Mauritius Digital Marketing - Future Buzz€¦ · social media management, content marketing, SEO,...

Mauritius Digital Marketing

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Contents

BACKGROUND INFORMATION ............................................................................................................................. 3

DIGITAL MARKETING INSIGHT ............................................................................................................................ 4

DIGITAL MARKETING STEPS ................................................................................................................................ 6

ATTRACT ........................................................................................................................................................................................... 6

CONVERT .......................................................................................................................................................................................... 7

CLOSE ................................................................................................................................................................................................. 7

IMPROVE ........................................................................................................................................................................................... 8

DIGITAL MARKETING TRENDS ............................................................................................................................ 9

THE BENEFITS OF A DIGITAL ANNUAL REPORT ........................................................................................................... 9

THE RISE OF INFLUENCE MARKETING .............................................................................................................................. 11

VIDEO, VIDEO AND VIDEO ...................................................................................................................................................... 11

AI – CHAT BOTS ........................................................................................................................................................................... 11

EPHEMERAL CONTENT ............................................................................................................................................................ 12

AUGMENTED REALITY (AR) ................................................................................................................................................... 12

MOST VIEWED SITES IN MAURITIUS ................................................................................................................. 13

SOCIAL MEDIA STATS ........................................................................................................................................... 17

MAURITIUS FACEBOOK PAGE STATISTICS .................................................................................................... 18


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Background Information

Over the last few decades, Mauritius has been a notable economic success story among many African countries as well as the rest of the world. Being a small remote domestic market with inadequate natural resources, Mauritius has shown a growth rate of more than 35 fold in its GDP since its independence in 1968. And this successful performance is attributed to its bold policy reforms, creation of economic prospects and stability at its macroeconomic level (SME Master Plan, 2017).

However, at present, Mauritius is being held in the mid-income trap and the same growth model is not performing as it did during the past decades. With an increasing cost of labour and wavering productivity levels, value addition in the supply chain is mainly limited to large enterprises, resulting in a decline in growth and employment opportunities. Over the years, the increase in digital technologies has revolutionised the concept of Digital Marketing. Modern marketers are faced with a growing number of Social Media channels and digital tools and an increasing power of connected consumers.


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DIGITAL MARKETING INSIGHT

The demand for digital skills is increasing for the past few years in Mauritius. From SEO to Web Design and Community management, companies are on the look for digital talents.

Digital marketing is a field which is in constant evolution as technology and human behaviours are changing. Strategies that worked in 2016 may become obsolete today. As such, it is important to know the latest developments in the digital marketing field.

This year we’ve seen an increase in the number of job openings for Digital Marketing roles in Mauritius. We’ve seen several digital marketing agencies launching their activities this year. These agencies provide services ranging from website design, social media management, content marketing, SEO, video and email marketing.

This is a good sign that Mauritian companies are increasingly confident to invest in their digital marketing strategy. However, we need to shift from push marketing to inbound marketing. It’s the type of marketing that bring customers to your business. We need to provide value to customers. We need a complete re-engineering of how we do marketing.

We need to think in terms of buyer personas. According to Hubspot Academy, buyer personas are semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals.

Regarding digital marketing, marketers should be obsessed about how they can provide value to their potential customers (by defining their buyer personas) at each stage of the buyer’s journey…knowing that there is a lot of competitors out there looking to close the same deals. It can be even risky for your company to indulge in mass marketing (e.g mass mailing campaigns) as consumers have shown a propensity to flag content that provides no value as spam. Customers are looking for new experiences that are tailored to their needs and they want these experiences to be highly personal and relevant. They expect their favourite brands to know what they want. It’s highly noticeable with the millennials and generation z customers who can be categorized as digital natives.


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Marketers need to adjust; it’s not about what you know; it’s about what the customers want today and tomorrow. It’s about having an open mind by challenging our own preconceptions about what it takes to delight our customers. Ask them. Observe them in specific situations. Carry out specific campaigns and monitor the performance. Adjust accordingly.

Management executives need to put customer experiences as a top priority for 2018 where they blend traditional marketing (offline) with digital marketing to delight customers across all the company’s customer touch points. Create remarkable marketing campaigns that will lead to positive.

This particular form of marketing focus on attracting customers to your business instead of trying to reach them with traditional means. It is far less intrusive than cold calls, and mass mailing.

Digital marketing also produce more engaged leads and customers than traditional outbound marketing.


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DIGITAL MARKETING STEPS

ATTRACT If you want the right traffic to your site. Digital marketing strategies target the people who are most likely to convert to leads and become customers. Understand the objectives, challenges, difficulties of your potential customers, as well as their common objections to your products and services. Give them valuable information that will help them reach their goals and understand what added value you can bring to them.

Some of the most important tools to attract the right users to your site are:

◉ Blogging – Your blog is your main tool for inbound marketing. Create valuable content that speak to your audience and answer their questions. It the best way to attract qualified visitors to your website.

◉ SEO – Understand what keywords your customers are searching. Optimize your pages, create content, build links that will help you appear prominently on search engines.

◉ Pages – Your storefront online is your website. So make it appealing to your ideal buyers with helpful content and right navigation.

◉ Social media – Give visibility to your remarkable content, and put a human face on your brand. Social media is the perfect way to create a human bound with your prospects.


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CONVERT Getting audience to your website is nice but what you want are leads, and, ultimately, happy customers. So the next step is to gather your visitors contact information, at least their email address. Contact information is valuable so if you want your visitors to give it to you willingly, you will need to give them something in return. Propose them valuable information with eBooks, whitepapers, tip sheets, free advice or products, etc. The most important tools to convert your visitors are:

◉ Forms – By filling a form and submitting their information, your visitors become leads. Find the right equilibrium between the amount of information you need and keeping it simple and fast to complete.

◉ Calls-to-action – Calls-to-action are the link between your content and conversion tools. They are basically buttons and links that will encourage your visitors to take actions.

◉ Landing pages – Your calls-to-action should send your visitors to a landing page. A landing page is simple and without distraction, the visitor submit is information to get something in return.

CLOSE Now that you got your leads, you need to transform them into customers. Those are the tools that will help you close the deal:

◉ Email – Use email effectively to send more va luable content to your prospects. Build trust until they are ready to buy.

◉ CRM – Keep track of your contacts, companies, deals, etc. This information is key to know how to get in touch with the right prospect at the right time.

◉ Marketing automation – Automate emails depending on your lead actions. For example, if your visitor downloaded the eBook on a certain topic, automatically send him a series of related emails.


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IMPROVE You can always do better. Increase your conversion rate, launch new marketing campaigns, and optimize your strategy, etc. It is a process of analysing the data and statistics, test new strategies and analyse the data again to observe what works better. Improving your digital marketing strategy is an ongoing process.

This is what we can do to get even better results over time:

◉ Statistics & analytics – Use different tolls like Google analytics, Facebook insights, Keyword tools… Use these indicators to measure your marketing strategy performance. You will have access to all these tools but also receive reports.

◉ Marketing strategy meetings – Regular meetings with you allow us to update the marketing strategy. You will discuss what actions to take for the next month.

◉ A/B testing – A/B testing allows to send visitors to different version of the same page and test which version has the best conversion rate.


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DIGITAL MARKETING TRENDS

Whether you are new to Digital Marketing or already joined the trend in Mauritius, understanding the emerging consumer behaviour is critical, we can walk you through a complete digital transformation via smart and targeted digital business strategies – tried and tested for Mauritius.

1. Online presence (branding, website, social media)

2. Content Creation and Management

3. Social Media Marketing

4. Search Engine Marketing (SEO, Pay Per Click advertising)

5. Corporate blogging

6. Analytics

7. E-Commerce

8. Mobile Apps

More and more companies are becoming environmentally conscious – thinking twice before printing their annual reports. Likewise, in Mauritius, the use of a microsite (a small website connected to a parent site) to digitally present financial information in a more interactive and engaging way is on the rise.

The Benefits of a Digital Annual Report There are many benefits of building a microsite to present your annual report online, such as:

◉ Track readership – One of the main benefits is the fact that you can effectively monitor and evaluate the readership of your digital annual reports, which obviously cannot be done with their printed counterparts. Through Google Analytics, you can get insight into how many people have visited the microsite and how long have they spent on each page of the annual report. With this knowledge, you can deduce what sections have been of high interest to your shareholders.


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◉ Cost-effective in comparison to traditional printing – Printing high-quality annual reports can be costly, however, for just half the price, you can build a creative microsite that can reach a countless number of shareholders.

◉ Accessible – People can view your annual report on their laptop, tablet or smartphone. Now, all the necessary information your shareholders need are a few clicks away… anywhere, anytime.

◉ Boost SEO – Although a microsite may or may not drive traffic onto the parent site, it can, however, increase the overall SEO ranking by hosting backlinks to the parent website.

To make your digital annual report even more engaging, you can create short branded videos. It can either incorporate the highlights of the year or simply present a message from the CEO to ensure shareholders of the future growth and sustainability of the business


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The rise of influence marketing Faced with this decline in the effectiveness of social networks (excluding advertising), marketers are looking for other levers. Some enthusiasts have become real relays which it would be a shame to deprive themselves. Influence marketing has become commonplace, and more and more brands are using influencers to improve brand awareness or play on their brand. For Pierre Goubault, this will be one of the trends of the year 2018: “Digital marketing in 2018 will be marked by the emergence of influencers who can become a credible alternative to traditional levers.”

Video, video and video Videos – The king among contents on social media. Undoubtedly 2017 was the year of video but 2018 will be even bigger as digital marketers, companies and brands are aware that videos’ reach is higher than text or photos. In a mobile-first culture, video is our main consumption. Not doing a short video is no longer an option.

This rising importance of videos can be seen by looking at how Facebook, Instagram, Twitter, Snapchat and other social media platforms are investing in videos to help generate more engagement and leads and build followers. Our brain is programmed such that we prefer video over text or photo. Video helps tell more compelling stories and hence video marketing should be incorporated into all aspects of customer experience. This leads to getting your point across faster and can also improve sales.

AI – Chat Bots AI is vast, but we will concentrate on chat bots. We still are years away from creating a ‘Winston’* which have great conversational skills, can take important decisions on its own and can correctly portray human emotions. But if Elon Musk is asking the US government to start working on laws to monitor the creation and use of bots, this means that bots are in the process of becoming more and more intelligent. Chatbots are no longer the robotic, clunky machines they once were. There are bots that can provide an instant connection with customers from all over the world – solving customer issues and even ordering a burger or book your hotel room.


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Ephemeral content Ephemeral content – commonly known as stories! We are fan of and we consume more and more stories! Snapchat, Instagram and Facebook have made stories more popular. YouTube joined the bandwagon with ‘Reel’. Ephemeral content is shared up to 24hrs and then disappear forever. More and more brands and celebrities are using stories. Brands have a separate strategy for their ephemeral content marketing.

Augmented Reality (AR) It’s high time to thread; if not dive into AR. The use of Augmented Reality on mobile devices provides a niche and engaging way for marketers to reach their target audience – it’s quick, easy and very interactive.

We are already seeing huge development in the AR field. Apple has announced the launch of iPhone 8 and iPhone X which provides users with new augmented reality experiences. Snapchat has already rolled out a new AR feature allowing users to their Bitmoji and project themselves or images into the real world through the app’s camera. Hence, you can be sure that other social channels such as Facebook will soon launch features integrating AR into their platforms.


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MOST VIEWED SITES IN MAURITIUS

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Google.com Enables users to search the world's information, including webpages, images, and videos. Offers…More

7:30 Time on site

9.06 Daily page views/visitor

3.40% Traffic from search

2,765,735 Total Sites linking

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Youtube.com YouTube is a way to get your videos to the people who matter to you. Upload, tag and share your More

8:40 Time on site




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Google.mu Local version of the search engine, offering Mauritius specific pages as well as world results.

7:08 Time on site



1,301 Total Sites linking

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Defimedia.info Toute l’actualité de l’île Maurice en temps réel

4:38 Time on site




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Facebook.com A social utility that connects people, to keep up with friends, upload photos, share links and …More

9:45 Time on site




https://www.alexa.com/siteinfo/google.com

https://www.alexa.com/siteinfo/youtube.com

https://www.alexa.com/siteinfo/google.mu

https://www.alexa.com/siteinfo/defimedia.info

https://www.alexa.com/siteinfo/facebook.com


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Lexpress.mu Retrouvez l'actualité mauricienne en temps réel et en version multimédia sur le premier site d'…More

6:59 Time on site




7 Myt.mu

4:30 Time on site



592 Total Sites linking

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Yahoo.com A major internet portal and service provider offering search results, customizable content, cha…More

4:02 Time on site




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Moti.news Mo Ti News serves content that is fresh, piping hot and real. No half truths, added flavours or…More

2:10 Time on site




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Wikipedia.org A free encyclopedia built collaboratively using wiki software. (Creative Commons Attribution-Sh…More

4:07 Time on site




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Weshare.mu No. 1 classified ads service for second hand objects in Mauritius - 100% free for individuals

11:48 Time on site




https://www.alexa.com/siteinfo/lexpress.mu

https://www.alexa.com/siteinfo/myt.mu

https://www.alexa.com/siteinfo/yahoo.com

https://www.alexa.com/siteinfo/moti.news

https://www.alexa.com/siteinfo/wikipedia.org

https://www.alexa.com/siteinfo/weshare.mu


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Topfmradio.com Leader In News And Music, TOPFM Is The Number One Radio Station On 24 Hours And One Of The Top …More

1:15 Time on site




13 Live.com Search engine from Microsoft.

3:59 Time on site




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Aliexpress.com Launched in April 2010, AliExpress (www.aliexpress.com) is a global retail marketplace targeted…More

13:16 Time on site




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Ebay.com International person to person auction site, with products sorted into categories.

9:10 Time on site




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Mcb.mu Provides forex rates, products and services, and museum collections.

4:42 Time on site




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Bet365.com Online sports and events betting. Links to racing form analysis and soccer statistics.

1:54 Time on site




https://www.alexa.com/siteinfo/topfmradio.com

https://www.alexa.com/siteinfo/live.com

https://www.alexa.com/siteinfo/aliexpress.com

https://www.alexa.com/siteinfo/ebay.com

https://www.alexa.com/siteinfo/mcb.mu

https://www.alexa.com/siteinfo/bet365.com


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Amazon.com Amazon.com seeks to be Earth's most customer-centric company, where customers can find and disc…More

7:42 Time on site




19 Govmu.org

4:09 Time on site




https://www.alexa.com/siteinfo/amazon.com

https://www.alexa.com/siteinfo/govmu.org


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SOCIAL MEDIA STATS

In Mauritius as of October 2017, across all Facebook platforms, including Instagram, Audience network and others you can reach 720,000 registered users. On Facebook feeds only the number is slightly lower – 690,000 profiles.

Keep in mind that there is, although low, percentage of fake profiles.

In Mauritius as of October 2017, you can reach estimated 595,000 users.

In Mauritius as of October 2017 you can reach 440,000 users on Messenger.

In Mauritius as of October 2017 there are 190,000 Instagram profiles.

In Mauritius as of October 2017 more than 210,000 professionals are registered to LinkedIn.

It’s been a while that we’ve been trying to get a hold of statistics of users on Twitter in Mauritius however it seems unreachable data. According to some research and estimations we did, we assume there are a few dozens of thousands of registered Twitter accounts in Mauritius however it’s unclear how many are active.

When you try to target Mauritius on Twitter ads, the system can’t find the location (funny enough, it does find Reunion island but without any available number of users). The only “indian ocean” related location is “British Indian

Ocean Territory” which retrieves unavailable number of users (not a surprise considering its water territory).


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MAURITIUS FACEBOOK PAGE STATISTICS

Mauritius Digital Marketing - Future Buzz€¦ · social media management, content marketing, SEO,...

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