Digital marketing trends for 2020

The digital marketing landscape is evolving fast and businesses are struggling to keep up, especially small businesses and startups who do not have the resources that larger businesses might have. Part of our core offering and the way we help SMEs and startups is by being ahead of the curve, preparing for changes, and putting strategies & processes in place that will help these businesses succeed. We’ve done a roundup on the digital marketing trends for 2020 and how to leverage them to stay ahead of your competition and remain profitable.

  • Problem? Too much content, oversaturation of content online. Solution? Experiment with voice search. According to Google, 50% of all online searches will be voice-based by 2020.

  • Problem? Social shares are on the decline, so is organic engagement on social media. Solution? Focus on performance marketing. As Neil Patel advises, spend a dollar, make two dollars. The focus needs to be on conversions specifically tracked conversions.

  • Problem? Decline in results from a digital marketing channel that was performing well. Solution? Omni-channel marketing is the way of the future, especially as leads to a lowed CPA.

  • Problem? Traditional customer acquisition methods are no longer working. Solution? Digital marketing in 2020 is all about data and metrics which is where working with a data scientist comes in (advanced knowledge of visualization tools, especially Tableau and D3 technology is preferable).

  • Problem? Converting leads into customers as usual CRO methods are on the decline. Solution? Psychology will play a large role as traditional CRO methods will no longer work in 2020- personalisation will be key - businesses will need to look at using chat.

At the end of the day, you as a marketer or a business owner, will need to put your target market first, focus on HELPING, and the revenue will follow.



Digital marketing agency for small businesses in Johannesburg

digital marketing agency for small businesses

This year marked a new chapter for Boguslavsky & Co - we have set up in Johannesburg, South Africa!

Bit of background - since 2011, I have run Boguslavsky & Co in Cape Town and Dubai, working not only with a remotely distributed team but also with clients all over the globe - Dubai, New Zealand, LA, Singapore, South Africa, and even in Slovenia (last year, I worked on-site at an European tech startup and headed up their digital marketing team).

In the past year, we have strengthened our digital strategy skills, focused more and more on the B2B sector, and added a performance marketing specialist to the team (social media advertising and PPC campaigns are becoming more vital for customer acquisition).

I'm now running Boguslavsky & Co (a digital marketing agency for small businesses) in Sandton, helping startups and SMEs with their growth and customer acquisition.

If you are a small business or a startup needing input into your digital strategy, help with growth, or looking to refine your customer acquisition process, get in touch, we can help.



Culture eats strategy for breakfast

''Culture eats strategy for breakfast'' - a famous quote from legendary management consultant Peter Drucker. Also, one of the most true statements ever made - especially for us, a digital strategy agency that has worked with an array of international clients.

We have worked with VML in Singapore, OMD in New Zealand, Visionect in Slovenia, Exclusive Tables in Spain, Electric Entertainment in the US, and a number of different companies in UAE and South Africa. So we know a little bit about how important the cultural context is to any digital or social media strategy.

A great example of this would be the work we did with VML in Singapore - we worked with this powerhouse of a global agency to provide strategic and cultural expertise on the social media strategy & its implementation for one of their FMCG clients, Pringles Chips. The Asian branch of this agency was tasked with handling the social media for Pringles South Africa - we helped to make sure that everything that was posted online fitted in within the regional cultural context. This applied to the creative visual content - we guided the agency in terms of the various racial and cultural groups in South Africa to make sure all the different consumers were represented visually. South Africa is truly a melting pot of cultures and we wanted to make sure this was depicted on the local Pringles social media channels.

social media marketing for Pringles South Africa



MQLs for a B2B startup in hyper-growth stage

One of our projects last year involved working with an European B2B startup focused on transforming smart offices and modern workplaces. Not only did we help with the digital strategy, performance marketing and video marketing for this tech startup but we also focused on generating a steady flow of MQLs for the sales team.

As most startup and business owners know, you can’t grow your business if you don’t have a steady flow of new, highly interested buyers. MQLs (marketing qualified leads) are inbound leads generated by the marketing team or marketing specialists (us in this case).

What did this involve?

  • Collaborating with the sales team to produce relevant content that met the needs of both prospects and customers.

  • Driving SEM, SEO, keyword, and list or segmentation strategies.

  • Developing display marketing campaigns, and paid social campaigns to generate MQLs.

  • Developing and analyzing key marketing and sales metrics to ensure KPIs were being met.

working with European B2B startup in hyper-growth stage



Full-stack digital marketing agency for startups and SMEs guide

Boguslavsky & Co is a full-stack digital marketing agency helping primarily startups and SMEs (although we’ve worked with a number of corporates also) - what exactly does this mean though for our clients and prospective clients?

In a nutshell, the full-stack marketer (or, in this case, marketing agency) is able to work across a range of marketing disciplines. Not only are we able to have an in-depth understanding to conceptualise and create strategies bit we also have the practical working knowledge to implement these strategies. This enables us to drive growth for our clients whilst working in a lean, efficient way to ensure we get stuff done as quickly and as economically as possible.

In terms of an agency/client fit, full-stack marketing agency fits best within startups and small companies, as they require a cost-effective solution with the capacity to see a project through from start to finish. One agency with the breadth and variety of skills to achieve the results needed instead of hiring multiple agencies.

Our full-stack digital marketing skills and ares of expertise cover the following:

  • Digital Marketing Strategies

  • Search Engine Optimization

  • Search Engine Marketing

  • Social Media Marketing

  • Email Marketing

  • Content Marketing

  • Storytelling

  • Performance Marketing (PPC campaigns)

  • Website development

  • Digital PR

Need help with any of the above? We’d love to chat about how we can help you scale and grow your business.

Full-stack digital marketing agency working with startups



Digital marketing for supply chain management

What is digital’s role in supply chain? How can digital marketing support the supply chain? We answer these questions and more by interviewing Martin Roux - a supply chain specialist with over a decade of supply chain management & consultancy experience. He specializes in the formulation and implementation of logistics, supply chain and value chain strategies. He has worked in supply chain and logistics in the UK, South Africa, New Zealand and the UAE. He is currently working as a physical supply chain manager - transformation at Anglo American. 

supply chain specialist interview about digital marketing

What role does digital / digital marketing play in supply chain management?

If you look at the supply chain, from the initial raw materials to the end customers/users, you can improve the omni-channel experience by focusing on various points in the supply chain. One of the ways of doing this, is using digital channels to glean feedback from the customers on their pain points or challenges which will have an impact on modifying the supply chain. 

What is an example of digital transformation for the supply chain industry?

Companies are transitioning more & more towards blockchain to ensure that all movements within the supply chain are transparent, to reduce risk & fraud, and to improve lead times. A great example of this is Maersk using IBM blockchain for these exact reasons. 

What is a digital trend that is going to have a significant impact on the supply chain industry?

3D printing is going to be big (actually, it already is big). The on-demand nature of 3D printing leads to reduction of on-site stock along with improving working capital. 



How to use Facebook advertising for customer acquisition

We recently attended the Heavy Chef Facebook Masterclass event in Johannesburg where Nikki Harding from the Facebook South Africa team presented useful insights into how small businesses and startups can be kickstart their brand awareness and amplify their GLOBAL customer acquisition strategy. As our key focus is to target and acquire new customers for our clients, we’ve summarised some of the main learnings from this workshop (must read for small business owners and startup founders who are using Facebook advertising for customer acquisition purposes):

  • Less is more when it comes to posting for organic reach (the more brands post on their Facebook pages, the more the decline in organic engagement which will impact organic reach).

  • Let Facebook AI do its thing - set up one ad campaign with multiple pieces of creatives (instead of setting different campaigns).

  • Don’t buy page likes, that’s money wasted. Focus on customer acquisition rather.

  • Keep in mind when targeting audiences that disclosed interests are aspirational in nature.

  • Measure offline audiences and track conversions

  • Optimize for CONVERSIONS NOT CLICKS (this is vital).

If your business needs help with customer acquisition, we’d love to help, get in touch!

facebook advertising for customer acquisition advice



How to scale a B2B startup

***This article was originally featured on SME South Africa

If you run a small businesses or a startup aimed at the B2B sector, and you have yet to experiment with performance marketing, especially social media advertising, now is a good time to start (well, a year ago was a really great time to start as more and more brands are starting to wise up to the power of social media advertising and thus it is becoming more competitive price wise). 

One of our recent projects  involved performance marketing for a B2B tech startup based in Europe whilst targeting the US market primarily, along with a few key European regions. Instagram advertising, surprisingly for a B2B brand, became the key revenue driver in terms of tracked conversions and eCommerce sales. Startup founders looking to target the B2B sector should consider that Instagram advertising can be a revenue driver for their businesses - it’s not just for B2C companies as we have worked with B2B brands and have seen tangible results along with a positive ROAS. 

Small businesses that have not yet used Facebook/Instagram/Twitter/LinkedIn paid advertising to grow their businesses, should try explore these channels for not only generating revenue but more so bringing marketing qualified leads for their sales teams to nurture and convert. 

Few points to keep in mind:

  • Vital to keep ads fresh to avoid ad fatigue and thus a low relevancy score and high CPC

  • Test different target audiences based on specific metrics - CPM, CPC, bounce rate, time spent on site, and conversion rate. 

  • Start experimenting with custom audiences (especially LAL audiences). These can include people on your email list, those that did not complete the transaction, video engagement retargeting, and other forms of content retargeting. 



Performance marketing for a B2B tech startup

One of our recent projects involved performance marketing for a B2B tech startup based in Europe whilst targeting the US market primarily, along with a few key European regions. Working on-site at the client with their in-house data analyst, we would conceptualise, create, run and test visual (videos primarily) and text campaigns on Instagram, Facebook and Google Ads. Instagram advertising, surprisingly for a B2B brand, became the key revenue driver in terms of tracked conversions and eCommerce sales.

Part of our social media advertising strategy involved using highly targeted ad creatives coupled with Facebook’s targeting, placement, and measurement tools to gain insights, deliver ad content relevant to the user journey, and increase tracked revenue conversions. We focused on creating Custom Audiences and lookalike audiences to reach prospective customers with highly relevant content.

We also ran social media advertising campaigns aimed at entering new markets such as New Zealand, Hong Kong and UAE - with the focus on generating MQLs for the sales team.

Overall we reached ROAS of around 5, which was a higher than projected ROI.



Social Media Crisis Management - Case Study

One of our past projects involved working with OMD New Zealand on a consultancy basis - their in-house social media team was requiring input on how to implement a social media crisis management strategy for one of their clients, SKY TV, as at the time their Facebook channel was bombarded with negative comments. Both customers and media alike were turning to SKY TV’s Facebook channel to complain and then gauge how SKY TV responded and handled the matter.

Our key recommendation centred around the need to view this as an opportune moment to turn a sour experience of a customer into a golden one. The first step was to start speaking the language of the customer as not doing so antagonised the customer even further. We recommended proceeding with modifying the community management of this page by drawing up slightly cheeky/more personality/more ‘human’ type of responses. Yes, it was a corporate brand with a specific corporate tone of voice. but when the status quo of dealing with the situation is not working, you need to pivot. At the end of the day, the customers are the ones who have an impact on the bottom line for SKY TV.

A few examples below of their customer comments and our responses recommendations in terms of refining the community management:

social media crisis management case study

‘’Trisha, not only do we hear you, but we even give more than two hoots about you and all of our other customers. DON’T LEAVE US - give us some time to look at the issues, and modify them. The new system is just as frustrating for us when our customers are not 100% satisfied but these things take time so stick with us. You will not regret it in the long term.’’

sky tv social media management

‘’Hi Ian (a.k.a our ‘long suffering customer’ as we affectionately refer to you) - we are working mad hours to make sure we offer ALL of our long suffering customers the best possible deals - sometimes it’s possible, and in some instances it’s just out of our hands.’’



Innovative Video Marketing for a Tech Startup

One of our recent tech startup clients was Joan (by Visionect) - the focus was on researching, compiling and implementing an omni-channel digital strategy along with a content strategy for their social media channels. One of the content themes focused on brand awareness through innovative video marketing.

Inspired by Jimmy Kimmel's series of celebrities reading mean tweets about themselves, I asked some of the Joan team to read (and address) a few of the Instagram comments they have recently received over on their Instagram profile.

This was the final result - not only were we able to address some of the more ridiculous questions but we were able to showcase the product and the team behind the product:



Social Media for Dubai Interior Design client

We have recently wrapped up a year long project working on social media strategy and implementation for a Dubai Interior Design industry client. Love That Design showcases regional interior and industrial designs across multiple industries in the Middle East and Africa so it was phenomenal to have been part of their stellar growth showcasing these designs and helping this publishing platform grow and scale, along with securing partnerships which resulted in revenue for the brand. 

social media for dubai interior design