Digital Marketing Trends

The way we see it there are two digital marketing trends that are going to be dominating in the next few years (and already making an impact in 2017). One of them being storytelling (be it video, customized artwork, animation, social media, social commerce, etc, etc - at the end of the day it comes down to content marketing in the form of telling and sharing really great stories that have an impact and that resonate with your target market). 

digital marketing trends - storytelling

The other one being performance-based marketing (PPC/CPC/CPL/CMP - all relevant when it comes to social & display advertising along with SEM and SEO campaigns). Performance marketing tends to show a clearer ROI when it comes to generating leads and making sales thus more and more brands are investing in performance marketing. 

perfomance marketing agency dubai

Whilst our passion lies in content marketing (storytelling is truly at the heart of an effective social media content strategy), we're also tech savvy to know that our clients like to see direct results in the form of performance based analytics. 

Get in touch to see how we can help grow your business. 



Content marketing & copywriting - Dubai case study

Majority of small businesses in Dubai cannot afford the luxury of hiring a full-time copywriter yet they are in dire need of copywriting/content creation services for lead generation. This is where our niche digital marketing agency comes in - one of the services we offer our clients is content marketing (i.e creating smart, useful, interesting content that will further grow their business and attract their target market). 

One of our content marketing projects involved working with Love That Design, which showcases regional interior and industrial designs across multiple industries in the Middle East and Africa. We added value to the client by conceptualizing content topics for the Articles section on their website, along with creating the content in the form of copywriting the different posts. 

Some of the posts we've worked on included an 'Inside the mind of ….' series, exploring the state of the design industry in the UAE, taking a look at ergonomics (yes, we somehow managed to make ergonomics sound sexy, we're that good), along with a variety of design tips

content marketing and copywriting services dubai



Social Media Marketing for hospitality sector-Case Study

One of our key services as a digital marketing agency is helping with social media marketing for the hospitality sector in Dubai - with one of our favourite clients being the much beloved Dubai restaurant, BookMunch. 

social media marketing for dubai restaurants 

About: BookMunch is an award-winning Dubai cafe & restaurant - unique combination of great food in a reading room environment has attracted and entertained impressive numbers of customers of all ages, and with five awards in tow.

Social Media Objectives for BookMunch: To build brand awareness amongst those new to Dubai (usually expats) along with retaining current customers and attracting new customers.

Facebook & Instagram: We developed a specific tone of voice for this family friendly cafe brand to reflect the ethos of the brand along with attracting its target audience through Facebook and Instagram content that focuses heavily on much loved dishes, customer experience, the warmth of the place, and always going over and above for customers - be it at the cafe or via social media channels. BookMunch even made it on the Hotelier Middle East's ''30 F&B brands to follow on social media'' list!

social media marketing for hospitality sector in dubai 

Popular Campaign: One of the campaigns Boguslavsky & Co came up for BookMunch was to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'. These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

dubai social media campaign for restaurant



Consulting on doing business in the UAE - case study

We recently wrote a blog post about breaking into / entering the Dubai market as a consumer brand - whilst for many Dubai is a dream destination for doing business, it's not an easy market to break into if you're not aware of the local ways of doing business, and marketing products, as well as all the cultural nuances of doing business in the UAE. 

Herbex, a South African weight loss brand, got in touch with us recently to advise them on some aspects of marketing their products in the UAE. We helped them with refining their digital marketing strategy along with finessing their overall marketing plan for the region. 

Core focus of the consultancy work included:

***Analysis of previous marketing efforts 

***Advice on brand positioning for entering the Dubai market

***Recommendations for a PR strategy, influencer campaigns, and a launch event

***Social Media strategy advice in regards to the channels that would achieve their business objectives

****eCommerce for the Arab market recommendations

consulting on doing business in the UAE



Google AdWords Campaign for Dubai Client - Case Study

We've created a brief infographic highlighting some of the results from the first month of running a Google AdWords campaign for a Dubai client (we're a niche digital strategy agency and one of our specialized offerings is running targeted AdWords/PPC campaigns in order to drive traffic and increase conversions for our clients). 

Google AdWords services Dubai - digital strategy agency 



Outsourcing social media community management

Majority of well known consumer brands are inundated with questions/requests/comments/feedback/criticisms on social media so much so that most companies are not even sure of how to deal with this flurry of activity on their social media pages. For these kind of brands, it might be beneficial to explore outsourcing social media community management to maximise optimum use of internal resources and minimize a social media crisis arising due to lack of knowledge/skills in successfully managing the social media channels. 

One of our social media projects this past year involved assisting with the community management on Pringles South Africa Facebook page - whilst Pringles is a well-known FMCG brand, it is also a brand consumers like to vent about (occasionally). The trick here is converting a negative comment into something positive or at least humorous - we have managed to achieve this on a number of occasions. 

Case-in-point one of our favourite examples of effective community management - taking an angry customer from 'That's BS' to 'I love you Pringles' thanks to an entertaining community management comment.

Outsourcing social media community management to digital agency


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Outsourcing Content Writing

Last year we worked with Exclusive Tables, a mobile app startup disrupting the entertainment industry in Dubai and Spain, and aside from advising on social media strategy and its implementation, we also created niche content for this client in the form of blog posts.

digital agency working with startups in Dubai & South Africa

Majority of startups and small businesses don't have internal resources needed to create smart, well-written, targeted content on a weekly basis for their websites. For these kind of brands, it might be beneficial to explore outsourcing content writing to maximise the ROI on their website. A skilled digital agency will have the knowledge and expertise to write content that not only achieves a specific brand positioning through style of writing, tone, and subject matter, but also takes into account SEO to increase targeted traffic to the website. 

Our content strategy for Exclusive Tables focused on writing entertaining blog posts with a sophisticated/trendy/playful tone that would appeal to the target market being mostly well educated, well earning men looking for a decadent lifestyle. This was Exclusive Tables' primary target market at the time. Some of the core content themes revolved around nightclubs with a difference, bar hacks, best vodkas in the world, and dressing for a night out, amongst other post ideas. 

outsourcing content writing 

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An audit for digital transformation

Part of the initial digital audit phase when working with our B2B clients is assessing their current processes and digital platforms. The focus is usually on agile development and focusing on how we can add value to their business in the areas of speed, scale, and customer experience.

To accomplish this, we explore and research the following areas:

  • If the entire organization has a set of common objectives, goals and benchmarks in place
  • Analysis of the stakeholders involved, especially in regards to feedback and approvals for specific projects
  • The impact of new initiatives on current business processes
  • The processes in place that guide shared learning within the organization
  • Communicating the benefits of new initiatives to internal teams and customers
  • The type of data collection process in places and the the key performance metrics
  • How success is quantified within the organization
  • Aspects of the business that can be automated to streamline operations
  • Tools available to improve customer experience

If your business is looking at digital transformation but not sure where to get started, get in touch with us. 

digital audit - digital strategy agency dubai & cape town



Social media marketing for consumer brands

The 'secret' (there's no secret - it takes skills, experience, hard work, and a little bit of experimentation) to successful social media marketing for consumer brands is to focus on these key areas:

  • Understand the nuances of each social media channel and the way consumers interact on each channel - you need to be sharing/speaking/communicating the way the users of each specific platform like to interact and engage with that platform. 

For example, GoPro's high-quality user-generated content strategy is one of the main reasons they have over 9 million followers on Instagram. GoPro doesn’t use Instagram to push their products, rather they share user-generated content to celebrate a lifestyle of adventure. 

social media marketing for consumer brands - gopro


  • When conceptualizing and creating your social media strategy, make sure you know your audience (target market), your objectives (main reasons for utilizing social media) and create content that is relevant to your target market, your business objectives, and the specific social media channel (vital have a different content strategy for each platform)

Captain Morgan does a fantastic job of this with their YouTube content strategy - cheeky with a bit of attitude, just like the brand itself. With over half a million views per video, it's a content strategy that is definitely working. 

great youtube content strategy example


  • Measure, measure, measure - have social analytics in place in order to be able to measure performance of each post and to modify based on analysis. 

We're big fans of Socialbakers. We fid their customized reports in-depth, cohesive and phenomenal for monitoring the kind of social media content that works best in terms of growth and engagement. It’s also a fantastic analytics tool in terms of the demographic breakdown of the fans and followers and their growth over a specific period of time. 

social media analysis of film marketing 


  • Be an authentic brand and true to what your consumers/customers expect of you. 

This is where narrative marketing and storytelling come into play - you or your brand is likely to have a powerful story. Share it. Showcase it. Consumers want to know why you care - they want a reason to care also. We recently collaborated with BookMunch to utilise one of their most popular social media channels, Facebook, to showcase their team from a storytelling, narrative perspective by launching a new Facebook series of posts titled 'Humans of BookMunch'.  These series of Facebook posts have allowed us to 'show and tell' BookMunch's customers about the people with whom they interact on a daily basis with but might not know anything about. 

Humans of BookMunch campaign


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Social Media News Roundup - July 2016

Social media news roundup for this month (and past month) - the social media news you need to know. 

  • The brilliant folks over at Social Media Examiner  released their 2016 Social Media Marketing Industry Report and we've summarized some of the more relevant findings:

Video is becoming more and more essential for marketing (spot on, see our previous blog post).

Snapchat is on a growth trajectory - we've been experimenting with it ourselves lately and loving the results. 

When it comes to paid media, Facebook Ads are still dominating - once again, no surprises here, more cost effective than Twitter or LinkedIn advertising, coupled with the fact that Facebook's organic reach is continuously on the decline so it (literally) pays to advertise. 

Most marketers are using social media to develop loyal fans and gain marketplace intelligence . 

By spending as little as 6 hours per week, 66%+ of marketers see lead generation benefits with social media. 

Social media is seen as most useful for building a loyal fanbase.

  • Snapchat announced a new feature (Memories) that enables users to save and share their content -  an album within the app where users can save photos and videos which they can later upload. This is fantastic news for all social media managers everywhere as it makes planning and preparing content so much easier. 

social media news july 2016 - snapchat


  • Facebook's organic reach is becoming more and more elusive, thanks to another new algorithm update - vital for brands to modify their content strategies to focus on engagement and relevance, along with an effective Facebook Ads strategy. According to Facebook, ''creative, unique and authentic content is always appreciated and this is the only way to maintain the organic reach in the post-algorithm era''. 

  • Instagram community has grown to over 500 Million Instagrammers - one of the fastest growing social media and mobile ad platforms. We are seeing more clients benefitting from marketing their businesses on Instagram, thanks to being able to reach diverse demographics through visual storytelling. 




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Video content strategy for your business

Video is becoming the most powerful way of communicating.  

By 2017, 74% of all internet traffic will be video. 

The time for brands to start planning their video content strategy is NOW.

At 'Boguslavsky & Co', we're embracing this increasing demand for video content by showcasing what's truly unique and different about our digital agency with our very first agency video. Produced in-house with the help of a phenomenal videographer. 

Video content is the personality of your brand - the type of video depends on your business objectives as to what you are trying to accomplish. That's something we help brands with - we seek to understand you key business goals along with your brand's audience - who you are trying to reach, what interests you, how can we frame the narrative of your brand. We help brands get creative whilst still retaining their brand identity.

Get in touch. Let's do something cool together. 



How to use Squarespace to grow your brand

For business owners looking to 'get online', redesign your website, create an eCommerce website, or simply add another element to growing your brand through digital marketing,  I've compiled some tips on how to use Squarespace to grow your brand. 

I built this website using Squarespace, I also built Social Cult, Sushi Networking, Roux Logistics, and Till I Come Home websites using Squarespace. In the past, we used WordPress for creating websites for our clients, but we are finding ourselves more and more offering small businesses and startups the option of creating beautiful, affordable, sleek, and user-friendly Squarespace websites for them. 


  • Getting Started!

Super easy. Just visit and request a free trial - I usually choose a random Squarespace domain name initially (just to save time) and once the website is ready to go live, I connect the actual domain name via GoDaddy (takes about five seconds). It's US$12 per month billed annually (or US$16 billed monthly) and this includes both hosting AND the template (design). 

how to use squarespace to grow your brand
  • Picking a template

This is both the fun and the challenging part. It's about understanding your business and the type of website you would like to create in terms of not only the 'look and feel' but also the target audience and usability aspects - are you looking at showcasing your design portfolio? launching a business blog? creating a landing page for yourself as an artist? setting up a website for your restaurant? launching an online store? You can filter template options by these and a few other options, My favourite templates include Marquee, Fulton, Kent, and Nueva. 

how to build a website using squarespace
  • Modifying and customizing your template

Well done, you've decided on a template (you might still change your mind, luckily Squarespace caters for that). Now time to start modifying the demo pages and customizing the template design to create a website based on your business needs. This is the more time consuming part (which is why most clients leave this part to us). This is what the editing interface area of Squarespace looks like - where you can add pages, arrange navigation, choose styling as part of design options, integrate social media, and set up analytics. 

Affordable Dubai website design agency 
  • Getting found on Google (a.k.a SEO)

You've registered for a free trial, you've chosen your template, you've finished creating your brand new website, you've linked your GoDaddy registered domain to Squarespace and you've published your website. But how to increase the visibility of your website on Google (and other search engines)? Vital to set this up properly in Squarespace. 

In the Home Menu, click Settings, click Marketing, and then click SEO.  This is where you can customize page and site titles. Also make sure to structure content with headings (Heading 1, Heading 2, etc) along with adding alt text to images, adding tags and categories to blog posts, and verifying your website using Google Search Console

SEO consultants & agency Dubai 
  • Setting up Squarespace eCommerce 

Your Squarespace website can also double as an online store. Stripe is the payment processor that powers Squarespace Commerce. Thanks to its integration with Stripe, Squarespace has the easiest eCommerce setup I've ever come across. Once your Stripe account is integrated into your site, you can accept payments immediately. It is limited to certain countries though as In order to accept payments with Stripe, your business must be based in one of the countries Stripe supports.

countries where stripe is offered

Thanks to its minimalistic editing interface and (almost) unrivaled design aesthetics, Squarespace is a fantastic platform for growing your brand - from being found online and showcasing your business, to launching an online shop and selling your products or services.

We'd love to help grow your brand by creating your next Squarespace website.