Most of us will be shocked to read this. I have come up with this controversial issue following a number of observations. I have encountered a good number of sales people and business developers who wanted to sell advertising spaces and picked up their technical mistakes. They sell advertising spaces on their websites which is wrong idea. Nobody in Tanzania will buy those spaces. Businesses always pay for communication solution in which they will gain value.
Failure to understand metrics that matters. That is another thing. I remember to as a quotation from one of the leading digital advertisers in Tanzania. I was given it well thanks and a nice window dressed proposal with enough fact and figures on impressions guaranteed more than 200,000 hits basing on my $500 budget. I said alright I want to target only two segments of customers of which I believed were my defined target customers basing on my good analysis as I was in this kind of business for a reasonable time. I proposed to the media that I wanted the advert to be run only in two places, Dar es salaam and Zanzibar where I could easily handle inquiries based on the leads generated. Wonderful enough with the higher technologies they were having they failed to solve my problem. I opened a room to talk more with them so that they could understand but they started to refrain from my inquiries. I made close follow ups to them (where in this world a customer makes aggressive follow ups to the seller? ) at last I became their lost customer.
What is their problem? The answer is easy they don’t sell, they manipulate.
That was for websites, it also happened with the bulk mail service the other day. They bragged to have a database of 50,000 emails from various sectors. As I was not targeting everyone I asked them for the analytics, just the figures per categories as I was not in a business of mass marketing. People became angry and they no longer wanted a business. I asked myself a number of questions, what if all the database they were having were of jobseekers? Are they not able to segment their subscribers basing on age? Gender? Occupation? Income? What kind of marketing was that? Hell no I was not impressed by their mail shot service as I was not targeting everyone. I was seeing my niche market but was only finding a way to reach his unserved segment which could also pay me premiums after being satisfied. Anyway may they have just meddled in the field they are less informed.
Failure to know that high volume of traffics are useless if they don’t help a customer. I repeat it is not all about the traffics, some times page views and hits are irrelevant to a customer as they are dominated by the number of page arrangement by web developers. A website with smaller and many pages will count a good number of page views each time when visited even with a unique visitor.
Failure to understand how value will be ascertained by their clients. Here advertising impact should be clearly understood. Digital Agencies need to understand value impacted advertising. Can a sports equipment company advertise football equipment in a beauty magazine? This is a question of fact.
Digital Entrepreneurs need to address these issues so as to avoid contravening themselves and losing opportunities to make money.
General Business Coach