Interview with Lamla Madumo
Since digital marketing has become the talk of the town, avoiding it is doing your business a disservice. However, this skill is in demand, which also means that there’s room to learn it. In digital marketing, there’s no one size fits all.
Brands need to identify a marketing strategy that suits their needs and that of their target market. The Creativ Media chatted to upcoming digital marketer Lamla Madumo about the ins and out of digital marketing. So sit up, grab your pen and notebook and take some notes.
1. Please tell us who you are and what you do?
My name is Lamla Tshepo Madumo and I’m a 29-year-old child of God who is also a creator, a healer, a strategist, a tactician, a world class assister, a player, a coach, an artist, a consultant, a guide, a visionary, a designer, a videographer, a photographer, a good listener, a football & Arsenal fanatic, an empathetic and highly sensitive soul, a dreamer, a gamer, a musician, a businessman, a content creator, a digital marketer and a peacemaker.
I always find this “what do you do” question quite funny yeah because I think without context it can be perceived the wrong way and I also think there is a culture in today’s society where a lot of people decide how much respect to give people based on your occupation and that judgement usually proceeds how people answer this question. (E.g. Oh okay, he is a CEO, therefore he deserves a lot of my respect or oh okay, he is a cashier so he doesn’t deserve my respect). I’m a strong believer of treating everyone with respect regardless.
2. How would you describe digital marketing in your own words?
Digital marketing for me is the formation and implementation of all strategic online communications for a brand.
3. Throughout your career in digital marketing, what are the lessons you have learnt?
The lessons I have learnt in digital marketing include the following:
Setting clear goals, Embracing failure, Being open minded, Learning from my mistakes and my bad performances, Sharing my story, Being authentic, Being honest, Knowing my target market inside out.
Tracking, analysing and storing my data, Investing sufficient time and money into my digital team and my brand’s digital value, Experimenting with different proven digital marketing methods and techniques, Measuring the correct metrics.
Staying Humble, Being kind, Finding a relatable competent mentor, Remembering that the digital world is just a bridge to serving people, serving people should always be your primary focus, Beingaware of digital trends, Taking risks, Harvesting and maintaining a reliable network.
4. In what way is digital marketing more advantageous to businesses compared to traditional marketing strategies?
Digital marketing is less costly in many ways specifically if you look at the amount you would spend on an organic social media marketing strategy, for example in comparison to what brands use to spend on traditional marketing strategies like print media e.g. billboards, or television/radio advertising.
Digital marketing also gives brands a much bigger reach the number of brands that have used digital marketing to excel or expand their business globally and achieve international brand recognition are countless and that number continues to grow. The gatekeepers for digital marketing also give you much more freedom compared to the freedom you would receive from the gatekeepers of traditional media.
Digital Marketing is easier to learn and more accessible than traditional media. Digital Marketing is much easier to track and measure than traditional media. Digital marketing makes it much easier to grow and scale your business.
5. What is a digital marketing strategy?
A digital marketing strategy is a step by step organised plan for a brands digital communications which helps the brand achieve its digital/business goals.
6. Explain the difference and similarity between social media marketing, content marketing and copywriting?
Content marketing is the form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It’s different because content marketing encompasses a variety of media elements like visuals, audio, video, text etc. and it can be used on a various number of digital media communication channels like emails, websites, apps, social media platforms etc.
Social media marketing is the specific use of social media platforms and websites to promote your brand. Whereas copywriting is the activity of writing in all your communications. It’s main difference being that copywriting specifically deals with the text element within all your media communications. The similarity between these three is that they are all crucial parts of a successful digital marketing strategy and they all target the same group of people (i.e. a brands target audience)
7. How can small businesses make digital marketing work for them?
By creating and following a solid digital strategy. By continuously researching their target audience and researching the best digital marketing tools and practices that work within their financial resources.
By hiring a digital marketing professional such as myself. By creating and sharing relevant and engaging content. By having a search engine optimized and social media optimized mobile friendly website. By branding themselves correctly and consistently.
8. Can digital marketing function as the overall universal marketing strategy for all businesses in different industries, why so?
Yes, it can operate as the universal marketing strategy because digital data has become the new age currency of modern day communication and good communication is crucial to any good marketing strategy for any business regardless of what industry they find themselves in.
9. What are some of the tools that make digital marketing functional?
Some of the tools that make digital marketing functional include:
- Design Tools (Like Adobe Suite, Miro, WordPress, Sketch, Figmaetc),
- Analytics Tools (Like Google Analytics, Mint, Leadfeeder, Clicky, KISSmetricsetc.),
- Email Marketing Tools (Like Constant Contact, Mailchimp, GetResponse, Hubspot, Sendinblueetc.),
- Content Marketing Tools(Like Hubspot, WordPress, Google, Contenttools, Slack etc.),
- Social Media Platforms (Like Facebook, Instagram, LinkedIn, Youtube, Twitter etc.)
10. How does Artificial intelligence relate to digital marketing?
Digital marketing and emerging new technologies go hand in hand hence why artificial intelligence is at that forefront of the majority of new digital marketing toolsand technology.
11. Who are your digital marketing gurus at the moment and why?
- Gary Vaynerchuk,
- Peter Do(The Futur)
- Neil Patel
- Peter Robinson (Ten Hundred)
These are my top gurus because at the moment I can relate to them to an extent, they are easy to learn from, they share useful information, they are all successful in their field in their own respective ways and from what I gather they are all honest.
12. What is branding and is it part of digital marketing?
Branding refers to all of the ways you establish the image of your business in your customers’ eyes/mind and yes it plays a big role in digital marketing.
13. Is it worth it to hire a digital marketing agency or brands should do it themselves?
It depends to be honest because people define value a little differently. Personally I would say yes I think all businesses need to get involved in digital marketing in this day and age so they stand the best chance of surviving and thriving in this new data orientated world whether they hire a digital marketing agency, hire freelancers or do the digital marketing themselves; doesn’t matter so much the most important thing is that they have a hungry competent team with the right mentality who are committed to help them reach their digital and business goals.
14. Which social media platform is best for online ads?
Once again, it depends what are you trying to achieve with your advertising and it is also important to research your targeted user and see which social media platforms they prefer using and why. Once you have those insights and you’ve made a decision regarding whether you are going the organic route or the paid route or both then you’ll have a much better idea of what platforms to use. If I have to give an answer to the question I would say YouTube, Facebook, Snapchat and LinkedIn.
15. What is the future of digital marketing?
The future of digital marketing lies within the following spaces: New Technologies, Artificial Intelligence & Automation, Programmatic Advertising, Chatbots, Conversational Marketing, Personalization, Visual Search, Google Lens, Push Notifications, Search Engine Optimization A/B Split Testing, Interactive Content, Omnichannel Marketing, Augmented Reality (AR) & Immersive Technologies, Progressive Web Apps (PWAs), User-Generated Content (UGC), Cybersecurity and Neuromarketing.
16. What determines a successful digital marketing strategy?
Reaching your goals or targets in terms of Traffic, Engagement, Sales and Profitability.
17. What jobs has digital marketing replaced due to its integration with technology?
Digital marketing has begun to start replacing jobs in the following fields: Market research, Sales, Telemarketing, Courier, Content creation, Bookkeeping and accounting, Product recommendationand Email personalization to name a few.
18. What mistakes do most businesses make in digital marketing?
- Some of the biggest and most common pitfalls for businesses make when it comes to digital marketing include:
- They don’t set goals or have a proper strategy in place.
- They don’t do sufficient research. They don’t measure their customer journey instead they just measure their conversion path. They don’t share content frequently enough.
- The content that they do share is not relevant or engaging.
- They don’t experiment and measure which techniques are most effective. They don’t use landing pages. They don’t use Lead Capture. They don’t spend enough to obtain leads.
- They don’t do enough lead nurturing. They ignore their social media. They aren’t using marketing automation tools. They aren’t mobile focused. They aren’t sending out emails.
- They don’t usekey performance indicators(KPI’s). They don’t have a marketing sales funnel in place. They aren’t following up fast enough. They aren’t setting goals. They give up before giving the digital marketing process enough time to yield results.
19. What opportunities has digital marketing provided for aspiring freelancers?
Digital marketing has helped freelancers to understand their audiences, personalize their offerings, streamline their content production, collect and analyse more massive amounts of data, apply data quickly to business decisions, connect to a new network of people, track, measure showcasetheir work results as well as become better storytellers.
20. What has been your greatest achievement in your digital marketing career?
I think not quitting is my biggest achievement with all the hurdles I’ve had to overcome the resilience I’ve shown and the fact I’m still here is my best achievement.
21. Your final words of advice to digital marketing brands and small businesses?
Whether it be in the digital space or in the physical space always try to have a clear vision of what you want to achieve, take action towards that goal and don’t give up until you get there.
“It’s not what you see It’s more how you look at it” AndTwone.