
Giant scented candle helps stressed holiday shoppers to unwind
Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
CUSTOMER ACQUISITION
By our News Team | 2021
Referral programmes are not new, but they never really worked that well in the analogue world. Digitisation provides new opportunities.
Some of the best-loved brands of the digital age – Netflix, Uber, Airbnb – have powered their growth by scaling positive word of mouth.
Photo by Naked Insurance
Referrals are more effective that than expensive advertising campaigns via billboards and TV campaigns. It’s the effect of millions of fans converting more people to their brands that has driven their exponential growth.
One key element of digital word of mouth is the paid referral programme. Here, a customer gets a voucher, discount, or even a cash reward for each new member they recruit into the tribe.
Ernest North, co-founder of Naked Insurance, which specialises in providing insurance using an online-only strategy, offers the following reasons why and how the picture has changed in the digital world compared to old-school referrals:
Why digital referrals make sense
From a digital brand’s perspective, referral marketing and other forms of organic, tribe-based marketing are a cost-effective and powerful means to build a customer base. The acquisition cost for a customer is low compared to what traditional companies spend on big advertising campaigns in mass media, and it’s more measurable and accountable.
For a forward-thinking company, lower marketing costs are an opportunity to invest in other elements of the customer experience and bring down the price of its offering.
Source: Ernest North of Naked Insurance via Bizcommunity
Bath and body well-being brand creates a 3m-high candle and lights it in a busy Christmas shopping precinct to encourage people to ‘reset’.
Data from 2008 recession indicates that, in another recession, the amount spent on higher-priced Fair Trade goods may actually increase.
Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.
It doesn’t always pay to advertise online. Consumers tend to view sponsored listings with suspicion and prefer to click on organic listings.
Organisations must harness the power of AI to free up their people to do what no robot can do – truly connect with customers.
Multi-channel retailing has become crucial to the sales strategy of any brand, including digital-natives that started as online-only.
Hloni Mohope is to move from her KFC South Africa role to become Chief Marketing Officer for the brand in Central and Eastern Europe.
Can they get a foot in the door and take market share from the big global sneaker names? African brands think they can.
Chartered Institute of Marketing (CIM) reports on conference presentation urging marketing leaders to change their world view.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.