Digital Marketing for<br />Small Business in ZA<br />by<br />Gavin Dudley<br />Marketing Projects Manager<br />
What we do…<br />SME<br />Digital marketing for small business in South Africa<br />Marketing strategy<br />Project rollou...
Why small business marketing?<br />What’s the greatest good you can do in SA?<br />Economic self sufficiency, sustainabili...
4-year fatality curse
80% of SA workforce employed by startups
SA’s entrepreneurship ranking: 30th out of 42</li></li></ul><li>Our mission<br />Survival tactics for SMEs<br /><ul><li>Ge...
Overcome owner’s (business) limitations</li></ul>Meet SMEs at the 4 Year Crisis Crossroads<br />Become SME’s outsource par...
Marketing can do that?<br />Marketing gives DEEP insight into the business<br /><ul><li>Products, pricing, company positio...
Broader business environment, competitors, constraints </li></ul>Save the survivors!<br /><ul><li>They’ve got proven, viab...
They’ve got proven market demand </li></ul>    for their product or service<br />
The marketing effect<br />Help is at hand but…<br /><ul><li> 72% turn to their accountant, 53% to the bank
Only 33% use outside consultants  </li></ul>Marketing strategy breaks the 4 year SME curse<br /><ul><li>Reach more custome...
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Index Media - Digital marketing for small business

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About Index Media, how we work and why you'd rather be working with us.

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Index Media - Digital marketing for small business

  1. 1. Digital Marketing for<br />Small Business in ZA<br />by<br />Gavin Dudley<br />Marketing Projects Manager<br />
  2. 2. What we do…<br />SME<br />Digital marketing for small business in South Africa<br />Marketing strategy<br />Project rollout and management<br />Provide hands-on capacity for fulfilment<br />
  3. 3. Why small business marketing?<br />What’s the greatest good you can do in SA?<br />Economic self sufficiency, sustainability for ordinary people<br />The Entrepreneurial Fantasy vs. The Reality<br /><ul><li>70% SME failure rate
  4. 4. 4-year fatality curse
  5. 5. 80% of SA workforce employed by startups
  6. 6. SA’s entrepreneurship ranking: 30th out of 42</li></li></ul><li>Our mission<br />Survival tactics for SMEs<br /><ul><li>Get from subsistence to scale/stability
  7. 7. Overcome owner’s (business) limitations</li></ul>Meet SMEs at the 4 Year Crisis Crossroads<br />Become SME’s outsource partner<br />OUR MISSION IS TO LIFT EACH SMALL BUSINESS CLIENT TO THE NEXT LEVEL<br />
  8. 8. Marketing can do that?<br />Marketing gives DEEP insight into the business<br /><ul><li>Products, pricing, company positioning
  9. 9. Broader business environment, competitors, constraints </li></ul>Save the survivors!<br /><ul><li>They’ve got proven, viable business
  10. 10. They’ve got proven market demand </li></ul> for their product or service<br />
  11. 11. The marketing effect<br />Help is at hand but…<br /><ul><li> 72% turn to their accountant, 53% to the bank
  12. 12. Only 33% use outside consultants </li></ul>Marketing strategy breaks the 4 year SME curse<br /><ul><li>Reach more customers, improve products
  13. 13. Business efficiencies, increased margins
  14. 14. Only 12% pay attention to competitors</li></li></ul><li>How we work<br />$<br />Know your client<br />First listen. Really listen. <br />Add broader business context<br />Set ambitious, realistic goals<br />The Marketing Project Plan<br />Apply full, detailed marketing strategy and theory<br />Choose digital platform/s for delivery<br />Action plan, deliverables, timeline<br />
  15. 15. Our digital services<br />Email newsletters<br />Still the cheapest way to retain old customers ... and reach new ones.<br />Social media marketing<br />Facebook? MXit? Twitter? Blogging? How to use it for business.<br />Market research<br />Know your customers, competitors and trends in your marketplace.<br />Website development<br />How to make your web site work hard for your business.<br />Mobile phone marketing<br />Everyone has a cell phone, right? <br />Customer surveys<br />Find out what your customers really need from you<br />ZA Internet users…<br /><ul><li>74% use social networks
  16. 16. 82% of them use Facebook
  17. 17. 1.4 million ZA Facebook users
  18. 18. 35% do it from their phones
  19. 19. 33 is ave. age of ZA Fb user
  20. 20. 600,000 LinkedIn users, incl.
  21. 21. 94,000 managers
  22. 22. 75,000 business owners
  23. 23. 50,000 directors</li></li></ul><li>How we work… in brief<br />Study client’s business environment<br />Set some near term goals<br />(6 months – 1yr)<br />Develop marketing strategy<br />Choose best digital marketing platform<br />Plan, rollout, manage the project<br />Measure the business success<br />
  24. 24. We’re not selling you stuff!<br />We’re listening to you.<br />We’re working at your level.<br />We get our hands dirty.<br />We’re fully accountable, 100%.<br />We’re real people<br />Gavin Dudley - 15 years in marketing & Internet development.<br />Jacqi Brown - 10 years in HR, recruitment & project management<br />The Trusteds Team… 10 contractors who consistently overdeliver!<br />Why you want to work with us<br />
  25. 25. MARKETING MATERIAL: Web development and newsletter, Inclusive Education Western Cape<br />Some Index Media projects<br />RESEARCH: Audit of online directory services, Telkom SA<br />RESEARCH: Ecommerce & Social networking in Africa, WorldWideWorx<br />MARKETING: Small Business Owners newsletter, Microsoft SA<br />MARKETING STRATEGY: Truly Fantastic custom furniture makers<br />MARKETING MATERIAL:<br />Technology platforms for rural development, Hewlett Packard<br />RESEARCH: Open Source Technology in Africa, Soros Foundation <br />RESEARCH: Computer installations in Southern Africa, DFID<br />
  26. 26. Thank you.<br />Gavin Dudley<br />Marketing projects manager<br />gavin@indexmedia.co.za<br />0833268587<br />gavin_dudley<br />Research sources:<br /><ul><li>GEM Report 2010
  27. 27. MWeb / TNS Market Friendship 2.0 survey
  28. 28. WorldWideWorx, SME Survey 2007
  29. 29. SBP, Small Businesses Development in South Africa, 2009
  30. 30. CheckFacebook.com</li>

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