‘social media’

Two persons were arrested and jailed four years each for inciting the recent UK riots which have left several buildings and vehicles damaged as well as numerous people dead. They apparently used the Social Media giant, Facebook to create posts for stirring an uprising in London about the killing of a young man by police.

It would be easy to condemn them and applaud the authorities for taking swift action, but even though they have certainly been guilty of creating chaos and causing large scale disruption and injuries because of their Facebook posts, the usage of Blackberry phones and Twitter to distribute false messages and thereby creating complete panic throughout the UK, must also be taken seriously.

Governments Want Control Over Social Media

Perhaps even more disturbing than the usage of Twitter, Facebook, and Blackberry as social media tools to create such uproar is the reaction by governments. The British Prime Minister David Cameron told the UK parliament that they may need to consider means for stopping the usage of social media tools by suspected perpetrators of violence and crime. Not only the UK government, but also the countries in the Middle East want more control over the usage of social media networks and tools.

The UAE and Saudi Arabia have expressed concern about the power of social media and from October 2011, some tools available in Blackberry will be on the ban list in the UAE. The sending of messages and accessing the Internet with Blackberry will for instance be banned in the UAE.

What Makes Blackberry So Powerful As Social Media Tool?

Unlike Facebook and Twitter where messages can be public, the PIN associated with Blackberry ensures that messages stay private through encryption. This means that Big Brother cannot access private conversations amongst BBM users.

With Blackberry being cheaper than smart phones such as Android based handsets, more than 36% of the UK youth has Blackberry and thus access to completely private means of communication. It should not be a problem, but with Egypt brought to its knees through the usage of social media to stir protest action against the government, China already on the receiving end of the power of Facebook, and the Middle East fearful of losing control, one can appreciate the disruptive power of Blackberry. Governments want to have access to messages which can be used to stir the crowds into action, but with the encrypted Blackberry messages they can only speculate. There is no audit trail to follow unless the government authorities can get the PINs, but such would only be possible by court order.

Twitter, Facebook & Blackberry Become Social Media Scapegoats

To make Blackberry, Twitter, and Facebook the culprits is wrong. Although the social media tools encourage communication and are potentially dangerous weapons in the hands of terrorists, the applications have also been used to create awareness of legitimate causes. Although the Internet is filled with child pornography and has opened a whole new world of crime, it is also an essential tool for communication and information retrieval. The same applies for telephones. If one is to use telephones to create a stir, the governments will not be able to ban all phone calls. The postage system cannot be shut down if a terrorist organisation uses it to distribute letters calling for the overthrow of a government. In the same sense then, the social media network tools cannot be blamed or banned, and nor should the governments invade the privacy of the users.

Governments Use Social Media Such As Flickr

The UK government used Flickr to post photos of the people participating and stirring the London riots and did not consider privacy issues when they did so. One has to dig deeper. Governments are concerned with the power that social media gives to users. Instead of the governments being in control of the media and usage thereof to create the desired image and control over the masses, the people have realised that they have the power of communication. With such then, governments become more accountable to their citizens and it must be a scary thought.

Legitimate Concern Of Governments Regarding Power Of Blackberry, Facebook & Twitter

At the other end of the spectrum one must appreciate the concern regarding such tools and how easily Twitter became a tool for sending false messages and thus creating panic. Some form of control may be needed, but it does make a person uneasy to think that someone is viewing your messages and if they don’t like how you express yourself, you may land up in jail.

Facebook Exerts Control Over Some Sites

Facebook blocked a site earlier this year and came out to say that it was done by error. Some journalists and users don’t believe it since the site was blocked, unblocked upon investigation by a journalist and then blocked immediately after. Every user who tried to access the site received the same message of site blocked. In addition, all links to the site and any articles about the incident were also blocked. The site was about the June strike and promoted a peaceful action, but some speculate that Facebook was not too happy about such and thus not impartial. When it was used in the toppling of the Egyptian government, management was quite happy with the role of Facebook, but closer to home and their attitude may have changed. Users have expressed concern with the partiality displayed by the social media giant.

Is Social Media Too Powerful?

It begs the question of whether social media tools have become powerful communication tools or instruments of potential war. Another question raised by the London riots is whether Blackberry should open up its messages for investigation to ensure protection for governments and citizens. It does seem reasonable, but who determines the potential danger to the stability of a country? In some Middle Eastern countries even mentioning concern with fuel price hikes can land one in deep water and as such encrypted Blackberry messages protect freedom of speech.

If governments, such as the UK government, are allowed more control over social media such as Twitter, Facebook and Blackberry, the very next step may be government manipulation of emails, the Internet and then also landlines, wireless networks and not too long, and the whole world succumbs to dictatorship while the freedom of speech principle takes a backseat.

It is the digital age and any business without a solid online presence has to work harder, invest more and wait longer to expand their market share and increase profits. A business needs a website and online marketing campaign to effectively compete with the millions of other businesses in the world. It is possible to simply make use of secondary sites for online promotion such as directories, social media such as Facebook, forums, auction sites, online shopping facilities and blogs to attract the attention of possible customers, but to truly benefit from an online presence a business needs a an online site and a well planned marketing campaign. A few more reasons are provided below as answer to the often asked question of “Why does a business need a website and online marketing campaign?”

Information To Help With Decision Making

Consumers require information to make decisions as to whether or not to make use of a company’s services or to buy a product. A business can hardly be open 24/7, but with a website they can. The website offers the opportunity to give enough information about the company, products, and services, ensure that questions are answered and that the client can get in contact with a representative. The information can be displayed in a visually attractive format and trust can be built through regular online communication.

Convenience For The Consumer

If you are looking for a more convincing answer on the question of “Why does a business need a website and online marketing campaign?” consider the convenience offered. Mr. X doesn’t want to get in his car and drive 10 km, fight traffic, struggle to get a parking spot, wait in line to be served and then have to decide whether or not to buy product A or B under pressure. He loves sitting at home or office and browsing the Net. Email communication is more his style and if he really wants, he can simply call the customer service line. He can make a decision in his own time, place the order and make payment without ever having to go the through the process described earlier.

Mrs Y loves shopping, but uses the website to get more information about the product. She wants to feel the fabric that she will buy and as such uses the website as her first point of decision making. There are many more scenarios that can be described, but the bottom line is that it offers a convenient facility for the consumer. The choice of interaction lies with the consumer, but information, pictures, and feedback opportunities are available 24/7.

Additional Outlet

Having an online presence can be seen as having an additional outlet. It serves as an entry point to your business. Instead of having to be at every exhibition or having to open offices in every possible town, you can have one website and reach consumers around the world. It is thus also a cost effective way of expanding your reach.

Additional Customer Communication

The customer gets another means of communicating with your company through online application forms, ordering facilities, feedback forms, email, chat facilities, forums and blog comments. It becomes a two way street of communication and thus an essential tool for building trust and improving customer relations.

Creates Credibility

While exhibiting at an event or discussing options with a client you may find that the client wants more information. The clients and potential clients often request the website address. If you send an email to a client from a free email address not connected to a valid domain, your correspondence will more than likely be met with some scepticism, but a valid domain and domain based email will build trust with the potential client.

Why Does A Business Need An Online Marketing Campaign?

The second part of the question “Why does a business need a website an online marketing campaign?” has not yet been answered. The online marketing campaign is what ensures visibility. Just as offline marketing is essential to create brand awareness and to let the customers know where your business is and what you offer, you need a solid online marketing campaign to ensure that your website can be found amongst the millions of other online businesses.

Many small business owners create websites and simply think that should do the trick. A few months down the line someone may ask how the website works for them and they will say that it is not worth their while. The reason is straightforward enough – their site doesn’t get enough targeted traffic. It is one thing to optimize the site for search engine placement, but another to ensure that all links stay in working order, a solid rank is obtained and that users will find the site when searching.

An effective online marketing campaign should include a complete mix of marketing techniques. It is essential to establish the goals of online marketing, the budget, expected return on investment, target audience, and general purpose of the website before investing in Internet marketing.

With the digital business world being rather competitive, the website owner cannot afford to use a fly by night approach. It takes time to develop a strong online presence and with the online world changing rapidly attention should be given to the whole package including:

• Website design for easy navigation, readability, information value, and convenience.
• Branding through the website, banners, affiliate marketing, pay per click advertising, social media such as Facebook and Twitter, blogs and search engine visibility.
• Developing good ranking for particular keywords and ensuring relevance.
• Link building for higher ranking.
• Creating sticky content to ensure that the visitor stays longer and finds the site useful.
• Improving user experience through feedback forms, avatars, video content, and information.
• Improving visibility through YouTube channels and Facebook.
• Ensuring accuracy of information and professional display of information.
• Adding social media buttons such as Google +1, Facebook and Twitter.
• Creating a strong AdWords campaign and landing pages for higher sales turnover.
• Building relationships through newsletters.
• Using press releases to announce important business product launches.
• Market analysis and website traffic monitoring with tools such as Google Analytics.

The above elements are only a few of the important aspects of an online marketing campaign that can help to ensure a solid return on marketing spending and thus the growth of the business. In an age where millions of businesses have already shifted their focus to the online market, the question of why does a business need a website and online marketing campaign is almost too obvious. If you have not yet join the ranks of the online business world then do so now by getting immediate professional assistance through iLead Online for optimal success. Contact us for assistance today.

Integrated Technical Services known, as ITS Africa, is a well-known industrial and commercial cleaning equipment supplier in South Africa with a large customer base. The company is also a distributor of the famous Kärcher products.

The ITS client base includes the likes of large mining companies and projects such as the Gautrain cleaning contract. The company operates in an extremely competitive environment also when it comes to carwash and carpet cleaning equipment. Competition on high level also means that competitors invest a lot in marketing, especially online marketing. This in turn leads to extreme keyword and ranking competition. Getting to the first five search result ranks for one of the main keywords is a rather impressive feat and more so to stay at the position or to improve the position.

ITS Africa, as an award-winning cleaning equipment supplier and service provider to large enterprises in South Africa, recognises the importance of a flexible, yet, well planned online marketing strategy. With that in mind the company under leadership has partnered with iLead Online to ensure that it can gain and keep a competitive edge in the online environment. The company recently received the South Africa Distributor of the Year Award from two major suppliers. It is an impressive accomplishment indeed. Part of their distributor success has to do with their marketing and customer relationship building strategies. Both strategies include a solid online presence and user-friendly websites packed with information on the various products and brands.

Online Marketing Strategy And Performance

ITS makes use of Pay Per Click Advertising in addition to affiliate marketing, link building, search engine optimisation and content generation services offered by iLead. Their service package thus consists of a complete marketing mix ensuring that they gain maximum online exposure and visitor traffic to their website. In addition to the above the following areas are also exploited in terms of online marketing:

• Interactive blog allowing for short posts about specific services offered by the company.
• Website banner ads at strategic places.
• Newsfeed on the main page allowing for constant news updates on the latest developments.
• Facebook advertising and business profile development.
• YouTube Channel for video marketing and building of links.
• Opt-in Mailing List for news & specials.
• Newsletter to build credibility and keep clients informed

Links Increase

The ITS Africa website had 135 incoming links in June 2010. Within only a few months iLead succeeded in building an additional 126 links bringing the total incoming links to 261 for February 2011. Ranking is directly influenced by the number of value added and relevant links and as such the incoming links have helped to improve search engine ranking.

Organic Search Results

The website is performing well on the organic search results for most of their main keywords, considering how competitive the market is in terms of their specific keywords. Co-owner of ITS Africa, Wayne Mulder, commented that although the website is not within the first three search results for some of the important keywords that it is on its way there and since search engine marketing is a long term and gradual process, it is worth the investment. Being on the first page is absolutely essential if one hopes to get a major chunk of the visitor traffic, and lying within the first five definitely helps. The goal is to get to position two or three in the near future.

Pay Per Click Advertising

While the website is still climbing the ranks in terms of some main keywords, it is doing exceptionally well on the PPC front with tremendous click through conversions. The combination of organic search with a PPC campaign strategy managed by iLead is delivering the desired visitor and conversion results. Out of 10411 clicks in February 2011 there were 1061 visits. When interviewed about his website success, Wayne answered that PPC is a more controllable tool which is definitely a must have for immediate results. Pay per click offers the benefit of a user already being in the market for the specific product or service and not only browsing for information. With this then, PPC is used to compliment the traffic drive to their website.

Leads

According to Wayne iLead has helped to ensure a constant flow of incoming leads. Not all result in sales, but are still important for brand building and customer mailing list development. Every relevant lead is important and with a definite increase in leads experienced, the company is 100% satisfied with the iLead strategies and professional lead building techniques.

Report Back & Future Trends

With the marketing mix strategy that iLead follows, the client can expect a solid return on investment into online marketing. Additional channels which are still to be exploited fully include that of viral marketing, YouTube, and social media brand development, all planned for the future.

Client Perspective Of iLead

The company provides excellent service and staff is available 24/7 to assist with any queries. One can trust in the professionalism of iLead. Even though iLead has other clients in the same industry, the company gives 100% to each client and upholds the integrity of the relationship. ITS Africa experiences the search engine marketing relationship as one based on trust. iLead is committed to client service and the building of long term relationships. It is this commitment that ensures complete dedication by the search engine specialists and staff. It is a reliable company that delivers on its promises to clients.

In Summary

ITS Africa is one of the leading commercial and industrial cleaning companies in South Africa. The company makes extensive use of online marketing to expand its markets and to ensure brand awareness. iLead works in close relationship with ITS to extend the reach of the company by ensuring well planned search engine optimisation, a flexible approach to Internet marketing, and transparency in its marketing approach. With this approach followed and a professional relationship with the client, iLead continues to develop strategies for optimal visibility, online branding, and the ultimate return on investment for ITS Africa. Contact us to develop an online marketing strategy that will suit your particular advertising needs.

Online advertising when compared to offline advertising holds several benefits, some of which are briefly discussed below.

Before the Internet became the main vehicle of advertising, only the larger companies could reach target audiences nationally and internationally through television, radio, and magazine advertisements. Magazine advertisements were simply too expensive for the small business owners and as such only the larger companies could afford to place full page adverts. Fortunately the Internet changed the scene dramatically, making it possible for everyone to advertise and sell to a wider audience beyond national borders. Yet, many business owners fail to realize the full potential of online advertising.

Online Advertising is More Affordable

As mentioned earlier, Internet based advertising is more affordable than printed advertising. When one for instance, prints 10 000 flyers which are then distributed by means of mail or hand-outs, the costs, time and limited return on investment simply outweigh the coverage benefits. With only about 1-2% of the receivers responding to flyers, it becomes a burden rather than a marketing tool. When one places a full page ad in a newspaper, the costs can vary between R5000 and R30 000. The limited coverage together with the rather hefty price tag in addition to a short lifespan, make it less desirable than online advertising. With Internet based advertising you thus pay far less for a wider coverage, more targeted audience, and an ad with a longer lifespan.

Tracking of Success

With online advertising the success of each ad or promotion can be tracked. With highly sophisticated analytical programs available, visitor statistics can be used to adapt the marketing strategy. It isn’t necessary to wait for reports as hourly, daily, weekly, and monthly reports can be generated with the click of a button. Online stats make it possible to immediately identify ads or pages which don’t perform as should. Unfortunately with offline advertising, such reports may only become available after a few days, weeks or months.

Immediate Advertising

With Internet advertising you have the benefit of being able to create an ad and have it published almost immediately. Changes to the ad can be made and the ad updated on a regular basis without having to invest a lot of time or money to do so. With offline or printed advertising the publishing of the ad is often delayed and with a magazine ad you may have to book space two or three months ahead of time. The ad may not even be relevant anymore by the time it is displayed. Making changes to an ad can be rather expensive and may not be reflected immediately. If you want to attract attention to a special there is no better means than the Internet.

Wider Choice

When making use of the Internet as marketing vehicle you are not limited by choice. You can select a banner ad, sponsored or pay per click advertising, article marketing, email newsletters, online press releases or a graphical display at a website. In addition you can make a video and have it run at YouTube or simply utilize the power of Social Media by creating a Facebook marketing campaign. As such you have multiple advertising vehicles which can run at the same time at a fraction of the cost associated with printed media advertising.

Quick Response Time

Add quick customer responses to the already long list of online marketing and promotion benefits. Instead of the customer having to wait until the magazine or newspaper ad is published, then having to mail or call for assistance, you can now have the customer complete a simple online form and have a consultant contact the customer within 24 hours. In many instances, you can even have online ordering forms, payment and feedback forms which allow for immediate responses ensuring optimal return on your online advertising spending.

More Accessible

With Internet advertising the customer has 24 hours access to the adverts or sales messages. This means that whether the customer responds at two o’clock in the morning or three in the afternoon that processing can take place by means of automated systems. This ensures longer operation hours, more exposure, and also more convenience for the customer.

Increases Creativity

With online marketing methods available, the scope of creativity is broadened. Whether you want to place a classified ad, static graphical ad or want to create marketing videos to run in conjunction with articles or animated presentations, you will not be limited because of the lack of tools. It is now possible to incorporate avatars for improved interactivity and a more personal touch. Interactive polls, forums, blogs, and tweeting can be used to spread the message to your target audience.

Longer Lifespan

When you place an ad in a newspaper it has a lifespan of 24 hours. With a magazine the lifespan can be a week to a year, but with online advertising, the lifespan can be from one day to several years depending on the type of vehicle used. An article placed at an article directory can run for several years and thus bring incoming links for an extended period. The same holds true for an article posted at your website. The traffic is not generated once off. The return on investment is thus better than with offline or printed media advertising.

Easily Adapt To Changing Habits

A few years ago, people hardly read online. Nowadays, people purchase e-books and spend hours reading online. As such more time is spent retrieving information, socialising, and reading online than before. The present trends suggest that more and more people will in future make use of the Internet as their main source of information and shopping vehicle. Not addressing the growing market through online advertising will thus mean limiting your scope and the growth potential of your business.

Now is the time to act. There will always be a place for printed advertising, but the main vehicle for marketing and promotion will be the Internet. Contact us to help you make the most of online advertising.