3 Ways in Which Digital Marketing in South Africa Differs from the Rest of the World
Digital marketing in South Africa follows international best practices to attract leads and boost brand recognition. These practices include content marketing, search engine optimisation, social media, and Google ads.
But here's the thing – in South Africa, our digital marketing scene has a few quirks that give local businesses some unique opportunities to improve their results. In this article, we’ll be spilling the beans on three differences that, if leveraged correctly, can help businesses attract more leads.
1. For many South African businesses, there is less competition digitally
In South Africa, we tend to be a bit behind on the latest tech trends compared to first world countries. To illustrate, it took us seven years to catch up to mobile subscription packages after they were introduced in the US in 1993.
Whether it's due to limited funds for investing in new technologies or a cautious approach to taking risks, South Africans typically take 5 to 7 years to fully embrace trends that are already popular internationally. Interestingly, this time lag presents a unique advantage for local businesses. They can observe successful digital strategies from other countries, especially in the online realm, and be among the first to implement these approaches locally.
When it comes to specific industries, some are better positioned to take the lead by making use of the latest international digital marketing trends. Here is a list of industries ranked from easiest to hardest to implement.
- Industrial markets: positioned as the most adaptable, they can readily embrace digital marketing strategies to stay ahead.
- Manufacturers: similar to industrial markets, manufacturers can effectively implement digital marketing techniques.
- Some professional services: this category, including landscapers, general contractors, builders, and construction companies, can strategically use digital platforms for enhanced visibility.
- Beauty and fitness services: this industry can leverage digital marketing to tap into trends and establish a robust online presence.
- Food and drink: with the rise of online food delivery and shifting consumer behaviours, this sector can capitalise on digital marketing for increased engagement.
- Home goods: despite facing some challenges, home goods businesses can strategically employ digital marketing to reach and resonate with their audience.
- Legal services: while navigating a more complex landscape, legal services can effectively use digital channels to enhance client outreach and communication.
- Other professional services: this includes professions like plumbers, electricians, and door installations, which may encounter more hurdles but still have the potential to benefit from digital marketing strategies.
2. Digital marketing in South Africa is more affordable
The level of competition in an industry significantly influences the investment required for effective digital marketing. In some of the industries mentioned earlier, a comprehensive digital marketing package through an agency can range from R 15,000 to R 30,000 per month.
Now, let's put this into perspective by looking at the US market, where a small SEO package might set you back anywhere from $2500 to $10,000 per month.
It's essential to consider that certain industries in South Africa were early adopters of digital marketing due to the favourable return on investment they experienced. Consequently, when compared to their counterparts in other sectors, these industries must allocate a higher budget for digital marketing to maintain their effectiveness.
Here's a glimpse of some of these industries (in no particular order):
- Financial Services: Encompassing medical aid, insurance, debt collection, and more.
- Real Estate
- Pharmaceuticals
- Gambling
- Travel & Tourism
- Gifts and Baskets
- Jewellery
- Computers & Electronics
- Used Car Sales
For businesses in these sectors, staying competitive in the digital landscape may require a more substantial investment compared to industries with less fierce competition.
3. Less risk and more reward when applying digital marketing strategies in SA
Considering the 5-year lag in South Africa, we have a unique advantage to observe the outcomes of new trends in the US before jumping onto a specific bandwagon.
Take Snapchat, for instance. Launched in 2011, it gained traction in 2017 and 2018, sparking discussions on how businesses should leverage it. Back then, we advised clients against investing time and money in it, citing limited audience availability. Fast forward a few years, and Snapchat has become the somewhat neglected app people occasionally use for amusing filters on their selfies. selfies.
On the flip side, videos have consistently expanded their reach. For example, statistics show that consumers spend one hundred minutes per day watching video content.
Granted, creating video content can be more expensive, even if done with a GoPro and a semi-professional microphone. However, if local businesses allocate the capital to consistently produce and optimise video content, they can easily dominate the first page of Google. This includes a paid ad, a local business listing, a video snippet from YouTube, and an organic result.
Final Thoughts
During challenging periods for a business, marketing budgets are frequently the initial casualty. This is particularly true for digital marketing budgets, given the absence of tangible deliverables, such as billboards or pamphlets, which are easy to comprehend.
However, considering the affordability (in relative terms) and the trackable nature of digital marketing, local businesses must not overlook the chance to initiate growth strategies. Doing so ensures that their business not only survives the current challenges but thrives and remains vibrant in the next five years.
