Social networks in South Africa are generating significant interest, with 9.4 million active facebook members and 7.4 million mobile app fans. More obscure smartphone applications have over a million users, demonstrating that marketers and business owners trying to penetrate the SA market need to do so through integrated campaigns which include networking advertising.
South Africa's most unique facet is the fact that it combines first and third world communities. Another unusual characteristic is that many of its lower income earners use the kind of technology that is usually relegated to upper and middle income earners. Computers are not affordable for the entire population, but mobiles often are. This makes SA's mobile networking sites of particular importance.
The type of networking sites marketers choose for their campaigns is relatively simple to choose when there is a comprehensive definition of one's demographic. Mobile app users, for example, spend an average of an hour on the application daily, and the fact that it offers a budget-friendly way to socialize creates a specific target market for those focused on middle income groups.
Multi media social networking sites are growing faster than any others in the country. Urban dwellers, and middle to upper income professionals are the most common members. Those who use dedicated professional networks are growing less rapidly. Their members are mostly white collar professionals, especially those working in the finance industry.
SA's more obscure networks often target lower income groups via smart phone apps. Many have collected their membership numbers through campaigns on consumer products, and their membership numbers are large enough to compete with some of the world's most successful networking media. Those with low to middle income earners as target markets can't afford to market without the use of the more obscure mobile applications, since they often have as many as one million active members.
SA's digital users can be divided according to their locations. As an example, those living in Kwazulu Natal use mobile media more than others. This demographic often lives a laid back, sports-oriented lifestyle. Gauteng dwellers, in contrast, prefer professional networking sites. These demographics are typically higher income earners with fast-paced lifestyles and careers.
Image sharing media are gaining ground throughout the country. Video sharing sites generate the most interest from Western Cape locals. This target market is interested in quality of life above career, although the Cape has niche subcultures that sustain thriving professional lives at a slightly slower pace than Gauteng dwellers.
SA's developing networking sites have faster growth rates than those seen in most first world countries. Some sites have as much as 100% growth per year. This development is partially the result of corporate usage. Large companies are employing their own marketing teams to establish digital media campaigns.
Marketers and advertisers who are savvy and strategic enough to excel in the formation of their digital marketing campaigns gain a significant amount of competitive advantage. This is because, in general, SA businesses are not approaching their integrated campaigns in as efficient a way as they approach the rest of their advertising. In a country with such a thriving advertising industry, social networks in South Africa still need to be mastered.
South Africa's most unique facet is the fact that it combines first and third world communities. Another unusual characteristic is that many of its lower income earners use the kind of technology that is usually relegated to upper and middle income earners. Computers are not affordable for the entire population, but mobiles often are. This makes SA's mobile networking sites of particular importance.
The type of networking sites marketers choose for their campaigns is relatively simple to choose when there is a comprehensive definition of one's demographic. Mobile app users, for example, spend an average of an hour on the application daily, and the fact that it offers a budget-friendly way to socialize creates a specific target market for those focused on middle income groups.
Multi media social networking sites are growing faster than any others in the country. Urban dwellers, and middle to upper income professionals are the most common members. Those who use dedicated professional networks are growing less rapidly. Their members are mostly white collar professionals, especially those working in the finance industry.
SA's more obscure networks often target lower income groups via smart phone apps. Many have collected their membership numbers through campaigns on consumer products, and their membership numbers are large enough to compete with some of the world's most successful networking media. Those with low to middle income earners as target markets can't afford to market without the use of the more obscure mobile applications, since they often have as many as one million active members.
SA's digital users can be divided according to their locations. As an example, those living in Kwazulu Natal use mobile media more than others. This demographic often lives a laid back, sports-oriented lifestyle. Gauteng dwellers, in contrast, prefer professional networking sites. These demographics are typically higher income earners with fast-paced lifestyles and careers.
Image sharing media are gaining ground throughout the country. Video sharing sites generate the most interest from Western Cape locals. This target market is interested in quality of life above career, although the Cape has niche subcultures that sustain thriving professional lives at a slightly slower pace than Gauteng dwellers.
SA's developing networking sites have faster growth rates than those seen in most first world countries. Some sites have as much as 100% growth per year. This development is partially the result of corporate usage. Large companies are employing their own marketing teams to establish digital media campaigns.
Marketers and advertisers who are savvy and strategic enough to excel in the formation of their digital marketing campaigns gain a significant amount of competitive advantage. This is because, in general, SA businesses are not approaching their integrated campaigns in as efficient a way as they approach the rest of their advertising. In a country with such a thriving advertising industry, social networks in South Africa still need to be mastered.
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