The barriers to entry to the world of business are becoming less and less by the day. Where, previously, if you wanted to open up a retail outlet, you would have had to have a massive budget to spend on stock and retail space in a mall, now you can set up a shop online with only having to spend a fraction of the cost.
And don’t think that people aren’t buying online. In fact, many people prefer this type of shopping as we can see by the stats. In 2019, revenue from online shopping amount to US$3.3billion. (In rand terms, that’s about R48 billion.)
This means that you need to be marketing your products where your customers choose to be and with almost 21% of the South African population using the Internet, the answer is that your customers will be spending a lot of time online.
Marketing is a different ballgame online
While the traditional marketing principles of, for example, the 4Ps and other such theories still hold true in the digital marketing world, the manner in which you enact them is totally different.
Take, for example, one of the Ps (promotion) in the marketing mix. Before the dawn of the online marketplace, there were only a limited number of places that you could promote your brand and messaging. However, online there are so many other tools, at your disposal, that you can use in order to encourage your product. These are, for example:
- Social media,
- Advertising on social media,
- Search Engine Optimisation,
- Google PPC Adverts, as well as
- Digital Public Relations.
Thus, in order to adequately promote your business, you need to know how to make use of these different platforms in order to disseminate the right message that will draw people in.