In 2022, Google will eliminate third-party cookies from its Chrome browser. Something which Safari and Firefox have already done. But what does this mean for marketers?
Third-party cookies have been key drivers of the advertising economy for the past two decades. At Tanzlite, we have benefited from a wealth of user information from people visiting our websites and used such information to create personalized content and ads —thanks to cookies.
But with cookies gone, what will be the alternative for the advertising industry?
One thing is clear, that advertising as we know it will change. It will be difficult to personalize ads and retarget users as we used to.
But What Are Cookies?
Cookies are tiny files that are downloaded to your computer or phone when you visit a particular website. Their main purpose is to improve your experience with the website.
The two most important types of cookies;
First-party cookies: These are stored by websites. They enable these websites to remember a user’s settings and they can significantly improve the user experience. These cookies will not be affected by the changes we are talking about.
Third-party cookies: they are created and stored by external sites, and not by the site the user is visiting. They can track the user as they move across domains and retarget them with personalized messaging.
What is Driving These Changes?
As privacy concerns continue to rise in the online community, cookies have caught the attention of lawmakers and regulators. Businesses are now required to keep transparent data records.
According to a study by Pew Research Center,
72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms, or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits.
Cookies have been enablers of various tracking techniques that have contributed to people losing trust in the online world. This has also led to an increase in Adblocker usage and a shift to privacy-focused browsers like Duck Duck Go.
What Will Happen Next?
Advertising existed and thrived for decades before data technology came into play. This realization gives a relief that marketers will find another way. There is no need to worry.
Besides, tech giants such as Google and Facebook (who rely on advertising revenue) will surely find an alternative.
Facebook for example benefits hugely from personalized ads (retargeting) that are backed by third-party cookies. Google, on the other hand, is already cooking out some privacy innovations that will be effective alternatives to tracking.
Hakuna mtu ambaye anaweza kufanikisha jambo bila msaada wa mtu au watu wengine. Tunaishi kwa kutegemeana. Unachokitafuta wewe kipo kwa mtu mwingine.
Katika dunia yetu ya kidigitali, ni rahisi kuwa sehemu ya msaada mkubwa kwa wajasiriamali wanaotafuta kukuza biashara zao mtandaoni. Unaweza kufanya hivyo bila hata ya kutumia pesa.
Jinsi ya kusaidia kukuza biashara ya mjasiriamali mtandaoni
Follow page yake ya biashara. Inaweza kuwa ni instagram, twitter au facebook – popote unapoona unaweza kumfolllow fanya hivyo. Hii haigarimu pesa yoyote.
Toa Comment , Like au Share post za bidhaa zake ili zipate kuonekana kwa wengi. Kumbuka wewe binafsi una followers ambao nao wana followers, hivyo ukishare au kucomment kweny post ya mjasiriamali huyu, unaipa nafasi post yake kufika mbali zaidi. Hii nayo haikugarimu hela.
Toa maoni, reviews auratings kuhusu huduma yake kwenye page yake Google My Business, kwenye App yake playstore, au kwenye listing directories zingine.
Weka picha ya eneo au bidhaa yake na shiriki kuhakiki (verify) taarifa zake kwenye ramani za google.
Pia wajuze marafiki zako juu ya bidhaa zake.
Cha mwisho, acha kuponda biashara ya mtu mtandaoni. Kama kuna kitu unaona anakosea ni busara kumtumia ujumbe inbox na kumweleza.
Ukifanya yote haya, utakuwa umetumia kiasi cha shilingi SIFURI!
Lakini utakua umemwezesha mtu kufikisha bidhaa yake kwa walengwa hivyo kujipatia kipato cha kuendesha maisha yake. Si lazima uwe na pesa kusaidia, japo ni vizuri zaidi kutoa ukiwa na uwezo huo.
Kama somo limeeleweka, naomba follow page za Tanzlite Digital kwenye mtandao wa LinkedIn, Facebook, Twitter na Instagram. Pia nenda kafanye hivo kwenye biashara ya mjasiriamali unayemjua.
Kugusa maisha ya watu wengine si lazima uwe Bill Gates. Kusaidia kukuza online visibility ya biashara ya mtu ni aina nyingine ya philanthropy!. Tuendelee kuinuana. Usisahau kushare post hii 🙂
Idadi ya Watanzania wanaotumia internet imefikia milioni 27. Katika mamilioni haya ya watu, kuna wateja wengi sana kwa ajili ya biashara yako. Lakini UNAWAPATAJE? Au wanakupataje? 🤔
Kabla hujaanza kutumia njia yoyote ya kidigitali kupata wateja mtandaoni, ni vyema ukafahamu makundi matatu ya wateja wanaopatikana mtandaoni. Itakusaidia kuandaa mpango (digital strategy) utakaoleta matokeo mazuri.
Makundi Matatu ya Wateja Mtandaoni
1.Wateja wanao kufahamu: hawa ni wale ambao tayari wanajua biashara yako. Wanaweza kuwa ni followers kwenye account zako za mitandao ya kijamii, au una email list yao au wame-subacribe kupata huduma yako.
Hawa ni rahisi kuwauzia bidhaa yako. Watu wakikufollow ujue tayari wamevutiwa na unachokifanya.
Kazi yako ni kuwapa huduma bora ili wakakutangaze kwa wenzao. Fanya kila uwezalo kuhakikisha hili kundi haliondoki (Customer Retention)
2. Kundi la pili ni wateja wanaohitaji bidhaa yako lakini hawakujui. Hawa wanaweza kuwa wanapata bidhaa hiyo kutoka kwa mtu mwingine au hawajui wapi pa kuipata.
Kama wanaipata bidhaa hiyo kutoka kwa mtu mwingine maana yake tayari una mshindani. Hapa unakuwa na kazi ya ziada ya kumchunguza mshindani wako. Anatumia mbinu gani kupata wateja na bidhaa yake ni bora kiasi gani kulinganisha na yakwako.
Je anatumia influencers? Maudhui yake ni bora kiasi gani? Ni mtandao gani wa kijamii amejikita zaidi? Ukifahamu haya na mengine utaweza kuja na mkakati (digital strategy) imara wa kukuza biashara yako.
Kwa kuwa kundi hili ni la watu wenye UELEWA juu ya wanachohitaji, wengi hutumia search engines kutafuta bidhaa hiyo (they are actively searching online). Hivyo njia nyingine ya kuwapata ni kuwa na mpango imara wa SEO (Search Engine Optimization) au kutumia matangazo ya Google Ads.
3.Kundi la tatu ni la wale ambao wangependa kutumia bidhaa yako lakini hawajui kama wanahitaji (they don’t know if they need it). Hapa sasa inabidi uwe vizuri kwenye kitu tunaita Content Marketing. Kundi hili la wateja wanahitaji kuelimishwa sana kabla hawajafanya maamuzi ya kutoa hela yao kununua huduma yako. Wanahitaji elimu juu ya tatizo walilo nalo na kwamba kuna suluhu ya tatizo hilo ambayo ni hiyo bidhaa yako.
Mara nyingi ukiwa umegundua solution mpya juu ya tatizo fulani, tuseme ni software, tiba lishe au kitu chochote —watumiaji wa solution yako mara nyingi wanakuwa kwenye hili kundi la tatu. Wanahitaji maudhui ya kutosha kuwafundisha tatizo lililopo, madhara ya tatizo hilo na faida za kutumia bidhaa yako.
Hitimisho
Kumbuka biashara ni watu. Kufahamu makundi ya wateja na tabia zao mtandaoni itakusaidia kuandaa mpango wa digitali wenye kuleta mafanikio katika biashara yako. Hasa upande wa maudhui kwani makundi haya matatu yanahitaji aina tofauti ya maudhui.
Ukiwapa huduma bora wateja waliopo kwenye kundi la kwanza hapo juu, wanaweza kuwa mabalozi wazuri kwa wateja wa kundi la pili na la tatu.
If you believe and have a passion for what you do, life will reward you. That’s what Annastazia Stansilous Temu, a Tanzanian based in London stands for. She is the founder of Views4D — an award-winning multimedia digital marketing company that incorporates technology and innovation as a tool to create marketing solutions across many industries, specialising in travel and hospitality.
She has just won a 2020 WTM Africa Awards in the Technology and Innovation category. This is just one of many awards she has received since starting her company in 2017.
Speaking on a Q&A, Anastazia shares her journey to starting Views4D and all the motivation behind it.
You recently got an award for your VR company, can you tell us what Views4D is about and how many other awards related to your project have you received?
We are so honored and humbled to be WTM Africa Awards 2020 winners. This just shows that if you believe and have a passion for what you do, life will reward you.
Though we were founded in London, our story truly began in Tanzania when I took my children to visit their beautiful motherland for the very first time. It was one trip that they still talk about three years on. For children who are well-traveled, this was high praise.
During our visit to Arusha, I took them to visit the Cultural Heritage Art Gallery, situated on the outskirts of Arusha near the Arusha airport. The children were delighted by the collections of art in the gallery. My oldest daughter later mentioned to me that back at school in the UK they were never taught about African art and how beautiful and culturally-rich it was. This very sentence sparked my determination to showcase this art gallery to the rest of the world, to spread the stories of the artists and the abundant culture it held.
I approached the owner and he gave the go-ahead to capture the Cultural Heritage Art Gallery and Centre.
Owner of the Gallery, Saifudin Khanbhai seeing his Gallery in VR for the first time
We were contacted by a few colleges in the USA asking us if they could use our content to teach about African art. Cultural Heritage holds the largest number of art collections in East Africa and has been visited by prominent figures such as former US presidents and celebrities. Sadly, however, the location is barely known — not only internationally but locally too. This disturbed me but also sparked my interest in Tanzania tourism.
The following year, we started attending shows and persuading lodge owners to present their establishments through 3D virtual tours. While capturing some of the luxury lodges it surprised me how low occupancies these beautiful lodges had. This raised further questions as to why this could be. I figured that – both for the Cultural Heritage and these lodges – marketing was the big issue. As my background was in engineering, business, and technology, I figured I needed to find out more about marketing in the digital age.
You have a strong background in STEM, what would you say to young women interested in building a career in technology?
Thankfully, at this point in time, it is easier than ever to break into the digital marketing industry, especially for women. All over the world, women in technology is a very hot topic. I have had ties to technology all my life and I know how hard it used to be to get into the sector.
This is speaking from experience; when I was studying my Bachelors in Engineering, I was one of only 2 girls in a class of 35 men. It is fascinating seeing how the industry has evolved,though there are still clearly not enough women in the sector. Recently, I attended a Google Street Views summit at their London headquarters where there were only a handful of us in the room of 250 of the world’s top Street View photographers.
I want to raise my girls knowing that whatever their field of study, they can follow their dreams with enough hard work and determination, and I strive to be a role model to them in this way.
What interested you in Virtual Reality and why do you think it should be part of a marketing tool in the tourism industry in Tanzania?
I took up a Masters studying Digital Marketing at Kings College Business School. My research study was Virtual Reality in Destination Marketing. The content of the Pre and Post-Study was of cultural sites, beaches and safari lodges in Tanzania.
The findings were incredibly positive. They showed that, during pre-test, those who were not aware of Tanzania as a tourism destination did not consider it on their must-visit list. Their perception positively changed after viewing VR Tours of Tanzania and Tanzania became a destination they would like to visit.
Tourism contributes profoundly to countries’ economies. According to statistics (WTTC, 2019), over the past decade the tourism market has been experiencing exponential growth and continues to be one of the fastest-growing economic industries, surpassing the oil and food industries’ global GDPs.
Tanzania as a tourist destination has a lot to offer but it wouldn’t normally resonate in most consumer’s minds except for a select few seeking specific things (e.g mountain hiking or safari). The use of virtual reality to showcase what destinations have to offer to its consumers should be part of a marketing tool in the tourism industry to increase awareness of Tanzania as a tourist destination and thus boost the country’s economy.
Virtual reality is a computer-aided graphic design that simulates elements of the real world, giving a feeling of presence and the immersive experience of “being there”. Its ability to simulate multiple senses through the use of visual, kinaesthetic, and audio cues and, therefore, teleport you to a different environment increases travel experience satisfaction. Hence virtual reality and its application in travel and tourism would be incredibly useful in terms of its functional features.
Of course, it would be ignorant to say virtual reality solves it all. During the above study, I discovered many aspects of marketing. In order for a company to be able to compete in the current digital age, they need to take several things to account when developing their marketing strategies (for example their brand positioning, communication tools, etc.)
So at Views4D, we have partnered with several other experts to acquire more skills in order to provide our clients with complete 360-degree marketing solutions.
Anastazia (Left) at Google Street View Summit in London
Where do you see Tanzania in the world of technology?
Tanzania has a long way to go in the world of technology especially when it comes to improving internet connection and speed. It’s very frustrating when trying to load data files which should take seconds to load that in Tanzania can take several hours. This is obviously drawn from my own personal experience as I work with large data. This could also factor into Tanzania’s struggle to break the glass ceiling in terms of tourism and digital marketing.
For companies like us, the current social climate has been somewhat of a blessing in disguise. We no longer have to explain the benefits of going digital – people can see it for themselves. Virtual reality has become reality – virtual conferences, meetings, and interviews have all suddenly become commonplace.
For digital marketing and innovation, we are at the beginning of a new era. Many companies are wanting to evolve and adapt to this increasingly computerized environment. Views4D is here to help them take their first step.
With COVID 19 continuing to affect our everyday lives, digital marketing has never been more important to businesses than now. Businesses that didn’t have a digital presence of any kind are the ones losing the most during this pandemic.
It is obvious now that there is no way to go but take your business online.
It is important to invest in online marketing efforts to promote and grow your business. Most of your customers are online. Those who are not will hear about you from those who are online (social media is a good driver of word of mouth referral).
Now without further ado, we have gathered six ways you can give your business online presence. Let’s dive in.
Through Social Media
This is the most preferred option. Social media is a good driver of word of mouth marketing. It helps you to connect with customers and build relationships. It only takes a few minutes to set up a profile for your business online.
Most social media platforms such as Facebook and LinkedIn have features to create company profiles. It is important to note that social media channels vary in terms of content type and users. This will help you with planning a social media marketing strategy for your business.
A good social media profile must include relevant keywords and hashtags as well as a Call to Action.
Google My Business (and other listing directories)
Google My Business is an ideal tool for local businesses. It is a free tool that allows your business to be listed on maps and create a profile. Google will show your business to people searching for services related to yours. For maximum visibility, make sure to encourage your customers to leave reviews on your profile.
There are also plenty of other local and international directories offering business listings. It is easy to find them in your location. For example, try to search a key phrase related to your business or any business and pay attention to search results. Youll see websites with a list of companies offering such kind of service.
Create a website
This is the most obvious way to take your business online. It acts as your digital home or office where customers can visit and learn more about you. Creating a website is not that hard, thanks to free information. But the hard part is making it an effective marketing tool that brings leads to and converts visitors into subscribers or buying customers.
And the good thing is that creating a website is cheap these days. You can even do it on yourself through the help of free tutorials online. But if you too busy to create a website by yourself, we can help you create a corporate website that’s fully SEO optimized. Click here to get started.
Online classifieds platforms
These are platforms that connect sellers and buyers. You can use these platforms to post classifieds advertisements for your product and drive sales. One advantage of these platforms is that they already have an audience of people visiting to look for something to buy. In Tanzania, Kupatana and Zoom Tanzania are good examples.
Using influencers
These are people with big followers on social media. They can help you reach an audience of their followers. For this to work, your business must be online first so that an influencer can direct people to you by tagging, mentioning, or sharing a link.
Through Email
Emails marketing is good for building trust and brand loyalty and the good thing is that everyone has an email account. To do this, you need to collect email contacts of your customers (such as through signup forms)so you can engage them through newsletters or other important updates such as new products and offers.
Taking your business online is easier. However, getting awareness and recognition takes time. You need to learn the best practices of navigating different digital communication channels to grow your business.
One quick method for you to get noticed is to use paid advertisements through Facebook Ads or Google Ads. This is a quick way to jump in front of your customers in minutes!
In this day and age, digital tools and skills have proved to have the power to generate revenue, and companies want to harness that power and stay ahead of their competitors.
Companies are now abandoning traditional marketing methods and invest millions of money into online marketing and digital branding.
These are the top 5 highest paying jobs in digital marketing industry so far.
Digital Project Management/Planning
Salary in US ranges between $78,750 to $118,000 while In UK it is from £60,000 to and £80,000.
Job Roles: Digital project managers are essential for overseeing the implementation of a variety of digital campaigns and strategies. Main duties often include establishing and documenting goals and objectives, creating comprehensive project plans, setting timelines and project milestones, and allocating/managing budgets.
Content Strategist
Salary in the US ranges between $1,250 to $115,000. In the UK it’s from £70,000
Job Roles: Developing and managing a complete content strategy that is tailored to a company’s digital strategy objectives, as well as the needs and preferences of their target audience. Being able to conduct content audits, create style guides, populate editorial calendars, and where, required, either create or curate relevant, high-quality content.
E-commerce Specialist
Salary in the UK is between £350,000 to £70,000. In US it’s from $90,000 to $126,000
Job Roles: To optimize product pages, from creating compelling descriptions to the perfect placement of buttons and CTAs with the goal of increasing conversions. Ability to using analytics and heat mapping tools to identify patterns in website user behavior and make changes accordingly.
Digital Media Manager
Salary in the UK is between £41,00 to £70,000. In the US it’s from $70,000.
Job Roles: Digital Media Managers are responsible for delivering multi-channel marketing campaigns and defining a brand’s digital strategy and messaging, with the intention of driving awareness, consideration and adoption of your organization’s product/service offerings. There’s often a strong focus on paid media channels, including social, display, programmatic and retargeting channels. A Digital Media Manager’s key objectives include driving online sales (sometimes in collaboration with e-commerce specialists), delivering revenue and developing new commercial opportunities through strategic management and optimization.
Brand Media Manager
Salary in the UK ranges between £40,000 to £53,000. In the US it’s from $66,000 to $98,000.
Job Roles: Brand marketing involves having a detailed understanding of a variety of content formats (both visual and written) and distribution methods and being able to utilize them in order to increase engagement, create brand advocates and encourage repeat sales. As a brand marketing specialist, you will be able to produce tight creative briefs in line with your brand goals when engaging external stakeholders.
In countries like Tanzania where Digital Marketing is still growing, an individual with a digital marketing role in a company may cover all of the roles above and even more. Even salary standards are not yet known.
