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The Importance Of Marketing On The Web

This is a small guide on the importance of marketing on the Web.

This is what you be getting on this guide;

  1. The importance of getting your marketing right.
  2. A quick overview of ways to use social and digital marketing for business.

So let’s get started.

The Internet has changed everything

Stunned? You shouldn’t be. Telling you that the internet has changed things shouldn’t stun you.

However, if you are serious about business, what it means for your business will stun you.

Even if you understand the technical details of your business; gaining your customers’ attention and positioning your organization in the face of today’s rapidly evolving consumer is a different ball game entirely.

Everyone is talking about social and digital media because it has become a crucial component of marketing today.

Why? A new breed of customers is emerging and they are challenging marketers to be more intelligent and innovative.

Especially across Africa, business communication has never been more dynamic.

Marketing and distribution models are changing. The influence of consumers on brand is being amplified; the power of their conversations and information sharing is redefining the future of business.

The future of business is not going to change. it already has.

It is never too late to begin this business transforming journey as most startups are already exploring digital technology to turn typical African excuses and challenges into opportunities.

Michelle Atagana formerly of Memeburn and now Heads Communication and Public Affairs at Google South Africa affirmed that;

The rise of the web, mobile devices, and social media has changed the way companies think about their business and their services. The more we explore these disruptive technologies and the industries being disrupted, the more evident it is that businesses that do not use social media or mobile technology to lower barriers and improve efficiency won’t last very long.

In McKinsey’s November 2013 report themed ‘Lions go Digital; they had also beautifully captured the rising trend of startup and businesses leveraging technology to leapfrog existing bottlenecks across the continent.


Having a fantastic product or service in the marketplace used to be enough to steal a market share.

Not anymore. You not only need to have a great product, but you also need to get the word out and connect with the target audience.

In an article in TechCrunch by Matt Burns titled, “Making the Perfect phone is not enough.”

He asserted that any great product without the right kind of marketing will be lost in the cloud of a competitor’s awesome campaign.

These days, it is only a matter of time before all your unique selling proposition becomes commonplace, making all product offerings within an industry begin to look alike.

If you don’t believe it, check out the proposition from banks, telecoms, and other industries within the fast-moving consumer goods (FMCG) segment.

Even when you have a truly groundbreaking innovation, it won’t be long before a competitor shows up- then another, then another.

Until the market is flooded with similar products, making the market saturated, forcing price to fall.

Economists call this Commoditization

International barriers are collapsing making different products flood the market.

In light these, consumers are not only looking for the first or best product, but they also want more: a relationship something they are going to remember.

In a generation where the gist about your product or service offering is available in a few clicks, people are dumping great product for user experience.

The power of influencing a buying decision is no longer in the direct control of the marketer; your target audience has a firm grip on it.

The power to influence a brand has shifted.

Social media is creating a flat battlefield by reducing barriers of access to equipment and tools for small and medium-sized (SMEs) businesses.

They can now leverage digital tools to establish their online presence, generate awareness, compete favorably with big shot corporations and reap a huge profit.

What Then Is Digital Marketing?

Digital marketing is defined as the strategies, tools, and techniques used to promote a person, product, brand, business or cause by using digital technology, internet or social web.

Over time digital marketing has been referred with many terms; Online marketing, e-marketing, Internet marketing even Web marketing.

Digital marketing is not just a transaction counter, it is about using the web, mobile, and socially connected platforms and devices to build, nurture and sustain profitable business relationships.

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