Naturally, it is impossible to predict what the future of internet marketing will hold,
but two things are certain:
1. The field is growing and will become the largest and most important marketing
sector in coming years.
2. The growth will be driven by new innovations in technology. On top of that, web users are becoming more aware and marketing savvy, and their attention spans are shortening as desirable content becomes ever more quickly available. This market is more likely to challenge, debate and denigrate a brand – but it is also more likely to share good content and products with an exponentially growing social circle.
When marketing online in South Africa, it is important to keep certain realities and risks in mind. • Relatively few people are online, and those who are usually have limited data and slow connections. Anything that you put online has to be accessible to the lowest common denominator. • Many South Africans browse the web on their cellphones. Keep your marketing mobile friendly whenever possible. • South Africans are cautious browsers – they are very unlikely to make impulse purchase decisions or to trust a new brand or product that they find online. • Basic computer skills are generally quite limited, so online content has to be clear and easy to use; otherwise, customers will simply give up. • You need to adhere to legal and ethical codes of conduct – not doing so can lead to harm to your brand image at best, or severe legal sanctions at worst. Make sure you are informed about the latest laws regarding electronic communication. • As more human interaction is done online, virtual communication becomes tiring and disconnects people from the real world; any interaction online must be personal and supported by offline marketing efforts. • Privacy – or its slow erosion – is a big concern for web users. As the borders between public and private life begin to blur, customers are wary of giving out personal data
2. The growth will be driven by new innovations in technology. On top of that, web users are becoming more aware and marketing savvy, and their attention spans are shortening as desirable content becomes ever more quickly available. This market is more likely to challenge, debate and denigrate a brand – but it is also more likely to share good content and products with an exponentially growing social circle.
When marketing online in South Africa, it is important to keep certain realities and risks in mind. • Relatively few people are online, and those who are usually have limited data and slow connections. Anything that you put online has to be accessible to the lowest common denominator. • Many South Africans browse the web on their cellphones. Keep your marketing mobile friendly whenever possible. • South Africans are cautious browsers – they are very unlikely to make impulse purchase decisions or to trust a new brand or product that they find online. • Basic computer skills are generally quite limited, so online content has to be clear and easy to use; otherwise, customers will simply give up. • You need to adhere to legal and ethical codes of conduct – not doing so can lead to harm to your brand image at best, or severe legal sanctions at worst. Make sure you are informed about the latest laws regarding electronic communication. • As more human interaction is done online, virtual communication becomes tiring and disconnects people from the real world; any interaction online must be personal and supported by offline marketing efforts. • Privacy – or its slow erosion – is a big concern for web users. As the borders between public and private life begin to blur, customers are wary of giving out personal data