{"id":971,"date":"2016-06-21T09:15:02","date_gmt":"2016-06-21T09:15:02","guid":{"rendered":"https:\/\/propertyprofessional.co.za\/how-and-why-to-future-proof-your-marketing-mix\/"},"modified":"2023-05-21T09:34:28","modified_gmt":"2023-05-21T09:34:28","slug":"how-and-why-to-future-proof-your-marketing-mix","status":"publish","type":"post","link":"https:\/\/propertyprofessional.co.za\/2016\/06\/21\/how-and-why-to-future-proof-your-marketing-mix\/","title":{"rendered":"How (and why) to future-proof your marketing mix"},"content":{"rendered":"
Your buyers and sellers are looking everywhere: newspapers, portals, YouTube (yup, definitely YouTube) and on social media. You need to meet them with great content to\u00a0help you sell more houses<\/strong><\/h5>\n

Your clients and potential clients are now, more than ever, connected to businesses and what they offer, and their expectations from companies\u00a0and brands are high. The rise of this new, connected client is a golden opportunity to enhance engagement and win more leads. But it also brings with it a\u00a0series of challenges, and the need for brands to be wherever clients are, to be trustworthy, sustainable and useful.<\/p>\n

In this new era of client engagement, marketers risk becoming totally overwhelmed by the number of media platforms available and ways to engage. It\u00a0can also become an expensive and time-consuming exercise if cost efficiencies aren\u2019t employed and the right support not used.<\/p>\n

THE SOUTH AFRICAN MEDIA LANDSCAPE TODAY<\/strong><\/h2>\n

According to a World Wide Worx study<\/strong><\/a>, in South Africa, Facebook has 13m users, Twitter has 7.4m followers, YouTube has 8.28m users (it\u2019s the third-most visited site in the country) and LinkedIn has 4.6m users. Those are numbers that can\u2019t be ignored.<\/p>\n

And on top of that, print is not<\/em> dead \u2013 it can\u2019t be forgotten. Says Esmar\u00e9 Weideman, CEO of Media24:<\/em> \u201cLast year we commissioned an independent study on the engagement levels which print readers offer advertisers. The results confirmed what we have always known: no audience is an engaged as a\u00a0print audience. We believe the sweet spot lies in combining digital and print advertising for maximum effect.\u201d<\/p>\n

But do your research about where and when to advertise in print. Know who you want to target and what the publication reach is. Sometimes a smaller but niche readership is more powerful.<\/p>\n

VIDEO IS THE NEXT BIG THING<\/strong><\/h2>\n

Video is becoming a central part of marketing strategies. The statistics are everywhere: video will account for 79%\u00a0of all consumer internet traffic in 2018; 73% of UK content marketers use video and 82% are experiencing success with video marketing initiatives.<\/p>\n

According a special report on social media in the real estate industry in the US, YouTube is used most in showcasing listings, for marketing agents\u2019 businesses and for building personal brands. The National Association of Realtors (NAR) backs this up: YouTube is now the top video research destination for house hunters in America \u2013 more than 50%. NAR also found that 73% of sellers would choose a real estate agent who could market their\u00a0property with video.<\/p>\n

It make sense. Real estate relies on visual content \u2013 it helps buyers find meaning. They want video to give them a better feel of a home. Using video allows you to market each property to its fullest, instilling trust and competency with sellers and buyers. Other benefits include:<\/p>\n