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7 SEO tips to boost your e-commerce store performance

Google accounts for nearly 90% of the searches on desktop, so if you want to go direct to the source, read their SEO guide to help the indexing of your site. This will happen automatically — Google’s ‘spiders’ continuously crawl, categorize, and rank all web content against a huge number of measurements. You can tell…

5 things  brands can do to tackle racial inequalities

The current movement triggered by racial bias under the #blacklivesmatter has by proxy made the global pandemic which has claimed close to 500 million lives, take a back seat and no longer headline news. This is a wake-up call globally, the rise in public solidarity with the Black Lives Matter movement, brands are facing growing…

A Simple Guide To Native Mobile Technologies

Our Friday hangout with our tech colleagues spiked meaningful topics of conversation, this time our curiosity was in the quest to understand what’s the best way to build a mobile App. An obvious question right? According to Statista, there were 178 billion app downloads in 2017, approximately 205 billion this year and a projected 258…

Born Global Ninja’s; Netflix, Uber, Airbnb, Spotify, Amazon

The globalization of business is opening immense opportunities for ambitious companies to expand internationally beyond the borders of their country of origin. 

Born Global firms, unlike the international small ventures, internationalize their operations since their outset and generate at least a quarter 25% of their revenues from overseas within the first three years. 

This competitive advantage gives them a major head start compared to local companies. Not all companies that go global are ‘‘born’’ global firms, key distinguishing aspect is that they go global from their conception and ‘‘born’’ to be global, and hence commit their resources to venture into international markets, they are a practically borderless approach.

Most technology companies follow the ‘‘born’’ global theory and most of them have experienced massive success across the globe since their reach is borderless giving them access to a larger potential market share than born local companies. Some of the key success factors coined in their business model are highlighted in their compelling brand image, high leverage on ICT, rapid internationalization process and value creation through differentiation.

The increasingly prominent growth of tech-based born global firms from silicon valley have been incubated and nurtured in a solid ecosystem massed with a talent pool of engineers, skilled developers entrepreneurs with the help of VC’s and investors hungry for the next big thing. Some of these companies have grown to thriving born global organizations like Uber and Airbnb.

While reading The 22 immutable laws of marketing some of the fundamental aspects of the success of these companies emerge from some key principles;

‘’The Law of Focus – The most powerful concept in marketing is owning a word in the consumer’s mind’ this obviously brings to mind a born global ninja -– Google. Count the number of times you’ve heard someone or yourself saying – ‘‘let me Google that’’. Now, that’s owning a word in the mind of a consumer – to the extent that they actually replace the word ‘search’ or find out, and instead use the brand’s own name ‘‘Google’’.

‘’Law of leadership – it is better to be first than it is to be better’’ Scandinavian tech entrepreneurs Niklas Zennström and Janus Friis founders of Skype made Skype a tech pioneer in peer-to-peer communication, making video calls feasible even in turtle paced speed internet connection dating to the mid-2000s.

Other tech giants in the born global category who are true success stories like Uber founded by Garrett Camp, their revenues as of 2017 was $37 billion. Uber made it their mission to scrap the idea that taxis were the only way to get around in cities, currently facilitating over 15 million rides daily, leveraging 40 million monthly active users without owning a single cab.

Another born global ninja is  Airbnb –(Air bed and breakfast)  founded by Joe Gebbia, in their business model trust is a core component, no one would have thought letting strangers sleep in your home for a dime would be a well-embraced global business idea.

As an online marketplace and hospitality brokerage firm they connect over 140,00 travelers with hosts from more than 190 countries every day – without owning a single property. 

I would not dare forget to mention the golden born global ninja Amazon – Jeff Bezos being the wealthiest man according to Forbes with a net worth of $131 billion, while Amazon’s revenue plummeted to $232.9 Billion as 2018. Their business model is one of the key success factors. Amazon’s retail caters for 67% of its net sales with its subscription model. 

Netflix as a SaaS business capitalizes on big data and analytics which keeps its 150 million subscribed customers across 190 countries glued to their screens while they rake $344 million in profits. Understanding consumer behavior allows them to cultivate loyalty. The coined phrase ‘Netflix and chill’ is a term that users warmly associate the brand to the ultimate relaxation time. Apple and Disney’s streaming services may bite into their profits with exclusive content but being a born global ninja may just be the source of their capabilities to outshine this fierce competition. 

One last born global ninja is Spotify – Daniel Ek saw the global on-demand for music streaming service that would allow users the freedom to browse through a catalog of music, licensed through multiple record labels, and create even share music playlists with other users; and actualized it. As of April 2019, the number of Spotify’s monthly active users was 100 million paying subscribers. Available in most of Europe, the Americas, Australia, New Zealand, parts of Africa and Asia makes it a born global ninja.

One key constant denominator in these born global success stories is evidently the Subscription business model – this seems to be the future of successful businesses.

Tips on creating authenticity using spokespersons

The concept of “spokespersons” can be used to create a stronger sense of storytelling and authenticity connected to the brand that they represent. Some tips or food for thought in regards to using the concept of spokespersons.  Identify potential spokespersons   You can survey as a means of locating potential candidates. Distribute the survey among employees…

4 tips to effective marketing in today’s competitive world

You are doing great business if you spend less on marketing and still make tidy profits. So how do you work around spending less on effective Marketing?  Re-engineering your processes  A new idea, device or process application of better solutions that meets new requirements, in articulated needs, or existing market needs, This is accomplished through…

7 Email marketing strategies to boost your marketing ROI

Email marketing is one of the most effective digital marketing channels according to 59% of B2B marketers, it’s directly targeted to your audience and gets them where they’re without having to search in piles of content in the massive Internet Of Things. You can use email marketing to send out bulk emails for your e-Newsletters,…

4 ways to make your Email marketing efforts more effective

Email marketing is considered the most effective digital marketing channel with an ROI of over $38 for every $1spent; this proves that this medium is even more powerful than it’s ever been. An explosion of new digital technologies pushed us to evolve. But those same technologies can leave a marketers’ head spinning. What’s the right…

3 easy steps in brand building Pt. 2

In the second part of the walkthrough of the UAT-model (see the previous post for pt. 1 here) I want to touch on the concept of authenticity and how it can be used in creating a more defined brand profile or brand personality. 

In this era of time, the concept of authenticity can be related to a lot of aspects of how we live our day to day lives. In a world where grand narratives such as religion, science, and political ideologies have lost their claim to be capable of presenting an objective, coherent truth about how the lives of individuals and society as a whole can and should be. 

Authenticity has become a key component in how we define ourselves as well as other individuals. Being authentic is a positive term. Being authentic is popular speaking like being for real. We crave being-for-realness because a lot of our world is not exactly fake, but in the age of information overload, fake news and our own personal quest for success on a personal as well as a professional level there is a lot of pitfalls and blind alleys. 

So authenticity is like an existential GPS that helps you feel and frame, what you think is being genuine and for real in your life and in the choices, you have to make as a person and as a consumer. 

We see the need for authenticity in popular culture and in social media when a celebrity post a picture on Instagram that exposes hairy armpits, make a free picture or a bit of fat instead of the six-pack. 

The founding concept of reality-tv was to capture the raw, emotional moments of conflict, mental break down and a genuine peek behind the facades that we all carry with us in our day to day life. 

So how can you use authenticity in a brand-building context and don’t you risk losing that very authenticity the moment you use it for creating your brand? How do you prevent authenticity from ending up being just another performative act? This is what we will explore in the following.

Keeping an eye on what makes your brand authentic is the same as keeping an eye on the most important element of creating a bond of trust with your customers. Below are 4 points of reflective questions that you should consider when using authenticity in a brand-building context.  

  • What is your heritage? Like with real people we engage we like to know a bit of backstory. Use your backstory – however ordinary – as a strong point. What struggles did you overcome to actually create your product/service? What are your values behind your product/service on offer? Those kinds of questions are important to answer. And don’t try to paint a pretty picture. People will find out sooner rather than later. If you have a website or a blog. Then you have a perfect platform to build a story around your heritage. 
  • What’s your passion? Whether you are a one-person outfit or a team, what is it that makes you passionate about being in business? Is it the interaction with the customers? Is it because you want to create the best possible working environment for your employees? Is it because you provide something that will make the world a better place? Is it the quality of your product? Locate your sweet spot in your brand and make that passion clear in your interaction with the outside world. Passion will color your interactions with the customers. And more importantly – real passion will help you stay authentic instead of becoming an empty, performative act of marketing. 
  • What are your motives beyond profits? As customers, we hate being perceived merely as cash cows. We need to feel that we are being recognized as more than that. We are individuals. Make sure that you remember that aspect if you want to build a brand with a feel-good personality. Banks, in general, have a band standing in people’s minds. It’s a huge problem since you trust them with your money. My bank has a slogan – “What can we do for you?”. I know when I ask for advice or negotiate a new loan that it’s a business situation. So in terms of being authentic by bank needs to live up to the promise of their slogan. I don’t expect my bank to give me a loan deal that is bad business for them, but I expect fair and professional advice and if my bank doesn’t deliver on that account. Then it’s not really working according to their slogan, and hence it’s not being for real and it losses trust and ultimately comes across as being fake. 

To sum up the above: make sure to work out a clear, coherent idea about your backstory/heritage, your drives and passions, and your business motives. Use it in as many aspects of your internal and external interactions as a company. Make it the spine of your brand building and you will be able to create a more vibrant brand profile that comes across as more trustworthy. 

Next up we will touch upon the third and final element of the UAT-model which is talkability. 

Thanks for reading! 

3 easy steps in brand building Pt. 1

We have a three-part walkthrough of the UAT-Filter developed by Rohit Bhargava. The UAT-Filter is a creative tool that can help sharpen the creative process and conceptualization of how to develop a brand with personality.  The letters UAT refers to the three keywords or elements of brand personality: unique, authentic and talkable. If you develop…

How to Build an Online Brand For Your Business.

Times have changed,  we are no longer fighting for space in the dailies, the days when superior brands used to ascertain their superiority in the dailies by posting myriads of posters is long gone, it is so five years ago. Many Big names have chosen digital marketing as their new avenue for creating awareness for…

3 Fundamental Steps To Earn User Trust And Drive Marketing Results

Today’s digital marketer spends a larger percentage of their time improving their digital presence. Statistically, in 2018 businesses globally spent about $100 billion on digital marketing. This means that you as a marketer are not the only horse in the race nor the fastest, your pay-per-click budget could give more insignificant results.  Marketers are seeking…

Is your business engraved in a Culture of Safety?

‘A leader is one who knows the way, goes the way, and shows the way.’ John Maxwell In today’s competitive construction market, it’s important to have managers who build sustainable cultures where safety and health are woven seamlessly into the fabric of the business alongside efficiency, quality, and productivity. It’s no secret that you as…

A Simple Guide To Native Mobile Technologies

Our Friday hangout with our tech colleagues spiked meaningful topics of conversation, this time our curiosity was in the quest to understand what’s the best way to build a mobile App. An obvious question right? According to Statista, there were 178 billion app downloads in 2017, approximately 205 billion this year and a projected 258…

How to Build an Online Brand For Your Business

Times have changed,  we are no longer fighting for space in the dailies, the days when superior brands used to ascertain their superiority in the dailies by posting myriads of posters is long gone, it is so five years ago. Many Big names have chosen digital marketing as their new avenue for creating awareness for…

How The IoT Makes Your Home Smart

The smart homes era is here, thanks to the power of the Internet of Things and the power it brings to how we manage safety and security in our homes while improving lifestyles. Smart homes are integrated by Internet of Things and Smart Systems which are driven by a combination of sensors and actuators, connectivity,…

BEGINNERS GUIDE ON HOW TO USE TWITTER FOR BUSINESS

  Creating a business page Twitter is an undisputed social media giant, Its numbers triple by every heartbeat, if you want to see real time, instant results for your personal or business brand, Twitter is where you should be. It’s more interactive, easy to read and share. We are living in an information overload digitized…