Marketing and digital marketing podcast
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What sets the difference between marketing and digital marketing? In the second episode of “Jabana with Sudan Digital” Aziz and Aseel prepared another fresh pot of Jabanah (it was really aromatic and sweet this time) and picked up from where they left off in the last podcast.
The “Wanasa” went about “what is digital marketing and what sets it apart from conventional marketing “. So is there a difference between digital marketing and conventional marketing? Bottom line, not really. Since the old days marketing sought to win the eyes and ears, it started with printed paper, evolved to TV screens and transistor radios and nowadays eyes moved to smartphone screens and marketing just followed suit.
Arguably the word “digital” in digital marketing, is non-existent in the western world and in the upcoming years Sudan will drop the adjective as digital channels will become the pervasive forms of marketing.
It is important to remember that Social media is NOT digital marketing. It is only a small fraction of it. Roughly about 30-40%. Alas, in Sudan social media is associated with Facebook due to its ubiquitous use. However, there are numerous effective digital channels including website, e-commerce workflow, SEO, email marketing etc.
Previously, large organizations saw minimal relevance of social media to their marketing strategy. But as new blood is brought in, management attitudes and perspectives are significantly shifting. This is to a great extent attributed to the spread of awareness by startup incubators like 249 Startup.
Then Aziz and Aseel switched gears to email marketing, lead generation and social media marketing. We will examine each of these in the next sections.
Fun fact: Email marketing works really well in Sudan. But let’s try to get a handle on it first. You start off with a database. This includes recipients first and second names, email addresses, work and home addresses and phone numbers. These data are obtained from surveys or LinkedIn profiles.
Then comes the handy tools of automated mailing software like Mailchimp and Act-on. These systems can mass send huge amounts of emails designed within or without the system. Once you feed the collected data to the software, it segments them and your mail campaign sets off.
One important take away when designing your email campaign: Subject lines are key so optimize them to drive your open rates.
Open rate is the number of how many recipients opened the email. Different industries have different open rates. In marketing, open rates are around 17%. However, comparingly to Sudan, this number is surprisingly higher.
The second most important metric to email marketing is the click-through rate. Those are the people who opened the email and clicked on the link and got directed elsewhere, your e-commerce website for example. Again marketing click-through rates range between 7% and 9%.
The most important advantage of email marketing platforms is that they have a large number of servers that can make up for the emails that go into the spam folder rather than your inbox. By switching up several servers sending the campaign emails, chances are the target email will land in your inbox.
Lead generation is always related to B2B interactions. One of the great tools used in LinkedIn lead generation is Octopus CRM. Octopus CRM allows you to segment and target specific professionals on LinkedIn, then you can automatically mass send marketing documents like white papers to those professionals. Every reply from these targeted professionals is considered a lead.
These leads are then nurtured by constantly providing them with engaging content. The level of response from each lead is assigned a score. Prospects with the highest score will become pitch targets.
Marketing automation softwares are effective in creating marketing funnels and guiding cold clients through the buying cycle. Digital marketing is becoming more like a science than an art thanks to these automation software that can link your marketing actions through the different digital channels and manage your workflow.
Social Media Marketing
In the last segment of the podcast, Aziz and Aseel chatted about social media marketing. In social media, different platforms target different demographics, LinkedIn for professionals, Instagram for millennials and Facebook is basically for everyone. The process of generating social media content is NOT just writing a good copy or designing a good post.
Almost 50% of social media content generation happens BEFORE and AFTER posting. Researching and ideation before, and examining and studying engagement rates afterwards. Understanding social media algorithms and how you deal with them is always key. Each platform has its own algorithms and they change and get smarter by the week!. That’s why attempts at buying followers or farming engagements won’t serve social media marketers in the long run. Eventually, algorithms will weed out fake accounts and your marketing campaign will conk out.
And on that note, the Jabanah ran out and our second episode of “Jabana with Sudan Digital” came to conclusion. In the next episode, our team will host a very special guest.