Connect with us

Company Posts

Why Marketing is Facing A (Literal) Deadline And What You Should Be Doing About It

While marketers may anticipate changes in consumer behaviour, customer expectations are higher than ever before. How then should marketing strategies be adapted to ensure a positive brand experience?

Published

on

marketing-death_madex

There has been a cartoon doing the rounds for many years of two dinosaurs perched on a rock watching Noah’s ark floating away in the distance carrying a gamut of animals and a speech bubble stating an expletive, referring to the realisation that these massive creatures have indeed missed the deadline.

“This example is still very apt in today’s environment, where every business aspect is embracing digitalisation, and those who are not, fear being left behind with their prolonged existence at risk,” says Nick Sarnadas, event director: Madex at Specialised Exhibitions Montgomery.

“By the same token, today’s marketeers must speak a different language and communicate this through digital channels in order to reach a new species of customer – the digital native,” he continues. No longer can marketing make the “old” world their playing field, but they need to venture out and seek greener pastures beyond.

Academic institutions are realising this too, with numerous courses on online marketing and social media being offered. Companies are placing job adverts seeking the right people to drive their online and social media campaigns, and those with digital knowledge are the ones assured of a workplace.

The future is digitalisation

“Fact is, digitalisation impacts marketing strategies. It is a means to expand your business and to reach new customers. Digitalisation is changing entire business models and is offering value-added opportunities. You simply cannot miss the boat and risk being left behind,” explains Sarnadas.

Promoting and selling products and services over the Internet are critical. It is the New Economy, and the explosion of the Internet and its users attests to this. Businesses are no longer bringing products and services to the market, they are also no longer marketing to customers.

“The golden key today is collaboration in marketing. It’s about building partnerships and relationships. Working together with your customers,” he adds.

“Media today is being consumed via the Internet. You need to ensure that your business can be found on this platform, just think Google searches. You therefore need to work with your customer to help them find what they seek. This makes your social media strategy as well as your policy paramount to your business.”

There really is no time like the present

The consumer has become someone who wants answers now; no matter where or when. They want to play with the information available to them, gain value from it, and, they want it personalised – about them and their circumstances. Above all, they want this whole process to be fast and painless.

“You are today talking to an immeasurable customer base located anywhere in the world. We understand that this is tricky. It is not just about having the app and the backbone, it is about entwining the people to this technology,” Sarnadas says.

“To assist you in making sense of digitalisation in marketing and to gain greater insight into this journey, we have created Madex, a show presenting the next step in marketing evolution. This is the place to be on Wednesday, 07 June 2017 and Thursday, 08 June 2017, and will take place at the Sandton Convention Centre.”

The brand-new Madex 2017 expo is Africa’s only dedicated marketing show. Taking place on 07 and 08 June 2017 at the Sandton Convention Centre, the show is co-located with targeted promotional product event, Markex 2017. To register for your free entrance to the Madex expo and its three free-to-attend seminar theatres, please visit www.madex.co.za.

Advertisement
Comments

Company Posts

The Alfa Romeo Stelvio – More Than An SUV

The All-New Alfa Romeo Stelvio draws inspiration from the legendary mountain pass linking Italy to Switzerland, with 48 hairpins in quick succession.

Alfa Romeo

Published

on

alfa-romeo-stelvio_3
Prev1 of 5

The All-New Alfa Romeo Stelvio draws inspiration from the legendary mountain pass linking Italy to Switzerland, with 48 hairpins in quick succession. The Stelvio pass is widely seen as one of the most beautiful and engaging roads on the planet.

Prev1 of 5

Continue Reading

Company Posts

Enhance Your Entrepreneurial Flair With An Online Postgraduate Diploma From The University Of Pretoria

The Department of Business Management at the University of Pretoria, a leader in business management education, will be offering an Online Postgraduate Diploma in Entrepreneurship for the 2018 academic year with some seminars to enrich your action learning experience.

Dr Alex Antonites

Published

on

department-of-business-management-at-the-university-of-pretoria

The Department of Business Management at the University of Pretoria, a leader in business management education, will be offering an Online Postgraduate Diploma in Entrepreneurship for the 2018 academic year with some seminars to enrich your action learning experience.

The programme content focuses on the start-up processes, creativity and opportunity recognition, business planning and marketing as well as financial management. Furthermore, the programme emphasises entrepreneurial growth and small business policy development with relevance to the enabling environment.

Who should enrol?

The programme is designed for pre-, nascent and start-up entrepreneurs who want to attain an advanced degree in entrepreneurship. It is also intended for individuals who work in an entrepreneurial environment and are involved with small business policy development. Although many students in the programme have academic credentials in entrepreneurship or business management, the programme is also appropriate if your education and/or experience may be in other disciplines (e.g. engineering or medicine).

Admission requirements

A relevant bachelor’s degree.

Related: This Enterprises UP Expert Explains Why Start-Ups Really Fail

Additional programme information

The duration of the course is one year. The language of tuition is English and the course will be presented in two blocks by means of the blended learning method (70% online and 30% contact sessions). Students need continuous access to the internet to complete the course.

Course Contents

Overview of modules for Block A

  • Ideation-to-market: Starting up
  • International Business Venturing
  • Venturing Strategy Building (Part 1)

Overview of modules for Block B

  • Entrepreneurial Marketing
  • Entrepreneurial Supply Chain Management
  • Entrepreneurial Finance
  • Venturing Strategy Building (Part 2)

Click here for more information.

Continue Reading

Company Posts

Win A Business Makeover With Retail Capital To The Value Of R250 000

Retail Capital is giving SMEs an opportunity to win a makeover to build their brand with an investment of R250,000.

Retail Capital

Published

on

share-your-vision

Retail Capital is giving SMEs an opportunity to win a makeover to build their brand with an investment of R250,000. During the summer campaign, SMEs are encouraged to share the vision of how they would like to see their business grow, and led by a team of experts, Retail Capital will work with the winning SME to help make their vision come true.

While South Africa’s economy is not faring well, Retail Capital CEO Karl Westvig remains optimistic about the country’s retail and hospitality sectors. “We are seeing some green shoots, with an increase in turnover in these sectors – starting from the end of September. Economic conditions remain very tough, but businesses seem to be trading well into October and we’re hoping this continues into the festive season trading.”

According to recent statistics from Statistics South Africa (Stats SA), South Africa’s retail sales rose by 5.5% year-on-year in August 2017, following a downwardly revised 1.6% gain in the previous month and above market expectations of 2.3%. It is the biggest gain in retail trade since August of 2012.

Related: How To Raise Working Capital Finance

“I do believe that these sectors will see an improvement during the summer season. But, key to this will be for small business owners to ensure that they have the right amount of stock, adequate cash flow, as well as other systems in place to meet the ever-changing needs of customers,” says Westvig.

For many small businesses, however, continually adapting to market changes requires cash injections that they don’t often have.

The prize includes the following:

  • Business plan/consulting
  • Marketing strategy
  • Design and branding
  • Website and social Media and,
  • R50k capital to gear your business.

Westvig explains that the summer campaign tagline ‘Your Vision. Our Belief’ really speaks to why Retail Capital first opened its doors. “Our goal is to see the potential of small businesses and to work with them in making these become a reality.”

He adds that the idea is not to simply help one business during the campaign either. Westvig points out that one of the biggest challenges that small businesses face in the sluggish economy is enough foot traffic through their doors. “Generally, the main hurdle in creating brand awareness and projecting credibility of their establishments boils down to establishing a strong online presence.”

“One of the first ways that South Africans identify a business or service provider that they want to work with is over social media – even in a country where the digital divide has traditionally separated the technological haves from the have-nots,” he says.

He explains that companies that don’t have a social media presence are running the risk of being overlooked entirely. “They may attract customers in their own community with signage or word of mouth, but to grow a business, they need to expand their reach – and that’s where social media comes in.”

But, the reality is that resource and time constraints mean that for many SMEs, social media is not prioritised. “Unfortunately for the average small business owner, they don’t have the time or expertise to get connected.”

Understanding the importance of having an online presence, Retail Capital has also committed to developing the digital presence of all campaign entrants. This would include setting up each entrant’s digital presence on platforms such as Google, Facebook, Twitter, Tripadvisor, Zomato and any others that may be relevant to their specific market or industry.

“As a partner to many SMEs in South Africa, we are continually looking at new and innovative ways to help provide them with the much-needed support in order for them to realise their visions. SMEs need to be supported with initiatives like targeted education and training, supportive legislation, and funding opportunities that collectively help them grow our national economy,” says Westvig.

Related: 6 Great Tips For A Successful Shark Tank Pitch

Who we are and what we do:

“More than R1.25 billion has been extended to a range of businesses including food trucks, hair salons, restaurants, spas and franchised retail stores. Many of these businesses have not been able to raise funding in any other way, other than to go to unscrupulous lenders,”says Karl Westvig, the CEO Retail Capital, a company that provides working capital with the help of innovative lending technology.

“We have also estimated that for every R160 000 we lend, we create a new job. This means that 625 jobs have been created purely by enabling small businesses to get the funding they need for working capital requirements or expansion opportunities.”

Retail Capital’s system, which enables it to advance funding to small businesses, based on real time information on credit card transactions, is providing a new funding alternative to entrepreneurs who have previously been turned away by banks. Because it is able to get actual sales information, it can approve funding immediately, and allow for flexible repayment options based on sales cycles of the particular businesses it is funding.

“This creates significant opportunity for small business owners to focus on their business and grow volumes or look for expansion opportunities rather than spend their time frantically trying to repay debt or keep the business alive after debt repayments have eaten away at any cash reserves they might have had.”

Retail Capital funding is repaid by it taking a percentage of a business’s recorded credit or debit card sales, with repayments fluctuating in line with their business cycle. This has the effect of ensuring that it isn’t overburdened with debt.

“In the past six years since starting the business, small businesses have had the benefit of R1 billion in funding they would have been unable to get through traditional channels,”says Westvig.

Against the backdrop of recessionary conditions in South Africa, Retail Capital’s client information reveals growth in informal sector turnover across a number of industries.

“We believe that growth in the informal sector is outstripping that of the formal sector,”says Westvig.

As a large proportion of the businesses it funds are women- and black-owned, there is evidence that entrepreneurs who have previously been excluded from access to finance are now enjoying success now that their access to finance problem has been solved.

Win A Business Makeover with Retail Capital

Continue Reading

Trending

FREE E-BOOK: How to Build an Entrepreneurial Mindset

Sign up now for Entrepreneur's Daily Newsletters to Download​​