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Intent or Interruption Marketing

Before you go wild on your marketing strategy it's really important to understand which arena you're playing in. Whether you are taking the intent-based marketing or interruption marketing approach. The obvious question would be, what is the difference? An example of Intent-Based marketing would be when you search for a "restaurant near me" on Google. This is when a customer is actively searching for your product or service. Interruption marketing is that TV ad, billboard or random sales call that catches you off-guard. However, social media marketing has slightly blurred the lines. By correctly using targeting, you can interrupt customers who sort of have the intent to buy what you might be selling. Ever been looking at a potential holiday destination and when you get on Facebook you find ads offering getaway packages? How does this all work?

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Think Context before Content – A Nando’s Example

What makes Nando's so relatable on social media? Apart from the fiery personality and tone they always have, the fact that they always speak to relevant topics is key to their success. Instead of bombarding us with unsolicited ads of how tasty their chicken is or latest specials, they always find a way to include themselves in hot and sometimes daring conversations. You might post a negative review and instead of getting the robotic "Dear valued customer, we have escalated your concern to.. blah blah blah" type responses, they might make light of the situation in a relatable and more person-to-person manner. Many brands fail to achieve this type of success online because they don't understand the power of context in the world of content.

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Race is not a unique selling proposition

Ever walked into a supermarket and bought something because of your race? Never, right? There's no narrative that gets under my skin more than the one to "Support black businesses". I know this may not be a popular view, but hear me out. Some say, well, the problem is access to market. But there's no market as accessible as the black market. Not the illegal black market but as in that of black people. Ko Kasi, you can just find a corner and start a business. No Permit. No certification. Some of the greatest tasting food spots are the ones with that touch of questionable hygiene. The conversation should be about how we can brand ourselves better. Create better systems. Bathu didn't sit and complain about how SportScene isn't stocking their black-owned sneakers, they branded themselves well and created their own distribution system. Business is not SASSA! Nobody owes you a damn thing. Your race is not a unique selling proposition. Customers buy value, not race!

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Why do you still use demographics?

Ever watched a dating show where they ask the single person what kind of individual they are looking to date. Generally, ladies would say things like; "I'm looking for a tall guy with short hair, dark and maybe has a beard too". A very general description. Almost the equivalent of companies saying they target males, aged 25 - 30 who use smartphones. You see the flaw with demographics is that they are not as specific as we've been accustomed to believe. Do you know how many different combinations of interests, behaviours and personalities there are in any given age range and location spec? Just like how the single lady might end up with a tall dark and handsome guy with a shitty personality and bad temper, companies advertising online based on demographics may be targeting the wrong people. Psychographics! You may not have heard of them but they are what you should focus on.

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The Perfect Content Strategy Checklist

Nevermind thinking outside the box, it's even more dangerous to think next to the box. Most people think to have some sort of online presence, even if it's mediocre, is enough. It may be true that you come from a traditional media background so being online is outside the box for you. However, if you are still applying the same principles of traditional media with your digital strategy then you are thinking outside the box but you're still standing next to it. Many brands assume that their content strategy has to match the product. For example, if you're a Gym you may feel inclined to post content showing workout tips. Guess what your competitor is doing, the exact same thing. People watch the weirdest things online. They would much rather see you post videos of yourself reacting to guys who've missed leg day.

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