Advertising on the internet overtook outdoor advertising in the US in 2005, in terms of revenue. The impact of this is that online advertising is a lucrative, but highly competitive market. It is not an easy market if you are planning on running a serious campaign that makes a lasting impression for your brand.
New Online marketing tactics are emerging constantly, and the competition for effective communication is harsh. The South African online environment is different to the rest of the world, as we have a different set of norms and restrictions.
Becoming an early adopter of rich media to make your advertising more effective, by drawing attention to it, is a solid tactic for the American online market. New media gimmicks can really set your product apart and begin viral campaigns.
In the South African market, using rich media can be extremely negative for your brand in the local market. This is mainly due to the fact that there is a serious lack of broadband access in South Africa.
It is widely believed that marketing budgets will increasingly be moved online in the near future. The introduction of the SEACOM cable should also contribute to the growth.
“This past month, SEACOM’s cable came ashore in both Mozambique and Tanzania. More cable landings are anticipated within the next month, as marine installation and equipment installation on land continues towards SEACOM’s June service date. People can now SEE Seacom and are anticipating the benefits our cable will bring to Africa” (CEO of SEACOM)
The introduction of this new broadband cable will mean much more access to broadband at a much cheaper price. South African’s will be able to view video and rich media like the rest of the developed world. In this way, marketing in South Africa will be able to catch up with the rest of the world.
To find out how to get your brand out there, click here
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