MAGAZINE APRIL 2020
DIGITALMARKETING What the future holds for marketing in South Africa
BECOMING WORTHMORE
Principles for success.
THESUCCESSACADEMY-MAGAZINE
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Izel Hattingh - 083 409 4360
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Hennie Muller - 063 257 0366
SECURITY OPS MANAGER
Elvis Mthala - 082 326 5281
CEO
Charl du Toit - 082 567 6148
THE SUCCESS ACADEMY www.TheSuccessAcademy.co.za info@thesuccessacasemy.co.za
BECOMING WORTH MORE Accepting responsibility is one of the highest forms of human maturity. A willingness to be accountable, to put yourself on the line, is really the defining characteristic of adulthood. It’s not what happens in the world that determines the major part of your future. What happens, happens to us all. The key is what you do about it. The answer lies in taking responsibility for your own life and to stop blaming everyone and everything else. Your success does not depend on the Government, the Economy, the Weather, your Past or your Employer. Your success depends on you! Start the process by doing something different in the next 90 days than what you did over the past 90 days. Remember that what you have at the moment you have attracted to yourself by the person that you are. If you are prepared to change yourself everything else will change for you. You do not have to change what’s on the outside, all you have to do is change what is on the inside. To have more you simply have to become more. The first principle for success is that happiness doesn’t come from big pieces of great success but small, daily, achievements. The second principle for success is that life is not rigid. With each of us lies the power to mould ourselves and our environment. It takes small steps to build up to success. The third principle for success is that you need to be happy in what you are doing. If you are not fulfilled with what you are doing, you cannot possibly be successful. Remember big achievements come one step at a time. You can change your life. Mould it into what you want. In the process, be happy. Enjoy the process
Charl Du Toit CEO & Founder of The Success Academy
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CREATIVE PHOTOGRAPHY
“Yo󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻󰇻 to 󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲󰇲 People do Business with People. So no matter what you are selling, introducing the people in your business to your customers could make all the difference in your sales. Pay us a visit at our Professional, Friendly Studio in Building 8, Oxford Office Park and let us capture the essence of your business with a Professional Portrait & Team Photo Session.
Willemien du Toit
Fine Art & Creative Photographer c: +27 (0) 82 789 3929 e: dutoitwillemien@gmail.com Showroom: Oxford Office Park, Building 8 3 Bauhinia Street, Highveld Techno Park Centurion, Pretoria www.MinkieDuToit.com
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MARKETING
WHATDOESAGOODMARKETINGSTRATEGYLOOKLIKE? So here is one word I really hate – “Strategy”.
It’s the most used words, up there with disruption, in the English language. I think a lot of people get it wrong with what it means and how to do it.
SO ULTIMATELY, A MARKETING STRATEGY IS: WHO – Getting really crystal clear on who our target audience is and knowing them better than they know themselves. WHAT – What are you really selling them? What value are you brining to the target audience? What’s the emotional connection that you need to make? And its not features and benefits. WHERE – Where are they? What does the customer journey look like? What are the 27 possible touch points you’re going to have? Inline with the points above, you need to continually demonstrate value at each and every touch point. What does your website need to do? What does that 1st phone conversation need to do? Really defining out what that journey is and what you’re doing at each step of the way.
TODAY – Where are you today? This is why you analytics (tracking and reporting) is so important as it tells you exactly what’s working, what’s not working, what do you need to fix, what is the low lying fruits? TOMORROW – Obviously clarity on tomorrow, or as we like to say, your Everest. Where we are going? 3, 5, 10 years, what’s the Everest that we are going after? ANALYTICS – What’s the tracking and reporting we need in place to make sure we know if we are on track or not? How do we know if we are on the right path or not, do we need to shift paths?
RESOURCES – What are the resources? Time, money, effort and most importantly people. Apart from paying Mr Google/Miss Facebook money, marketing is all about people doing good things. MANAGEMENT FRAMEWORK – How are we going to manage these channels? What’s the daily, weekly, monthly, quarterly and annually framework you need to continually grow and improve? PLAN – Then it’s putting it all together into a plan of attack. We love 90 day plan of attacks. Anything longer is too long, it’s like that saying “a good plan goes out the window as soon as the fight starts”. 90 days works really well. It gives you the direction and compass you need but allows enough to change and chop.
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WHATTHEFUTUREHOLDSFORDIGITALMARKETINGIN SOUTHAFRICA
WRITTENBY: LUANSCHEEPERS
PRESS OFFICE: The digital landscape in South Africa can be quite challenging to marketers because of the various factors. Despite the many trials, the digital marketing sector has remained broadly unscathed. At the same time other marketing companies, advertising and marketing channels have had success in the digital arena. While other industries are suffering, digital marketing in South Africa has increased at a rate of 35%. Owing to this, there are certain trends that will increase in popularity which will have to be taken into account. MOBILE FIRST It’s not surprising that the mobile market is very large in South Africa. Eighty percent of South Africans have a subscription to a mobile service provider. A Mobile Market Report published by Effective Measure in February 2016 stated that: “84% of respondents have knowingly accessed the Internet on their devices in the last 24 hours.” Social media, instant messaging, e-mail and search were the most common activities. The more tech-savvy users get, the more businesses has to adapt to the ever-increasing popularity of social media . App developers are in demand as businesses need platforms to connect with their customers and provide up-to-date space for information the customer could need.
EXTREME TARGETING IS ALSO RISING IN POPULARITY The amount of useful information you are able to provide with just a few questions is quite surprising. To demonstrate more appropriate ads, behavioural targeting looks at information collected from an individual’s Internet-browsing behaviour.
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As this technology progresses businesses must modify their content for a specific audience which will most likely be interested in the product or service. Nevertheless, the core reason for users clicking on an ad is the goal.
THE INCREASE IN DEMAND FOR CREATIVE PRACTITIONERS IN THE DIGITAL SPHERE
The demand for creative, original and quality content will grow as competitors scramble to stand out from the crowd. The demand for jobs such as copywriters and content creators will increase for digital marketing in South Africa however in addition to this kind of content we will see an increase in amount of user-generated content. As the digital world is so fast, the need to be innovative and creative in business has become crucial to success.
COMPETITIVE DATA SERVICE PROVIDER PRICES The demand for data continues to rise, although we will still see a demand for affordable data providers.
MARKETING
“As the digital world is so fast, the need to be innovative and creative in business has become crucial to success.” This will create competition among telecom providers and maybe some new Internet Service Providers (ISP) on the scene to offer comparable services for more reasonable prices.
THE RISE OF CULTURAL RELEVANCE Having an opinion without unintentionally offending someone is very difficult. When something gains enough popularity, there will always be a few people who won’t agree with the subject matter or they’ll find your approach, tone or content offensive. In an effort to be liked and accepted by the largest possible audience in an ever-increasingly difficult environment, cultural sensitivity is imperative. It is easier for anything to gain traction on the Internet if there is a hint of controversy. Regardless of what you put out, there will be somebody who finds your subject matter offensive. Increased globalisation around the world and campaigns becoming more racially inclusive is the future of digital marketing. A recent survey conducted using Adobe revealed that: “59% of customers in South Africa take greater interest in classified ads in digital media than TV classified ads and radio commercials.” Dentsu Aegis Network India’s current file states that: “ The percentage of digital marketing in South Africa might double within the next three years, that is from the cutting-edge 12% to 24% by 2020.” This shows that South African customers are migrating towards digital and there are opportunities for businesses to maximise profits on online marketing. It is pretty safe to say that the future is bright for digital marketing in South Africa and enrolling for a digital marketing course is not a bad idea, because there will be a need for digital specialists.
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TECHNOLOGY
What is the 4th Industrial Revolution, and why you should care! “Learn how to use the new technology to enhance existing roles in the organisation.” While many of today’s occupations will transform, job-related categories will overlap with one another to form new roles.
The 4th Industrial Revolution, also known as Industry 4.0, involves the adoption of cyber-physical systems like the Internet of Things and Internet of Systems. To put it simply, the industry 4.0 refers to how technologies like artificial intelligence, autonomous vehicles and the internet of things are merging with humans’ physical lives.
This has already started to happen, and the rate at which it is occurring - it will accelerate in the next few years. But don’t worry, these new technologies will not replace most jobs, but rather, it requires people to adapt and learn how to use the new technology to enhance existing roles in the organisation. Do you have a plan for your company to succeed in the 4th industrial revolution?
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Terms
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Unit 10 Oxford Office Park, 3 Bauhinia str, Highveld Technopark, Centurion, 012 880 0988 Ground Floor, 3 Waterview Close, Century City Boulevard, Cenury City, Cape Town, 021 879 0988 www.creditel.co.za