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Local online marketing tips for south african businesses

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The purpose of this eBook is to provide South African business owners with valuable information regarding online marketing and mobile marketing. In this eBook I suggest the best online and mobile advertising networks and I give user statistics so that you can see whether your target market is on that network.

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Local online marketing tips for south african businesses

  1. 1. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Local Online Marketing Tips for South African Businesses BY Page 1 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  2. 2. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsLocal Online Marketing Tips for South African BusinessesCopyright © 2011 Pucka Marketing Solutions CCNotice of RightsAll rights reserved. No part of this eBook may be reproduced, modified or sold toanyone. The recipient of these eBook may distribute it electronically or print it anddistribute it that way. You may use it in any other way that is not prohibited above.Notice of LiabilityThe author and publisher have made every effort to ensure the accuracy of theinformation herein. However, the information contained in this book is given withoutwarranty, either expressed or implied. The author will not be held liable for anydamages caused either directly or indirectly by the instructions contained in this eBook.Other NoticesAny recipient of this eBook can contact me for more information. You may also contactme to get a description of the services Pucka Marketing Solutions offers and get aquotation. For more information you can go to Pucka Marketing Solutions’ FacebookFan Page. You can also send me a private email via Facebook. You can connect withme on LinkedIn and follow me on Twitter. Page 2 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  3. 3. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Table of Contents (Click on the headings and go straight to the section of interest)1. INTRODUCTION ...................................................................................................... 42. ONLINE MARKETING ............................................................................................. 5 3.1. BUSINESS WEBSITE .............................................................................................. 6 3.2. GOOGLE PLACES .................................................................................................. 7 3.3. FACEBOOK PLACES ............................................................................................ 10 3.4. ONLINE BUSINESS DIRECTORIES .......................................................................... 11 3.5. SOCIAL MEDIA MARKETING.................................................................................. 12 3.6. SEM AND SEO .................................................................................................. 27 3.7. DIGITAL INFORMATION PRODUCTS........................................................................ 34 3.8. SOFTWARE ........................................................................................................ 353. MOBILE MARKETING ........................................................................................... 35 3.1. VODACOM MOBILE MEDIA ................................................................................... 36 3.2. MXIT .................................................................................................................. 37 3.3. ADMOB BY GOOGLE ........................................................................................... 394. CONCLUSIONS ..................................................................................................... 41 (Click on the links below to check the sources used for this eBook) Page 3 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  4. 4. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 1. IntroductionThe purpose of this eBook is to provide useful and concise online marketing tips forbusiness people. I will do this by showing you the different ways to increase the visibilityof your business online. I will also discuss an exciting new type of media which hastaken South Africa by storm and show you ways to use it in your marketing process.Now look at the two terms that epitomise what I will be discussing in this eBook. I alsohope they help you understand why it is important to adopt new marketing strategies. According to wordnetweb.princeton.edu the Information Age is “a period beginning in the last quarter of the 20th century when information became easily accessible through publications and through the manipulation of information by computers and computer networks”. According to Wikipedia.org New Media “is a broad term in media studies that emerged in the later part of the 20th century. For example, new media holds out a possibility of on- demand access to content anytime, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content. Another important promise of New Media is the "democratization" of the creation, publishing, distribution and consumption of media content. What distinguishes new media from traditional media is the digitizing of content into bits”.The information age has long been upon us. The reason we have to take notice now isthat most of our customers are using new media platforms to interact with each otherand other brands. The customers we want to interact with are using mobile phones,laptops, other mobile devices and desktop computers. Today’s people are looking foreasier ways to find and verify information.Business people thus have to adapt to the change in behaviour of their current andfuture customers. The business community needs to know where its target market isspending its time and engage them. New Media platforms collect a lot of informationabout their users and they can assist business people to reach their target audience.This eBook will cover the whole scope of online marketing and mobile marketingplatforms and methods. I will help you understand the different platforms and whichones are worth pursuing depending on your specific target market. I will give youenough information to take the first step in engaging your customers on these platforms.My hope is that you will see how important online marketing and mobile marketing areand seek the help of marketing experts like Pucka Marketing Solutions. Page 4 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  5. 5. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 2. Online MarketingThe online community is the largest community that can be accessed without leavingyour home or office. This fact is the reason the World Wide Web is the place to be forany size business. If that does not convince you, the fact that your direct competitor isusing this platform must. If you are using the net and you are not sure if you are using itthe right way read the tips below. The tips I have for you should also help you get aprofessional and be able to gauge if they know their story.Figure 1: Top African Internet Users. (Source: internetworldstats.com)As you can see in figure 1 the number of people that are accessing the internet vialaptops and desktop computers is 6.8 million. The market is substantial and it requiresthat you give it the attention it deserves and do it properly. If done properly onlinemarketing can increase your brand popularity. Page 5 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  6. 6. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 3.1. Business WebsiteA business website is a digital storefront where you can show information about yourbusiness to your target market. According to Wikipedia.org “a website (also written Website or simply site) is a collection of related web pages containing images, videos orother digital assets. A website is hosted on at least one web server, accessible via anetwork such as the Internet or a private local area network through an Internet addressalso called URL”.The benefit of a website is that it can be found by billions of internet users worldwide.More importantly a website is a platform on which you can engage your customers inthe comfort of their own homes, office or any other place they choose to surf the net.The other benefit of a website is that you can include links to other online platformswhere you want your clients to interact with you.Figure 2: Example of a website (source: http://www.garyromhairdressing.co.za/new/home.html )As shown in figure 2, a website can have picture links to Facebook and Twitter. Awebsite can also have links to LinkedIn, YouTube and any other place you want tointeract with your customers. Later on in this book I will be speaking about other typesof websites where you can find and interact with your customers.The key characteristics of a good website are as follows: Purpose: The purpose of a website must be clear to a visitor within 15 seconds or else a visitor will leave your site. A visitor must get the impression that your site has what they want in order for that person to stay on the site for a longer period. Look at figure 2. Page 6 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  7. 7. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Theme: A website must follow the same theme as the business establishment. This is important so as not to send your customers conflicting messages about what your business is all about. Looks and Style: A website must be aesthetically pleasing because you have about 15 seconds to make an impression on a visitor to your site. If a site does not look good, people doubt if they want to deal with the owner of that site. Functionality: A website must be easy to navigate. The user experience is enhanced and visitors then stay longer on your site. Clear Call to Action: A website must also have a clear call to action for a visitor. This is so that a visitor who knows what they want can take action quickly and the one who still needs to read on can do so with the knowledge of what you expect them to do. For example you can include “follow XXX” links as in figure 2, “contact us” links, “order now” links, “place an order” links, etc. In figure 1the site owners have decided that in order for their business to succeed they must engage their customers on twitter and Facebook. Optimized: A website must also be optimized so that people may find you using search engines (i.e. Search Engine Optimization). Your site should be optimized so that people may know on what social media websites they can find you and so that they can share your site with people they know (i.e. Social Media Optimization).A website is a critical part of a business establishment and if you market it properly ithas the potential to increase your customers quite dramatically. It is also important totake time refining your business identity and make sure it shows on your website.Remember that your website is your online brand ambassador and your messageneeds to be consistent to be effective. 3.2. Google PlacesGoogle Places is a great place to list your business as it offers you the opportunity toshow up on the first page of Google results for your service in your town or next to it.Google Places is an online business directory like the online yellow pages. According toGoogle.com, their search technology (algorithm) decides the order in which businessesin their database are listed in accordance with the relevance to the keyword and thelocation in which the required business is. According to MarketingTitan.com, “Keywords are defined as the exact phrases used by prospects to search for something.” Page 7 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  8. 8. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 3: Google Results Page for the Keyword “Salon in Pretoria” on the 14/06/2011.When Google Places first came out they used to show only seven business listings anda map at the top of the search results (see Figure 3).Figure 4: Google Results Page for the Keyword “SEO Company” on the 14/06/2011. Page 8 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  9. 9. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsNow you also get mixed results (see figure 4). According to a report bypublicdomaindetective.com, websites that are performing well in organic results andGoogle Places listings for a specific keyword also performed well in the mixed resultspage as seen in figure 4. This source also states that well performing Google placeslistings have the effect of pulling up a site’s organic ranking. This means that if a siteappears very high on Google Places and very low on organic results it will appearhigher in the mixed results. I will make this report available to you on my Facebookpage, you can go through it get an in depth understanding of Google Places.Google is showing increasingly local results because it wants to provide the most usefulresults for the person searching for a service or business type in a specific area. Youget the results shown in figure 3 and figure 4 by doing two of the following things. Firstlywhen you search for a service or a type of business and you do not specify the locationof the service or business, Google will use your assumed location which you can see onthe left-hand-side of the results. Google thus gives you a list of businesses next to thestated location. This location can be changed to give Google a more accurate position.The second way is that you can include a specific location when searching for a serviceor business type, for example “hair salon Witbank”. The second way has a betterchance of giving you the desired results, location and all.In order to increase your chances of appearing in the first page of Google’s results for aquery of your business type or service you need to do the following: You firstly need to register your business with Google Places. It is important to fill in all the details that are required in the form. It will be very beneficial for you if you upload pictures and videos as well. Claim your listing. You can do this by choosing to receive a verification code by SMS. I found that this is by far the fastest way to claim your listing. Put your contact details on your website on every webpage. This contact details on your webpages must be the same as the contact details on Google Places. This so Google can verify your contact details. You also need to list your businesses with other online business directories. The experts say that the more listings the better. It is critical that you list with Yellow pages because Google trusts it and a listing with the yellow pages will get you a higher listing on Google Places. You also need to ensure that you get reviews and ratings.There are reports that give you more detail than is shown above and if you want themyou can contact me through Facebook and I will send them to you. The informationabove is meant to give you an idea of what Google places is all about. Page 9 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  10. 10. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 3.3. Facebook PlacesFacebook places is a mobile phone application that enables Facebook users to alerttheir fans about where they are. This is good advertisement for your business becausethe status report appears in the wall (small area where people write what they are doingcurrently or any other thing they want to write.) and all their friends have an opportunityto see your business. Facebook is running Face Places in South Africa now, but it isonly available to iPhone users. According to Doug Gross, Facebook will releaseFacebook Places applications for Blackberry and the Android system soon.Figure 5: iPhone Facebook Places Application ScreenshotIn order to make sure that your business is on Facebook Places, you need to use theiPhone mobile phone. The iPhone that you use must have the most recent version ofthe Facebook application, which will have the Facebook Places Feature. According toNick O’Neill you need to follow the following steps to get listed: Create your listing by clicking on “Add” and filling in the required information. You need to do this in the actual business premises since Facebook Places uses GPS to verify the position of your mobile phone. You then need to claim your business. To do this you need to log into Facebook and search for your business listing and click on the “Is this your Page 10 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  11. 11. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions business?” link (see figure 5). You will then receive a verification code, which you must use to complete the verification process. The last step is to merge your Facebook Places listing with your Facebook Fan page.When you are done you then let Facebook users spread the word about yourestablishment. Ensure that you are always at the top of your game because thisapplication allows users to comment on the service quality. 3.4. Online Business DirectoriesOnline Business Directories are like the yellow pages in your local telephone directory.The things that make them different to the traditional yellow pages also make thembetter. Online directories are better because they allow the business owner to showmore critical information like a map, pictures, videos, services and a short description ofyour business.As a business person you need to view these listings in two ways. The first way is tolook at the listing as a listing that is meant to be seen by users of that particulardirectory. Good business directories have thousands of people visiting them andsearching for businesses daily. The second way to look at your listing is as a form ofverification for Google. Google has special programs that will find your listing and if thecontact information (Physical address, phone number, fax number, etc) is the same,Google will thus give your Google Places listing more preference.Below I have listed the web addresses and the PageRank of the most popular onlineBusiness directories. As far as I am concerned it is an absolute must that you have apresence on these websites. Your presence will go a long way in increasing thecredibility of your business online as well as making it much easier to find throughsearch engines. According to Wikipedia.org “PageRank is a link analysis algorithm, named after Larry Page and used by the Google Internet search engine, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. The algorithm may be applied to any collection of entities with reciprocal quotations and references. The numerical weight that it assigns to any given element E is referred to as the PageRank of E and denoted by PR (E).” Page 11 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  12. 12. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Table 1: Online Business Directory List Online Business Directory Google PageRank (max =10) www.yellowpages.co.za 6 www.easyinfo.co.za 5 www.infohub.co.za 5 www.mbendi.co.za 5 www.ezsearch.co.za 5 www.hotfrog.co.za 5 www.firstier.co.za 4 www.cylex.co.za 3 www.tuugo.co.za 3I gave you this list of directories so that you can get started today and increase youronline presence. It is tedious but you only need to do it once and reap the rewards foras long as you stay in business. 3.5. Social Media Marketing Social media marketing (SMM) is the use of social media sites to promote products and brands, to advertise, to engage and communicate with customers and other related activities that must be in line with the company’s marketing strategy. Social Media Optimisation differs from SMM in that SMO is the effective use of social networks, see definition below. Figure 6: The Biggest Social Media NetworksHere is a really good explanation of SMO by hudsonhorizon.com:“Social media optimization (a.k.a. SMO) is the process of optimizing your companyssocial role on the web in order to increase business, boost sales, and enhance visibility,traffic, and overall web presence.SMO differs from SEO in that the underlying goal of SMO is to generate companyawareness from channels other than search engines. SMO seeks to generate companysuccess by stimulating a social buzz about your website through a variety of socialmedia tools, services and platforms.Some of the most popular methods of SMO include content distribution through blogs,vlogs, social networks, RSS feeds, and third-party applications or widgets.”In light of the above stated definitions of SMM and SMO, companies need to know theirtarget market and how best to engage that target market in order to increase revenue. I Page 12 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  13. 13. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutionswill now explain the social media landscape by listing and discussing the biggest socialnetworks. The aim is to help you decide which social media strategy you need to adopt.FacebookAccording to Facebook.com, Facebook has more than 500 million active usersworldwide, 50% of which log on to Facebook in a given day. The average user has 130friends. There are more than 900 million objects that people interact with i.e. pages,groups, events and community pages. The average user is connected to 80 communitypages, groups and events and creates 90 pieces of content each month.According to InternetWorldStats.com, South Africa has 3.8 million Facebook users witha penetration rate of 7.8%. This source also states that there are 6.8 million internetusers, which is 13.9% of the population.Now here are the demographics of South African Facebook users that you can use as astarting point to see if your target market is on Facebook. You can also see how muchtime you want to invest in Facebook if any. Figure 7 below shows the total number ofmale and female users.Figure 7: Male and Female Facebook Users in South Africa (Source: socialmedialogue.com)Figure 8 below shows the age breakdown of Facebook users. Page 13 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  14. 14. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 8: Demographics of Facebook Users in South Africa (Source: socialmedialogue.com)Now we can look at the age breakdown of by percentages of South African Facebookusers (see figure 9).Figure 9: South African Users by Age (%) (Source: socialmedialogue.com) Page 14 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  15. 15. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsNow that you know who is on Facebook I think it is time to go through what you can doon Facebook. The following points show what can be done on Facebook. You can create an account after which you need to create a profile where you will disclose your personal details, work experience, interests, hobbies and educational history. Facebook then uses the information about the schools you attended and companies you previously worked for or are working for to suggest people you may know. You can then send them a friend request and the receiver of the request has to confirm that they want to be your friend. This is how you get friends on Facebook. You can also create Fan Pages (see figure 10) and Groups. Fan Pages are used normally for brands, societies, celebrities, products, companies, etc. While Groups are used mainly for causes and campaigns. Fan Pages also appear in Search Engine Result Pages (SERPs). You can also send private emails through Facebook and you can chat to them if they are on Facebook at the same time as you. Facebook has a paid advertising option where you pay for clicks or impressions. The advert consists of a picture and some text. You can target your audience by age, race, gender, education level and interests.Figure 9: Screenshot of Pucka Marketing Solutions Fan Page Page 15 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  16. 16. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsCompanies use Facebook to interact with their customers so the customers can have acloser relationship with the company and thus have greater brand loyalty. Facebook isprimarily a Business to Customer (B2C) marketing platform.LinkedInLinkedIn is a business networking site. Its members are comprised of business owners,company executives and other professionals in various industries. LinkedIn has morethan 100 million members worldwide and more than 1 million members in South Africaand More than 3 million in Africa. This is a very good platform to connect with peopleyou might be interested in and advertise to your target market.I found a great presentation by Amodiovalerio Verde, which provided great insight intothe users of LinkedIn. I think it will be wise for me to take you through parts of thispresentation that I think you would like to know about.Figure 11: LinkedIn’s Worldwide Demographics. (Source: Amodiovalerio Verde) Page 16 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  17. 17. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 12: Key Facts about LinkedIn. (Source: Amodiovalerio Verde) Figure 13: Pie Chart of Distribution of LinkedIn Members. (Source: Amodiovalerio Verde) Page 17 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  18. 18. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 14: LinkedIn’s Members Demographic by Area. (Source: Amodiovalerio Verde)The information I have given should give you an idea about who is on LinkedIn andwhether it would be beneficial for you and your business or profession. In businessnetworking plays an important role in the growth of the individual because of what youstand to learn from other people. LinkedIn also allows you to make key contacts that willbe vital in growing your business. Depending on the kind of business you run you canuse Linked as a platform to network with professionals in the same industry as you oruse it as a platform to attract customers or both.It is important to state that LinkedIn should not replace traditional methods ofnetworking. Linked should instead augment the networking strategy you have now andincrease the pool of people you can network with. The result of employing this strategyhas the potential of helping you improve yourself and the performance of your businessmuch faster.Now let us look at LinkedIn and what a few of the critical features look like. Figure 15shows the LinkedIn’s home page of my account. You can click on the links on thenavigation bar to check the other features they offer. Page 18 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  19. 19. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 15: Snapshot of My LinkedIn Home Page.Figure 16: Snapshot of a Group on LinkedIn. Page 19 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  20. 20. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 16 is a snapshot of a group on LinkedIn. A group is a forum where LinkedInmembers join and share advice, opinions and content. You have the choice of joiningexisting groups or starting your own group. This is a good way to increase yourreputation in the industry you are working in and learn as well.You can also pay to have your ad shown to your target market. LinkedIn Ads allows youto target your audience by Geography, Gender, Job Title, Job Function, Industry,Company Size, Seniority, Age and LinkedIn Group. The figure below shows where yourads will show up on the Home page. You can choose from Text ads (1) and Picture andText ads (2).Figure 17: Snapshot of a LinkedIn Account Showing Where Paid Ads Appear. (Source: LinkedIn Ads FAQ)Finally, In order to get started in LinkedIn you need to get registered and create aprofile. In this profile you need to disclose your personal details, work experiencedetails, education details, interests, hobbies, etc. LinkedIn then finds people you mayknow using the company name, school you attended and people you are alreadyconnected to. You can also join or create a group. You can also search for people byname and invite them to be your connection. They have to confirm that they want to beyour connection. LinkedIn is primarily a Business to Business (B2B) marketing Platform. Page 20 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  21. 21. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsTwitterTwitter has more than 106 million users worldwide. Twitter also has 55000 active user inSouth Africa (see figure 19), meaning that only 55000 users post at least once a day onTwitter. According to Author Goldstuck, South Africa has about 1 million Twittermembers. This might be true since according to Alexa.com, Twitter.com is the 7th mostpopular website in South Africa, which is better than Gumtree (9th), News24 (10th),LinkedIn (11th), Bid or Buy (12th), Standard Bank (13th) and FNB (14th). I believe that therest of the Twitter members in South Africa are just followers of brands and other peopleof influence. Figures 18 and 19 have really useful facts about Twitter world users andSouth African users.Figure 18: Twitter Demographics from 2010. (Source: bandwidthblog.com) Page 21 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  22. 22. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 19: Interesting Facts about South African Twitter Users. (Source: PracticalMarketing.co.za)Here are some more great facts that I took from PracticalMarketing.co.za.“Other interesting statistics include: SA mostly tweets at night, between 7 and 8 pm. Many also tweet first thing in the morning, and over lunch. A surprising find is that SA tweets more on Tuesday than any other day of the week. The least popular day to tweet is Sunday. The bulk of SA Twitter users are located in Cape Town, which has almost a third of all users. Tweeting is still confined to the few developed cities, with Cape Town and Johannesburg taking a vast lead. Pretoria, while being a large city, does not take much interest in Twitter. The most popular companies that users talk about on Twitter are Vodacom, Eskom and Microsoft. Sentiment analysis of these tweets has indicated that many of them are negative.”After all those facts and figures I think it is time for me to tell how Twitter works and howbest you can use it to benefit your business. Page 22 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  23. 23. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsTwitter is a social network that allows you to have other twitter users follow you andreceive all sorts of information and content from you. Unlike Facebook and LinkedInGroups you are the only one who can post on your message board and whatever youpost is seen by users who follow you. You on the other hand receive messages andother forms of content from users you follow. When people decide to follow you there isno action required from you.As a business owner you want an audience to whom you can make announcements to,who will receive your announcement immediately and save you thousands inadvertising costs. This is the ideal situation and it takes time to get to that point but it ispossible. Remember from figure 18 it is said that 25% of all users follow a brand and67% of those people actually buy from the brands they follow on Twitter.Figure 20: Coca Cola’s Twitter Home PageAs you can see Coca Cola has done really well in using this platform. They have morethan 300 000 followers, that means if they put up an update more than 300 000 peoplemay see it and that is how powerful Twitter is. I must state that as an old company theystill rely a lot on traditional media to keep their brand in people’s eyes. They thereforedo not use Twitter as effectively as Barack Obama (see figure 21) who has 8.6 millionfollowers and according to twitaholic.com, Lady Gaga (10.9 million followers) and JustinBieber (10.4 million followers) are the only people that have more followers. Page 23 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  24. 24. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 21: Barack Obama’s Twitter AccountBusiness people need to take notice of the massive potential that lies in this platform.The fact is people are hungry for information and they will get it where they can get it.So I believe that business people need to take a leaf out of Coca Cola’s and BarakObama’s book and start building a community of loyal followers on twitter. You can usethis platform to tell your customers your side of the story, set the record straight, givethem advice, etc. The key is information about you or your company will be coming fromyou. People will then trust you and prefer to deal with you.There are many ways you can use to increase the number of followers on Twitter. Theeasiest way is include a link on your website if you have one or you can include apicture of the twitter logo and a “follow us” call to action on any traditional advertisingmethod you use. If it is a radio advert, consider the viability of having the personspeaking on the ad asking the listeners to check you out on Twitter at the end of the ad.You can get started by signing up to Twitter and start looking for people to follow to getyou started. You can also fill in the details on your profile and Twitter will suggest peopleyou may be interested in following. Twitter also suggests account to other Twitter users.Twitter allows you write messages in the message board with the restriction of 140characters per message or update. You can also upload pictures and videos. You can Page 24 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  25. 25. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutionsalso link your company’s Facebook Fan Page to your Twitter account so that when youupdate your Facebook Fans your Twitter followers get updated as well.YouTubeYouTube is a social network where users can view, upload and share videos. These arevideos that are made by YouTube users. You can upload a professionally made videoor an amateur video made using a camera phone. According to Alexa.com, YouTube isthe 4th most popular website in South Africa. The power in YouTube is in the statsshown in figure 22 and coverage as shown in figure 23.Figure 23: Key Statistics about YouTube. (Source: Viralblog.com)YouTube is unique in that unlike LinkedIn, Facebook and Twitter, the video you uploadcan be found and seen by anyone in the world. Anyone can take your video and add itto their blog and share it with their friends on LinkedIn, Facebook, Twitter, etc. Thereare literally thousands of social networks, including blogs and forums that people canshare your video in. So the potential of your video becoming a world hit is greatlyimproved and your brand can get a tremendous boost. So it is worth trying. Page 25 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  26. 26. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 24: YouTube’s Coverage. (Source: Viralblog.com)YouTube also gives you the ability to create a channel. This is like a group becauseusers can subscribe to your channel. In this channel you can create a unique designand people can also see all the videos you have ever uploaded in that channel. Thisallows you to develop a loyal following, which you know for sure will view your video ifyou post it today and they will tell you if it is good or bad.YouTube also allows users to promote their video on YouTube at a fee. They use thesame system as online classifieds where you pay to have your listing or video in thiscase show up at the top of the page for your selected keywords or category.Social Media Marketing ConclusionThe fact there are many more social networks you can go on and promote your brand.The question is that will be worth your time, I believe not, especially if you are juststarting out is social media marketing. The four networks I explained to you are a verygood starting point and they offer you a wide enough market to find your target market Page 26 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  27. 27. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutionson them. The thing to remember about social media users is that they enjoy fun,interesting and useful content. If you consistently provide good content on any of thefour sites people will trust you and you will always have their attention. Social mediausers are not very patient nor are they tolerant. If you do not provide them with goodcontent you will lose their attention, and they might stop visiting your page. That is whatmakes social media tricky in that it requires you to allocate time to update your fans andfollowers. 3.6. SEM and SEOSearch Engine Marketing (SEM) and Search Engine Optimisation (SEO) are forms ofmarketing that promote websites on search engines. The reason SEM and SEO areimportant is that all the internet users need to use a search engine to navigate the vastWorld Wide Web. SEO and SEM play an important role in making websites more visibleto search engine users. There are two ways that a promoted website appears on asearch engine results page (SERP) (see figure 25). 1 2Figure 25: Screenshot of SERP for the keyword “Dentist”.Figure 25 shows two ways a website is displayed in SERPs. The position denoted bythe number 1 is a position occupied by websites which are promoted by using SEM,which is the paid promotion option. The position denoted by the number 2 is a positionoccupied by websites which are promoted by using SEO, which is the free promotionoption. The difference between SEM and SEO is not a hard and fast rule. It is just theway internet marketers choose to define the two terms to make life easier. Page 27 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  28. 28. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsOn that enlightening note, when you hear someone explaining any other way do notworry as long as they perform all the tasks that comprise of SEM and SEO. For thesake of this eBook I will stick to the definitions as stated above. I will start by explainingSEM and then SEO.Search Engine MarketingThis form of marketing is the paid form of search marketing where you can use the paidmarketing options offered by search engines. The most popular search engine paidadvertising platform is Google Adwords. Keywords are put up for auction and Googleusers bid for keywords they are interested in and the highest bidder will get the highestposition on the SERPs. Every keyword has a suggested bid price and the more popularthe keyword the higher the suggested bid price. The other positions are filled by userswho offered lower bids. The bidding price is stated in US$ as cost per click, so you areactually paying for clicks. Google does however reward websites that get a high Click-Through-Rate (CTR) by reducing the cost per click of your listing for the same position.Yahoo uses a much more simple paid advertising system. In Yahoo’s case the highestbidder gets the highest position for a specific keyword. In Yahoo’s system CTR is notconsidered as a factor to improve your position on the SERP.For this reason Google Adwords is preferred by small business owners because theycan get their cost per click reduced if they get high levels of traffic on their site.Search Engine OptimizationSearch Engine Optimisation is the use of free methods to optimise websites so that thewebsites can get a high rating from the search engine and appear high in SERPs forspecific keywords. This is because search engines have rules that they follow to giveone website a better rating than other websites for the same keyword. This ratingdetermines which websites appear first, second, third, etc. The aim of a SEO campaignis to get your website to the first page of SERPs and to the top for keywords that willhelp your site receive a lot of visitors.In this eBook I will be discussing SEO for Google. The reason is that Google is the mostwidely used search engine in South Africa (see figure 26). The other reason is that SEOfor Google is very different to SEO for Yahoo. A Yahoo optimised website is considered“spammy” by Google but a Google optimised website is still good enough to make it intothe Yahoo directory. So, best practice suggests that you optimise for Google first and Page 28 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  29. 29. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutionsthen get your website listed and indexed in other directories and search engines ofinterest. For the reasons stated above, I will only be dealing with SEO for Google.Figure 26: Snapshot of the most popular websites in South Africa. (Source: Alexa.com.)Let us first look at the demographics as provided by Alexa.com (see figure 27). The firstthing you will notice is that relative to “the general internet population” the users in theage range (35-44) are “over-represented” at google.co.za. You also notice that users inthe age range (18-24) very “under-represented”. This information is interesting whenyou consider the user demographics for Facebook (see figure 9): 33% (18-24yrs), 31%(25-34yrs) and 14% (35-44%). Now that we know who uses Google SA the most I cannow show you how to increase your chances of being seen by these users. Page 29 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  30. 30. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 27: Snapshot of Audience Demographics from Alexa.com.SEO for Google is divided in to on-page optimisation and off-page optimisation. On-page optimisation is the optimisation tasks that need to be performed on every page ofyour website. Off-page optimisation is the optimisation tasks that take place off the pageand website. The ultimate reason for performing SEO tasks is to increase visitor traffic(or just “traffic”) to your web page and website. It is important to remember that anyonecan do SEO and SEM. The only issue might be whether or not you have the time tolearn, apply and keep applying SEO and SEM. SEO and SEM campaigns are not setand forget campaigns because they need to be monitored to see if they are effective.How Google WorksBefore we get into on-page SEO and off-page SEO let firstly look at how Google works.I found a great Google guide that can help you understand Google. I suggest you gothrough it if you want in-depth knowledge about Google. I am only going to give you avery simplified explanation about how Google works. According to Googleguide.com,Google has three types of computers which are: “Googlebot, which is a web crawler (or spider) that finds and fetches web pages. The indexer, which sorts every word on every page and stores the resulting index of words in a huge database. The query processor, which compares your search query to the index and recommends the documents that it considers most relevant.” Page 30 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  31. 31. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsThe Googlebot is a computer that automatically requests web pages like a person usinga web browser would. The retrieved page then gets crawled by a special program(spider or crawler) that has been designed to send specific information to the indexer.The data that gets sent to the indexer is in code form. The crawler does not like crawlingJavaScript and Flash code because they take up too much space. Thus websites whichuse HTML perform better than those that use Flash or JavaScript.The indexer then stores all the pages it received in alphabetical order of search queriesin a huge database. As seen in figure 28, when you make a query it the responsibility ofthe indexer to suggest the most relevant results to show in the SERP. The indexer usesa system called PageRank, which is named after Google’s co-founder Larry Page.PageRank is the rating system I mentioned above, where the indexer rates a certainwebpage from 0 (min) to 10 (max). The webpage with the higher pagerank for aparticular keyword will be listed above a webpage with a lower pagerank.There are a lot of factors that go into determining the pagerank of a website with respectto a particular key word. I will go through some of the main and well known factorsbelow. Figure 28: A Schematic that Shows What Happens When You Enter a Search Query. (Source: Googleguide.com.) Page 31 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  32. 32. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsOn-Page SEOThe first thing to optimise is content. You need to make sure that your most importantkeywords appear at the top of the webpage in the H1 tag. You then need to make surethat the keyword density for that keyword is 1-3% of the number of words in the pagecontents. You also need to use synonyms of your most important keywords as this willhelp keep you within the required keyword density and it will increase the relevancy ofyour page to that specific keyword. You should type a couple of your keywords in boldto make the spider take notice of them.The next thing is to make sure that the Googlebot crawls all the pages you want Googleto index. Assuming the Googlebot found its way to your homepage first, you shouldensure that all the links to the pages you want the spider to crawl are on the homepage.The best way to ensure that your pages are indexed is to make your links “text links” inHTML code.Another way to link to other pages on your website is to have text links in your content.Make sure that the word you are using to link to that page is a keyword for that page sothat Google does not penalise that page and thus lower its page rank. One of thefactors in the PageRank algorithm is link quality. This means that the word by which youlink to the webpage must be one of the keywords for which that page has beenoptimised or a synonym of that word.The last issue is that Google likes fresh content so if you have a static website it is agood idea to change the content once a month or so. If you have a blog this will not be aproblem as long as you post at least twice a month.Off-Page OptimisationThis type of optimisation involves increasing the link popularity of your webpages. Linkpopularity refers to the number of websites that link back to your webpages (backlinks).This is where the concept of link quality comes back again. You need to ensure that likethe on-page links discussed above the links on other websites follow the same rule.The most effective ways to increase link popularity are as follows: Article Marketing- This includes the writing of article (350 to 600 words long) and submitting them to article directories. You must optimise these articles the same way you optimise the content in your webpage. You must remember to link back to a relevant page on your website. Here are the top 10 article directories According to makemoneyonlinegeeks.com: Page 32 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  33. 33. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions o Ezinearticles o Goarticles.com o ArticlesBase o ArticleDashboard o SearchWarp o Buzzle o Suite101 o ISnare o Article City o Article Alley Blogging- This refers to writing blog posts for someone in your niche and you can link back to your webpage in the “About the Author” section at the bottom of the blog post. You can also leave comments on other people’s blogs and include a link to your website. These comments can be deleted so make several comments and create a relationship with the blogger and then add your link when it makes sense to do so. You can also buy advertising space on popular blogs. Press Releases- You should submit press releases to online news sites by means of press release submission websites. You will include a link to your site in the information box at the bottom of the press release. You can start with free press release websites such as: www.prlog.org, www.free-press-release.com and www.pr.com (source: newsbrief.co.za). According to cyberzoo.co.za, the best paid press release websites are www.marketwire.com and www.pitchengine.com. Online Directories- You can list your website in high pagerank directories. According to cyberzoo.co.za, the directories you should get your site listed in are www.dmoz.com, www.yahoo.com and www.botw.com. Google trust DMOZ (the open directory) because they own it and they trust Yahoo because it is a world class directory with a good track record for accurate listing. Writing in Wikipedia- Wikipedia is the largest open source encyclopaedia on the net. That means the content is written and checked by anyone who wants to. It is important to write your article as an impartial observer or else the other users will notice it and report it or edit it themselves. You can add your link only as a reference to the source. Go to www.wikipedia.org. Forums- You can also get involved in industry related forums. Forums are part of social media it is just that they are so many I could not profile any one forum. When you find that one forum that you can get involved in, start by just watching what is being said before you get involved. Then post a couple more times before inserting your link. When you do post your link make sure it is a genuinely helpful statement, preferably when you answer a question. Answer Questions- Go to www.answers.yahoo.com, www.answers.com and www.wiki.answers.com. These three sites are very respected by Google and Page 33 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  34. 34. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Yahoo because the answers given are answers to real questions, so they can show up in the first page of SERPs. Follow the same tactics as in forums and blogs because people do not appreciate blatant advertising.These are the most effective methods in use right now and it will be in your best interestif you are serious about SEO to follow the above advice. You need to remember thatGoogle prefers local results, so in order to show Google that you are an authority inyour local area you need backlinks from local sites. It might be difficult but it isnecessary. 3.7. Digital Information ProductsDigital information products can take the form of eBooks, audio-books and video-books.The purpose of digital information products is to increase your reputation as an expert inthe particular field you are in. These products follow the trend that social media set inthat you are sharing useful information and you are not blatantly advertising yourself oryour brand.The thing is if people appreciate the content you create they will market it for you bysharing it with people they think might need it and your brand will get noticed by a lot ofpeople. If people appreciate your content, they will tend to trust that you know what youare doing and they will give you their business or refer you. You can’t really tell if yourproduct is going to be a hit, the trick is just to keep on going because if the informationyour providing is truly helpful you will get recognised for the good work and it willtranslate into increase in business.It is important then to choose the digital information product type that you arecomfortable producing. I say this because as time goes on people will expect to receivethese products from you some will even ask. This is good it means you are making animpact and it means they have developed a dependency for your advice.My advice on this issue is that you should look at your industry and see whatinformation or tips you can give away for free, which are actually useful and make aproduct out of that. If people see that you are good at what you are doing and that youreally care about helping people they will give you their business. Just remember tomention your name and/or company name on these products. Page 34 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  35. 35. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 3.8. SoftwareSoftware is another practical way to create brand awareness. The use of software canincrease brand awareness a lot if done the right way. I for one believe it is much moredifficult to develop software and apps that will create the level of hype around yourproduct as you want. For one they may need skills that you do not personally have likecoding.Software can also help you increase your link popularity especially if the software needsto be used on site. The bottom line is that if you have popular software your brand namewhich will be on the dashboard of the software your brand will be better known. 3. Mobile MarketingMobile Marketing is the promotion of product or brand to mobile phone users. There aredifferent ways to do this and some of the most used ways are SMS and MMSadvertising, Please Call Me ads, ads on mobile based social media and mobile searchmarketing. I believe that the mobile marketing scene is the most exciting marketingmethod in Africa right now. The main reason for my sentiment is that according to RickJoubert, as of 2009 there are more mobile phone owners than radio and TV owners(see figure 29). According to SAARF AMPS, 76% percent of adults (15yrs and older)have mobile phones. On the other hand according to Mobile Africa report 2011 (page29) the penetration of mobile use in South Africa is 98%. The bottom line is that themobile market is the biggest market in South Africa and we must take it seriously. Figure 29: Estimation of owners of different media. (Source: Rick Joubert.) Page 35 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  36. 36. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsAccording to Rick Joubert, 14+ million mobile phones are WAP enabled and 4+ millionmobile phones have a mobile web browser. This data is important because it shows youthat the biggest portion of mobile phone users can be reached by SMS and “Please CallMe” ads as primary methods of advertising. The methods discussed above are not theonly way to reach your target market and thus does not always have to be your primarymethod of advertising. In the following sections I will take you through the mostimportant and most effective mobile marketing methods on popular networks andplatforms. 3.1. Vodacom Mobile MediaVodacom is the largest mobile phone operator in South Africa and it is closely followedby MTN (see figure 30). The reason I am writing about Vodacom in this eBook is thatVodacom is the largest mobile network that offers the most mobile marketing solutions.You can go to vodacommobilemedia.com, and see the mobile marketing services thatVodacom is offering. Figure 30: Market Share of Different Mobile Networks in South Africa (2010). (Source- Africatelecomnews.com) Page 36 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  37. 37. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsMobile MessagingThis is the first type of service that Vodacommobile media provides and it comprises ofPlease Call Me (PCM) advertising and PromoVoice Caller service. PCM is a service wherepeople who send and receive PCMs see textadverts with links if necessary. PCMs are sentto 23 million users a month and are sent about600 million times a month. This is according toa presentation by Rick Joubert (Sandton, 2008) Figure 31: PCM users demographic. Source: vodacommobilemedia.comPromo Voice Caller service is an automaticcalling service, where ad messages or any other messages are recorded and yourtarget audience is called with those messages.Mobile Internet MarketingAccording to vodacommobilemedia.com, thisservice is targeted at 4.1 million users of The Gridand the Vlive! Portals. These portals provideapproximately 55 million impressions per month.The Grid is a location based social network whereyou can display banner link ads and text link ads.Vlife! is an internet portal by Vodafone where youcan display banner link ads and Tenancies. You Figure 32: Internet users demographic.can also have a mini site and show videos on a Source: vodacommobilemedia.combranded mobile channel.The biggest competition to this service is MTN’s “Bulk Messaging” solutions. I willinclude a full discussion on this option in a 2nd version of this eBook. You can go tomtnsp.co.za, and read more about MTN’s “Bulk Messaging” solution. 3.2. MxitMxit is the most popular social media network in South Africa. According toNumberOf.net, Mxit declared in a newsletter in March 2010 that they had 19 millionsubscribers. Mxit is a free application which can be downloaded onto a mobile phone ora computer. Most Mxit subscribers use the mobile application that is why I am writingabout it in the mobile marketing section. According to heavychef.com, 77% of theirsubscribers are under the age of 25 (see figure 33) and they have slightly more male Page 37 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  38. 38. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutionssubscribers (see figure 34). Mxit also provides good marketing services for advertisersand I discuss these services after the two figures below. Figure 33: Mxit Age Demographic. (Source: Heavychef.com.) Figure 34: Mxit Gender Demographic. (Source: Heavychef.com.) Page 38 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  39. 39. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsAccording to Heavychef.com, Mxit provides various advertising options. They are asfollows: Splash Screens- These are full colour advertisements that appear for a few seconds when a subscriber logs on. These advertisements fill up the user’s screen. Broadcast Messages- These are plain text messages that appear to everyone. Competitions- Competitions are run through Tradepost, which is a contact that is automatically added to all Mxit subscribers contact lists. Here messages can be broadcasted as described above and also allow for voucher redemption. Portals- You can have a complete portal where subscribers can choose to add your community. You could have live feeds, voting polls and also allow users to download content such as ringtones, wallpapers, games and videos. Xchange- This is a classifieds service, where you can post items for sale and look for and buy items that are listed. 3.3. AdMob by GoogleAdMob is a mobile marketing platform owned by Google. AdMob is the mobile versionof Adwords and it works in the same way. The difference is that your ads appear onmobile phones as opposed to computers. The ads have been optimised for mobileSERPs and mobile sties. I will now show you the demographics of mobile internetusers. The portion of the mobile market that can see your ads consists of 18+ millionmobile phone users. As stated above 14+ million users have WAP enabled mobilephones and 4+ million users have mobile phones with internet browsers.Figure 35: Internet user Mobile Operator Preferences (2009) (Source: Raymond Buckle.) Page 39 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  40. 40. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsFigure 36: SA Mobile Internet Age Demographic (2009) (Source: Raymond Buckle.)Figure 37: SA’s Mobile Internet Users by Race and Gender (2009) (Source: Raymond Buckle.)Mobile Marketing is a great way to reach your target market no matter where they are inSouth Africa. Mobile Marketing can be your primary form of marketing and bring muchsuccess. I suggest that Mobile Marketing should be used as part of a broader marketingstrategy that also includes Online Marketing and Offline Marketing. As time goes by youwill know which method is more effective for your business and you can then put agreater proportion of your budget into that method. Page 40 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  41. 41. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions 4. ConclusionsThe Information Age is definitely upon us and to prove that you do not have to lookfurther than this eBook. Your target market is definitely using New Media to interact withother people and brands. Your target market is also using New Media to find and verifyinformation. People are using the information they find on New Media platforms todecide whether or not to buy.As a business owner you can claim your place on these New Media platforms and playan active role in building your brand popularity. The benefit of using these platforms isthat they give you a lot of control in how you spend your advertising budget. Theseplatforms allow you to identify the most effective campaign ads in real time, which willallow you to use your marketing budget effectively. You also have the ability to targetspecific users according to gender, race, age, etc. These platforms thus allow you totarget your market with pin point accuracy (as illustrated by Pucka marketing SolutionsLogo), which has the benefit of increasing your Return on Investment (ROI). Page 41 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  42. 42. Local Online Marketing Tips for South African Businesses By Pucka Marketing SolutionsAppendix – SAARF FactsheetI found this great resource that is used widely by marketing professionals. You can useit to do your own investigations and see where you need to spend your marketing funds.The source is www.saarf.co.za in the FAQ section.“SAARF AMPS® is an acronym for the SAARF All Media and Products Survey. It is asingle source survey, because information on media usage, product consumption anddemographics are collected from the same respondent.SAARF AMPS® is an in-home face to face personal interview. It is currently done usingDouble Screen Computer Assisted Personal Interviewing (DS-CAPI). With DS-CAPI,both the interviewer and the respondent have a laptop. The interviewer’s laptop has allthe interview questions loaded onto it and allows the interviewer to capture therespondent’s answers. The respondent’s laptop displays all prompt materials (e.g.publication mastheads and response options) at the appropriate time during theinterview.The SAARF AMPS® sample is currently about 25 000 adults (15 years and older) perannum. The interviewing is conducted in two fully national fieldwork waves – January toJune and July to December. Results are published every 6 months in the form of 12-month rolling data which covers the two most recent fieldwork periods.Selection of addressesThe residential addresses of almost all urban communities are listed on our contractorNielsen Media Research’s geo-frame. The addresses are arranged within eachgeographic stratum (area) alphabetically by suburb name, then by street name withinsuburb and numerically by street number within street. Multiple dwelling units such asflats, cluster houses with the same street number are listed individually. The sample isselected in urban areas by using a random starting point, and then selectingsystematically with a fixed interval every nth address number. A cluster of twoaddresses are selected at each primary sampling point to save travelling costs.In rural areas (villages and farms) and informal settlements where there are no formaladdresses sampling points are selected using global positioning technology.Interviewers are given a longitude and latitude co-ordinate and a GPS device to enablethem to navigate to the selected point. A cluster of two addresses are selected at eachprimary sampling point to save travelling costs.Selection of respondentsTwo addresses are selected at each sampling point, one for a female interview and onefor a male interview. At each of this one respondent is selected using age to ensure aproportionate sample. Inhabits at mines and hostels and domestic workers are sampleddifferently in accordance with their gender composition. ” Page 42 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  43. 43. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Table 1: Cell Phone Trends. (Source: http://www.saarf.co.za/- AMPS Trended Media Data) July-Dec Jul-Dec09 Jul07- Jan-Dec Jan-Dec Jan-Dec 08 & Jan- & Jan- Jun08 08 09 2010 June 09 Jun10 (2008BA) (2008AB) (2009AB) (Dec10) (2009BA) (2010BA) AMPS Universe (Adult Poulation in 000) 31,303 31,305 31,524 31,524 34,020 34,020 Cell Phones: 000 Own/Rent/Use 67 67.9 67 71.3 73.8 25,945 76.3 Company/Privately Maintained: Privately Maintained 65.9 66.7 65.9 70 72.5 25,538 75.1 Company Maintained 1 1.1 1 1.3 1.3 407 1.2 Contract/Pre-paid: Contract 8.2 8.6 8.2 8.7 8.5 2,861 8.4 Pre-paid 58.8 59.3 58.8 62.6 65.3 23,085 67.9 Service Provider: Cell C 5.7 5.8 5.7 8.3 8.8 2,903 8.5 MTN 28.4 29.4 28.4 30.5 31.8 11,531 33.9 Virgin Mobile 0.2 0.3 0.2 0.2 0.2 72 0.2 Vodacom 32.7 32.3 32.7 32.4 32.9 11,439 33.6 Page 43 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  44. 44. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Table 2: Internet Trends (source: http://www.saarf.co.za/- AMPS Trended Media Data) July-Dec Jul-Dec09 Jul07- Jan-Dec Jan-Dec08 08 & Jan- Jan-Dec09 & Jan- Jun08 2010 (2008AB) June 09 (2009AB) Jun10 (2008BA) (Dec10) (2009BA) (2010BA) AMPS Universe (Adult Poulation in 000) 31,303 31,305 31,524 31,524 34,020 34,020 WWW Accessed: 000 Past 12 Months 10.3 10.7 12.6 13.4 15.6 6,138 18 Past 4 Weeks 9.1 9.5 11 11.7 13.4 5,315 15.6 Past 7 Days 7.7 8.1 9.3 9.8 11.1 4,482 13.2 Yesterday 5.2 5.6 6.4 6.8 7.7 3,066 9.0 Place Accessed: Educational Institution where 1.6 1.7 1.8 1.9 2 741 2.2 study Home 4.5 4.8 5.7 6.2 7.3 2883 8.5 Internet Café 1.4 1.5 2.1 2.4 2.6 944 2.8 Office 4.1 4.2 4.6 4.6 4.5 1614 4.7 Elsewhere 1.1 1.1 1.7 2.1 3.2 1605 4.7 Emails Penetration: Sent/Received e-mail Past 4 Weeks 8.9 9.3 10.3 10.8 11.8 4,432 13.0 Used Internet: Search 7.7 8 9.1 9.5 10.9 4,087 12.0 Directory Services 1.3 1.3 1.4 1.4 1.6 597 1.8 Games 1.7 1.7 2.1 2.3 2.6 1092 3.2 Gambling 0.2 0.2 0.2 0.2 0.2 87 0.3 Page 44 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011
  45. 45. Local Online Marketing Tips for South African Businesses By Pucka Marketing Solutions Dating 0.4 0.4 0.5 0.6 0.6 244 0.7 Social Networking — — — 4.2 6.3 2,730 8.0 E-mail 6.4 6.6 7.4 7.9 9.3 3,632 10.7 Instant Messaging 2.6 2.7 2.1 1.9 2.3 941 2.8 Chat (Excl Mail/Instant Mess) 2 2.2 2.4 2.6 3.2 1,349 4.0 Music Downloads 2.1 2.1 2.8 3.1 3.4 1,365 4.0 Download a Podcast 0.3 0.4 0.3 0.3 0.3 120 0.4 Shopping 0.9 0.8 1.2 1.2 1.1 346 1.0 Banking 3.1 3.2 3.6 3.8 3.8 1,386 4.1 Share Trading 0.5 0.6 0.7 0.7 0.6 201 0.6 Research/Obtaining info 6.9 7 7.3 7.3 8.3 3,158 9.3 Listen Radio on-line 0.8 0.8 0.9 0.9 0.8 282 0.8 Watch TV On-line 0.4 0.3 0.3 0.3 0.3 111 0.3 Read Magazine/newspaper 2 2 2.5 2.6 2.5 891 2.6 on-line Obtain Latest News 1.8 1.8 1.7 1.8 1.8 605 1.8 Page 45 of 45Badisheng Isaac Morena, Cell No: 0767859821, Follow us on Facebook & Twitter (@BadishengMorena) © 2011

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