ifference you can make, not only in your company but in yourself. If content marketing hadn’t come around, I would never have stayed in marketing. Thankfully, you have a choice and you have chosen wiselyContent is king. It’s a quote marketers and strategic communicators have used for years to describe the digital transformation of how brands communicate with customers in business-to-business (B2B) and business-to-consumer (B2C) marketing. For
centuries, products have been continually invented that completely transform our lives, from the commercial passenger jet that flies us halfway across the world in a matter of hours to Google’s search engine that delivers content answers to billions of user questions in a matter of seconds. Our reliance on new medical inventions, for instance, has hardly felt so real or so
personal in generations than during the coronavirus pandemic of 2020, when the world was brought to its knees by a molecule invisible to the naked eye called COVID-19. Policymakers could legislate, business leaders could pivot and protect margins, but only new products, from vaccines to new test kits, could save us. Prospective buyers at thousands of companies work to innovate and invent new products and services to help them do their jobs better, faster,
Non-profit organizations work
to develop value to potential donors so they can help others. Billions of consumers go online to determine which product or service will help them live better lives. The way people research and develop preference and consideration for products varies in the level of involvement and the extent to which their decisions are made rationally or emotionally, based on perceived risks and fears of making the wrong decision (Gourville & Norton, 2019).
to earning a buyer’s trust as a supplier is through education and demonstrating in a compelling way how the product or service offers improvement over the status quo in a relevant and compelling way. A primary way marketers appeal to these prospective buyers is through content marketing (CM). CM is a type of marketing focused on creating, publishing,
and distributing content for a target audience. Collectively, this content reflects a cohesive company brand that tells audiences an interesting story with the intent of motivating them to take action and ultimately become a customer. In an interview for this book, Robert Rose, Co-founder and Chief Strategy Officer of the Content Marketing Institute, stated that content marketing delivers value – education, inspiration, laughter, sadness – in order to build
Engaged and subscribed audiences
with the goal of having an easier time reaching and influencing them. Any company creating and selling new products has an uphill battle to convince consumers to believe in and ultimately purchase their product, and content marketing is a highly effectivechannels management relative to product and pricing elements. However, the study also indicates that
this is changing due to the positive impact of the regulatory and technological environment on competitive performance. This suggests that U.S. firms must consider the evolving nature of supply chain management in Africa and adapt their marketing mix accordingly. The synthesis of these studies paints a picture of a dynamic marketing environment in U.S.-Africa markets, where technology plays a pivotal role. It is not just about adopting the latest technologies but
understanding how these technologies can be used to enhance marketing strategies and operations. The insights from these case studies provide a roadmap for U.S. firms to navigate the technological landscape of African markets effectively. Assessment of Market Entry and Expansion Strategies The landscape of African markets presents a dynamic and multifaceted
Environment for U.S. firms considering
international expansion. The continent’s burgeoning economic potential is matched by its complexity, necessitating a strategic approach that is both informed and adaptable. The research by Oguji and Owusu (2021), Hammerschlag, Bick and Luiz. (2020), and Anyu and Dzekashu (2019) sheds light on the intricacies of market entry strategies and offers a blueprint for success in these markets. Oguji and Owusu (2021)
emphasize the strategic role of acquisitions and international joint ventures inentering African markets. The choice between these two entry modes is influenced by several factors, including the level of control desired, resource commitment, and risk tolerance. Acquisitions can offer immediate market access and local brand equity, but they come with higher upfront costs and integration challenges. On the other hand, joint ventures allow for risk sharing and
can provide valuable local knowledge, although they may lead to conflicts and require careful partnership management. U.S. firms must weigh these options against their strategic objectives and operational capabilities to determine the most suitable entry strategy. The fintech sector in Africa is particularly instructive for understanding the importance of localized
Conclusion
marketing strategies. Hammerschlag, Bick and Luiz. (2020) document how African fintech firms adapt their marketing strategies for successful expansion, emphasizing the need for customer education, community involvement, and the creation of personal relationships. These findings suggest that U.S. firms should adapt their products and services to local preferences and engage deeply with the local ecosystem. This could involve tailoring
products to the unique needs of African consumers, leveraging mobile technologyMost, if not all companies, will go through some sort management transformation procedure at some point. All changes can be collected under the umbrella-term “business transformation “, but in a context like this, business transformation can also be considered a radical form of
organizational development. (Uhl A. and Pimmer C., 2011, p1) Managing business transformation is vital for organizations to stay competitive in today’s business environment. This kind of transformation implies complex and multi-layered changes that could not only happen inside the organizations, but also across the full length of the value chain. (Uhl A.
Comments
Post a Comment