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Marketing Communications

Why Email Marketing Is Still Relevant

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Use: Email is still a major source of communication, its not going away anytime soon. This is regardless of competition from social networking websites and mobile SMS. According to recently carried out research, there are about 3 times more email accounts than Facebook and Twitter accounts put together. Recent U.S report show that American adults were more likely to utilize email to stay abreast with brands than connecting with brands through Facebook. Here in Nigeria, connecting with brands by email as compared to through a direct message on Facebook or Instagram is perceived as more professional. If you have to pick between including a new subscriber to your email list or getting a new fan on Facebook, I would advice you go for email time and time again.

Delivery: People expect to receive messages by email. Email marketing makes it easy to pin-point your target market. You are reach them directly through a medium they expect to receive messages from. Email is like a diamond, its forever unlike social feeds which show up and go. A user who missed an email is more likely to run into that email in the near future compared to running into an old Facebook post.

Email is Flexible: With email marketing you can deliver valued and personalized communications for maximum effect. You can embed images, links, attach documents, all of which can add depth to your message. You can design beautiful looking email newsletters that can stop your audience in their tracks winning their attention and in turn, turning them into consumers.

Email Still Converts: Email still offers greater ROI compared to many other forms of direct marketing. People are more likely to respond to an email campaign than to a tweet.

Track and Optimize: There are so many available tools to track and optimize your emails today more than ever before. Tools like Campaign Monitor allows you track who your email reached, who opened, clicked links in the email etc. Such information can be analyzed for optimization.

Email marketing is still a very powerful way to reach existing customers and new prospects. It is a targeted cost effective way to disseminate information and will not dead anytime soon. Organizations around the globe continue to delivery high ROI with newsletters, engaging customers and growing valued relations even at times when the person being reached is not actively considering buying anytime.

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1 Comment

1 Comment

  1. Dayo

    January 8, 2017 at 5:42 pm

    Really good read. Thanks for sharing.

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Business

Canva.com is now on Android and that’s exciting

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Exciting times ahead for technology. 10, 20 years ago who would have thought we would have WhatsApp, Instagram or even hologram toda. Technology is making life easier for us on a daily basis.

If you are a content or graphics person, you probably use or have heard of Canva.com. Just in case you don’t know. Canva.com is a platform that makes it easy for individuals to create graphics for blog posts, social media posts, resumes and a lot more.

You do not have to be a professional graphics designer to create amazing graphics with Canva as the platform is user friendly and free as long as you use the free templates.

What is new and exciting about the Canva is that you can now use it one mobile. They just launched an Android App. Something folks like myself have been waiting for like forever. If you are the type that creates content on the go, you will understand the excitement.

The platform already has over 100,000 downloads on Google Play Store even though it was just launched about 2 weeks ago. Amazing isn’t it. Now that’s a sign of awesomeness.

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Business

5 ways market research can help you stay in business

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For many small businesses, management of all aspects of a business is a daunting task. The added responsibility of market research makes it even more intimidating. Nonetheless, the aim of any business is usually to stay afloat and succeed. To achieve this, it’s important to understand the relevant market figures. Market research is that activity that empowers businesses make informed business decisions.

Here are 5 ways market research helps you stay in business

You make better business decisions

Some businesses rely on guess work when embarking on marketing initiatives. While some others launch a new product or service without testing customer responses. Market research enables one to make sound business decisions from research data. Decisions that are relevant to the success of a venture.

Become empowered to evolve business venture

Market research helps you know when it’s time to adopt or abolish business practices. It empowers a business to stay abreast of applicable efforts that facilitate business growth. Researching evolving trends and being strategic helps a business succeed.

Deep understanding of the target market

The best way to better understand your market is through market research. It tells who your customers and potential customers are and how best to meet their needs. Deep insights help you focus on the right market segments and consumers. Collecting market data is critical to understanding your target market. Such data enables the uncovering of critical drivers and factors that influence buying behaviour. Strategic application of market data helps your brand experience growth.

Effective marketing efforts for your business

Market research helps you determine the right advertising channels to engage. The next step is to develop effective messages to appeal to and convert the audience. It also helps you understand the right approach to use for the intended audience and when to use them. Market data helps you over develop and apply your target market behavioural trend. In turn, this helps you improve marketing efforts for your business.

Adopt a customer focused approach

Any business that relies on customers purchasing cannot afford to have unhappy customers. Having happy customers should be the focus of every business to achieve their set goals. Market research plays a huge part in that.

Market research helps you interact with customers to get feedback about your business. This in turn helps to develop efforts focused on keeping your customers happier.

We intend to do a follow up article to this discussing what research activity helps your business and how to go about it. Kindly drop your feedback and questions. We love to hear from you readers.

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Marketing Communications

Why Social Media should be an Integral Part of Your Brand Strategy – Part 1

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Social media marketing is a growing trend in the Nigerian business circle. Small, medium, large scale brands are jumping on the social media opportunity to grow brand loyalty and sales. In this day and time, if social media marketing is not a part of your overall marketing strategy, you are missing out on its value. Social media marketing should be an integral part of every marketing communications strategy. It has a 100% higher lead-to-close rate than outbound marketing according to Kiera Stein.

It does not matter what your business is or who your customers are. Social media can help boost brand loyalty and revenue generation. The lack of an active social media presence in this information age can be likened to displaying a feature flip phone; at a sales meeting to discuss a Snapchat promotions strategy. And then you wonder why your head of sales keeps passing all the leads to your colleagues.

Many marketers and brands understand the benefits of having a social media strategy. However, so many more are still in doubt and unsure of the benefits of a good social media strategy. I meet clients that say, ‘we have been doing business for decades now without a social media strategy, and doing well. Do we really need social media? why now?. Time and time again, my answer is a big resounding YES. Social media marketing is here to stay. Below are some reasons why social media should be an integral part of your overall marketing strategy.

Social media boosts real relationships, if you do it right. You can build real relationships with social media if you do things right. The coolest thing about using social media platforms like Twitter and Instagram as part of your marketing strategy is the ability to interact with your customer base directly. According to Kiera Stein, 73% of consumers are likely to purchase from a brand that respond to them on social media. Nobody likes being snubbed or ignored right?

Through social listening you can gather valuable feedback. Such feedback can be analysed for improved decision making. You can listen in to get a better understanding of their needs. The products they are buying. Their day to day activities. The kind of posts they love to read and share. The websites they visit.

Social media can also be used to connect with thought leaders, competing and non-competing businesses, taste-makers in your space and journalists covering your industry. Sometimes, great relationships start with just one retweet or mention.

The ability to target and retarget with Social media ads. Social media ads allow for customization. For example, with Facebook ads, you can target people based on their educational level, location, behavioural pattern and industry. Facebook pixel allows for retarget based on previous visits to your website.

The target audience is likely to patronize you in the near future, since they have previously showed interest in your brand. It therefore makes business sense to retarget them.

Consulting for clients in the past, we used Facebook, Instagram and Twitter to target the consumer market, while targeting the B2B market with LinkedIn. This is usually dependent on the nature of the campaign. A strong understanding of your target market would guide your decision making on the best fit.

Data like job description, industry are more likely be accurate on LinkedIn compared to Facebook. LinkedIn Ads do not just allow for segmentation based on location, gender, age, or interest. Advertisers can target users by company, job titles, industry and skills.

 

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