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Friday, 25 November 2016 11:31

GEW Group Mentoring Session: What is a digitally led brand?

endevor imageThanks to Jonathan Houston, Endeavor Mentor and Head of Digital Marketing at HKLM, a small group of highly motivated Excelerator Entrepreneurs have gained a wealth of knowledge on the importance of optimising brand communication and techniques in this ever evolving digital era.

The main message communicated in the session centred on the idea that a business strategy and a digital strategy is the same strategy. There is no longer a difference between a marketing and a digital strategy. Jonathan mentioned that “…communication and branding [had] evolved around this digital divide.”

Key Learnings

The Technological Forces behind a digitally led brand are:

  • - Mobile | Connecting people and things wherever they are.
  • - Social | The rise of virtual communities.
  • - Analytics | Removal of the guesswork.
  • - Cloud | Everything-as-a-Service.

These factors determine how well your business and brand will do in the digital sphere.

Some beneficial advice:

  • - Understand YOUR brand stimulus.
  • - Define your market audience.
  • - Use technology to communicate EFFECTIVELY.

Social Media platforms (Facebook, Instagram, and Twitter) and Messenger apps (WhatsApp and Facebook Messenger) can be used simultaneously to sell your product. One-platform marketing is not sufficient if attempting to penetrate a large audience.

The “Ideas That Fit” session ignited flames of ingenious branding strategies when Jonathan clarified the importance the upkeep of an online presence plays in building and maintaining a brand.

Entrepreneurs participated in the session by sharing the challenges they faced on their marketing journeys and how they had dealt with these challenges.

Tsepiso Monamodi of Naledi Babies, gained invaluable insights into the importance of marketing her brand just as she had lived and experienced it as a mother in search of the right products for her child’s needs. Jonathan’s advice to her; “…organisations need to find out where their audiences are, and match their platform choice to their audience…” summed up the most important criteria for formulating a winning strategy. CEO of Levingston Group, Levi Mnguni’s enthusiasm about the wonders of marketing in the digital era will translate to a strategy that encourages his target audience to invest more time and energy in engaging with his products and services, while keeping track of web analytics. Of great importance to Levi was the “…optimisation of [his] content, and making it more relevant [for the audience].”

Endeavor SA would like to thank Jonathan for his time and effort poured into his session, and look forward to seeing what our Excelerator Entrepreneurs put forward.