Mid-Year Intake. Applications for mid-year intake are now open. Apply now.

Why does Elon Musk want to buy Twitter?

Elon Musk, the richest person in the world, is one of Twitter’s biggest fans. Musk loves Twitter so much that he is wanting to purchase the 16-year-old company for $54.20 a share, which totals roughly $44 billion. The future of Twitter is unclear as Musk has not revealed his full intentions with the platform yet, but we do know that he wants to explore and develop the company’s “tremendous potential”.

Elon Musk now has the power and freedom to curate and reshape the way we know Twitter, which will affect over 200 million people who use Twitter on a daily basis. But the question on many people’s lips is, “Why does Elon Musk want to buy Twitter?”


Free Speech

One of the reasons the Tesla C.E.O. is making moves to purchase Twitter is to develop it to adhere more closely to the principles of free speech. Musk made a statement saying that Twitter is “the bedrock of a functioning democracy” and that it is the “digital town square where matters vital to the future of humanity are debated.” To achieve this, Musk may change some of Twitter’s policies which means fewer people will be banned from the platform. After making in known that he wished to purchase the platform, Musk tweeted, “I hope that even my worst critics remain on Twitter… Because that is what free speech means.” There are also rumours that Musk may reinstate former U.S. President Donald Trump’s Twitter account to enforce free speech across the platform.

Musk may be purchasing Twitter for his own wants

Besides this, it seems that Musk wants to own the social media platform to achieve personal wants. Purchasing the entire platform and not only a share of the private company means that Musk can make changes to the platform as he deems fit.

Musk has said soon after the announcement of his intentions that he would loosen the social media platform’s moderation policies and lessen efforts to rid Twitter of bad actors who violate the service’s guidelines. The Tesla C.E.O. also wants to add an edit button to Twitter, he wants the platform to create its algorithm, and for Twitter to eliminate spam bots. Musk has been especially passionate about eliminating spam bots and aims to authenticate human users with a form of verification on the social media platform.

Musk may be purchasing Twitter for his own wants

Twitter’s main business model may change

Musk also aims to change Twitter’s main business model. The platform’s main business model is currently ad-based. It is reported that Musk wants to change this and make the platform’s main business model based on subscriptions. This has been critiqued by many, as most social media platforms are free-to-use and do not need paid subscriptions.

Besides this, Musk has proven that he is a risk-taker and is unpredictable. The billionaire has successes like PayPal and Tesla, which are successful businesses in different fields. This shows that he is not afraid to break boundaries and take risks, which he may do with Twitter. It is a well-known fact that Musk is passionate about crypto-currencies. He may use Twitter to incentivise payments using crypto-currencies, such as Bitcoin or dogecoin.

Elon Musk also wishes to purchase the entire social media platform and not the initial 9.2% stake he was offered. If Musk had accepted the initial offer it would have been more responsibility as he would have become one of the platform’s board members. Seeing that the purchase of Twitter is a private sale of a private company, Musk will likely experience little to no regulatory obstacles.

Twitter’s main business model


Purchasing Twitter would be see as one of the highlights of Elon Musk’s career and is sure to be a game changer in the social media sphere. Determining which changes will take place on Twitter is unclear and difficult to predict at the moment, but it is clear that Musk, should he decide to proceed, is going to switch things up.

Ways to be successful in the affiliate marketing industry

Affiliate marketing, which is a form of “helpful advertising”, sees marketers offer content to an audience in search of a specific product or service. Whether it’s in the form of a blog post, social media posts, or a YouTube video, the content produced functions to answer the questions of the audience and convince them to purchase the product or service.

Affiliate marketers need to be an authority on a specific topic to be successful. To establish yourself as a successful affiliate marketer, you should follow these steps and tricks:

Find brands/customers that match your product or service expertise

Brands need high-ranking affiliates that offer benefits to them and their customers. Most brands will start off by looking for affiliates in their niche, so decide which area you want to specialise in and be the best in that category. For brands, finding an affiliate that works in their niche and that has a strong audience will is a massive win and guaranteed to set you up for success.

Find brands:customers that match your product or service

Drive diversity in your audience

To be successful, you need to have a wide audience with a range of different interests. When starting out, you may have a very limited audience, but as you progress you will need to build a more diverse offering for your clients. Brands will be evaluating your performance every two to three months, so make sure you are always growing your audience and that your audience is diverse and representative of your clients ‘perfect’ and desired customer.

Create impactful content

To make a living off affiliate marketing, the content you create needs to meet specific standards. You will need to know how to write and communicate in a way that’s broad and easily understood while answering the questions of each target audience. You will also need knowledge of how to utilise calls to action so that it is informational and transactional. You also need to develop a respect for your customer’s brand if you are using their logos to attract interest to your campaigns.

Keep track of your success

To prove that the content you produce is achieving the desired results, you will need to track your affiliate marketing’s success. Tracking your content will also shed light on what content has worked and what hasn’t worked.

You should focus on visitor analytics to form a closer connection with the audience you reach. Visitor analytics will reveal what percentage are new versus returning visitors, which pages or content get the most attention, and which links in your navigation bar get clicked. Mostly though, you will need to be tracking goals that are aligned with your clients’ objectives and your revenue. Usually, affiliates are paid per lead or per closed deal or sale. Decide on the model that makes more sense to you financially and then spend 20% of the time setting up campaigns and 80% of the time analysing and reporting on results. Not enough focus on results and analytics is why most affiliates fail.

Keep track of your success

Study your products or services

Affiliate marketers specialise in making recommendations so that products and services can be sold. Brands will likely use a range of different affiliate marketers. This means you will have competitors marketing the same products and services for your client, which makes your job a bit more difficult. To succeed and separate yourself from the pack, you need to know your client’s product or service inside and out, know your market, and understand your audience. This will allow you to market it originally and thoroughly.

Stimulate engagement

To maintain and stimulate engagement on your page or platform, you need to communicate with your audience in a frequent but meaningful way. Whether you have a blog or post most of your content on social media, allows for and can stimulate commentary.

At the end of the content pose questions like “Let me know if you would like to know more!” or “Let me know what you think in the comments”. These types of calls to action stimulate interaction and engagement. This will also be a good sign for like-minded visitors when looking for a like-minded community.

Stimulate engagement

Collaborate with an influencer

Utilising your audience combined with an influencer’s audience can be extremely profitable, but remember, the influencer does not have to always be big. Brands and affiliate marketers with a smaller budget have been successful by focusing on micro and nano influencers. When partnering with an influencer you need to ensure that the two brands correlate and that the product or service is presented in a way that is easily digestible for all audiences.


In closing, affiliate marketing is a highly specialised skill. Focusing on what your client’s objectives are and aligning them to the correct audiences is the foundation for success.

The value of installing new technologies in supply chains

Incorporating new technologies into supply chains offers the business a range of benefits that leads to much-needed and wanted growth. Whether a business is in need of cost optimisation or to grow its revenue, adding new technology can contribute enormously to these goals.

Adding new technology is also necessary for a business to thrive within today’s digital business sphere. Technologies like artificial intelligence, process automation, and deep analytics have become a must have in order to compete. Here are a few of the ways that new technologies incorporated into supply chains can add value to a business.

What is a supply chain?

The network between a company, its suppliers, and buyers is known as a supply chain. Supply chains consist of a range of different participants, like activities, people, entities, information, and resources. Supply chains are used by businesses to increase the speed of production and reduce production costs to be able to compete and excel within their field.

What is a supply chain

Increased access to information in supply chains

Adding new technology to supply chain functions to locate and connect data that has been isolated within the supply chain. Data within the supply chain allows you to improve the supply chain’s performance, and if data has become isolated the supply chain will suffer. A range of issues and problems may arise, like inaccurate forecasts, inaccurate executions, and reaction times that are unnecessarily long. All of these will inevitably impact the level of customer service and in turn the business profit.

As supply chain technology gathers and connects information within the supply chain, visibility is increased. Visibility within a supply chain is crucial to have a clear picture of supply chain activities, demands, and disruptions. Today’s technology allows supply chain participants to view inventory status, warehouse activity, and product movement to easily satisfy the needs and wants of their partners and customers.

Increased access to information in supply chains

Increased insight into supply chains

Insight within a supply chain is necessary to make well-informed decisions. New technology incorporated into supply chains allows participants to view data, gain insights, and make informed decisions that affect all processes and people involved in the supply chain.

Increased agility in supply chains

Technology in the supply chain offers participants access to information which results in increased agility. Access to information allows participants to locate issues faster and find solutions quicker, which increases the supply chain’s agility. New technology used in supply chains is likely to recommend “best” activities that can be used if necessary.

Increased collaboration in supply chains

Collaboration within a supply chain is crucial. When two or more participants within the supply chain team up to achieve the desired goal, collaboration takes place. Well-designed supply chains have systems put in place, as well as technologies, to enable, monitor, and evaluate collaboration between participants. This allows a smooth transfer of information, analysis, and decisions.

Successful supply chains require synchronisation across an extended network. Once this has been achieved, businesses are sure to excel and achieve greater inventory turns, cost savings, and service levels.

Increased customer loyalty

One of the main goals of any business is to keep their customers, and potential customers, happy. If this is achieved the business is likely to have higher rates of customer loyalty. New technology incorporated into supply chains offer information when needed, visibility, and agility which is used to increase customer loyalty.

Clients and retailers can use this technology to know when their complete shipments will arrive so that they can inform and offer their customers the desired product. If this is done on time, the customer will be happy and will be likely to build a connection with the business.

Increased customer loyalty

The bottom line

Incorporating new technology into supply chains is the key to a business’s success. New technology will lead to saving of money, more access to information, and increased visibility for everyone involved in the supply chain.

If you wish to take your career in supply chain management to the next level, look no further than the IMM Graduate School. We have a range of CILT accredited programs for you to choose from.

The best strategies to market to Gen Z

Gen Z represents the new generation of consumers, which means they should be the main focus of most marketers right now. But marketers have realised that traditional marketing techniques don’t work on Gen Z most of the time. Gen Z is known to hold brands to higher standards and don’t hand out their loyalty easily.

Traditional marketing techniques don’t work for Gen Z because times have changed. In the past, people received most of their content over TV, radio, or print. Gen Z, who were born between the mid-90s and early 2000s, receive most of their content over smartphones or computers. Seeing that social media and the internet have an endless supply of content curated to fit the needs and wants of every individual, marketing communication today has to be curated and individualised as well.

These are some of the best strategies marketers could use to market to Gen Z:

Prioritise Gen Z in your marketing strategy

Right now, Gen Z is either in high school, completing their higher education, or has just entered the workforce. This means that this generation is soon to have a large amount of buying power. Marketers should not delay getting their heads around how to communicate with this generation if they wish to be at the forefront of attracting this emerging buyer. Building brand loyalty and awareness with Gen Z now, could lead to a loyal client base for years to come.

However, please note that changing your strategy to focus on Gen Z, does not mean you should neglect older generations. Gen Z may be the new frontier, but the older generations still have a large amount of buying power and also need marketing strategies that match their needs and wants.

Gen Z needs to see relatable marketing

The Gen Z generation grew up seeing marketing campaigns targeted at their parents. Many of these campaigns were adverts, filled with idealistic situations and paid actors. That won’t work with this generation! Gen Z craves realism and needs to see relatable people and situations in marketing campaigns if marketers want to attract their attention and earn their trust. Fake just won’t make it!

Marketers also need to ensure that the product or service being advertised is going to be of value to their target audience. Gen Z is notorious for taking a stand and is not easily fooled by sales gimmicks for products or services they don’t actually need or want.

The content needs to be fast and punchy

According to research, Gen Z have a much shorter attention span than previous generations. The content marketers create therefore needs to convey the message in under 10 seconds. To get this right, marketers should invest in photo and video content, which is best consumed on Instagram and TikTok. Whether it’s photo or video content for a story or for the actual feed, marketers need to aim to keep it short and straightforward so that Gen Z gets the message at their first glance and in under 10 seconds.

The content needs to be fast and punchy

Different social media platforms need different marketing strategies

Most of Gen Z always has some sort of device close by for them to check and update their social media profiles ‘on the go’. Although the same people have social media accounts on different social media platforms, marketers need to create specific marketing strategies for each channel and not expect that the same conent will work or drive the same engagement across multiple channels. This makes the process of marketing to Gen Z more complex and more expensive.

Gen Z uses different social media platforms for different reasons. Twitter is often used to get information, Instagram is used to post photos and videos, while TikTok is used for entertainment. Marketers should create marketing strategies that mirror these objectives.

Gen Z uses different social media platforms

Businesses need to be leaders

Gen Z is liberal, progressive, and socially aware. Social issues are important to most of this generation which means that they will form a bond with businesses that share their interests. Marketers should focus on this when creating marketing communication strategies but should not exploit it. Gen Z is smart and will easily be able to recognise if the activism or social awareness is forced and being used as bait or as a sales gimmick.


This baby giant of a generations offers marketers a range of opportunities and possibilities which can be extremely lucrative if handled correctly. Gen Z is smart and savvy, which means marketers need to be smarter and savvier than them. To truly earn the trust of Gen Z, marketers need to be authentic and truly care about this generation’s needs and wants. If they are able to achieve this, they will reap the rewards.

Insights into IMM Graduate School

Insights into IMM Graduate School

The IMM Graduate School has been offering industry-endorsed qualifications since 1960. These qualifications allow for specialisation in the fields of marketing, business, and supply chain management. IMM Graduate School has conducted market research to explore its impact and how students and the public view the institution.

IMM Graduate School ticks the boxes

IMM interviewed their students looking to find out what top five factors were considered when seeking out a tertiary institution for themselves. The results were interesting with the majority selection accredited qualifications as the most important factor. Second, which the IMM Graduate School is renowned for it a link to industry where qualifications are not only accredited locally but also recognised or endorsed internationally.

Fortunately, we tick these boxes. For one, our close ties to The African Marketing Confederation (the Pan-African body of marketing professionals) and membership of the Institute of Marketing Management (IMM) South Africa, gives our students exposure to industry leaders, events, journals, jobs and networking opportunities.

In addition, our BCom in International Supply Chain Management and our BCom Honours in Supply Chain Management is accredited by the Chartered Institute of Logistics and Transport, the global body of international professionals for everyone who works within supply chain, logistics and transport.

We have also joined forces with the Chartered Institute of Marketing to give students the opportunity to gain professional qualifications through the CIM Accredited Degree process.

The third most important factor for students when choosing where to study is academic quality and excellence, followed by reputation and brand and finally the availability or ‘best fit’ of a course in their chosen field.

A very interesting insight that came out of this research is that 90% of IMM Graduate School’s students want their learning institution to offer online learning opportunities. This is an area that IMM Graduate School excels in with students having the choice to attend classes or study online. Many of our students ‘learn while they earn’, so this flexibility really helps them to juggle their work and study commitments.

IMM interviewed their students

Perceptions and feelings towards IMM Graduate School

Most of our students have a positive perception and positive feelings towards the IMM Graduate School, crediting us with having good and open communication channels. In addition, students are complimentary on the quality of course material, lecturers, support, and flexibility. They have experienced being able to connect with lectures on an individual level even when they interact over online platforms.

What we are most proud of is that students find our courses to be challenging (in a good way) and that they feel our curriculum supports their continued development in their respective field(s).

Furthermore, interviewed students were not shy to say that they are proud and excited about their studies and their choice to study with us. A huge sense of accomplishment is shared by our faculty to hear from students that “it is a good feeling to be part of an institution that offers quality education within this special field of study”. The bottom line is that our students feel proud that they will one day graduate with a respected qualification and that they have received “a quality education” which will propel their careers.

Perceptions and feelings towards IMM Graduate School

The ratings of IMM’s students, parents, and alumni

According to IMM Graduate School students, the top three benefits of studying with IMM Graduate School are its international credibility and accreditation, value for money, and quality of academics and content/material.

The parents of IMM Graduate School students have a slightly different view and state their top three benefits as the administrative processes, international credibility and accreditation, and value for money.

Our alumni also provided their top three benefits which are the quality of academics and content/material, the international credibility and accreditation of their qualifications, and the [flexible] mode of delivery (online or classroom).

It was also found that 81,5% of IMM Graduate School students had an overall positive experience while studying at the institution. 89% of IMM Graduate School students would consider studying a qualification at IMM Graduate School again in the future and 95% of IMM Graduate School students would gladly recommend the IMM Graduate School to friends who wanted to study a marketing or supply chain management qualification.

After being asked why they would recommend the IMM Graduate School to friends, our students listed the following reasons:

  1. IMM Graduate School is affordable and offers value for money.
  2. IMM Graduate School offers quality education and maintains high academic standards.
  3. They have had a positive experience with IMM Graduate School.
  4. IMM Graduate School has opened doors to securing a job.
  5. IMM Graduate School offers flexibility to students with the option of both full-time and part-time studies, in class or online.
  6. IMM Graduate School is internationally recognised.

why they would recommend the IMM Graduate School

Final Thoughts

The opinions of IMM Graduate School’s students, parents, and alumni speak for themselves. IMM Graduate School prides itself in being a leader in marketing, business, and supply chain management education, but more importantly, prides itself in putting its students first.

How has the marketing industry changed over the past few years?

Marketing has never been simple, but marketing was much simpler just a few years ago. The main objective of marketing used to be to create a smart, attention-grabbing marketing communication and then strategically place it to get as many views as possible. Today, marketers have to be much smarter and more intentional. Consumers are discerning and need more than a clever advert to be swayed.

In today’s climate, marketers need to have a good understanding of human nature. Striking graphics, catchy slogans, and good copywriting aren’t enough. Marketers need social insight to truly capture the attention of their target market. Continue reading to find out how marketing has evolved over the past few years.

The rise of social media

During the early days of social media, the online platforms were used to solely to keep in touch with friends and family, share funny posts, and keep your followers up to date with which coffee shop you visited before heading to work. Today, all social media platforms have become a media outlet and a space where businesses can market themselves.

Social media has taken the world by storm, with over 3 billion people being active across the different social media platforms. Brands and businesses can easily reach their consumers and target audience over social media if the marketing is done correctly.

The rise of social media

Search Engine Optimisation (SEO) has evolved

SEO, in its infancy, was not as important as it is today. Now, thanks to the Panda update in 2011, SEO is now a tactical tool used by companies to ensure that their content showsat the top of search rankings on Google and other search engines. The Panda update was an algorithm adjustment that functions as a quality filter for websites. Now, websites that are of lesser quality are filtered out. Google is known for changing its algorithm from time to time, and companies that have mastered the art of SEO have benefited from this change as it eliminates black hat SEO practitioners. Black hat SEO is a technique used where search engine guidelines are violated to manipulate search engine algorithms and boost a site’s SEO rankings.

Smartphones are the new supercomputers

Smartphones have the same capabilities as computers, which has drastically changed the way products and services are marketed. The ease and convenience of smartphones have allowed the internet to grow and evolve, which meant that marketing had to keep up with the growth. Now, websites are designed to be optimised for smartphones so that potential consumers have added ease and comfort when navigating the internet.

Smartphones are the new supercomputers

Consumers have shorter attention spans

Due to social media and the internet being filled with content coming from every corner, the consumer’s attention span has shrunk. Having access to information, entertainment, and the products and services we desire at the tap of a few buttons has shortened attention spans, which has made marketing so much harder for those behind the scenes. Today, marketers need to ensure that the content and campaigns produced are attention-grabbing and that the grabbed attention can be maintained. A good way to do this is create messaging that is relevant and on point, which gets them emotionally engaged. Once this happens, consumers will form a bond with a brand.

Gen Z

Gen Z is extremely tech-savvy and this means that marketers need to cater to them as one of the primary audiences. As Gen Z enters the workforce, they have the power and potential to be one of the most profitable generations of our time. Marketers have had to consider data, trends, and the needs and wants of Gen Z during the conceptualisation process to create effective and lucrative marketing content and campaigns.

Gen Z

The bottom line

Marketing has experienced a developmental boom in recent years with all thanks going to the evolution of the internet and social media. As the internet grows, marketing will have to grow to keep up and it will be interesting to watch what new trends and tactics enter the mainstream for marketers. If you are a marketer, and you are able to evolve and adapt to new situations and environments, you are sure to succeed no matter how drastic the changes in marketing are. For those wanting to upskill themselves, look no further than the Institute of Marketing where you can sign up for one of our fast-paced online short courses.

How does Postgraduate education enhance your career?

Choosing a degree should depend on your passions and interest. Achieving a bachelor’s degree in your chosen field is likely to open doors for you in the workforce but seeing that the job market has become extremely competitive, you will likely need a few more tools in your arsenal to get that desired job. For many, those extra tools may be experience, but the smart route would be to go for a postgraduate degree.

What is a postgraduate degree

What is a postgraduate degree?

A postgraduate degree is an advanced area of study in a specific field. Postgraduate degrees can be completed after you have successfully completed an undergraduate degree. The main goal of a postgraduate degree is to offer you a specialisation or an additional skill set in your chosen field. Different types of postgraduate degrees include Postgraduate Certificates, Postgraduate Diplomas, Masters Degrees, and a PhD.

Having a postgraduate degree not only offers you a second qualification and more information, but also the opportunity for you to stand out from the crowd. Here are a few ways a postgraduate education can enhance your career:

A postgraduate degree offers more insight and understanding

People who obtain their postgraduate degree gain the opportunity to learn even more and specialise in their chosen field. This offers the degree holder more understanding of their degree and allows them to sharpen their knowledge and add more skills to their skill set.

Obtaining a postgraduate degree also allows you to become updated with the new trends and developments within your industry. As technology advances, so do many industries. Educational Institutions like the IMM Graduate School are constantly updating their course curriculums to ensure that their postgraduate degree students graduate with the advantage of being up-to-date and informed in the latest trends and technologies.

A postgraduate degree allows you to learn and research on your own

Most postgraduate degrees require the student to apply their existing degree, or degrees, and use it to improve their practical skills in their chosen field. Postgraduate degrees require that students discover solutions to challenges that are faced by real organisations in their industry.

postgraduate degree

A postgraduate degree refreshes the student

Students who complete a postgraduate degree are required to use the information they have learned in the past and apply it to specific situations. By doing so, the student is forced to consider different angles, weigh up the options and decide on the best possible way forward. This sharpens their existing skills and allows them to change their thought processes, a much-required skill for those wishing to grow into a management position. For those individuals who have been in the workforce for a number of years could well have become stuck in their ways. Being challenged to change and adapt to new methods for problem solving will help you to succeed in business.

A postgraduate degree offers more job opportunities

Today’s job market, no matter the field, is extremely competitive. To get your desired job, you need to be the best of the best and one way to achieve this is by completing a postgraduate degree.

A postgraduate degree, with career experience, equips you with the necessary skills to compete for that dream job and shows employers that you are serious about your career. Besides offering more job opportunities, a postgraduate degree may be able to open doors at your current workplace and grant you a promotion. Either way you can expect to be earning more money than you undergraduate counterparts.

Easier job entry

Many graduates, with no experience, struggle to find a job. However, those that enter the job-hunting circuit with a postgraduate degree are definitely at an advantage may find the process a bit easier.

Final Thoughts

Besides the many benefits discussed above, we feel one of the main advantages of postgraduate education is the opportunity to meet and network with like-minded people in your field. These people will become your contacts and may be the steppingstone you need to get that dream job.

Commercials are coming to Netflix – What does this mean for marketers?

Netflix has experienced a major decline in subscribers, being a loss of 200,000 subscribers, since the start of 2022. As a way to get back subscribers, the streaming service will bring advertising to the platform and offer cheaper subscription packages that are supported by ad revenue. Netflix had been against the use of ads on the streaming platform for years but finally buckled beneath the pressure.

Netflix’s COO, Greg Peters, has said that introducing advertising onto the streaming platform “is an exciting opportunity for us”. According to the co-CEO of Netflix, Reed Hastings, he is a “bigger fan of consumer choice. And allowing consumers who would like to have a lower price, and are advertising-tolerant, get what they want, makes a lot of sense.”

This new development in the platform has not only provided more options for subscribers, but also for marketers. The incorporation of advertisements on Netflix is still in its infancy, but marketers can start thinking about how they prepare for and take advantage of this development.

Netflix Subscriptions

What commercials on Netflix mean for marketers

Netflix has been a trailblazer for businesses that want to incorporate a subscription business model. The success of Netflix has inspired businesses in a range of industries to use a similar pricing approach. Incorporating commercials can be seen as a risk, as subscribers have already shown avoidant sign-up behaviour, but it seems the potential benefits outweigh the risks.

Marketers can start preparing for commercials being incorporated into the streaming platform by educating themselves on the benefits. Marketers can use commercials to their advantage seeing that they can be incorporated into their existing pay-per-click advertising (PPC) strategy. This addition will help marketers to reach larger audiences, while challenging them to create higher quality attention grabbing commercials.

Netflix commercials can be incorporated into a PPC advertising strategy

OTT advertising as well as Netflix commercials have the potential to scale a PPC strategy you have in place. Most PPC campaigns are run as search, display, or on social media. If marketers are able to expand their PPC campaigns to Netflix, they would be able to gain unchartered benefits for their brands.

Many companies already advertise on streaming platforms that are ad-supported. The incorporation of commercials on Netflix will help marketers to scale their PPC campaigns and target viewers based on their movie interests.

Netflix commercials are able to reach much larger audiences

When curating a Netflix advertising strategy, marketers need to consider the audiences, and the size of these audiences, that the commercial will be received by. Netflix’s target market for the ad-supported subscription package is those who are price conscious and who are looking to save money and as such, marketers should create campaigns accordingly. For example, advertising luxury products on Netflix is likely to not be a smart choice as the audience is unlikely to purchase luxury items often.

Netflix’s new ad-supported subscription campaign

Netflix’s new ad-supported subscription campaign is a challenge to create higher quality commercials

The streaming platform creates and releases content that is of the highest quality to satisfy its subscribers. The commercials being added to the streaming platform therefore need to match the same level of quality to not be disruptive and to not make the brand seem cheap or of a low quality.

Many subscribers are not excited about the ad-supported version of Netflix as commercials are viewed as being disruptive. But in-stream commercials which have been done well have been accepted across other streaming platforms. If the commercials are of a high quality and are relatable to the audience, the audience is likely to be more accepting of the interruption.

In Conclusion

As the ad-supported subscription package is rumoured to be launched before the end of 2022, marketers still have time to prepare for this new feature. By considering how to incorporate Netflix commercials into existing PPC strategies, taking the time to consider the audience who will purchase the ad-supported subscription package, and considering how to create high-quality commercials, are the three key takeout’s for marketers that wish to take advantage of this new Netflix feature.

What should you avoid when building online brand credibility?

Building online brand credibility aims to retain customers and this is a challenge on online platforms as there is a wide range of competition. Online brand credibility is a factor that stimulates a consumer to buy, maintain engagement, and revisit your website or online platforms. Building online brand credibility takes time and planning, so posting a well-designed logo or posting a social media post occasionally is not enough. You need to research your industry and competitors, formulate marketing plans, and put the consumer first. To avoid making preventable mistakes, these are the things you should avoid when building online brand credibility:

  • Exaggerations and half-truths
    Exaggerating or telling half-truths to persuade consumers is a big mistake as it lowers online brand credibility. Credibility is built by being honest with your audience, communicating regularly, and providing what is promised on your online platforms. This also applies to being deliberately vague to avoid certain information. Not communicating effectively and fully is sure to damage your online brand credibility.You should also avoid posting content that does not relate to your brand. If consumers are on your online platform looking for a product, service, or information and click on links that lead them to irrelevant information, they will not trust your brand.To please your desired consumers and build online brand credibility you need to ensure that everything they need and would want is available to them. This will ensure that they trust your brand and that your brand stands out from the crowd.
    Exaggerations and half-truths
  • Don’t showboat
    Promoting your brand and content online is an important marketing move, but if it is done incorrectly, it could damage your online brand credibility. If you over-promote your content and brand, consumers may be deterred due to the promotion coming across as spam or over-compensation.To avoid this mistake, your website and other online platforms need to be clear, informative, and easy to navigate. Not only easy to navigate on a computer or laptop, but also on a mobile device. Using pop-ups, slide-ins, and video clips can be a good marketing tool but if it is overused, or if it appears without the user’s instruction, it may be seen as spam.The overuse of promotional content may also convey the message that what is being seen and promoted is too good to be true. This is sure to damage your online brand credibility, so be sure to avoid overuse or promotional content at all times.
  •  Association with untrustworthy sources
    Having your brand’s name in online publications is sure to build online brand credibility. When consumers see your brand’s name in trusted publications, they are sure to remember it and revisit your online platform when it’s needed. But having your brand’s name on just any publication may lead to damaging your online brand credibility.Many brands choose to hire the services of a marketing agency to create content and have them published in online publications. This may work, but not all agencies use reputable publications and may use disreputable publications to save money.The saying “any press is good press” does not apply to this situation. If you do choose to hire a marketing agency to spread the word about your brand, make sure to research the agency to ensure they can meet your needs and not damage your online brand credibility.

    Association with untrustworthy sources

  • Hopping on trends
    Using the latest trends in marketing strategies can work out to be profitable if done correctly. But the issue with trends is that they don’t last, and if a brand focuses on using trends, they are likely to fade as fast as the trend fades. This is sure to damage your online brand credibility.If you would like to use a trend in your marketing strategy on occasion, you need to ensure that you stick to your marketing strategy. By stopping what works well for your brand for a trend, your online brand credibility will be damaged. Choosing the trend to hop on is also extremely important. Even if the chosen trend is wildly popular, it may damage your brand if it’s off-target.

Brand owners need to ensure that nothing worthwhile is achieved after a quick fix. Online brand credibility needs time, planning, and effort to be built to last. Using a marketing strategy that works is always your best bet. Once you’ve figured out what works, you can test new techniques and see if they can be added to the marketing strategy.


What is evergreen content and how to create it

Producing content for your target audience is an important marketing technique, but not all content is good content. To stay relevant and engaging, your website and other platforms need to contain evergreen content. Trendy and current content is important and can be used to increase traffic and engagement, but once the trend or hype has faded, so will the traffic and engagement.

To maintain traffic and engagement, evergreen content needs to be used across your website and online platforms. Once you understand how to create evergreen content, the content you produce is sure to be timeless and relevant no matter the date.

What is evergreen content?

Evergreen content is the type of content that is timeless. This content refuses to fade or become irrelevant because it is based on a topic that will be relevant and important for a long period of time, if not for the foreseeable future. An example of evergreen content is “how to write a good essay”. High school and higher education students will need content like that for years to come, therefore making it evergreen content.

An example of content that may not be evergreen is “how to make your own face mask”. This type of content was relevant during the pandemic, but once the pandemic ends this type of content becomes irrelevant. But this type of content is trendy and can be used as a temporary way to increase traffic to a website.

How to create evergreen content

  • Choosing the right topic is vital
    Choosing the right topic is vital
    Choosing a topic that is timeless is the first step to creating evergreen traffic, but determining which topics are timeless may prove to be an obstacle. To find evergreen topics you can use an analytics tool, such as Google Analytics. Google Analytics will show you which topics have a high initial search volume that decreases over time, and which topics have a high initial search volume that is sustained over time. The topics that have a high initial search volume that is sustained over time would be evergreen content.
  • Use the appropriate keywords
    Use the appropriate keywords
    Just as the topic needs to be evergreen, so do the keywords. Similarly, to finding an evergreen topic, you can use an SEO research tool to find out which keywords have consistently high search volumes. Examples of these SEO research tools are Ahrefs, Moz, and SEMrush. Evergreen keywords should have at least 1,000 monthly searches. This will indicate consistent and genuine interest.
  • Optimize your evergreen contentThis tip relates to finding the evergreen content more than creating it. The content you create can be perfect, but if it is not SEO optimized, you won’t have website traffic. Therefore, it won’t be evergreen. To SEO optimize your evergreen content you should build backlinks and include the main keyword/keywords in the title and subheadings.You should also include outbound links to specific high-authority websites, mention cited data points if used, and avoid complicated and technical jargon in the content. Another good tip is to offer the answer or solution to the user’s problem at the top of the content. A user is likely to exit your website if they must scroll down and search for what they are looking for.
  •  Keep your content updatedCreating evergreen content may need some tweaking as time passes. The topic may remain evergreen, but the content may become outdated. For example, data and statistics used in the content are likely to change and become updated over time. To ensure that your content stays evergreen you should revisit your content and update it with outbound links and recent data points as it changes.


Keep your content updated

Start creating evergreen content today

Using evergreen content is a smart marketing technique to increase organic traffic, keep your audience engaged, and become a trusted source in your field. Before starting the creative process, be sure that you have done your research and sure that the content you would like to create will be evergreen content. Once it’s been created and shared online, be sure to update it as time progresses to maintain its evergreen quality.