Uncategorized – TMSA

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.