to hold rallies , SMEs can then carry out their activities as well as there will be allowance to reach many people with ease .
Saturation in Digital Activities
As an experiential marketer , there was significant temptation through this pandemic to switch from specializing in on-ground activities to digital marketing . Suddenly , the realisation that you can find your customer on digital platforms came to the fore for many SMEs . Following an evaluation of what digital marketing entails , I have a deep respect for digital marketing professionals .
Over time , consumers have been inundated on digital platforms - whether it is numerous Zoom talks or discussion , product awareness drives , multiple adverts across social media platforms , push from influencers , mobile platforms setting up shops and more .
Personally , I am overwhelmed by the information overload , invasion of privacy and sometimes all the generic digital marketing I am exposed to borders on mental abuse . At least , this has been my experience , while for others , there has been appreciation for all the different digital marketing campaigns taking place .
This does not mean that SMEs should stop digital marketing . There is still great opportunity in digital marketing , as long as the customer mindset takes centre stage . In 2021 , digital marketers are tasked with offering solutions to problems that customers are facing , rather than pushing for sales or just creating awareness . It is now the time to pivot your messaging towards your customer . It is now the time to pivot your messaging towards your customer . No , this is not a typo , just driving the point forward . Realize that your customer is changing .
Spend time observing and listening to the customer and avoid making boardroom assumptions on their actual needs . Being a part of the customer journey will cement a long-term relationship .
The Second Tsunami
The aftershock are the upcoming political rallies and events , and this will be followed by a second tsunami which is other national activities leading up to election . As an SME , I predict that half the year will be spent on recovering as much as possible from the challenges of 2020 , and the rest of the year spent on preparing for more turbulence .
There is something that you have done right , in order to survive to this point .
Now is the time for you to evaluate what you did to survive , how you kept your business afloat and what the chances of surviving another uncontrollable situation are . Cushion your business and take the time now to become much more efficient with your resources . Where there are opportunities for growth , make the most of them .
Keep in mind that you must carry out marketing activities , especially now that customers have access to so much information . The key is to be much more strategic in your actions . It is not always about getting your sales right now . Maintaining contact and meeting customer needs in other ways can help to build loyalty .
When working with an agency , before giving them a brief , have a strategic meeting and get insight on the best way to achieve your desired result . Be open to trying something new and unconventional and always pivot towards the customer .
Valerie Ambetsa Siganga is the Growth Strategist at Pink Africa Marketing , a Marketing Agency that helps businesses grow . You can commune with her via email at : Valerie @ pinkafricamarketing . com