Companies are prioritising their digital related marketing activities in 2017.
This is according to newly released 2017 Digital Trends in South Africa report, conducted by Econsultancy in partnership with Adobe.
The report states that social media engagement and brand building/viral marketing share first place, with more than a third (37%) of respondents saying these tactics are among their top three priorities.
It further notes that the growth of the mobile internet has a direct impact on that of the rise of social media and related opportunities for brand marketing. According to Cisco figures, mobile data traffic in South Africa will grow eight-fold by 2021 – a compound annual growth rate of 50% – much of this traffic is social media related.
Thirteen million South Africans were on Facebook, with 10m of those people using mobile devices, according to the South African Social Media Landscape 2016 report, published by World Wide Worx in partnership with Fuseware.
The World Wide Worx research also found that there were 7.4m Twitter users, 8.3m YouTube users and 2.7m Instagram users in South Africa. Instagram, shows the fastest growth, with users increasing by 133% year-on-year.
The report states that 42% of major brands were using Instagram. Mr Price (more than 257,300 followers in April 2017) and Mercedes-Benz South Africa (142,900 followers) are examples of brands that succeeded in utilising with the platform.
When looking at global priorities, content marketing is top, ahead of social media engagement.
However, looking at the rapid growth of social media in South Africa, fuelled by smartphone usage, we can understand why it is a higher priority in this market than for the rest of the world.