Overnight change takes a long time

Arthur brings up a map of old style telecommunications lines in 1898 and then contrasts that with the 2008 telecommunications map. In both maps South Africa is woefully connected. However with new connections, internet access will be 40 times what it is now in 2009.

Take nothing for granted

We have the potential, we have the capability but government red tape is holding up progress of new media up. Growth of internet access has slowed over the past 5 years.

The Numbers are not what they seem

SA internet users with 5 years experience on the web reached 2.8 million and online retail has taken off due to this. Online retail in S.A has grown exponentially from 2006 due to greater understanding and higher broadband speed available. Online retail Revenue is expected to break the R1 Billion rand mark this year.

Learn from failure

Markets must be segmented for online campaigns just as we would segment it in the “real world”. You cannot take your internet presence lightly. Arthur goes on to show epic failures of so called big brands online. Don’t disrespect the online user or the online community.

You don’t have to understand the tech but you have no excuse for ignoring its impact

Many broadband users in SA have more than 1 account. ADSL is used as the primary method of communication with 3G as a backup communication device. SME’s get it, they are the early adopters and they take advantage of new technology. At the moment only 8% of SME’s use dial-up. In the corporate world 3G is fast becoming the communications tool of choice, with 82% of corporate users utilising 3G to connect to the internet.

Regardless of your size or sector, the internet user is at your door.

Using the examples of the online failures of the big brands mentioned earlier, Arthur shows how these corporations have changed their online strategy and recovered to have an online presence that is well renowned.

The user is already changing.

Arthur uses Maslow’s hierarchy of needs to demonstrate the changing stages of the online user, with self-actualisation being the pinnacle of the evolution of the web user. Number of active blogs in SA is around 10% compared to the worldwide average of between 2%-4%. Blogging is moving beyond the hype more blogs with a specific purpose are emerging.

Online marketing and advertising has arrived whether marketers like it or not.

Online marketing is experiencing a rapid growth. With 31% growth last year and 37% growth this year. Media planners don’t recognise this as it still makes up a relatively small piece of the advertising pie. However due to its rapid growth it should be ignored at the marketers peril.

The internet is not the only digital channel but at the moment it’s the most important.

Awareness of cell phone technologies has increased by 11% on average while usage has increased by 5% on average.

The mobile media revolution has not happened, YET

It is coming but more users involved with a higher level of usage and more applications such as the grid, a Vodacom utility where user’s position is pin pointed, need to be implemented before the revolution takes hold.

DANGER

Even if you absorb all the lessons, the landscape is changing so quickly you must be cognisant of these changes and take them into account when planning strategy. In 2012 bandwidth will treble over the 2008 figure. The TV set will become an internet channel.  For media and marketers this opens a whole new world.

Strategy without execution is like watching Bafana in the 2000′s

Arthurs Top 6 Tips

• Do your homework.
• Benchmark.
• Don’t let IT departments dictate business or marketing strategy.
• Listen to your audience
• Don’t do whats sexy, do what makes sense.
• Responsiveness is the new innovation.

A thoroughly enjoyable presentation from Arthur who had all the stats to back up some interesting insights in the new media revolution.