The festive season is very near, for some people it has already started and the excitement is as expected high. For many business owners, okay wait, for all business owners this is great as they know it’s that to cash in as much as possible. The retail industry is already advertising Christmas specials and everybody is chanting “Sale, Save!”
It is a time we can now all run specials and use the excitement of the consumer. That is not a problem but as a digital marketing implementing company, have you prepared your marketing and advertising for 2017? Have you kept yourself up to date with the emerging trends and improvements on what is working now for next year?
I am not trying to burst anyone’s bubble but if we’re being realistic, for many business to customer companies, January (janu”worry”) and February (February “worry”) are bad months for sales unless you have back to school specials. So what can you do to keep up the sales and continuously grow your brand and business? The answer is visual content marketing, not just text but pictures (photos, graphic design & memes) and especially video content.
Instagram, Snapchat and YouTube are existing prove for a lot of forward thinking brands. The attention graph towards great pictures and videos is rapidly increasing hence we have Instagram stories now. These platforms present an opportunity to tell your story and stay trending online, not to mention that especially YouTube are great for your organic search engine optimization, so filmmakers, this must be great news for you. Now I know you’re asking yourself what kind of videos or pictures should you use to remain relevant and grabbing your audience’s attention, so I have decided to briefly talk about what you need and how to go about making compelling videos and using attention grabbing pictures in this piece.
Gary Vaynerchuck says “don’t create, document!” The first time I heard this I was shell shocked at how great this sounded or looked in my head. So to just speak more on what I understand from what he says. Here’s a scenario:
You are a mechanic and just fixed a car problem for a client that seemed really stressed bringing in the car, now you are done with the car and it’s as good as new upon calling the client to come for the car, you can use your smartphone and capture the moment where the client is happy and approves that you’ve done a great job.
You can use that video as a testimonial, all the client had to do is collect the car. You can upload this video on social media; be it Facebook, Twitter, Snapchat, Instagram stories and YouTube or one of your social media pages. This will serve also as a persuasive advert because of it’s authenticity.
But too much advertising does get annoying eventually so, you can get your clients to upload pictures and videos using your company #hashtag and mentioning company name, so this will make your business not only trend on social media but also increase your organic ranking on search engines.
This is one of the many ways to use visual content that will trend in 2017, not just for mechanics. So if this is something you would like to do, by all means do it and good luck!
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Source Beauty is pushing the boundaries of Egyptian e-commerce
Egyptian e-commerce: the county’s digital drive has not yet gotten to the growth typically seen in European countries and North America. However, as businesses have started shifting online, customers are now following suit, resulting in the gradual development of the digital eco-system.
Innovation, such as digital marketing, is reinventing the consumers’ path to purchase. The Egyptian e-commerce market is expected to grow at a rate of 33% annually to approximately $3bn by 2022, according to Oxford Business Group.
Source Beauty and disruption
The increase in e-commerce comes from rising internet penetration rates, driven by connected and digitally savvy millennials. Several platforms, both locally and internationally, such as the direct-to-consumer beauty platform Source Beauty, have disrupted the beauty industry in the region to drive their growth by truly connecting with their customers.
By being aware of the changing consumer behaviour trends in the e-commerce landscape, service providers like Source Beauty are continually fostering customer engagement with a community they have created. The customer service team, along with the editorial and marketing teams, respond to each comment and direct message, making customers feel listened to.
Lydia Schoonderbeek, the founder and CEO of Source Beauty, said:
“Egypt has traditionally been a price-driven market. After devaluation and high inflation rates, people have become much more price sensitive. People are consuming less and are shifting away from imported products due to price, accessibility and inconsistency in supply. As a result, they’re looking for local alternatives.”
In line with its digital transformation and financial inclusion agenda, the Egyptian government has set in place directives to raise the limit for electronic payments for individuals via mobile phones to EGP30,000 (USD1,905) per day, and EGP100,000 (USD6,350) per month, since March 2020. Traditionally, 70% of online purchases were cash on delivery, which has proven to be a major challenge to e-commerce growth throughout the region. This preference has changed to credit card payments, increasing to 30% from 16% due to the spread of Covid-19, but it remains to be seen whether purchasing behaviors will be affected in the long term.
The CEO of Source Beauty further added that, the company had seen substantial growth thanks to the COVID-19 global pandemic, with existing and new customers wanting to limit in-person beauty services and adhering to social distancing and mask-wearing requirements. Beauty customers, she says were changing spending habits, moving towards products that allow them to recreate the salon experience in their homes and protect them from the potential impact of an increasingly digital lifestyle. Finally, she believes they have seen customers prioritising skincare and haircare purchases over makeup.
The question is, ‘Is anyone in Egypt going to buy beauty products online?’. Who thought people would buy books on the internet from a website called Amazon! Well, the answer seems to be YES. Consumer spending in Egypt on non-essential goods has reached EGP 3.90bn in 2020 and is set to reach 8.81bn in 2021, according to FitchSolution’s 2021 Report.
According to the Egyptian e-commerce beauty company, Source Beauty, it believes that the world is in an era where consumers are looking to associate with brands and not products, to make their beauty purchasing decisions and this is where homegrown brands like theirs will doubtlessly lead to economic growth in Egypt.
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