25.01  CHRISTINE ONLINE: 2010 - The year 'online' takes off in SA?   |  It’s a new year! That means new opportunities and a chance to look at your projects with renewed energy and vigour. 2010 promises to be an exciting year...

We’re particularly looking forward to hosting an international audience during the soccer World Cup in June/July. This tournament is doing wonders for the country’s infrastructure, with new roads and transport systems being constructed, cities and stadia being upgraded, ICASA and Telkom upping their communications game and, finally, the advent of proper high-definition digital TV.
For those of us who spend a lot of time online, the SEACOM broadband cable is probably most exciting. This fibre-optic undersea cable promises to deliver faster and cheaper internet to South Africa at last and will no doubt make a remarkable difference to the online landscape here.

Cheaper internet and greater penetration

More affordable internet and mobile data costs will mean accelerated uptake and larger online audiences. This in turn will make digital marketing a more viable and, indeed, profitable channel. Gone are the days when the internet was accessible to the higher income groups .

The internet is more far-reaching than ever. According to World Internet Stats , just 3.9% of the world’s internet users are in Africa. With penetration of 6.8%, the number of internet users has grown in Africa by nearly 1,400% since the year 2000. This is well above world averages and the second-highest growth rate on the planet. 6.8% penetration may not sound all that impressive, but when you consider that Africa is one of the most populous continents on earth (home to nearly a billion people), 6.8% translates into roughly 68 million people. A big opportunity for marketers!

Growing audiences require more content and services. Much of this content will undoubtedly be user-generated, through social media platforms like blogs, wikis and social networking sites. There will also undoubtedly be a big push by brands to get themselves out there  through decent content development and integrated digital marketing strategies.

Faster internet speeds and cheaper access will also present plenty of new marketing opportunities. Web developers will have more license to use multi-media elements which were previously avoided for fear of bringing one’s browser to a standstill.

New media, new audiences, new opportunities

So, how are you going to adapt your service offering to fit into a new and exciting digital landscape? New channels will mean new opportunities for brands and business to talk to and market to their customers. While there’s been a significant uptake of “mass” social media, it’s becoming apparent that there’s major room for growth in more niche communities. It will definitely be worth exploring opportunities in targeted and more focused communities. Rates of conversion will almost certainly be increased if marketing efforts are carefully planned and aligned with each community’s interests and values.

Here’s to an exciting year ahead! We’re looking forward to seeing what the future has in store for digital marketing in South Africa in 2010 and beyond.

About the author:

Christine da Silva is a professional and well-experienced Online Marketing Strategist specialising in Search Engine Optimisation. She has an enviable depth of experience and knowledge of the Online Marketing industry and her reputation has secured her company, AlterSage , clients from around the globe.