TMSA Admin – TMSA

UNLEASHING THE POWER OF USER GENERATED CONTENT TO FUEL BRAND GROWTH

TMSA Admin — Fri, 12 Jul 2024 05:58:06 +0000

Customers play a crucial role in the growth and positioning of a brand before the public. They not only contribute to increasing sales but also serve as potential advocates for businesses of all sizes. Several companies, such as Nike with “Nicked by you”, Burberry with “The art of the Trench”, Starbucks with “My Starbucks” and Coca-Cola with “Share a coke”, have effectively leveraged the potential of user-generated content (UGC). Research shows that UGC has become a vital element of modern marketing strategies, significantly influencing consumer behavior and brand perception. UGC is highly effective due to its authenticity and the trust it builds among consumers. For instance, 84% of consumers are more likely to trust a brand’s marketing if it includes UGC, and 77% are more likely to buy a product after encountering UGC. UGC not only builds trust but also enhances engagement, with content featuring UGC receiving higher engagement than traditional posts. Additionally, UGC boosts conversion rates and sales, with companies reporting significant increases in conversion rates and revenue per visitor when UGC is incorporated into their marketing efforts. UGC campaigns, such as Coca-Cola’s “Share a Coke” has demonstrated the power of leveraging customer content to create a sense of community and authenticity around a brand.

The “Share a Coke” campaign by coca cola has been one of the most successful initiatives to harness the power of user-generated content. The campaign was initiated by the Coca-Cola team in Australia in response to the fact that over fifty percent of Australian youth had never tasted Coca-Cola, viewing it as an outdated brand a brand that they could not connect with and the alarming decade-long decline in sales. To address this, the Coca-Cola team designed a campaign aimed at engaging the younger generation. They replaced the iconic brand logo with customized bottles featuring over 250 popular names and messages that resonated with the target audience. The messages were simple and relatable, encouraging people to share a Coke with someone special. The campaign gained significant traction through social media and interactive billboards. The engaging content allowed people to share their names directly on billboards, prompting many to take photos and share them online. This generated a sense of joy and connection, driving substantial social media engagement. The campaign resulted in over 600,000 posts on Instagram and more than one billion impressions on social media. The success of the “Share a Coke” campaign increased brand visibility and led to its adoption in other countries. It achieved the number one spot on global trending, an 870% increase in website traffic, and the sale of over 250 million Coke bottles. Within two years, the campaign contributed to an increase in revenue of over 12 billion dollars.

User-generated content (UGC) plays a crucial role in fostering social authenticity for a brand. This authenticity is derived from real customers sharing their genuine experiences and opinions, which builds trust among potential consumers. Unlike traditional advertising, which can be perceived as biased or overly promotional, UGC provides an organic and relatable perspective. When customers see others like themselves using and endorsing a product, it enhances credibility and can significantly influence purchasing decisions. Furthermore, UGC creates a sense of community and engagement, as consumers feel their voices are valued and heard, ultimately strengthening the brand-consumer relationship and fostering loyalty.

When preparing user-generated content (UGC) for their brand, businesses should consider several key strategies:

Make it Personal, ensure that the content directly relates to the consumer, making them the centerpiece of the narrative. Empower consumers by showcasing how the product helps them create their own stories, positioning them as the heroes.
Keep the rules simple, keep the rules for participation straightforward. For example, the simplicity of the “Share a Coke” campaign, where consumers only needed to buy a Coke and share it, significantly boosted engagement.
Make it content worthy, create content that is visually appealing and shareable, whether in the form of pictures or videos. The success of the “Share a Coke” campaign was driven by the ease of sharing on platforms like Facebook and Instagram, which inspired more people to participate.
Create ease of sharing, develop simple digital strategies, such as trends and hashtags, to facilitate sharing. Building a web of content can lead to the creation of a culture around your brand.
Collaborate with influencers, work with influencers who resonate with the generation you aim to reach. Their endorsement can significantly amplify your campaign’s reach and impact.
Be creative and evocative, dare to be innovative and design campaigns around the emotions you want to evoke in your consumers. For instance, Coca-Cola’s campaign aimed to provoke passion, reaction, and happiness, successfully achieving these goals and setting a high bar for other brands.

By focusing on these strategies, businesses can create effective and engaging UGC campaigns that resonate deeply with consumers and foster lasting brand loyalty. Such campaigns leave a unique and memorable impression, distinguishing your brand from the competition. Ultimately, user-generated content works wonders for businesses, as no one can advocate for your brand better than a satisfied customer.

Written and Edited by Itale Francis
Chief Editor
Tanzania Marketing Science Association (TMSA)

Artwork by Yusuph Anthony
Creative Designer
Tanzania Marketing Science Association(TMSA)

TANZANIA DIGITAL MARKETING SUMMIT 2024

TMSA Admin — Thu, 06 Jun 2024 11:25:58 +0000

“THE ANTICIPATION IS HIGH LOOKING FORWARD TO THE 14^TH JUNE 2024’S TANZANIA DIGITAL MARKETING SUMMIT.”

As the world rolls with the times in embracing the digital age, Tanzanian businesses are constantly faced with a pivotal choice to either evolve or risk being left behind by the fast pacing technological changes that are daily occurring in the business world. The Tanzania Digital Marketing Summit emerges as a beacon of progress, offering a platform for businesses to navigate the complexities of the digital frontiers that exist today.

Diving in to Tanzania Digital Marketing Summit 2023, industry experts came together to dissect the latest trends, overcome barriers, and debunk stereotypes surrounding digital marketing. Through a series of presentations, panels, and keynote speeches, attendees are empowered to not only learn but also adapt and master the shifting nature of marketing in today’s interconnected world. This forward-thinking approach not only underscores the importance of staying relevant and coping with digital trends but also highlighting the imperative of embracing change in order to thrive in an ever-evolving business landscape.

In today’s digital age, the traditional avenues for consumer engagement have been supplemented, if not supplanted, by digital platforms. With a multitude of individuals accessing digital devices, businesses must shape their strategies to meet consumers where they are! That is in the digital realm. This fundamental shift in consumer behavior underscores the imperative for companies to rethink their approach to customer communication and engagement. No longer confined to physical storefronts or traditional advertising channels, businesses must leverage digital platforms to remain accessible and relevant in the eyes of their target audience.

The summit is set in driving Tanzanian businesses to embrace digital marketing tools and techniques, not only in coping with this shift but also evolve alongside their customers. From social media advertising, data analysis, search engine optimization, content marketing to the incorporation of artificial intelligence(AI) driven strategies, the arsenal of digital marketing strategies offers endless opportunities for businesses to engage with consumers in meaningful, personalized, efficient and impactful ways. Enabling the forging of deeper connections between companies and their audiences to enhance the overall customer experience leading to transformative victories in business and satisfactory interactions for the customers.

Time has proven that success in the digital landscape requires more than just a presence on the various digital platforms. It demands strategic and creative approaches that align with the evolving needs and expectations of consumers and the world that surrounds them. By continuously monitoring and adapting to changes in consumer behavior and technological advancements, businesses can position themselves for long-term success in the digital age. The Summit serving as a catalyst for this transformation, equipping businesses with the knowledge and tools needed to navigate and formulate strategies in facing the complexities of the digital landscape and emerge as frontrunners in their respective industries. By embracing change and embracing digital marketing, Tanzanian businesses can not only survive but thrive in an ever expanding digital world.

The Tanzania Digital Marketing Summit stands as a testament to the power of innovation and collaboration, bringing together industry leaders, experts, and entrepreneurs once more on June 14, 2024, at Mlimani City, Dar es Salaam. This event promises a first-class and memorable experience, unlocking the endless potential of marketing as an investment. The summit will dissect this year’s theme, “The Digital Octopus,” offering invaluable insights into the latest trends, strategies, and technologies shaping the future of digital marketing.

Don’t miss the chance to be a part of Tanzania Digital Marketing Summit 2024!!

https://www.tdms.co.tz/

ELLEN MNDIMA CREATIVE CONSULTANT- WEF GLOBAL SHAPER

TMSA Admin — Thu, 19 Aug 2021 12:37:47 +0000

This may have happened to you before as a marketer; you are in a room with several people and you are “figuring out the room”. From a safe distance, you silently observe a healthy debate taking place in front of you. Both parties defend their logical argument with a passion that is not too fierce to be perceived aggressive, but firm enough for it to still hold. This is attractive for you because it’s more than just their conversation that grasps you, but how they believe that they are correct in defending it. You draw in closer and get noticed and you show interest. They bit and you are part of the conversation. Why was this a more interesting and captivating situation to learn more about than the other things happening in the room? Why did the back and forth of a healthy debate perk your interest?. Well, I like to believe that, like me, you want to know what others are already thought to understand how to address them with what you have to offer. Now, I am no mind reader, but with most “natural marketers”, such as myself, we are more inclined to prioritize understanding other people than we are about being understood first. This is because we understand that out of all things, people love to be understood. And so, any form of a clash of perspectives invites us to dwell on our deep desire to learn more about people. Before I jump into my easy read, I have to state a couple of very important things about myself. First off, I did not study marketing and I don’t know if I will.

I am a marketer simply because when I was asked at a Toastmasters event if I was after successfully selling last year’s diary to an elderly Asian man (we all know why I had to describe him the way I did!) without cheating him in any way in just under two minutes, I responded with a resounding “Yes”. Second, I have always had a deep desire to understand people, and I work on this religiously daily because I find psychology to be deeply interesting, if not disturbing, which is why I I didn’t study it either. I just happen to know enough about the subject to be invited to share about it in several small communities. What I will share, therefore, is solely based on experience, lots of reading and podcasts, talking to people and testing my learnings in my work. As a young marketer, I quickly learnt that most people don’t use logic to purchase goods and services. Even the odd shopper is being influenced by several factors around him. Later on, I came to read a study that took place in a supermarket to identify how people make their choices of purchasing alcohol.

The study was simple; they had German beer and French wine available at the same place, then they alternated the soft music playing in the background between a German beer advert and French wine. Lo and behold! Is it surprising to you that when the German ad was on, more people purchased the German beer and vice versa? Of course not! But here was the strangest part.

MAGRETH LAWRENCE GLOBAL MARKETING TRENDS

TMSA Admin — Thu, 19 Aug 2021 12:34:54 +0000

During time of crisis the uncertainty shift views of what is really important to people, to what is happening at present. In 1918 pandemic there was a rise in the use of telephones so much so that there were not enough people to operate the switch box. Also, during the first televised war (cold war), the house hold appliance-television directly influenced how people perceived conflict during the Vietnam war. Furthermore, most recently, because of the increase awareness of climate change and gender equality, consumers had a change in demand of what they want from business. Currently, the global pandemic that is eating deep into the world’s crust has created uncertainties for many businesses and brands–and there is a collective resolve to look for answers as the global marketing field has changed drastically. The changes can be observed in the way we socialize, or interact as we have to wear face masks and be 2meters away from each other, has become a rule rather than an exception. Also, work roles had to change where people are been reassigned to other duties and many are confined to work from home as well as limited medical services and mode of grocery shopping is majorly online than in store. These has created the need for businesses and government to seek new ways to circumnavigate the new challenges the world is currently facing.

TRUST

In trusting a brand or an organization the continuous chain of service delivery most meet expectations of customers else trust will break down and all marketing drive will not work. A brands reputation is usually valued based on what was promised and what was delivered. How then can an organization close the gap between what they say and what they do, because even if consumers think highly of a brand, it does not necessarily predict future behaviors such as remaining loyal or promoting the brand. There are four areas that will help to close this gap which are through humanity, transparency, capability, and reliability. All these attributes measure trust and influence future behaviors and improve marketing outcomes. Outside of their conventional position, most marketers do not seem to have a major influence on aspects of the industry. However, concentrating on the ideals that matter to customers and employees is a better way for marketers to rally the whole company around a common mission of trust

GLORIA ANDERSON FOUNDER & EXECUTIVE DIRECTOR AT TEDI

TMSA Admin — Thu, 19 Aug 2021 12:31:10 +0000

Innovation has changed marketing by making campaigns more personalized and immersive for individuals and making the ecosystem that are more coordinated and focused on for marketers. The interface between brands and individuals have been changed. Today consumers, particularly Millennials, want to have relationships with brands. It’s not just the value they receive from your product anymore. They want to trust you and trust that you stand behind your values. Technology, particularly the Internet, has given customers more power. They can search the Internet to arm themselves with information about the products and services they want to buy long before they enter a retail store or call a B2B salesperson. Three areas of marketing which have been transformed by digital are the speed, relevance and reach of campaigns.

Digital marketing has too enormously expanded its significance. Messages can be targeted with a laser focus to very specific groups offering them relevant content. Meanwhile, the reach of campaigns has too expanded incredibly. With so numerous distinctive ways that clients access to media, whether through Facebook, YouTube, news websites, by mobile or tablet apps, a solid thought can rapidly pick up tremendous scale

WAHIDA MBARAKA – CONSUMER TRENDS.

TMSA Admin — Thu, 19 Aug 2021 12:28:52 +0000

Consumer Behavior has completely changed in a current world where the word “New Normal” has taken place just after World Pandemic (Covid 19). The big change of consumer has given pressure to companies/industries, and it’s only those companies that have managed to adapt to new ways where they have at least sustained their businesses. Most companies have tapped into different areas just to catch up with the current consumer behavior, three among many areas that they have tapped in are 1) Technology Adaptability 2) Brand Experience 3) Customer Service.

TECHNOLOGY ADAPTABILITY:

Technology usage is one among key change in different Companies that goes hand in hand with the consumer behavior. Online business and social media usage have tremendously taken over traditional way of doing business, consumer conduct business online and wait for delivery at their homes, if the company is not adopting to this then it loses its sales to those who have adopted to it. It is through such platforms where it can give demographic data , interaction of the consumers, target group and gender and these are so crucial to any company when introducing a new product or any promotion, let’s take an example of Out of Home usage( Billboards) in introducing new product or service, with Social media you will be able to have proper plan in terms of where, when, which age or gender to target and able to track it with proper data, unlike any OOH(Billboard) which you won’t have exactly data on how wide has your promotion/launch reached

CHRISTINA MANYENYE – KEEPING CUSTOMERS ENGAGED DURING A CRISIS

TMSA Admin — Thu, 19 Aug 2021 12:26:24 +0000

Unexpected circumstances that came with the covid-19 pandemic have caused havoc around the globe. Tanzania is no different. There has been a huge shift in consumer behavior. People are now depending much on online services, meetings, work, entertainment, shopping etc. The shift has affected business perspectives without leaving behind marketing trends. Although brand loyalty and trust have always been interconnected, during this uncertain time, their connection has become stronger as consumers expect brands to maneuver through hard times efficiently. Businesses that fail to make a strategic impact and influence people aren’t likely to gain consumer confidence. Brands that responded positively to the pandemic have successfully increased brand loyalty and sustained or gained consumer trust. During uncertain times that affect consumer behavior, marketing function’s most important job becomes to identify, engage and convert customers into valuable assets that create long lasting business relationships. During COVID-19, marketers have had to rethink their strategies due to the fact that homebound customers, social distancing, and an unpredictable environment have forced many companies into crisis management and hence focusing less into marketing activities. Sincerely speaking, change of circumstances during crisis can be a great time to reflect on new ways of reaching customers. Marketers need to map various scenarios that can fit into the new business environment. Anticipating customers disengaging or changing in their buying behavior and thinking about new ways to reach out to them is key. One need not to shy away from testing different methods until they find the ones that works for their business. For instance, shifting of demand from product to product or even delivering models is expected, so changes to fit into this new development becomes inevitable. With all these said, it is imperative to take into account what the post-COVID business environment is going to mean for those of us in the digital marketing realm. The pandemic has accelerated the speed at which we are “going digital” and has given new power to many online platforms.

NDIMBUMI MSONGOLE

TMSA Admin — Thu, 19 Aug 2021 12:07:23 +0000

Getting your business online has never been easier, new tools and technology have allowed many companies to explore the many opportunities and reach new markets. Your clients are now closer and more engaged with you and your competitors’ brand, which is why you need an effective digital marketing strategy to put you ahead of the game.

Get your house in order

One of the first key steps in building your digital marketing strategy is to clearly define your brand. Look within your organization and make sure you and your team understand what you represent. Clearly state the problem you are trying to solve for your customer, the benefits they will get from choosing your brand and your key proposition. One way you can do that is by doing a brand health check, all tools will be listed at the end of the article, stay with me.

Understand your customer

Yes, it’s tempting to want to sell to everybody, but unfortunately that is a recipe for disaster and it never ends well. What you need is a well-defined customer that you intend to solve a problem for. Understanding your customer is the key to your success right after understanding your offering to them. You need to know who they are, what they do for a living, their education level, their favorite online and offline hangouts, their relationship status (yes, you read that right). People are influenced by their loved ones, and if you are selling to married women you need to understand that their decisions may be influenced by their better half. Build an airtight buyer persona, seek to understand every aspect of their lives and where your brand fits. Once that is done, test your theory by having a 101 chat with a real life potential customer and see what they say, it should be fun! You will learn a lot, that’s a promise. While you cannot serve the whole world, it is perfectly okay to have more than one buyer persona. Just make sure you understand them all perfectly and never mix them up

Events

TMSA Admin — Sat, 17 Jul 2021 11:50:16 +0000

Digital Marketing

TMSA Admin — Sat, 17 Jul 2021 11:41:40 +0000