Under the Digital Marketing category, we share content linked to sophisticated and online marketing trends and any other basic information in line with digital marketing.

The Preponderancy of Digital Marketing in your Business

                           Internet photo 

 

With the markets increasingly getting competitive, running a business without advertising complicates the situation. To survive, most entrepreneurs have tried to go the extra mile to make sure their businesses get known to almost every person in a desperate bid to increase sales.

This, for a long time has been done through the traditional mainstream media including newspapers, television, radio, outdoor billboards and websites among others.
It is a move that has benefi ted many entrepreneurs, but, only those that can spend huge sums of their business earnings on advertising.

Considering the wave of improved technology and communication that has swept across the globe, it is pertinent that every entrepreneur desirous of staying afloat in business embraces the marketing mechanisms that utilise these technologies. This is what many refer to as digital marketing.

It is the medium of marketing that makes use of electronic devices such as personal computers, smartphones, cell phones and tablets among other devices to engage with stakeholders. Digital marketing involves technologies or platforms such as websites, e-mail, apps, short message services (SMS) and social networks.

This medium exists in two forms. These are the in-pull and in-push mechanisms of client-base building. With in-pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or web feed.
Websites, blogs and streaming media (audio and video) are examples of in-pull digital marketing.

As for in-push digital marketing, the marketer sends a message without the recipient actively seeking the content, such as display advertising on websites and news blogs. Email, text messaging and web feeds can also be classed as in-push digital marketing when the recipient has not actively sought the marketing message.

According to Ismail Kayemba, the business development manager of Green Power Solutions, a digital marketing firm in Kampala, this marketing mechanism is what any business; big or small should endeavour to embark on.

“With over 10 million Ugandans owning a mobile phone, SMS marketing is possibly the most cost-effective, high reach, personal and direct marketing tool available to businesses today. It has proven to be 10 times more effective than traditional mainstream advertising because people read virtually every text they get unlike other adverts which can be easily ignored,” he says.

With billions of potential consumers world over subscribing to social networking sites like Facebook, Google+, Whatsapp and Instagram, among others, it is vital for every business practitioner, regardless their size and products or services to embark on a digital marketing campaign since ‘mobile marketing is king’ in this cyber era.

Benefits

Going digital comes with a voluminous package of benefits for any business in any part of this global village. A case in point is SMS marketing. SMS advertising, compared to all the other traditional marketing systems is cost-effective and affordable.

It also fosters immediate critical information delivery and allows the transmission of time-sensitive information, something that is not characteristic of methods like poster-prints, flyers and radio.

More so, it has a high open rate since essentially, every SMS sent is opened and read. Kayemba stresses that for all the time he has been into the digital marketing business, he as well as his clients have realised unimaginable growth attributed to the effectiveness of this marketing mechanism.

A Northern Irish online channel for business advice and guidance, nibusinessinfo.co.uk, says with digital marketing, you can deliver improved customer service and respond effectively to feedback. It goes ahead to stress that customers can find you through new channels, generating more leads hence increasing loyalty and advocacy from the customers you have connected with.

David Sempala, a seasoned marketing consultant and chief executive officer of Royalway Media Limited, a public relations and marketing powerhouse in Uganda, emphasises the fact that digital marketing is highly empirical, a key strength that raises it above all the other marketing mechanisms.

“Almost everything can be measured, from behaviour to actions and action paths to results. This means that the digital marketing strategist should start thinking with return on investment (ROI) in mind, something that can help them decide where to place their business,” he mentions.

According to mark2marketing. com, having a digital marketing strategy for your business helps you evaluate the effectiveness of marketing initiatives by identifying key-performance indicators and establishing benchmarks ,a key aspect in identifying what is working or not working for your business.

Martin Kawande, a managing partner at Hostnet Uganda Limited, stresses the fact that if your business is online, it gives you an advantage over your competitors. “A website is a very efficient form of advertising. Having a website is like having your own brochure of information. It can be easily updated with new details; new products and you can change this information at any time you desire. Clearly, if you are a business owner in this modern age, then having a website or turning your business digital is a necessity,” he advises.

Challenges

Choosing to make a turn to marketing the digital way is not just a plain sail. Like any other parameters in doing business, it has its shortfalls. For example, going digital requires one to set aside enough resources to sustain the campaigns.

According to nibusinessinfo.co.uk, you will need to commit resources to continuously manage your social media presence as well as respond to feedback and produce new content for your potential clients and followers.

The online resource centre also points out that it can be difficult to quantify the return on investment and the value of one channel over another. Such a situation poses a danger for any business since it might not be easy to tell how much profit the business has made from the campaigns.

There are also risks of ineffective use. For example, using the network to push for sales without engaging with customers or failing to respond to negative feedback may damage your reputation yet this is a very important pillar for any business to tower above its competitors

Advantages of digital advertising

Digital advertising, compared to all the other traditional marketing systems is cost-effective and affordable. It fosters immediate critical information delivery and allows the transmission of time-sensitive information, something that is not characteristic of traditional methods.

With digital marketing, you can deliver improved customer service and effectively respond to feedback.
Customers can find you through new channels, generating more leads hence increasing loyalty and advocacy from the customers you have connected with.

Having a digital marketing strategy helps you evaluate the effectiveness of marketing initiatives by identifying key-performance indicators and establishing benchmarks, a key aspect in identifying what is working or not working for your business.

Tip for you

SMS marketing also fosters immediate critical information delivery and allows the transmission of time sensitive information, something that is not characteristic of methods like poster-prints, flyers and radio among other means.
More so, it has a high open rate since essentially, every SMS sent is opened and read.

-Article extracts from New Vision UGANDA and Uganda Bloggers Association.

Email: info@touchvert.com

Digital Marketing is Best Done In-House

As consumers spend more time using the internet and less time with other channels – advertisers are also forced to follow this trend. The ads have to be there where the eyeballs are.

Unfortunately, digital marketing is not as simple and straight forward as traditional marketing. Digital marketing is best done in-house and cannot be outsourced to a digital marketing agency for various practical reasons. This is the reason that digital marketing experts are sought after all over the world right now and the demand for such candidates will only go up in the future.

Digital-marketing-expert1 If you have a marketing background and want to become a digital marketing expert; you may be wondering which is the best way to go about it. There are several courses on digital marketing which are being offered as workshops, online courses and one-on-one coaching programs. There are even MBA programs with specialization in digital marketing such as this one: NYU Stern MBA Digital Marketing. There are certification exams such as HubSpot Inbound Marketing certification program and Google Adwords certification.

But does attending all these courses and getting all the certificates make you a digital marketing expert? The answer is a big NO. It may help you learn the fundamentals and even some advanced concepts in digital marketing but it does not make you career ready for a position like Digital Marketing Manager. Digital marketing expertise comes with digital marketing experience. The best way to become a digital marketing expert is to start practicing digital marketing from today. The best thing about digital marketing is that you can start doing it at a very small scale. All you need is a computer, an internet connection and a small amount of money to play with. You can learn digital marketing by applying the concepts in your own mini-project.

Here are the things you can do right now:

✔️Applying Digital Marketing on a Small Scale Choose a topic you are passionate about and start a blog about it. Cost: Approx $50 per year for domain and hosting.

✔️Learn a little about SEO and write SEO optimized articles in your blog. Install Google Analytics tracking code and see if you are getting some traffic to your blog. Explore Google Analytics.

✔️Open an Adwords account and do some keyword research to see what people are searching for in Google to find information on the topic you are blogging about.

✔️Write more articles and publish on your blog. Open a Facebook page dedicated to your blog (apart from your personal page) and share the articles on your Facebook page. Promote your page with Facebook advertising. Budget for promotion can be as low as $10. Implement Facebook like box in your blog. Embed social sharing buttons in your blog articles. You can do this using WordPress plugins and it is free.

✔️Sign up for an email marketing service such as Aweber. Costs $20 per month. Also try MailChimp. Embed email signup forms in your blog and collect subscribers. Email subscribers whenever you publish something in your blog. Promote your Facebook page through email marketing and in turn also get more email subscribers from your Facebook page.

✔️Promote your blog via Adwords. Get started with very low CPC bids. Most new Adwords accounts get a free $100 credit for promotion. If you don’t get it, call Adwords support and they will give you free credits to get you started. Sign up for Google Adsense and deploy advertising codes in your blog.

✔️Convert your blog into a mobile friendly blog and create mobile ads in Adwords. All the above steps can be done in 30 days by investing one hour per day. After you do all the steps above your would have gained a bit of hands-on experience in the following areas which pretty much sums up to the following major components of Digital Marketing: Components of Digital Marketing Content marketing Search Engine Optimization (SEO) Paid Search (PPC) Email marketing Social Media Marketing Digital Display Marketing (Ad Ops) Web Analytics and Reporting Mobile Marketing 30 hours of experience does not make you an expert in Digital Marketing but you will be a much better qualified digital marketing professional than most of the people out there on the market. After this you can continue scaling up your mini-project and add even more things to it. For example, Google webmaster tools integration is something I have not mentioned in the above list but it is important for digital marketing. Your expertise will increase to the level you are ready to scale up your project. I became a digital marketing expert on my own. As a manager of digital marketing you will be responsible for spear heading the entire digital marketing wing of the company. You may also have to manage a team of people who will be ready to execute specific digital marketing actions.

Digital marketing is most effective when all the components of digital marketing are used in such a way that they complement each other. This is also called Integrated Digital Marketing. If the company is large enough, the job title can be VP of Digital Marketing where several managers report to the VP. Such jobs are coming up fast and can be highly lucrative. If you are not interested in a full time job like I have just mentioned, you can still use your digital marketing expertise to consult, speak in conferences and universities and grow your own internet projects. So what are you waiting for? Get started becoming a digital marketing expert today/Now. http://www.touchvert.com

brand management

Metrics of brand management

Brand Identity

A brand is represented by the physical and metaphysical aspects that create a visual, auditory, and sometimes olfactory brand identity. For example, a brand’s logo, color palette, marketing materials, letterhead, signage and messaging are all tangible representations of the brand that make up its sensory identity. These aspects come together to essentially convey who you are and what you do. If you have a clear idea of what your brand wants to achieve (your mission) and how you want to achieve it (your vision), you should be able to use that to market your brand in a way your target market will identify with.

Brand Commitment

Everyone knows that bad reviews and a bad reputation can ruin a brand’s image. Making commitments that you cannot deliver can tarnish a company’s image beyond repair. A single disengaged customer will share their negative experience with many others and the bullwhip effect will hurt your business’s long-term sales pipelines, further damage your reputation and disengage customers even more. If anyone gives your services a 1-star rating on Facebook, Yelp or any other review platform, it’s important to take the time to ask them why and figure out how you could help them which will ultimately lead to a better rating.

Brand Awareness

When you are thinking about marketing, you cannot just get into advertising, first, you may want to create an awareness about your products or services in and around your business. Once your local community has bought into the idea of your brand’s existence, it is then time to expand. And if you expand without the local community knowing about you, you will likely lose customers, simply because they could not find credibility in your brand’s offerings.

Brand compliance

Your customers care about a lot of compliances that you may not know about. For example, if you’re in the manufacturing industry, you potential customers may be disengaged if they find out that all your products are not made in America. Or if you’re in the service industry, outsourcing may lead to people questioning your mission. The concept of Corporate Social Responsibility is not new to many businesses, but you may want to invest a little time showing your customers, clients and prospects about how your business is helping the community, the people and/or the environment. One strategy is to use Renewable energy, another may be to use the sustainable waste disposal.

Brand Resonance

Last but not the least, how your brand impacts the lives of others and what they associate with it is essentially what brand resonance is. Think about the first work that comes to mind when we talk about brands such as Coke and Pepsi. Many people would say – THIRSTY. How about Facebook and Twitter – SOCIAL. Maybe Exxon and Tesla – ENERGY. If your brand represents what you do, your customers and clients have already bought into your argument!

We hope you enjoyed reading this as much as we enjoyed writing it! If you need a curated strategy for your brand, email us at info@touchvert.com and we would be happy to consult you on how to make your presence stronger!

social media for business

Reasons why social media is the new gold in your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable source, you are missing out on an incredible marketing opportunity, as it makes it easy to spread the word about your product and mission.

1. Improved brand awareness

Social media is one of the most stress-free and profitable digital marketing platforms that can be used to increase your business visibility. To get started, create social media profiles for your business and start networking with others. By applying a social media strategy, it will help you significantly increase your brand recognition. By spending only a few hours per week, over 91% of marketers claimed that their social marketing efforts greatly increased their brand visibility and heightened the user experience. Undoubtedly, having a social media page for your brand will benefit your business and with regular use, it can also produce a wide audience for your business in no time.

2. Cost-effective

For an advertising strategy, social media marketing is possibly the most cost-effective way. Creating an account and signing up is free for almost all social networking platforms. But if you decide to use paid advertising on social media, always start small to see what you should expect. Being cost-effective is important as it helps you attain a greater return on investment and hold a bigger budget for other marketing and business payments. Just by investing a little money and time, you can significantly increase your conversion rates and ultimately get a return on investment on the money that you primarily invested.

3. Engage with your customers

Social media is a good way of engaging and interacting with customers. The more you communicate with the audience, the more chances you have of conversion. Set up a two-way communication with your target audience so that their wishes are known and their interest is catered with ease. Moreover, communication and engagement with customers is one of the ways to win their attention and convey to them your brand message. Thus, your brand will reach more audience in real terms and gets itself established without any hassle.

4. Improved brand loyalty

When you have a social media presence, you make it easier for your customers to find you and connect with you. By connecting with your customers through social media, you are more probable to upsurge customer retention and customer loyalty. Since developing a loyal customer base is one of the main goals of almost any business. Customer satisfaction and brand loyalty typically go hand in hand. It is essential to often engage with your customers and start developing a bond with them. Social media is not just limited to introducing your product, it is also a leading platform for promotional campaigns. A customer sees these platforms as service channels where they can directly communicate with the business.

5. Healthier customer satisfaction

Social media plays a vital role in networking and communication platform. With the help of these platforms, creating a voice for your company is important in improving the overall brand image. Customers appreciate the fact that when they post comments on your page, they receive a modified reply rather than a computerized message. A brand that values its customers, takes the time to compose a personal message, which is perceived naturally in a positive light.

6. Marketplace awareness

One of the best ways to find the needs and wants of your customers instead of directly communicating with them is Marketplace awareness. It is also considered as the most valuable advantage of social media. By observing the activities on your profile, you can see customers’ interests and opinions that you might not know otherwise if you didn’t have a social media presence. As a complementary research tool, social media can help you get information and a better understanding of your industry. Once you get a large following, you can then use additional tools to examine other demographics of your consumers.

7. More brand authority

For making your business more powerful, brand loyalty and customer satisfaction both play a major role, but it all comes down to communication. When customers see your company posting on social media, especially replying to their queries and posting original content, it helps them build a positive image in their minds. Regularly interacting with your customers proves that you and your business care about them. Once you get a few satisfied customers, who are vocal about their positive purchase experience, you can let the advertising be done for you by genuine customers who appreciated your product or service.

8. Increased traffic

One of the other benefits of Social Media is that it also helps increase your website traffic. By sharing your content on social media, you are giving users a reason to click-through to your website. On your social account, the more quality content you share, the more inbound traffic you will generate while making conversion opportunities.

9. Enhanced SEO rankings

Social media presence is becoming a vital factor in calculating rankings. These days, to secure a successful ranking, SEO requirements are continuously varying. Therefore, it is no longer enough to simply optimize your website and regularly update your blog. Businesses sharing their content on social media are sending out a brand signal to search engine that speaks to your brand validity, integrity, and constancy.

In a nutshell

There is no denying that Social media marketing has many advantages for startups and established brands. By regular updating the right social media marketing strategy, it will lead to increased traffic, better SEO, improved brand loyalty, healthier customer satisfaction and much more. Your competition is already increasing on social media day by day, so don’t let your competitors take your probable customers. The earlier you start, the faster you see the growth in your business.

Twitter Office

Twitter advances on tens of millions of suspicious accounts today

By now, you or your favorite “tweleb” or tweep have noticed changes in the number of followers or following. Twitter alerted the audience on the forthcoming process of cleaning out all the inactive Twitter accounts starting on 11th December 2019.

Alas, the process seems to have kicked in out-of-doors from apprehension as many tweeters are finding an unusual slash of their followers or following today. Twitter envisages that this major new effort intends to restore trust on the popular but embattled platform.

It is also imperative that you keep your handle safe by avoiding follow trains, third-party apps that generate automated following, retweets/likes and any other action that may break the Twitter rules. Adequately check through the timelines of your followers and following to sieve out the inactive ones and robots (bots).

That’s it for now, the Touchvert team will update you on any new developments as per this Twitter clean up process.

Thank you for reading!