Why less is usually more in Digital

daniel-gross-admarula-august2022

Why less is usually more in Digital I often tell clients/marketers/start-ups: “Rather do a few channels well than all of them poorly”. While this statement applies to all areas of life, it is particularly relevant to internet marketing. Of course, if you have an unlimited budget and time, then definitely go ahead and design a new site, set up a pay-per-click (PPC) campaign, search engine optimization (SEO) campaign, content campaign, and blast everything on social media. However, most companies have a finite amount of money and time. Therefore, it is better to grow your marketing plan by starting small and adding on elements. Start with a website and then add-on core social media accounts your users actively use. Then, build your content up and begin to rank higher on search engine results pages. Once you have nailed search, expand to PPC and Affiliate Marketing. Finally, once you have mastered all of this, expand to newsletters, podcasts and videos. If you have a small marketing team, spreading resources thinly across several channels will unlikely yield the results you are looking for and will leave your team feeling frustrated and demotivated. From the user experience point of view, the less-is-more approach is also becoming more and more appealing as users are inundated with messages, ads, videos and emails. Marketers have been going full steam ahead, pressured by C-suite, high customer expectations, and the daunting selection of new innovations and tech tools, to adopt and master more channels in order to reach more customers and to create a more sophisticated multi-channel explosion. Yet research shows that we are seeing a shift towards the compact and minimal in everything from lifestyle to home building. It’s the backlash from too much screen time, always being plugged in, and the personal device addiction. As a result, more people are unplugging, embracing minimalism, and decluttering their life. LESS OVERWHELMING IS IN. So, if your customers are simplifying and downsizing their lives, your marketing messaging will more likely come off as appealing if it is presented in a cleaner, simpler box. For example, instead of creating 20 marketing videos a month to keep your social media channels active and your brand relevant, what if you created 2 really amazing videos that are more likely to go viral. Better quality video, better quality content. Finally, with August being Women’s Month, I would like to take the opportunity to thank the women who have been a part of AdMarula’s journey the past decade and who have made their mark on our business in more ways than I can say. These include our clients, publishers, industry friends, suppliers and of course our staff, from the very first day we pushed the ‘go live’ button up till now. I have been privileged to work with some incredibly talented and smart women and have learned many valuable lessons from our interactions. May you all be celebrated as you deserve to be. Onwards and upwards! Daniel Gross – CEO All CEO's Thoughts Interviews and Insights Industry News Interviews and Insights Why Black Friday 2022 will differ from before 26 Oct 2022 Why Black Friday 2022 will differ from before Despite current downturns in the economy, evidence shows that the e-commerce industry is picking up and going back to pre-pandemic… Read More CEO's Thoughts Never stop marketing 26 Oct 2022 Never stop marketing There’s a LOT going on in the world right now. This is not a political piece, yet it is diffiult to ignore the world-shaping events… Read More Interviews and Insights Interview with Sandra Jardim, Blogger/Founder of MammaBearLove 26 Oct 2022 Interview with Sandra Jardim, Blogger/Founder of MammaBearLove Our October profile is Sandra Jardim, mom to twins Gisela and Alaia and blogger/owner of MammaBearLove. She uses her blog as… Read More Prev123Next

July profile: Odette Faling, CEO at Wanago Travel

This month we chat to Odette Faling, CEO at Wanago Travel – a new online travel agency with a difference. Having spent the last ten years (eight of which were in the travel industry) gaining extensive experience in marketing, sales, affiliate marketing, lead generation, traffic acquisition, building partnerships, global expansion and marketing strategies, Odette shares some of her insights and experiences, as well as her expectations for her latest venture. Describe yourself in 3 words. Ambitious. Passionate. Versatile. When I was a kid I wanted to be….. An investment banker. As boring as it sounds, but when I was 10 years old I walked into the most beautiful house I’ve ever seen looking out on the Sydney harbour and I asked the owner what he did for a living, and he was an investment banker. Tell us about Wanago Travel – where did it all start? One of the founders was looking for technology to add to concerts, events and park entries so he met the Israeli ambassador at Oppikoppi last year who pointed him into the direction of an Israeli tech company. They came to South Africa and realised that nobody is yet selling events, flights and hotels in one flow. That is where Wanago and Travelcheck were born. Travelcheck being the low cost online travel agency selling flights, hotels and bundles only. And Wanago which is still in production that will be focused on experiences first. How is Wanago Travel different from other online travel agencies? Wanago travel is an experience driven website that will be selling experiences and adding flights and hotels on-top of the experience. Travelcheck is an online travel agency selling flights and hotels in a package; this has not yet been done before in South Africa so we are excited to bring this feature to the market. What is your experience from working with performance-based affiliate marketing? My entire career is based on what I learnt from my experience in affiliate marketing. As a CEO I now think of acquisition cost as a necessity and I have put affiliates at the forefront of our marketing initiatives. Most valuable lessons learnt in your professional career, the past 10 years? Take care of your partners (including affiliates) as if they were your family. They pay your bills at the end of the day and take huge risks to buy into your dream. Your vision for Wanago Travel? To be an alternative to booking your entire trip through a travel agent. We want travellers to save time and money by booking their experiences and holidays online. What advice do you have for aspiring affiliate marketers? Ensure that you prioritise building your brand. The days of Google dependency is gone. Hold your suppliers and merchants accountable for the product that you are selling and keep the relationship with them strong at all times. Greatest destination ever visited? Italy, Italy, Italy. The food, the people, the architecture, the beautiful hills and the wine. It gets me every time!

Less is more – more or less

I often tell clients/marketers/start-ups: “Rather do a few channels well than all of them poorly”. While this statement applies to all areas of life, it is particularly relevant to internet marketing. Of course, if you have an unlimited budget and time, then definitely go ahead and design a new site, set up a pay-per-click (PPC) campaign, search engine optimization (SEO) campaign, content campaign, and blast everything on social media. However, most companies have a finite amount of money and time. Therefore, it is better to grow your marketing plan by starting small and adding on elements. Start with a website and then add-on core social media accounts your users actively use. Then, build your content up and begin to rank higher on search engine results pages. Once you have nailed search, expand to PPC and Affiliate Marketing. Finally, once you have mastered all of this, expand to newsletters, podcasts and videos. If you have a small marketing team, spreading resources thinly across several channels will unlikely yield the results you are looking for and will leave your team feeling frustrated and demotivated. From the user experience point of view, the less-is-more approach is also becoming more and more appealing as users are inundated with messages, ads, videos and emails. Marketers have been going full steam ahead, pressured by C-suite, high customer expectations, and the daunting selection of new innovations and tech tools, to adopt and master more channels in order to reach more customers and to create a more sophisticated multi-channel explosion. But when do we realize we’ve hit the point of over-saturation? How much is too much? Research shows that we are seeing a shift towards the compact and minimal in everything from lifestyle to home building. It’s the backlash from too much screen time, always being plugged in, and the personal device addiction. As a result, more people are unplugging, embracing minimalism, and decluttering their life. LESS OVERWHELMING IS IN. So, if your customers are simplifying and downsizing their lives, your marketing messaging will more likely come off as appealing if it is presented in a cleaner, simpler box. Good marketing means listening to society’s trends in order to keep brand messaging one step ahead of cultural shifts. Taking a more scaled back approach, rather than trying to do more with a multi-multi-channel CX, may be more appealing to your audience. For example, instead of creating 20 marketing videos a month to keep your social media channels active and your brand relevant, what if you created 2 really amazing videos that are more likely to go viral. Better quality video, better quality content. Of course there will be times that call for a more aggressive approach, whether you are launching a new product or pushing an offer, but for the most part keep it simple. Like Ron Swanson of the TV show, Parks & Recreation, said: “Never half-ass two things. Whole-ass one thing.” Daniel Gross – CEO