I have been falling in love with the practice of Product Led Growth.

‍

It’s an alternative set of practices that rivals the more traditional growth models, such as Marketing Led Growth and Sales Led Growth. And it’s taking the marketing, product and data sectors by storm.

‍

Seeing Michael Jon Wissekerke and the TymeBank advertising for roles in the space reiterated to me how relevant and important it is to breaking through the clutter and doing things better than before.

‍

Product Led Growth is something that we - at YOUKNOW - have been looking into ever since our natural progression of technology exploration led us to user analytics that shed light on the data customers share with us through their actions.

‍

Ideally, if you’re tracking and analysing everything that a customer does when they’re interacting with you, then theoretically you can influence those customers much faster than building a marketing campaign, or by getting a sales team to interact with them over a long period of time.

‍

So, as the first in a series of pieces on the topic, let’s unpack what Product Led Growth looks like compared to Marketing Led and Sales Led Growth.

‍

Marketing Led Growth

‍

Having started my career in the corporate space, I learned quite a bit about the need for - and pitfalls of - Marketing Led Growth. MLG operates on the principle that brand visibility and lead generation are the most important levers for growth. By leveraging digital marketing strategies - SEO, PPC, social media, content marketing, and more - MLG aims to attract a wide audience, convert them into leads, and ultimately into customers.

‍

MLG is mostly effective when the goal is to reach a broad market or to create a strong brand presence. Consumer-facing brands like Nike and Coca-Cola have used MLG to become household names. The model also works well for businesses where the product can be easily understood without the need for a sales team to explain its complexities. In these cases, marketing’s role is to educate, inspire, and drive action, often through large-scale campaigns.

‍

This is what we leveraged at Cell C when I was there and it’s what I see many of clients practicing. And that’s fine. But as long as it’s done with purpose, and not because it’s what’s always been done. The upsides are huge, but the downsides need to be acknowledged as well.

‍

These could be:

‍

• It’s expensive to compete
• It needs constant increasing investment to maintain visibility
• It relies heavily on the effectiveness of creativity, tactics and tools - which can easily become saturated over time and lose that potency. Not every campaign can be a homerun.
• Rising above the noise of today is so tough, which makes everyone shout louder, or forces brands to continually search for quieter spaces to spread their message.

‍

Sales Led Growth

‍

From corporate, I then moved into the technology solutions space, starting YOUKNOW as a way to make awesome global tech easy to use for African companies. This is mostly a sales job. So trust me, I get the need for the whole SLG angle as well.

‍

In SLG, the focus is on direct sales efforts, with sales teams reaching out to potential customers, negotiating deals, and driving growth through personal relationships.

‍

While this model can still be highly effective, particularly for large enterprise deals or complex products that require hands-on demonstrations and consultations, it has its limitations.

• SLG is often costly and time-consuming.
• Sales cycles can be long,
• and scaling requires adding more salespeople, which isn’t always the efficient way to grow.

‍

Companies like Oracle or IBM have thrived using SLG because their offerings often require customization and deep integration, areas where human intervention is critical.

‍

If your business employs either of these models, there is probably a good reason for it. However, it’s extremely valuable to constantly be asking whether a 3rd way might be more effective as people, channels, trends and forms of engagement change.

‍

This is where Product Led Growth comes in...

‍

Product Led Growth

‍

PLG hinges on a simple yet transformative idea: your product should sell itself. Rather than relying on a team of sales professionals or hefty marketing budgets, companies using PLG focus on building a product that customers can easily adopt, derive value from, and ultimately become advocates for. In this model, the product is the focal point of the user experience and the primary lever for growth.

‍

Let’s look at Slack as an example: no aggressive sales team or fancy marketing campaigns. Slack grew exponentially by offering a product that users loved, shared with their teams, and stuck with. This growth was organic and self-perpetuating because the product was intuitive and brought immediate value.

‍

It’s this self-perpetuating part that I love the most.

‍

‍

The Product Growth Cycle, from Amplitude

‍

The Product Led Growth Flywheel is a principle which dictates that if you do all the right things, as per the PLG principles, your business should grow itself like a snowball growing into an avalanche as it follows gravity down the hill.

‍

Compared to MLG & SLG there are some obvious advantages that PLG brings to the table

‍

1. Cost Efficiency: PLG can scale without the need to hire a large sales team or spend exorbitantly on marketing campaigns. Instead, resources are invested in improving your product and experience with the customer.
2. Faster Growth Cycles: Using some of the PLG toolbox options such as self-service, freemium models, and viral loops, PLG companies often experience faster growth cycles. Users onboard themselves, reducing the time from awareness to adoption.
3. Experience as the North Star: In PLG, the product is the ultimate determinant of success. It forces companies to prioritise customer experience and continuous improvement, leading to a more customer-centric organization

‍

Why is Product Led Growth Taking Charge?

‍

If you’re paying attention to some of the success stories out there, you’ll start to notice the PLG strategy in many of the big case studies.

‍

The modern buyer's journey has changed. With information readily available, buyers often prefer to try products themselves before engaging with a salesperson. And they’re more likely to be swayed by the reviews than by your marketing campaign.

‍

Product Led Growth takes advantage of this shift by removing friction in the value exchange process and focusing on delivering constant moments of value through the product itself.

‍

Quick foreshadowing to a future piece: when we talk about product we’re mostly talking about the digital, or real-world, experience that your customer has with you. It’s not the chequing account product that a bank comes up with, or the can of Red Bull. It’s the online banking experience and the World of Red Bull. For more obvious examples, think takealot.com , where the online presence is the manifestation of the product they’re offering a customer.

‍

Product Led Growth highlights the contract between you and your customer. For sustainable growth, I firmly believe in that contract. I’ll talk about it in a future piece (more foreshadowing), but basically it’s relating to the fact that you’re promising to deliver a certain amount of value to your customer and in return they are agreeing to stick with you to receive that value, possibly even sharing more than just their time and money with you - if that’s part of the contract.

‍

By building an experience that personifies this contract, you then have the levers to push and pull to deliver on that in ways that might be specifically tailored to individuals.

‍

It’s all about uncovering what’s valuable to me as a consumer and then giving that to me - easily - as often as possible. If I get what I want without friction, and possibly with some additional joy, then “Take my money, take my attention. I am your loyal consumer for as long as you can keep the bonfire burning”.

‍

When you’ve unlocked these moments of value and have found the most efficient way to expose your customers to that dopamine hit again and again and again, then you unlock the Product Led Growth flywheel, mentioned above. And once that flywheel gets rolling, the growth returns just keep expanding.

‍

And this is why Product Led Growth is becoming so much more attractive. It’s ticking those boxes we’ve all been promising for so long:

• Customer Centricity
• Marketing Budget Efficiency
• Exponential Growth

‍

Takeaways from Product Led Growth

‍

There is no way that every company can adopt a Product Led Growth strategy in isolation. Some will not be able to adopt it at all, in it’s purest form.

‍

However, I believe that there are principles in the discipline that can and should be adopted by everyone. Even for those professionals who prioritise one of the other models, it’s like a set of tools that they can reach into and leverage in the right situations.

‍

So I’m hoping that the next few articles, and videos, on the subject will help not only help those exploring the Product Led Growth model, but also for all marketers who aspire to throw in some innovative approaches to their hybrid strategies.

‍

If you're struggling to get your strategy off the ground, you're also welcome to slide into my DMs and I'd be happy to chat to you about it.

‍

Hasta la próxima!

‍

South Africa's competitive landscape demands constant innovation to keep customers engaged and loyal. Customer churn, the loss of paying customers, can be a major drain on your business. Here's where a powerful Customer Relationship Management (CRM) platform like Braze comes in. By leveraging Braze's features specifically tailored to South African customer behaviour, you can develop a winning retention strategy that keeps your customers coming back for more.

‍

Understanding churn in the South African market

South African customers are tech-savvy and expect a seamless, personalised experience across all touchpoints. This means traditional, one-size-fits-all marketing tactics simply won't cut it. Understanding the "why" behind churn is crucial. 

‍

Price sensitivity

South African consumers are value-conscious. Price hikes or a lack of competitive pricing plans can lead to customers seeking out better deals elsewhere.

‍

Poor customer service

Long wait times, inefficient resolution processes, and a lack of empathy can leave customers feeling frustrated and undervalued.

‍

Lack of personalisation

Generic marketing messages and a failure to tailor offerings to individual needs can lead to disengagement.

‍

Data security concerns

South Africans are increasingly aware of data privacy issues. A lack of transparency or a data breach can damage trust and send customers running.

‍

Braze is your churn-fighting secret

Braze offers a unique set of tools to combat churn in the market. Chat with our experts to learn how their platform can help you reduce churn.

‍

Omnichannel engagement

Engage customers on their preferred channels – be it SMS, push notifications, email, or in-app messaging. Braze lets you create personalised campaigns tailored to each channel, ensuring your message reaches them at the right time and place.

‍

Real-time customer segmentation

Go beyond demographics. Segment your customer base based on behaviour, purchase history, and in-app activity. This allows you to deliver hyper-personalised experiences and targeted offers that truly resonate with your South African audience.

‍

Data-driven insights

Braze provides powerful analytics that help you understand customer behaviour and identify churn risk factors. Use these insights to proactively address potential issues before they lead to churn.

‍

Seamless customer journeys

Map out the ideal customer journey for your South African customers. Leverage Braze's automation features to trigger personalised messages and recommendations at key touchpoints, keeping customers engaged throughout their lifecycle.

‍

Loyalty programs

Incentivise loyalty and reward repeat business with Braze's built-in loyalty program features. Develop tiered programs with points and rewards that resonate with South African customer expectations.

‍

Churn-busting strategies

Here are some specific strategies you can implement with Braze to tackle churn in the South African market:

• Combat Price Sensitivity: Use Braze to trigger targeted offers and discounts for customers at risk of churn. Offer value-added services or bundles that cater to South African customers' price-conscious nature.
• Win Back Lapsing Customers: Identify customers who haven't engaged in a while. Send personalised win-back campaigns with enticing offers or re-engagement messages that remind them of the value you provide.
• Leverage SMS for High Engagement: South Africans have a high mobile penetration rate. Utilise SMS marketing for important updates, flash sales, and time-sensitive offers.
• Personalise Customer Onboarding: First impressions matter! Use Braze to create personalised onboarding journeys that guide new customers through your app or service in a user-friendly way. Offer in-app tips and helpful resources to reduce friction and encourage continued engagement.
• Prioritise Customer Feedback: Integrate Braze with your customer support platform. Streamline communication and address customer concerns quickly and efficiently. Use in-app surveys and feedback forms to gather valuable insights from your South African customer base and continuously improve your offerings.

‍

The Braze advantage: more than just a platform

Braze goes beyond being just a platform. Their team of experts can provide valuable guidance and support on implementing churn-busting strategies tailored to your specific South African business needs. Additionally, Braze integrates seamlessly with other popular marketing and analytics tools used in South Africa, allowing you to create a powerful, unified customer experience ecosystem.Schedule a personalised demo with Braze to explore how their innovative platform can empower you to deliver exceptional customer experiences.

‍

By putting Braze's capabilities to work, South African businesses can develop a data-driven, customer-centric approach to retention. Reduce churn, boost engagement, and build long-lasting relationships with your South African customer base.

South African consumers are bombarded with marketing messages from all directions. To cut through the noise and reach your target audience, you need to adopt a cross-channel marketing approach.

Cross-channel marketing involves using a variety of communication channels to reach your customers, such as email, SMS, social media, push notifications, and even traditional channels like print and television. By using a cross-channel approach, you can ensure that your message is reaching your target audience wherever they are and on the platforms they frequent the most.

Why cross-channel marketing matters for South African businesses

There are several reasons why cross-channel marketing is essential for South African businesses:

Reach a wider audience

With so many South Africans using a variety of communication channels, businesses can ensure they're reaching their target market wherever they are.

Increase customer engagement

By using a variety of channels, businesses can keep their customers engaged and interested in their products or services.

Personalise the customer experience

Cross-channel marketing allows businesses to tailor their messages to each individual customer, which can lead to higher conversion rates and customer satisfaction.

Drive sales and revenue

By providing a more consistent and personalised customer experience, cross-channel marketing can help South African businesses drive sales and revenue.

Schedule a demo today to discover how Braze can help you create seamless customer experiences and drive business growth.

Mix and match: creating engaging cross-channel campaigns in South Africa

The key to successful cross-channel marketing is finding the right mix of channels for your business and target audience. Here are some factors to consider when choosing channels:

• Customer demographics: What are the age groups, genders, and locations of your target audience in South Africa?
• Customer behaviour: How do your customers typically interact with businesses? What channels do they prefer? For instance, younger demographics might be more reachable on social media platforms like Instagram and TikTok, whereas business professionals might be more responsive to emails and LinkedIn outreach.
• Campaign goals: What are you hoping to achieve with your marketing campaign? Are you looking to generate brand awareness, drive sales, or increase customer engagement?

Once you've chosen your channels, you need to create campaigns that are tailored to each channel. Here are some tips for creating engaging cross-channel campaigns in South Africa:

• Keep your messaging consistent: Your messaging should be consistent across all channels, but it should also be tailored to the specific channel. For example, your social media posts will likely be more informal than your email newsletters.
• Use visuals: South Africans are visually engaged, so be sure to use high-quality images and videos in your campaigns.
• Personalise your messages: Whenever possible, personalise your messages to your customers. This will make them feel more valued and increase the likelihood that they will respond to your campaigns.
• Make it easy for customers to take action: Your campaigns should always include a clear call to action, such as a link to your website or a discount code.

Leveraging cross-channel experiences to enhance retention in South Africa's mobile network industry

E. Molapo's (2014) study on customer retention in South Africa's competitive mobile network industry offers valuable insights for enhancing customer engagement, monetisation, and retention through cross-channel experiences.  The research highlights the importance of addressing customer churn, a key challenge in this market.  

The recommendations, which include product innovation, improved customer care, and geographic expansion, all have the potential to be amplified through strategic cross-channel communication.  For instance, innovative products could be launched with social media campaigns and targeted email marketing.  

Improved customer care experiences can be delivered through in-app chat functionalities alongside traditional call centres.  Similarly, geographic expansion efforts could be supported by targeted advertising across various channels, reaching potential customers in new regions.  

By leveraging cross-channel experiences, mobile networks can effectively implement Molapo's recommendations, fostering deeper customer relationships, driving higher engagement, and ultimately boosting both retention and monetisation.

Final thoughts

South African businesses can create effective cross-channel marketing campaigns that will help them reach their target audience, increase customer engagement, and drive sales. Chat with our experts to learn how Braze can assist you. Cross-channel marketing is an ongoing process, so it's important to be constantly testing and refining your campaigns. By staying up-to-date with the latest trends and technologies, South African businesses can ensure that they're getting the most out of their cross-channel marketing efforts.

How to Group Data Into Buckets Using DOMO Beast Mode

We will explain and show to you how to use Beast Mode calculations to group data into buckets. The example uses running data from a Strava account, which includes various distances run over several years. The goal is to bucket these distances to make analysis easier.

‍

Data grouping is an essential technique in data analysis. It helps transform raw data into meaningful categories for easier analysis and visualisation. By grouping data, you can uncover patterns, trends, and insights that are otherwise hidden in the vast amounts of information.

This tutorial will explore how to use DOMO, a powerful business intelligence platform, to group data effectively. Specifically, we will dive into Beast Mode calculations—a unique feature in DOMO that allows users to create custom calculations and transformations on their data.

We'll demonstrate this process using running data from a Strava account, which includes various distances that have run over several years. Our goal is to bucket these distances into manageable segments, making it easier to analyse and visualise the data. By the end of this tutorial, you'll be able to understand how to leverage Beast Mode calculations to transform and group your data in DOMO. After this tutorial, you will have a new way to find more profound insights which will help drive better-informed business decisions.

‍

Importing Data and Creating a Calculated Field

‍

The first step is to import the Strava running data into the DOMO platform. This data consists of various running distances over several years. To segment this data into our ‘buckets’ we need to create a new calculated field called "Kilometres Buckets”. How to do that, we use a CASE statement. This calculated field will help categorise the data into manageable segments for better analysis.  

‍

Using a CASE Statement to Group Data

‍

The CASE statement is a powerful feature in DOMO’s Beast Mode calculations. It is used to group the kilometres into increments of 5 kilometres. The syntax is as follows:

‍

Example in Tutorial:

‍

Validating and Visualising the Data

‍

After creating the calculated field, the next step is to validate and visualise the graph. The data is then dragged into the series to show the bucketed distances. The data can be graphically displayed after validating the categorised CASE statements to facilitate insightful analysis. A bar chart can illustrate the frequency of runs within each distance category, providing a visually striking representation of the distribution of running distances over the years. 

‍

Example in Tutorial:

‍

‍

Filtering Data for Deeper Analysis

‍

In addition to bucketing data, filtering can be used to focus on specific distance ranges. For example, filtering the data to show only distances between 0 and 30 kilometres and changing the graph to show data per month provides a more detailed analysis, which allows for shorter runs. Changing the chart to show data each month can further enhance the analysis, revealing the seasonal and monthly trends in running distances.

‍

Using Beast Mode calculations to group data into buckets is a prominent technique for data analysis. This technique can be implemented quickly and easily, making it a valuable tool for data visualisation and analysis with DOMO. If you didn’t know, now YOU KNOW. 

‍

Have you enjoyed the read? Then book a demo with DOMO.

By leveraging a user segmentation tool like Mixpanel, you can uncover hidden patterns in user behaviour, prioritise features that resonate with specific user groups, and ultimately drive product innovation and growth.

How user segmentation with Mixpanel drives growth

Mixpanel empowers you to segment your users based on a multitude of factors, including demographics, behavioural patterns, in-app activity and conversion funnels. This granular segmentation allows you to move beyond a one-size-fits-all approach and tailor your product experience to the specific needs and preferences of different user groups. 

If that sounds like something that would work for you, get a personalised assessment today! If you’re not convinced yet, carry on reading to find out how user segmentation with Mixpanel fuels product innovation and growth:

‍

Identifying user needs and pain points

By analysing user behaviour within each segment, you can pinpoint areas of frustration and unmet needs. For instance, analysing a segment of new users who churn quickly might reveal a confusing onboarding process. These insights become the foundation for product improvements that address user pain points and enhance the overall user experience.

‍

Prioritising features for maximum impact

Not all features are created equal. User segmentation allows you to prioritise product development based on user needs and potential impact. For example, segmenting users by feature usage can reveal which features are driving the most engagement.  By focusing on features that resonate with high-value user segments, you can ensure your development efforts deliver the greatest return on investment.

‍

Personalising the user journey

Today's users crave personalised experiences, and with user segmentation, you can tailor the user journey to each segment. Imagine a segment of highly engaged users.  You can present them with targeted in-app messages highlighting advanced features or exclusive content, keeping them engaged and propelling them further down the product funnel.

‍

Uncovering ‘aha moments’

The ‘aha moment’ is when a user grasps the true value of your product. User segmentation can help you identify these moments for different user groups. By analysing user behaviour leading up to these moments, you can optimise the user journey to increase the frequency and intensity of aha moments across your entire user base.

‍

A/B testing for targeted optimisation

User segmentation is a perfect springboard for A/B testing. By testing different variations of features or functionalities on specific user segments, you can identify the versions that resonate best with each group. This data-driven approach ensures you're constantly optimising your product for maximum user engagement and growth.

Want to see how user segmentation can shape your brand's success story? Let's explore how Mixpanel can help.

‍

Putting Mixpanel user segmentation into action

Here are some practical tips for getting the most out of user segmentation with Mixpanel:

‍

Start with clear segmentation goals

Clearly define what you want to achieve with user segmentation. Are you looking to improve user acquisition, boost engagement or drive conversions? Having a specific goal will guide your segmentation strategy and ensure you're collecting the right data.

‍

Leverage the right data points

Mixpanel offers a vast array of data points. Focus on metrics that align with your segmentation goals. For example, if you're looking to improve user engagement, segment users by time spent on the app or frequency of feature usage.

‍

Don't over-segment

While segmentation is powerful, avoid creating too many segments with tiny user bases. This can make it difficult to draw statistically significant conclusions. Aim for a balance between granularity and actionable insights.

‍

Iterate and refine

User segmentation is an ongoing process. As you gather more data and user behaviour evolves, revisit your segmentation strategy and refine your segments to ensure they continue to be relevant and insightful.

By following these steps and leveraging the power of Mixpanel, you can transform user segmentation from a data collection exercise into a strategic driver of product innovation and growth.

‍

Ready to experience segmentation with Mixpanel? Schedule a demo and let's build a better digital future, together. Unsure if Mixpanel is right for you? No worries! Get a personalised assessment from our martech experts.

16th April 2024 — YOUKNOW Technologies, specialists in providing data-driven solutions that help businesses optimise their marketing strategies and improve customer engagement, proudly announces its achievement of Orbit-Level status within the Braze Alloys partner ecosystem.

Braze Alloys partnership status is determined by several factors — accreditation, measured by the amount and depth of Braze certifications; delivery outcomes, measured by the volume of Braze customers; business performance, evaluated through influenced revenue and sourced opportunities; and adoption of the Braze platform.

‍

South Africa's E-commerce Boom Demands Sophisticated Customer Engagement

South Africa's e-commerce market is experiencing explosive growth, with sales reaching a record R71 billion (roughly $4.9 billion USD) in 2023. This surge presents both opportunities and challenges for local businesses. While online retail flourishes, particularly in clothing (30% market share) and groceries (22.3% market share), customer expectations are also evolving. A recent study found that 73% of online retailers believe exceptional customer service is critical for success.

South Africa's App Boom: Decoding Consumer Habits and Winning Strategies

South Africa's mobile app landscape is flourishing, with app downloads reaching new heights. But how are South Africans using these apps, and which sectors are leading the charge? Let's delve into the local app scene and explore winning strategies for businesses.

‍

App Downloads on the Rise

According to Statista, South Africa's smartphone penetration is expected to reach over 70% by 2025, fueling the app download frenzy. A report by World Wide Worx indicates that South Africans downloaded an average of 40 apps per phone in 2023. This presents a massive opportunity for businesses to connect with their audience on a personal and interactive level.

‍

Understanding the Customer Journey

While downloads are impressive, a good customer experience is key to app retention. Research by Rogerwilco reveals that "good" customer experience is becoming the bare minimum for South African consumers. The report highlights the importance of a seamless customer journey within the app. This translates to user-friendly interfaces, intuitive navigation, and quick resolution of in-app issues.

‍

The App Race: Who's Winning?

The "app race" is a close call, with different sectors vying for dominance. Retail apps are strong contenders, with convenient features like online shopping and loyalty programs attracting users. On the other hand, financial apps, particularly those in the banking and insurance sectors, are experiencing significant growth due to the increasing demand for mobile banking and on-the-go financial management. Social media and messaging apps remain ever-popular, showcasing the continued importance of staying connected.

‍

Email Marketing: Alive and Kicking!

Despite the app boom, email marketing remains a powerful tool. A study by Mailchimp indicates that South Africa's average email open rate is 32.4%, slightly higher than the global average. This highlights the continued relevance of email for targeted communication and driving customer engagement.

‍

Exploring the Benefits of the YOUKNOW Technologies and Braze Partnership

As part of the article, let's imagine a scenario where our CEO, Kelvin Jonck at YOUKNOW Technologies, engages in a conversation about the partnership with a prospective client at an event:

‍

Over a Coffee:

Prospective Client: "So I read about your new partnership with Braze. How does this expand your service and how would this make my business practically more efficient and profitable? What are the day-to-day benefits?"

‍

Kelvin: "Absolutely, let me break it down for you. Our partnership with Braze means we can offer you a comprehensive solution for optimising your customer engagement strategies. With Braze's powerful platform combined with our expertise in data-driven solutions, you can expect several benefits. Firstly, you'll gain access to more granular data, allowing for deeper insights into your customer behaviour. This means you can tailor your marketing efforts with precision, reaching the right audience with the right message at the right time. Secondly, better customer tracking means you can understand your customers' journey more effectively, identifying pain points and opportunities for improvement. And finally, easy integration ensures a seamless experience for your team, saving time and resources that can be better allocated elsewhere. Ultimately, these day-to-day benefits translate into improved efficiency and profitability for your business."

‍

This conversational approach not only introduces Braze but also highlights the practical benefits and day-to-day advantages of the partnership between YOUKNOW Technologies and Braze.

‍

Background Information

Since 2013, YOUKNOW has been at the forefront of efficient customer engagement and communication strategies for African brands, utilising the world's best technology. As a prominent partner in the innovative Braze Alloys ecosystem, we specialise in transforming how brands connect with their audiences. YOUKNOW is your essential partner in building robust data strategies and crafting compelling customer journeys. Our expert team is dedicated to seamlessly integrating advanced technologies, ensuring your brand not only meets but exceeds your strategic goals. From initial consultation to full-scale implementation and beyond, YOUKNOW is committed to elevating your customer interactions and boosting your revenue through superior engagement solutions.

‍

Key Benefits of the Partnership:

• X% Savings in Costs: Through our partnership, brands can expect significant savings in costs, optimising their marketing spend for maximum ROI.
• More Granular Data: With YOUKNOW's solutions, brands gain access to more granular data, allowing for deeper insights and more targeted campaigns.
• Better Customer Tracking: Our advanced tracking capabilities ensure better customer tracking, enabling brands to understand and anticipate customer needs more effectively.
• Easy Integration: YOUKNOW's solutions seamlessly integrate with Braze, providing a hassle-free experience for brands looking to enhance their customer engagement strategies.

‍

Spokesperson Quote

“We appreciate the dedication and focus from the YOUKNOW team to help our customers realise maximum value from the Braze platform,” said Gareth Ballard, VP, Partnerships of Braze. “Achieving this status is no small feat, and it’s a great demonstration of the effort from the YOUKNOW team. It’s an exciting time to be a Braze partner, and I look forward to seeing how YOUKNOW continues to drive value for our customers.”

‍

About YOUKNOW Technologies

Founded in 2014 by our CEO, Kelvin Jonck, YOUKNOW was established from a need to help African digital professionals outpace their competition by expertly leveraging top global technology within a local context.

Our mission is straightforward: we identify the world's leading technology companies and ensure that African companies can leverage those technologies to realise full ROI. We've curated the most effective tech stack to meet their needs and support it with a team of local experts specialised in these technologies.

‍

About Braze

Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging.™ Braze allows any marketer to collect and take action on any amount of data from any source, so they can creatively engage with customers in real time, across channels from one platform. From cross-channel messaging and journey orchestration to AI-powered experimentation and optimisation, Braze enables companies to build and maintain absolutely engaging relationships with their customers that foster growth and loyalty. The company has been recognised as a 2024 U.S. News Best Technology Companies to Work For, is a 2023 UK Best Workplace for Women by Great Place to Work, and was named a Leader by Gartner® in the 2023 Magic Quadrant™ for Multichannel Marketing Hubs and in The Forrester Wave™: Cross-Channel Marketing Hubs, Q1 2023. Braze is headquartered in New York with 10+ offices across North America, Europe, and APAC. Learn more at braze.com.

‍

PARTNER MEDIA CONTACT:

Camille Darné

Email: cami@youknow.co.za

Cross-Channel Marketing Hubs, Q1 2023. Braze is headquartered in New York with 10+ offices across North America, Europe, and APAC. Learn more at braze.com.

‍

PARTNER MEDIA CONTACT:

Camille Darné

Email: cami@youknow.co.za

Imagine planning a birthday party for everyone in your town – a logistical nightmare! It would be impossible to cater to everyone's tastes and interests. Marketing used to be similar, relying on broad messages aimed at a generic audience. But just like planning a targeted party, technology has revolutionised marketing.

‍

Gone are the days of clunky methods like focus groups and surveys. Today, we can leverage powerful digital tools like Audiense to understand your ideal audience in much deeper ways. You just have to start the conversation. 

‍

Audiense uses advanced social listening and data analysis to uncover hidden insights about your target market. This allows you to create detailed profiles that go beyond demographics, revealing their online behaviour, interests, and even the conversations they're having. 

‍

This level of granularity empowers you to craft personalised messages that resonate on a deeper level, leading to higher engagement, conversions, and ultimately, a much more successful marketing campaign.

‍

We are bringing consumer research into the digital era

Traditionally, audience research involved surveys, focus groups and other time-consuming methods. Audiense revolutionises this process by leveraging big data and social listening.

‍

Exploring Audiense's audience intelligence

Audiense offers a comprehensive suite of audience intelligence products to cater to your specific needs. 

‍

Digital intelligence

Uncover valuable insights into your target audience's overall digital activity and interactions across various platforms. This helps you identify where your audience spends its time online and the type of content they engage with.

‍

Social intelligence

Go beyond demographics and delve into the "why" behind your audience's behaviour. Social intelligence tools from Audiense analyse social media activity to reveal real-world affinities and interests.

‍

Demand intelligence 

Understand your audience's demand for talent, brands and intellectual properties (IPs). This cutting-edge tool leverages social and digital signals to provide a comprehensive view of your audience's preferences.

‍

Building audience segments with Audiense Insights

Audiense Insights empowers you to create highly granular audience segments based on a rich set of criteria. Here's how:

1. Define your target audience: Start by outlining your ideal customer profile. Consider demographics, interests, online behaviour and any other relevant characteristics.
2. Leverage Audiense's data: Explore Audiense's vast database of social media profiles and online activity to identify individuals who match your target audience criteria.
3. Segment and refine: Audiense allows you to segment your audience based on various filters, such as demographics, interests, keywords and social media behaviour. You can further refine these segments to create hyper-targeted groups.

‍‍

Benefits of hyper-targeted marketing with Audiense

By creating audience segments with Audiense, you unlock a multitude of benefits.

• Increased engagement: Tailored messages resonate better with your audience, leading to higher engagement rates and click-throughs.
• Improved conversion rates: When your messaging is laser-focused on specific needs and interests, conversions are more likely to occur.
• Enhanced brand relevance: Hyper-targeted campaigns demonstrate a deeper understanding of your audience, fostering brand loyalty and trust.
• Optimised ad spend: Target the right audience at the right time, eliminating wasted ad spend on irrelevant demographics.

‍

Don't settle for generic marketing. With Audiense, you can create hyper-targeted campaigns that resonate with your audience, driving engagement, conversions and, ultimately, success.

South Africa's vibrant mix of cultures and languages shapes its digital marketing landscape in fascinating ways.  Unlike some countries with a more uniform online presence, South Africa demands a nuanced approach.  Internet access varies across regions, and local preferences and languages play a crucial role.  To truly connect, marketers need to tailor their strategies to resonate with each unique segment of this dynamic online market.  It's not a one-size-fits-all game – it's a celebration of the country’s rich diversity.

The South African marketing scene is undergoing a transformation. Customers are savvier than ever, demanding personalised experiences that cater to their specific needs and preferences. To stay ahead of the curve, brands need to embrace innovative customer engagement and personalisation strategies. 

The top 10 customer engagement and personalisation trends in sa for 2024

1. The rise of A-powered personalisation

Artificial intelligence (AI) is no longer science fiction; it's playing a central role in marketing. In 2024, we'll see a surge in AI-powered personalisation. Predictive AI will anticipate customer needs and recommend relevant products or services. Generative AI will craft personalised content that resonates with individual customers, boosting engagement.

Braze, a leading customer engagement platform, is at the forefront of this trend. Their platform leverages AI to analyse customer data and deliver real-time personalisation across channels. 

‍

2. Data-driven customer journeys

Gone are the days of generic marketing messages. In today's data-driven world, customers expect a seamless journey tailored to their specific interactions with your brand. By leveraging customer data from various touchpoints (website visits, app interactions, purchase history), brands can create personalised experiences across the entire customer lifecycle. This includes targeted email campaigns, personalised product recommendations, and dynamic website content.

‍

3. The power of communities

Building brand communities fosters a sense of belonging and loyalty. In 2024, we'll see a rise in brands fostering online communities where customers can connect, share experiences, and provide valuable feedback. 

These communities offer valuable insights into customer needs and preferences, allowing brands to refine their personalisation strategies. Braze provides the tools to manage and engage these communities effectively, fostering two-way communication and building stronger customer relationships. Chat with our experts to learn how their platform can help you build and nurture thriving brand communities.

‍

4. The integration of offline and online experiences

The lines between offline and online experiences are blurring. Customers expect a consistent brand experience regardless of whether they're interacting online or in a physical store. In 2024, we'll see a rise in omnichannel personalisation. 

Brands will leverage customer data to deliver targeted messages and promotions across all touchpoints, creating a unified customer journey. Braze excels at omnichannel marketing, allowing you to orchestrate personalised campaigns across various channels, including SMS, email, push notifications, and in-app messaging.

‍

5. The privacy-first approach

With increased data privacy regulations, brands need to tread carefully when it comes to customer data. In 2024, transparency and customer trust will be paramount. Brands need to be clear about how they collect and use customer data, and they must obtain explicit customer consent. Personalisation efforts should be based on data that customers have willingly provided.

The POPIA (Protection of Personal Information Act) regulates how businesses collect, use, and store customer data. It emphasizes transparency and customer consent, aligning with the privacy-first approach mentioned in the trends. 

‍

6. Social media and influencer marketing

South Africa's social media space is thriving! According to Kepios, the user base grew by a significant 200,000, representing a 0.8% increase from early 2023. This continues the upward trend observed throughout 2023. As of 2024, an impressive 42.8% of South Africa's population, roughly 26 million people, are active social media users. It's important to consider that, similar to previous years, this figure might not account for entirely unique individuals.

South African consumers are glued to social media, with Facebook and YouTube reigning supreme. But the game doesn't stop there. Instagram is a haven for influencers and aspirational lifestyles, LinkedIn connects professionals, Twitter fosters real-time conversations, and TikTok and Pinterest are on the rise. This rich tapestry of platforms demands a strategic social media marketing approach. 

For example, Sindi Ngwenya is a popular South African chef who uses her platform to promote healthy and delicious recipes. She partners with food brands to create content featuring their products, but also incorporates them into her recipes in a way that feels natural and beneficial for viewers. For example, showcasing a new spice range by using it to create an exciting dish.

‍

Challenges to customer engagement and personalisation in South Africa

South Africa's digital marketing landscape is rich with potential, but also presents unique challenges. Catering to a diverse population with varying preferences requires a nuanced approach. Bridging the digital divide between urban and rural areas necessitates creative solutions. Marketers must also navigate cultural sensitivities to ensure messaging resonates with local audiences. Keeping pace with the ever-evolving digital landscape adds another layer of complexity. Despite these hurdles, South Africa offers a dynamic and rewarding digital marketing environment for those who can adapt and innovate.

‍

The South African marketing landscape is evolving rapidly. By embracing these top customer engagement and personalisation trends, brands can connect with customers on a deeper level, drive loyalty, and achieve sustainable growth. Schedule a personalised demo with Braze to explore how their innovative platform can empower you to deliver exceptional customer experiences in 2024 and beyond.

Growth marketing thrives on innovation and continuous improvement. Technology serves as the backbone of this approach, empowering marketers to acquire new customers, retain existing ones, and propel business growth. 

‍

Streamlining customer acquisition

Technology fuels various channels for customer acquisition, enabling growth marketers to target high-value audiences with laser precision. Here are some prominent examples:

‍

Marketing automation

Automating repetitive tasks like email marketing, social media posting and lead nurturing frees up valuable time for marketers to focus on strategic initiatives. Marketing automation platforms also enable personalised outreach at scale, significantly improving conversion rates.

‍

Data-driven targeting

Growth marketers leverage customer data to identify ideal customer profiles and tailor messaging accordingly. This data can be gleaned from website analytics, social media engagement and CRM systems. By segmenting audiences based on demographics, interests and behaviours, marketers can deliver highly relevant content that resonates with specific customer segments.

‍

Paid advertising platforms

Paid advertising platforms like Google Ads, Facebook Ads and LinkedIn Ads offer sophisticated targeting options that allow marketers to reach their target audience across various online channels. These platforms also provide valuable insights into campaign performance, enabling marketers to optimise their spend for maximum return on investment (ROI).

‍

Fostering customer retention

Technology plays a pivotal role in retaining customers and nurturing long-term loyalty. Here's how:

‍

Customer relationship management (CRM)

CRMs provide a centralised platform for managing all customer interactions. Growth marketers can leverage CRMs to segment customers based on their purchase history, support inquiries and engagement levels. This data can then be used to personalise communication and deliver targeted promotions or loyalty programmes.

‍

Marketing automation for retention

Marketing automation can be effectively employed to nurture customer relationships post-acquisition. Automated email sequences can be triggered based on customer behaviour, such as abandoned carts or inactivity. These sequences can provide educational content, personalised recommendations or exclusive offers to re-engage customers and incentivise repeat purchases.

‍

Customer feedback and analytics

Technology empowers growth marketers to gather real-time customer feedback through surveys, polls and social media monitoring. Analysing this feedback helps identify areas for improvement and tailor product or service offerings to better meet customer needs. Additionally, customer journey analytics tools can be used to track customer interactions across different touchpoints and identify potential drop-off points.

‍

Personalisation at scale

Personalisation is a cornerstone of growth marketing, and technology makes it possible to deliver customised experiences to each individual customer. Here's how technology fuels personalisation:

Cool resources for you: A/B testing

Technology has revolutionised growth marketing, transforming it from an art form into a data-driven science. By leveraging the power of technology, growth marketers can acquire high-value customers, foster deeper customer relationships, and drive sustainable business growth. As technology continues to evolve, growth marketers can expect even more sophisticated tools and techniques to emerge, further amplifying the impact of their efforts.

‍

Unleash growth marketing efficiency with Braze

Technology fuels growth marketing, but managing a complex martech stack can be a hurdle. Braze bridges this gap by centralising your efforts. It integrates with various tools, providing a unified view of your customer journey.

‍

Braze empowers you to acquire high-value customers with laser-focused targeting, nurture loyalty with personalised experiences, and optimise campaigns through A/B testing.

‍

Ready to experience lifestyle marketing with Braze?

• Schedule a personalised demo: See how Braze can tailor campaigns to your unique needs:
• Chat with our experts: Discuss your goals and get a custom ROI analysis.
• Don't wait. Maximise your marketing strategy with Braze today.

Strategic engagement: Using Braze for growth

‍

In today's competitive mobile landscape, keeping users engaged and loyal is crucial for your app’s success. Braze, a powerful customer engagement platform, empowers businesses to implement personalised strategies that drive growth by boosting user retention and loyalty. This article explores how you can leverage Braze to achieve these goals through strategic engagement tactics.

‍

Understanding the power of personalised engagement

‍

• 78% of consumers expect brands to personalise their interactions (McKinsey & Company).
• Personalised emails drive 6x higher transaction rates than non-personalised ones (Experian Marketing Services).
• 71% of mobile app users churn within 90 days (Localytics).

‍

Personalised engagement fosters deeper connections with users, leading to:

• Increased user satisfaction and loyalty
• Improved app retention rates
• Higher conversion rates and lifetime value
• Enhanced brand advocacy and positive word-of-mouth

‍

Leveraging Braze for personalised engagement

Braze offers a robust suite of tools to implement personalised engagement strategies. Let's delve into key tactics:

1. Segmentation and targeting

• Segment users based on demographics, behaviour, interests, and preferences.
• Deliver targeted campaigns that resonate with each segment's unique needs and motivations.
• Utilise dynamic content to tailor messaging within campaigns for even greater personalisation.

‍

2. Multi-channel messaging

• Reach users across multiple channels, such as push notifications, in-app messages, email and SMS.
• Optimise delivery times based on user behaviour and past engagement data.
• Create cross-channel journeys that seamlessly guide users towards desired actions.

‍

3. Real-time engagement

• Trigger automated messages based on user actions and events within the app.
• Offer relevant recommendations and promotions in real time based on user behaviour.
• Implement A/B testing to optimise messaging and engagement strategies.

‍

4. Gamification and incentives

• Incorporate gamification elements like points, badges and leaderboards to motivate users.
• Offer personalised rewards and incentives based on user achievements and milestones.
• Create a sense of community and belonging through interactive features and challenges.

‍

5. Feedback and surveys

• Gather user feedback through in-app surveys and polls.
• Use feedback to personalise future interactions and address user concerns.
• Close the feedback loop by responding to user comments and suggestions.

‍

Why you should choose Braze to increase user retention and loyalty

‍

Braze, a powerful customer engagement platform, equips you with the tools to unlock this potential by crafting personalised experiences that captivate users and fuel loyalty.

‍

Imagine sending relevant recommendations, timely offers and targeted campaigns that speak directly to each user's needs and preferences. That's the magic of Braze's segmentation and multichannel messaging features. But remember, personalisation must prioritise privacy. Ensure you comply with data regulations and obtain user consent before diving in.

‍

Start small! Begin with simple tactics like segmenting users by demographics or app behaviour. Then, leverage Braze's dynamic content to tailor messaging within campaigns for an extra touch of personalisation. Remember, it's all about iteration. Experiment with different messaging strategies, channels and delivery timings, analysing key metrics like engagement, conversion and churn rates to optimise your approach.

‍

Don't forget the power of real-time engagement! Trigger customised messages based on user actions, offer personalised incentives and even gamify the experience to keep users coming back for more. Remember, personalisation fosters deeper connections, ultimately driving growth for your app. So unleash the power of Braze and unlock user engagement strategies that turn casual users into loyal fans!

‍

Supercharge your growth: Braze Insights for powerful personalisation

‍

Braze's Insights dashboard empowers you to gain valuable insights into user behaviour and preferences. This data can inform your segmentation, targeting and content creation strategies for even more impactful campaigns.

‍

By implementing these strategic engagement tactics with Braze, you can personalise your user experience, foster deeper connections and ultimately drive sustainable growth for your app.

‍

Ready to experience the power of Braze’s strategic engagement?

• Schedule a personalised demo: See how Braze can tailor campaigns to your unique needs.
• Chat with our experts: Discuss your goals and get a custom ROI analysis.

We are all in the swing of 2024, but that doesn't mean there isn't time to innovate strategies. One thing becomes immediately clear: Key Performance Indicators (KPIs) and aligning teams towards common goals is not just another resolution, it's a recipe for success. But for many organisations, navigating the often-murky waters of KPI planning can be a challenge. Enter Mixpanel, a powerful analytics tool that emerges as a game-changer in this landscape.

‍

Why is KPI planning crucial?

it's the strategic road map that guides your teams towards achieving those coveted organisational objectives. However, setting and communicating clear KPIs often presents a double whammy – a lack of clarity and fragmented understanding. This is where Mixpanel steps in, streamlining the process with its data democratisation superpowers.

‍

Imagine a world where data isn't locked away in technical silos, but readily accessible and comprehensible to everyone, regardless of their tech background. Mixpanel makes this a reality, breaking down data walls and fostering cross-functional collaboration through a unified data language. Teams across departments can finally speak the same language, visualising KPIs on a centralised platform, driving alignment and efficiency like never before.

‍

But isn't all data valuable?

Not quite. We've all fallen victim to the allure of "vanity metrics," shiny numbers that look good but lack real business impact. Mixpanel helps you cut through the noise, guiding you towards identifying and prioritising metrics that truly matter. These are the actionable insights that move the needle, aligning with your overarching business goals and propelling you towards long-term success.

‍

But data alone isn't enough. Effective communication is key, and Mixpanel fosters a shared language within your organisation. Teams can discuss data with confidence, make informed decisions based on insights, and collaborate effectively, ensuring everyone is on the same page. This data-driven culture empowers everyone to contribute towards meeting the KPIs that matter, propelling your organisation to new heights.

‍

Seamlessly implementing Mixpanel doesn't just happen. Practical tips and strategies are your secret weapons. From navigating common challenges to maximising the platform's benefits, our guides ensure a smooth transition to a data-driven approach.

‍

Embrace 2024 with clarity, alignment and the right metrics. Let Mixpanel be your compass, guiding you towards a year of data-driven success. Remember, your team is your greatest asset, and with the right tools and language, they can unlock the full potential of your KPIs. So, chart your course, empower your teams, and watch your goals materialise in the exciting year ahead.

‍

Ready to unleash the power of data-driven KPI planning? Mixpanel is waiting. Why are you?

As we embark on a new year, aligning teams and focusing on the right metrics cannot be overstated. Mixpanel emerges as a valuable ally in this journey, democratising data, fostering a shared language, and, ultimately, helping organisations thrive in an era of data-driven decision-making. By embracing Mixpanel and its capabilities, businesses can set the stage for a successful, metrics-driven 2023.

‍

Ready to experience Mixpanel's power? Schedule a demo and let's build a better digital future, together. Unsure if Mixpanel is right for you? No worries! Get a personalised assessment from our martech experts and shape your brand's success today.

In the ever-evolving realm of digital marketing, enhancing return on investment (ROI) remains a paramount objective for businesses. With the advent of advanced marketing automation platforms, such as Braze, achieving this goal has become more attainable than ever before. Braze stands out as a powerful solution in this arena, offering unparalleled automation capabilities that drive efficiency and effectiveness in campaign management.

‍

Understanding Braze Automation

Braze is a comprehensive customer engagement platform that empowers marketers to orchestrate personalised and targeted campaigns across various channels, including email, push notifications, and in-app messaging. At the heart of Braze's effectiveness lies its robust automation features, enabling marketers to streamline workflows and deliver timely, relevant content to their audience.

‍

1. Campaign Workflow Automation

Braze's standout feature lies in its ability to automate entire campaign workflows. Through Braze, marketers can design intricate sequences of messages and actions based on user behaviour, preferences, or predefined triggers. This ensures that each customer receives a tailored experience, ultimately leading to higher engagement and conversion rates.

‍

2. Personalisation at Scale

Braze excels in personalisation, enabling marketers to transcend basic demographic targeting. Leveraging user data, the platform delivers hyper-personalised content, such as product recommendations, exclusive offers, and personalised messages. Automation further facilitates the scaling of these personalised efforts, reaching a broader audience without sacrificing individualisation.

‍

‍

Achieving higher ROI through Braze automation

‍

1. Optimised Timing and Frequency

Timing is paramount in digital marketing, and Braze's automation capabilities help marketers capitalise on opportune moments. By analysing user behaviour and engagement patterns, Braze automates message delivery at optimal times, increasing the likelihood of user interaction. Additionally, the platform aids in managing message frequency, preventing over-communication and audience fatigue.

‍

2. A/B Testing for Continuous Improvement

Braze simplifies the A/B testing process, enabling marketers to experiment with various campaign elements seamlessly. Through automation, these tests are conducted efficiently, with real-time analysis of results. This iterative approach empowers marketers to refine their strategies continually, thereby enhancing campaign performance and maximising ROI over time.

‍

3. Segmentation for Targeted Communication

Effective communication hinges on understanding the audience, and Braze excels in audience segmentation. Automation facilitates dynamic segmentation based on user behaviour and attributes. Marketers can craft highly targeted campaigns for specific segments, ensuring message resonance. This precision not only boosts engagement but also contributes significantly to ROI by focusing resources on high-potential customer groups.

‍

ROI Analysis with Braze

‍

To truly maximise ROI, thorough analysis and measurement of campaign performance are essential. Braze provides robust analytics tools offering insights into user engagement, conversion rates, and revenue generation. These insights are invaluable for refining future campaigns and optimising strategies.

‍

Key Metrics for ROI Analysis:

By using Braze's automation features and analysing these key metrics, marketers can make data-driven decisions, identifying what works best for their audience and continuously improving their campaigns for maximum ROI.

‍

Ready to experience the power of automation?

• Schedule a personalised demo: See how Braze can tailor campaigns to your unique needs.
• Chat with our experts: Discuss your goals and get a custom ROI analysis.

‍

Don't wait. Maximise your impact with Braze automation today.