and colourful images, which is totally different from what the newspapers serve us.

Some of have even taken the debate a notch higher by saying PR is dead. I definitely would not spend any time talking about their reasons for this assertion, but the truth is PR cannot die.

Truth be told, the way PR was done in the past has actually transformed into what we know today and as such the PR for tomorrow would equally evolve. To say PR is dead or will die is a strong proclamation in error. We thankful for the digital medium of information dissemination but it will never take the place of PR. As long as there are human beings on earth, as long as there are products to sell, as long as there are brands to promote, as long as there are offices to manage, PR would find its place in the world of marketing and marketing communications.

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There are a number of things PR achieves for us and highlighted below are a few;

PR gives credibility 

Marketers and brands are currently in a battlefield and the fighters aren’t called gladiators but sound-iators. With everyone screaming at you saying “I’m the best, I’m number one, I know what I’m doing” you need PR to authenticate your claims and get your sound beyond the clutter.

Thought leadership drive

A lot of businesses and brands want to be seen as a thought leader or subject matter expert. You may not be able to achieve this drive without the inclusion of PR.

Impacts your bottom line

Your sales and marketing drive are channeled to reach your bottom line. PR helps improve brand trust and compels your customers to believe in the brand whilst engineering loyalty. 

If you thought PR was just another increase in budget or an irrelevant expenditure you may want to rethink this. 

The Future of Marketing - Purpose Marketing

BRANDS ARE EXPLORING THE POSSIBILITY OF MAKING MONEY WITHOUT TRYING TO MAKE MONEY. READ THIS ARTICLE FOR CLARITY.

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Brands are no longer seeking to just sell products; they also want to impact culture and frame perceptions. It has now become unavoidably obvious that consumers are no longer just buying products, they buy an experience, they buy a personality, they buy a brand.

Take a look at yourself, the phone you have in your hand, the designer shoe or shirt you are currently wearing didn’t jump into your possession just because it’s beautiful, or durable, or matches your body, or some other stuff consumers naturally look out for while making a purchase. It is largely in your possession because of the perception attached to it, because of the way it makes you feel.

This reason has caused brands to not only develop their products but invest in enhancing their own personality. For example, you don’t just buy a Patek Phillipe you own one. If for any reason you do not understand this paragraph, kindly read through all over again, by the third time I’m certain you’ll get it.

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Truth is, brands don’t want to just sell to you, they want to be a part of your everyday life. There’s a plan, there’s a purpose, and that’s the future of marketing – Purpose Marketing.

 Meaningful marketing or Purpose marketing revolves around a company's greater purpose beyond just selling their products and services. In a recent publication by Accenture it is stated that “customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.” They aren’t chasing quantity but quality. They are seeking authenticity and relevance. They want to feel as though they are a part of something bigger. They are driven to connect, to grow, to make a difference. They are buying on belief.

Insta Millionaire

INSTAGRAM IS CURRENTLY TURNING PEOPLE INTO MILLIONAIRES AND DELIVERING ROI

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In the wake of smart phones, increased internet penetration, urbanization, gist, gossips and juicy scandals, social media has grown in leaps and bounds throughout Africa. Only one who is living under a rock or dangling somewhere on the edge of the planet isn’t on social media. My aunt just gave birth a few weeks ago and her cute baby already has a social media account – Instagram particularly – and I’m certain that before she turns 14 she would probably have at least 14,000 followers on Instagram – don’t you dare laugh.

Due to the drivers highlighted in the opening paragraph and more, social media, especially Instagram which has become a force to reckon with as many people are being turned into Insta millionaire or Insta celebrities if you like. Its highly visual interface and easy interactive features helps its affinity.

Also, the always on trend hugely observed among millennials and Generation Z is fueling online communities as people want to stay informed and follow everything these Insta sensations are doing on a daily basis.

This provides a great opportunity especially for brands and marketers as it makes reaching the desired TA easier – birth of online influencer marketing.

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Instagram communities have become highly interactive which is speedily making it the go to place for information about brands and people.

In fact, this is the time that businesses need to capitalize on brand expansion and business growth – and social media platforms. 

Instagram currently has over 2 million advertisers worldwide sharing contents on their stories and feeds to drive business results. 60% of people say they discover new products on Instagram. over the last few years, Instagram has grown so much, and today is influencing consumer behavior. With over 25 million business profiles that currently exist on the platform worldwide this leaves no doubt that it is delivering ROI to businesses - Bizcommunity.

I am of the opinion that everyone is a marketer as we are all selling something. This therefore means that we can no longer ignore Instagram as a major driver for sales and consumer connections.

Design Your Life – A Guide to Personal Branding

PEOPLE TEND TO NEGLECT THE NEED FOR PERSONAL BRANDING – WRONG MOVE. AS THE WORLD CONTINUALLY GETS SMALLER AND EVERYONE IS SEEMINGLY PUTTING OUT CONTENT, THE NEED FOR PERSONAL BRANDING BECOMES IMPERATIVE.

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What is personal branding?

Your personal brand is how you promote yourself. It is the unique combination of skills, experience, and personality that you want the world to see you. It is the telling of your story, and how it reflects your conduct, behavior, spoken and unspoken words, and attitudes – influencer’s hub.

In a nutshell, your personal branding is your identity. It is the features that exude and represents your personality. It may be in the form of colors, style of dressing, food, how you walk, choice of words, tone of voice – it is basically everything that defines you.

Why is personal branding important?

It this electronic concrete jungle in which we live in today, man is king and content is the kingmaker. Therefore, whatever content you put out must exude your personality otherwise you risk the danger of identity crisis, your audience doesn’t know who you are and worst case scenario is that you don’t know who you are.

Personal branding isn’t about living fake lives and making people believe what you are not, in fact, it is about being the best version of you and putting it out for those who care to indulge. Personal branding helps you stand out – there are over 7 billion people in the world today, trust me you don’t want to just be among the number. Don’t you want to be the modern day Achilles? So that your tale might be told for a thousand years.

Note: Personal branding requires, effort, and dedication. Like Achilles, it took him time to train, efforts in many battles, and a dedication to succeed.

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How to achieve a good personal brand in today’s modern stage?

1: Know who you are

You need to know who you are, what you love, the things you really believe, your principles, these form your character and your character translates into your brand.

2: Create your own space

You need a place from which you can interact with people as well as showcase yourself. This could be social media accounts such as YouTube, Facebook or Instagram, and a personal website.

3: Always put your best foot forward

Showcase your strengths, your unique selling proposition. Like Achilles, he never focused on his heel but his ability to win battles (skill with the sword and ability to lead).

4: Become a Subject Matter Expert (go-to-guy)

Once you know what makes you different and what your strengths are, develop it (learn as much as you can on whatever your strengths are) so that when people need someone for that reason, they’ll think of you.

6: Be consistent

Two things I’d like you to note that has already been said in this article are; remember it takes time, effort, and DEDICATION to build a personal brand – you must be willing to commit to what you are building, and remember content is the kingmaker but consistency makes the kingmaker.

Why personal branding?

The purpose of personal branding isn’t to just sell yourself or a product but to give a perception of yourself. This way you gain automatic acceptability when you walk into places that people there are familiar with your brand. It opens more opportunities to you and makes you walk under a different kind of spotlight from the other 7 billion people in the world.