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.
The aspect that makes South Africa unique from other countries is the fact that it combines both third and first world countries into one domain. At the same time, many still existing in third world conditions have not limited their use of technology. While computers prove too costly for many earning minimum wage, smart phones are not. For this reason, SA's users are uniquely focused on mobile networking applications.
When defining a group of demographics, it is useful to compare regional characteristics and the kind of digital sites they use most often. Those who use smart phone applications most often tend to collect an hour's worth of interaction on them every day. That these networks are an economical alternative to instant messaging means they are an important medium for those targeting middle income groups.
Currently, Facebook is the fastest growing network in SA. City dwellers, professionals, and mid to upper income classes are the network's most common users. In contrast, professional networks are not growing quite as quickly. Those working in the white collar sector, particularly in finance, are typical professional digital network members.
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.
Digital users can be divided according to where they live. Natal dwellers, for example, prefer mobile networking sites. This is a target market with a sedate, sports oriented way of life. In contrast, those who live in Gauteng prefer using professional media. This group is known for its focus on high-powered careers. Their earning power is significant.
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.
Networks in SA are growing far faster than in many other countries, with some sites demonstrating more than 100% growth in only a year. Corporations are a large part of this development, with brand managers using their own internal marketing departments to develop their social media campaigns.
Advertising executives with enough skill and talent to establish an effective digital campaign can easily gain ground against competitors. Competitive advantage is easier to achieve because SA's advertisers haven't yet developed enough skill to master this form of marketing. Despite the fact that SA's advertisers are some of the best in the world, advertising through social networks in South Africa hasn't been professionally perfected.
The aspect that makes South Africa unique from other countries is the fact that it combines both third and first world countries into one domain. At the same time, many still existing in third world conditions have not limited their use of technology. While computers prove too costly for many earning minimum wage, smart phones are not. For this reason, SA's users are uniquely focused on mobile networking applications.
When defining a group of demographics, it is useful to compare regional characteristics and the kind of digital sites they use most often. Those who use smart phone applications most often tend to collect an hour's worth of interaction on them every day. That these networks are an economical alternative to instant messaging means they are an important medium for those targeting middle income groups.
Currently, Facebook is the fastest growing network in SA. City dwellers, professionals, and mid to upper income classes are the network's most common users. In contrast, professional networks are not growing quite as quickly. Those working in the white collar sector, particularly in finance, are typical professional digital network members.
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.
Digital users can be divided according to where they live. Natal dwellers, for example, prefer mobile networking sites. This is a target market with a sedate, sports oriented way of life. In contrast, those who live in Gauteng prefer using professional media. This group is known for its focus on high-powered careers. Their earning power is significant.
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.
Networks in SA are growing far faster than in many other countries, with some sites demonstrating more than 100% growth in only a year. Corporations are a large part of this development, with brand managers using their own internal marketing departments to develop their social media campaigns.
Advertising executives with enough skill and talent to establish an effective digital campaign can easily gain ground against competitors. Competitive advantage is easier to achieve because SA's advertisers haven't yet developed enough skill to master this form of marketing. Despite the fact that SA's advertisers are some of the best in the world, advertising through social networks in South Africa hasn't been professionally perfected.
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