What is your strategy in this digital world?

We have moved on from asking “what is your digital strategy” to “what is your strategy in a digital world?”

by Dean Rajh-Gopaul

The answer is, obviously, not nearly as simple as some make it out to be.

You (or your company’s marketers) are told to just keep your Cost per Acquisition (CPA) and Cost per Click (CPC) as low as possible and the rest of the world’s acronyms (your SEO, SEM, eCRM, DSC, TC and PDC) all in check and performing and you’re away… okay fine, those last three were actually driver aids on vehicles but, in all honesty, the speed at which digital moves, they might well be real things in practice by the time you finish reading this article.

So what is strategy in a digital world, really?


Dean Rajh-Gopaul

Broadly speaking it’s working out:

  • how the online world plays a part in the overall business strategy,
  • understanding where digital will lead the way
  • where it will support your other channels

Your company wants to grow, be it in market penetration through new product offerings or entering new markets, so how will digital help make this happen?

Broken down further, strategy itself is about understanding where you currently are, where you want to go, then developing a systematic, measurable plan of how to get there, all within a desired time frame.

read Dean’s full article on BizCommunity

SNX re-launches with new website, new services and new management team.

SNX (previously SearchNetworx) is the second oldest brand in the incuBeta Group of digital marketing and technology companies.

The brand launched operations in 2002 and has, since then, grown to a company actively servicing a base of over 1300 clients – specifically in Small to Medium Business, industrial and manufacturing-related industries.

“Like everyone else in this digital space we’ve had our fair share of challenges,” says newly appointed Johannesburg branch manager, Walter Hoyer. “Reality is that, over the past 16 years and (literally) thousands of clients – we’ve consistently hovered around a 75%-80% client satisfaction rate and that is a statistic we are desperate to change.

I am part of a new management team assembled to move that stagnant approval rate into the 90s, no mean feat considering the volumes we are dealing with but it is my firm belief that every client is unique, that everyone deserves to be treated as ‘the only one’ – and that certainly is the mantra of our teams under this new SNX brand.”

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Using Analytics to Speak to Your Customers

If you’ve been following my series over the last couple of months then you will have already been equipped with some handy tools which will help you to effectively market your company online. In accordance with constantly changing and developing customer behaviours, digital and mobile technologies now play an integral role is a business’s success or failure.

When searching online your customers should have easy access to information about your business. Whether this be pricing, other customer’s experience of your company, services, expertise, even how your staff are treated. The online conversation surrounding your business is now digital and constant, and that means that there is an abundance of information about you, your business and your industry on the net.

In a way this is great, because if you are able to effectively interpret this data you’ll be able to pinpoint the problems in your business and identify future opportunities.

Understandably, it’s easy to feel like you’re drowning in a sea of zeros and ones if you don’t know what you need to be looking out for.

However, when used wisely, Analytics can give your business direction and can provide the added push you need to increase profitability, increase sales conversions and nurture a loyal customer base.

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Market Growth Attracts Global Digital Marketing Specialist Agency Clicks2Customers to Kenya

[Nairobi, 12 September 2014] – East Africa, Kenya in particular, continues to rise with budding economic potential has lead Clicks2Customers, a full service digital marketing specialist company, to base its regional headquarters in Nairobi.

“For us it makes perfect sense,” says Stephen A Newton, Head of Clicks2Customers Africa and ex-head of Google South Africa.  “Anyone who wants to successfully market into any territory will tell you that local knowledge is a must and we strongly believe that Kenya, in particular, is a country that offers an ever growing pool of talent in the digital and mobile marketing space.”

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Making Sense of e-Commerce (Design, Process and Technology)

e-Commerce: a world that is fraught with confusion. It is portrayed as a complex place in which tainted tactics seem to be the name of the game.

In our last entry we spoke about the evolution of e-commerce to m-commerce, the point being that if companies want to make the most of the online mobile explosion they’d better make a start, and sooner rather than later.

Setting up the relevant platform which will present your services, solutions or products to the online world is a giant step in the right direction. But it is really only the first small step in terms of shopper satisfaction for the digital user.

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Social Media: Leading the Charge

Become a “thought leader” by “thinking” first

In our last entry we asked you whether your business really needs a social media marketing strategy while introducing you to the 7 Golden Rules which you need to consider before embarking on your quest for effective, results driven social engagement.

Social Media platforms differ in the sense that you may not be able to reach your desired audience through platforms such as Twitter and Facebook, but you might enjoy greater success through channels such as Google+, LinkedIn and a host of other platforms. This all depends on what works for your industry or product.  

Recently in the Social Media Examiner, Michael A. Stelzner published the comprehensive 2014 Social Media Marketing Report. This report highlights some important points regarding which platforms are currently producing higher results and which problems markets are currently experiencing.

South Africa is typically behind other mature markets when it comes to incorporating new marketing technologies and tactics. What does this mean? It means that if you change the way you use social to reach you audience you could obtain that competitive edge which you have desperately been searching for.

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How to get MORE feet through your DIGITAL DOOR

If you’ve been following our “Closing the Deal” series then you’ll be well aware of the ins and outs of your digital marketing strategy and the elements which you need to consider when writing your website.

A first-class website needs to guide visitors through a predetermined path and actively aiding your business as it does so, converting website traffic into leads and eventually, sales.

If your website is not doing this then it is a failure. Anything else is a complete waste of time and money, kind of like an underutilised World Cup stadium in Polokwane – what a shame.

You’ve heard the saying, “Build it and they will come”. Well, in this instance, that’s complete rubbish.

You may have a strategy and you may have an insanely cool website. What’s next? You need feet through your digital door!

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Social Marketing 101: What You Need To Know

Social Media Marketing: It is, to many, a dark and mysterious art which leaves marketers and business owners dazed, confused and quivering in their boots.

However, if executed properly social media can be highly beneficial to your company. But it’s not a walk in the park, it’s not a part-time job and it should not be taken lightly. Beware gentle souls; because a half hearted social media effort will do more harm than good.

Take a glance into the online world and you’ll notice that most companies blunder around on social media platforms, clearly absent of strategy and goals.

Social Media encourages conversation, however flattering or brutal, between businesses and their customers. If you don’t care about your customers then this is where I leave you. However, if you care about what your customers think about your company, read on.

But, before we dive in, I have to ask…
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Just Like Weeds: The incredible growth of e-commerce

If I asked you what the world’s first online transaction was, what would you say? Bear in mind that this transaction happened in 1971/72, roughly about three years before we witnessed our first television broadcast here in sunny South Africa.
Bingo! That very first online transaction was, of course, a big bag of weed!

Yip, call it what you will, weed, Mary-Jane, dagga, ganja or giggle-twig; marijuana was the first sale on the internet. The transaction took place between a savvy group of Stanford students, who used their Arpanet accounts at Stanford University’s Artificial Intelligence Laboratory, and their cannabis conspiring counterparts at Massachusetts Institute of Technology.

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Multi-Channel Attribution Modelling 101

What is MCAM?

There are a few things in this world which are probably more confusing than multi-channel attribution modelling. Those would be neuroscience, astrophysics and, yep that’s about it…

Ok, so it’s not that bad. The truth is that multi-channel attribution modelling has received a few raised eyebrows in recent times because, when it comes to analytics, most of the head scratching, frown farming moments can be attributed to multi-channel attribution modelling. 

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