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Advantages and Disadvantages of Outsourcing Your Digital Marketing

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In the hyper-connected world that we live in today, it’s a common occurrence for a smaller business to team up with other agencies in order to provide a full service. This gives them an opportunity to focus on their core tasks and keeps the business model quite simple. One of the most outsourced tasks (alongside IT, HR and customer support) is digital marketing. Now, digital marketing is an umbrella term, which means that you can still outsource a part of your marketing-related tasks while performing other tasks on your own. Regardless of what choice you make, there are advantages and downsides. Here are some of them.

1.      Advantage: Getting the results much faster

The first thing you should understand about your digital marketing is the fact that you’ll be getting the results much faster than if you were to make an in-house team. The latter may take a long time to pull off, due to the fact that you need to hire staff, buy hardware and pay for software licenses, organize the team and draft a strategy on your own. Keep in mind that this is how long it takes without you waiting for the team to become experienced enough. Once you add this into the mix and realize that time is, indeed, a finite resource, you’ll realize that outsourcing gets you results much faster.

2.      Disadvantage: Losing touch with your brand

The problem with outsourcing is that you’re losing personal touch with what your brand is all about. Sure, you know the starting point and you’re aware of the direction you want your brand to take, but you can never really know how your business is going to evolve over the course of time. Therefore, it wouldn’t be impossible for you to lose touch with your brand. In time, you might have trouble understanding what your organization is all about, which is about as bad as it gets.

3.      Advantage: Experts perform specialized tasks

Some aspects of your digital marketing are fairly simple and easy to pull off as a DIY project. Others, nonetheless, may require skill, experience and technical prowess in the field. Add to this the need for specialized tools and years of experience using it and you might just get the full picture. Sometimes, it’s not just about the fact that you couldn’t do it. It’s about the fact that you couldn’t do it as effectively as an expert could. A perfect example of this is the art of social media analytics, which lays as the basis of your future digital marketing strategy. A slight misinterpretation here could lose you a small fortune in the future, which is why it’s best left to experts.

4.      Disadvantage: Changing partners

Even if you’re happy with the choice that you’ve made when outsourcing, not a lot of partnerships go the distance. You might soon be forced to change partners for several reasons. For instance, even though you’re satisfied with the service they’re providing, your business has ever-growing digital marketing needs that they can’t keep up with. Other than this, a mistake (a partnership ending one), could happen on both ends, which is why they might be the ones to cancel the collaboration. Either way, switching to a new partner might be an occurrence that your business, your brand and your public image might come to suffer for.

advantage

5.      Advantage: Simplicity

The last thing you need to understand is the fact that the simplicity of your business operation plays a huge factor when it comes to your chance of success. This is especially true for inexperienced or first-time entrepreneurs. The more complex your business structure is, the bigger the chance is that something will go horribly wrong.

Moreover, by outsourcing tasks that you’re ill-equipped to handle, you’ll get your hands free to focus on those tasks that you do know quite a bit about. Let’s be realistic, all the areas that are usually outsourced are additions to your business but your ability to provide a service or sell a product serve as a core of your business model. Put simply, outsourcing will help you set your priorities straight.

Conclusion

As you can see, some of the above-listed advantages and disadvantages are universally true for outsourcing, in general, regardless if it’s digital marketing that we’re talking about. On the other hand, it’s also one of the areas of your business that you’re the most likely to outsource, which is why we felt obliged to go into the specifics, where it was necessary. The choice is up to you but now, at least, you know what you’re up against.

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Social media giants, Facebook urges publishers to leverage creative content for improved revenue

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Social media giants, Facebook, has called on publishers to leverage on creative content for better revenue generation.

Facebook’s Strategic Media Partnerships Manager for Sub Sahara Africa, Jocelyn Muhutu-Remy, made the call while speaking at a session tagged ‘Art of monetizing good storytelling through the social media’ hosted by The Guardian during the Social Media Week at Victoria Island, Lagos.


Muhutu-Remy urged social media publishers to avoid clustering on already competitive content publishings.

“Propose what is different and unique to you. It is not about the followers you have but the uniqueness of your content. I advise starting by promoting your page using your location to reduce pay.”

Muhutu-Remy cited an example of a publisher on Instagram whose main contents were on natural hair care and maintenance for women and urged social media publishers to follow suit.

She added that brands would only be attracted and convinced to partner and invest in a publisher whose contents is specific and specialized.

Storytelling is about engaging your audience and ensuring they can relate with your content subject,” Mutuhuru-Remy said.

Other speakers at the session moderated by Guardian Life editor, Chidera Muoka, were Instagram publishers, Sisi Yemmie, a food blogger and Comedian Wofai Fada.

Wofai Fada, a comedian, said passion is key for any publisher that wants to thrive in the digital publishing space.

“It comes easy because it’s something I love doing. Passion is necessary to push one further.”

She advised publishers to be consistent and continually renew strategies to communicate with their audience.

Sisi Yemmie, a food blogger, said specialization in Instagram publishing has given her an edge in digital publishing.

She urged other publishers to harness Google analytics tool to examine the interests of their audience, as well as means to grow their platforms.

“Your social media analytics helps you decide what types of contents you should post and what time of the day you should post. You need to be aware of what type of content is to be promoted, but be creative and dynamic too,” Sisi Yemmie said.

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Business

Tech Trends That Are Changing Legal Industry

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There’s a statistic that about 89 percent of lawyers use the mobile to check their email on a daily basis, which is a lot above the average for the general population. Add to this the fact that 34 percent of lawyers use tablets in the courtroom and that 27 percent of law firms have a legal blog and you might start getting the full picture. The world of technology and the legal industry are tightly intertwined. This means that every new invention and tech trend changes the landscape of the legal industry for better or worse. With that in mind, here are several tech trends that are making a massive change as we speak.

1.      The blockchain technology

The reason why this, relatively new, trend could introduce such a change, is due to the fact that it can be a basis for the phenomenon known as self-executing contracts (smart contracts). Through this computerized transaction protocol, you can create a scenario in which after a certain party makes a certain payment or meets a certain requirement, it receives a certain reward for it. With the help of blockchain technology, such methods would become a lot more reliable and less likely to be abused or misused.

2.      Technology training

The increase in the amount of legal software getting developed each year is a clear indicator that it soon might be impossible to practice law without an arsenal consisting of various legal tools. The problem with this lies in the fact that a huge portion of the legal world lacks the training to use these tools in the right way. Sure, this is far from a complex tech trend you might have expected, yet, if this change is to become a systemic one, it needs to come from above. Namely, law firms need to make these courses and training sessions mandatory for employees in key positions.

3.      Online mock trials

Benefits of a mock court trial are numerous. For instance, they help keep your team sharp and increase the risk awareness of your clients. Some firms, on the other hand, use these mock trials in order to establish the dollar range for the settlement, which also makes a massive difference for your bottom line. Furthermore, you get to test your arguments and see which topics need further clarification. Mock trials can be held in person, though nowadays there are platforms that offer this service online. Chances are, this feature will be used more and more in the future.

4.      Online answering services

The first contact with the client is incredibly relevant but, at present, clients are more likely to contact a law firm via their website than via their landline. This is why online answering services and the level of implementation of the AI technology in them could be incredibly important. Moreover, it broadens the concept of the online legal business, due to the fact that clients don’t really have to come down to the office in order to get a legal tip or a quote. The simplest queries can be solved immediately via this service.

5.      The paperless approach

In the past, the law industry was one of the most paper-hungry fields out there. All those contracts (and their copies), materials and transcripts required thousands of sheets for every single case. Nowadays, we’re looking towards a paperless future. The funny part of this whole ordeal lies in the fact that judicial and regulatory systems are the ones insisting on this and it’s on lawyers and legal firms to adapt. Sure, this may seem as logical and pragmatic, yet, for a lot of organizations, this change is coming at too fast a pace.

Conclusion

Of course, there are some statistics that aren’t as optimistic. For instance, about 22.6 percent of law firms have no social media presence whatsoever. In this day and age, such a trend is really hard to imagine, though obviously it is present. This alone goes to show that there’s much room for improvement. The above-listed five trends are just some of the examples how.

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Business

Court battles, a trade war and no 5G phones: How 2019 could get even worse for Apple

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Apple chief executive Tim Cook has his work cut out in China this year: the iPhone maker faces the looming threat of a court-ordered sales ban, the uncertain outcome of trade war talks and the roll-out of a new 5G network, where it finds itself behind rivals like Huawei and Samsung.

The complex outlook raises a challenge for Apple as it looks to revive its China fortunes after weakness there sparked a rare drop in its global sales forecast, knocked $75 billion from its market valuation and roiled global markets.

Cook told investors that the main drag on the firm’s performance in China had been a sharper-than-expected slowdown in the country’s economy, exacerbated by the impact of trade tensions between Washington and Beijing.

“We did not foresee the magnitude of the economic deceleration, particularly in Greater China,” he said.

Chinese shoppers told Reuters another element had been key: the high price-tag on Apple’s flagship phones.

Analysts said the firm faced a brewing storm of challenges: an economic slowdown, stronger rivals like Huawei Technologies Co Ltd [HWT.UL] bringing out a comparable tech at lower prices and bubbling patriotic sentiment amid the trade war.

A Chinese court has also issued a preliminary injunction banning some Apple phones, part of a legal battle with chip maker Qualcomm Inc. This ban, potentially hitting iPhone models from the 6S through the X, has yet to be enforced.

On Thursday a local industry body, the China Anti-Infringement, and Anti-Counterfeit Innovation Strategic Alliance, called on Apple to heed the court order and not “trample the Chinese law by leveraging its super economic power and clout.”

Apple shares plunged over 9 percent earlier this week as Wall Street was rattled by the Silicon Valley giant’s shock revenue warning. The firm said it now anticipates lower revenues of $84 billion

Apple declined to comment on the group’s statement but has previously said it believes its current phones comply with the Chinese court’s order.

“These are tough times for Apple in China,” said Neil Shah, research director at Counterpoint, adding the iPhone could see its market share slip to 7 percent this year in the face of stronger local rivals and worry about the sales ban.

Apple’s market share in the third-quarter of 2018 was around 9 percent, and has dipped from above 14 percent in 2015, overtaken by local rivals like Huawei, Oppo and Vivo.

A woman in Beijing uses her iPhone today where sales are falling behind rivals Huawei and market leader Samsung

5G STRATEGY

Another question mark for Apple is its 5G strategy in China, where the U.S. firm is not expected to have a 5G-enabled phone until 2020, behind rivals like Huawei, Xiaomi Corp and Samsung Electronics.

China is looking to push ahead with its rollout of a faster 5G network, with a pre-commercial phase this year and a commercial network in 2020.

Some are looking to make an early bet on the technology. Huawei is planning a 5G phone mid-year, while Xiaomi is aiming for the third quarter. Samsung is expected to unveil a 5G phone in the first half of the year.

Industry insiders, however, said Apple would likely hold off until the fall of 2020 to have its own 5G-enabled phone, a strategy that would bypass the untested early period of the technology, but which could mean Chinese shoppers delay iPhone purchases or buy another brand that switched to 5G earlier.

“I’ll definitely be paying attention to 5G functionality when I buy my next phone,” said Wu Chengjun, a graduate student in Beijing who currently uses an iPhone X.

With the exception of Huawei, which makes it own 5G chips, Qualcomm is providing the technology to many of the major phone makers releasing 5G handsets this year.

“If you’re a [phone maker] looking for a ‘super cycle’ [of sales], if you don’t have 5G, your situation won’t get any better,” Cristiano Amon, Qualcomm’s president, told Reuters in an interview. “The carrier channel is going to be incentivized to start selling 5G phones in the second half” of 2019, he said.

But there are risks integrating 5G too early into high-end smart phones because the technology requires deeply re-designing the devices with multiple new antennas. Given spotty coverage in 2019, gambling on a new design before networks are mature could be more risk than reward, said Darryn Lowe, a Bain & Co partner who works with the wireless industry.

“When you think about 5G, it’s a heck of a lot more complicated than an aluminum strip running around the phone,” he said.

And other shoppers and analysts said Apple’s more cautious approach to 5G made sense and that the firm would not likely lose out too much to rivals by delaying its launch.

Apple’s decision to wait to adopt 4G until after other makers didn’t hurt it. But that was when consumers commonly purchased a phone every two years, a cycle that has elongated and might prompt buyers to want a more “future proof” device, said Glenn Lurie, CEO of Synchronoss Technologies and the former head of AT&T’s wireless unit.

“If you’re going to walk in to make a 30-month decision, the concept that I’ve already got 5G built in, it feels pretty good,” Lurie said.

But buyers such as Li Hongzhuo, 22, a student in Beijing, said he was interested in 5G, but it wouldn’t be the deciding factor and he preferred to wait until the technology was tried and tested.

“Typically my needs for my phone are high speeds for downloading videos or transferring files from chat apps. This will get faster (with 5G), but 4G already satisfies my needs,” said Li.

“I won’t really consider switching my phone until 5G has been operating stably on the market for some time without any bugs – or unless they stop offering 4G.”

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