The Online Marketer

Mike Hendrikse

Content Plan

The Looming Disruption in Education

An Industry on the Brink?

Picture this: an industry steeped in tradition, resistant to change, and producing subpar outcomes at a staggering cost. No, I’m not describing the Titanic’s shipbuilders—I’m talking about our modern education system. As technological advancements propel other sectors into the future, our classrooms remain eerily similar to those of a century ago. This stagnation, combined with exorbitant tuition fees and burgeoning student debt, sets the stage for a dramatic upheaval.

The High Cost of Education and Mounting Debt

Let’s start with the elephant in the room: the price tag of a degree. In the United States, the average annual cost of tuition and fees for the 2022-2023 school year was approximately $38,070 at private colleges and $10,740 at public universities for in-state students, according to the College Board. Multiply that by four, add living expenses, and voila—you have a recipe for lifelong financial servitude.

This isn’t just a case of sticker shock; it’s a systemic issue. Graduates enter the workforce with an average debt of $30,000, according to the Institute for College Access & Success. The burden of repaying these loans hampers their ability to invest in homes, start businesses, or even save for retirement. Essentially, the education system is minting graduates who are financially crippled from day one.

The UK Perspective

The situation in the United Kingdom presents a slightly different picture but with similar challenges. Tuition fees were capped at £9,250 per year for domestic students as of 2023, making a three-year degree cost around £27,750. When you factor in living expenses, students can easily graduate with debts exceeding £50,000. According to the Institute for Fiscal Studies, the average debt for graduates in England is about £45,000. Unlike in the US, repayment is income-contingent, which provides some relief but still poses a significant financial burden for many.

The South African Perspective

In South Africa, the cost of higher education is lower, but still substantial relative to average incomes. Annual tuition fees can range from R30,000 to R70,000 ($2,000 to $4,700) depending on the institution and program. While this may seem modest compared to US and UK figures, it represents a significant expense for South African families. The #FeesMustFall movement highlighted the financial struggles faced by students, pushing for more affordable education and revealing systemic inequities. Many South African graduates leave university with substantial debt, further exacerbating socio-economic disparities.

Degrees: Outdated and Out of Sync

The lengthy duration of degree programs is another glaring issue. In a world where technology and industry requirements evolve at breakneck speed, taking three to four years to earn a degree is increasingly impractical. By the time students don their caps and gowns, much of what they’ve learned is already obsolete. This lag is akin to training a mechanic for years on carburetors when the industry has long moved on to fuel injection systems.

To illustrate, let’s take the tech industry. According to a report by McKinsey & Company, the skills required for many tech jobs have a half-life of just a few years. Yet, our universities are churning out graduates with knowledge that is often behind the curve. It’s like preparing a soldier for trench warfare in an era of drone strikes and cyber-attacks.

Curricula: Failing to Meet Modern Needs

Then there’s the curriculum itself, which many experts argue is not designed to foster critical thinking or practical skills. Instead, it often emphasizes rote memorization and theoretical knowledge. This disconnect is glaringly evident in fields like engineering and accounting, where employers frequently bemoan the lack of real-world skills among fresh graduates.

A report by the World Economic Forum highlights that 65% of children entering primary school today will end up working in completely new job types that don’t yet exist. Yet, the education system plods along, seemingly oblivious to these seismic shifts. Graduates are leaving universities not only with debt but also with a deficit in skills that the modern workplace demands.

The Cry for Disruption

The market despises a vacuum—where value isn’t delivered, disruption is imminent. Just as Uber revolutionized the taxi industry and Airbnb transformed hospitality, the education sector is ripe for innovation. Visionaries like Elon Musk have openly criticized traditional education, advocating for more practical, skills-based learning. Musk’s own Ad Astra school is a testament to what education could look like: interdisciplinary, problem-solving focused, and light on rote memorization.

Online academies are emerging as viable alternatives. Platforms like Coursera, edX, and Khan Academy offer courses at a fraction of the cost of traditional universities, often designed in collaboration with industry leaders. These courses are not only cheaper but also more flexible and up-to-date. The interactive, on-demand nature of online learning caters to the evolving needs of today’s learners far better than the static, lecture-based model of yesteryears.

The Call to Action: Rethink Your Strategies

For businesses, the implications of these trends are profound. As the education landscape shifts, marketing strategies must adapt. Companies should consider partnering with emerging educational platforms to provide up-to-date training for their employees. They should also re-evaluate hiring criteria, placing less emphasis on traditional degrees and more on practical skills and continuous learning.

The future belongs to those who can learn, unlearn, and relearn. As Alvin Toffler aptly put it, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.”

The education system is probably on the cusp of a revolution. The astronomical costs, outdated curricula, and impractical degree timelines are unsustainable. The rise of online academies and alternative learning platforms heralds a new era—one where education is accessible, affordable, and aligned with the needs of the modern workforce. 

It’s time for businesses and individuals alike to embrace this change and reimagine their strategies for a future where learning is continuous, flexible, and ubiquitous. Training people in house is warranted and available to most small businesses.

Get a quote on an online academy today. The future of education—and your success—depends on it.

Online Academies

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

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Social media

The Social Media Mirage

Why Owning Your Client's Contact Details is the Real Game-Changer in Marketing

In the modern marketing landscape, social media platforms often glitter with the allure of vast audiences and instant engagement. Yet, beneath this shiny exterior lies a complex web of algorithms, paid promotions, and unpredictable reach. Like a seasoned magician, social media can dazzle with its illusions, but savvy marketers know that true control over the conversation with potential clients lies in owning their contact details and engaging directly through email or text.

The Social Media Gamble: Playing by Ever-Changing Rules

Imagine you’re a musician playing a concert, but every few minutes, the stage manager rearranges the audience, sometimes even whisking away your most devoted fans to another room. This is the reality of marketing on social media platforms like Facebook, Instagram, and Twitter. The algorithms—those mysterious, ever-changing rules that dictate who sees your content—can turn a once-thriving fanbase into a ghost town overnight.

Social media algorithms prioritize content that keeps users on the platform longer, often at the expense of organic reach for brands. A study by Hootsuite revealed that organic reach on Facebook has declined to about 5.2% for pages with over a million likes. This means that even if you have a substantial following, only a fraction of them will see your posts unless you invest in paid advertising .

Likes and Comments: The Illusion of Engagement

It’s easy to be mesmerised by the numbers: likes, comments, shares. But these metrics are deceptive. Liking or commenting on a post does not guarantee that a user will see more of your content in the future. Social media platforms are designed to serve the user’s interests first, not the marketer’s. Thus, even your most engaged followers might miss out on important updates or offers simply because the algorithm decides it’s not relevant enough.sConsider it akin to waving at someone in a crowded street—they might notice you in that moment, but there’s no guarantee you’ll catch their eye again in the future.

The Power of Direct Engagement: Emails and Texts

Now, contrast this with owning your client’s contact details. Imagine having a VIP guest list for an exclusive party. You know exactly who your guests are, you can send them personal invitations, and you can be confident they’ll receive the message. This is the power of email and text marketing.

A study by Campaign Monitor found that email marketing boasts an impressive ROI of $42 for every $1 spent. Emails are 40 times more effective at acquiring new customers than Facebook or Twitter . Furthermore, text messages have an open rate of 98%, compared to the average open rate of 20% for emails . When you have direct access to your clients, you are not at the mercy of algorithms. You control the conversation, tailoring your message to their interests and needs, ensuring they receive it at the right time.

Parallel Universes: Lessons from Other Industries

To understand the significance of owning contact details, let’s look at parallels in other industries. The music industry, for example, has seen artists increasingly rely on direct-to-fan models. Instead of depending solely on record labels (analogous to social media platforms), artists use platforms like Patreon to engage directly with their audience, providing exclusive content and experiences.

Similarly, e-commerce brands that focus on building a robust email list often outperform those that rely heavily on social media traffic. These brands can cultivate loyal customer bases and drive repeat sales through personalized email campaigns, unaffected by the shifting sands of social media algorithms.

Expert Insights: The Marketing Maestro Speaks

Marketing experts consistently advocate for a balanced approach, emphasizing the importance of owned media. According to Neil Patel, a renowned digital marketing expert, “While social media is great for brand awareness and driving traffic, email marketing is unparalleled when it comes to building relationships and driving sales. It’s the difference between renting and owning your audience” .

The Future of Marketing: A Call to Action

As we navigate the future of marketing, it’s crucial to reassess where we invest our time and resources. Social media will continue to play a role, but it should not be the sole pillar of your strategy. Building and maintaining an email list, coupled with SMS marketing, ensures that you have a direct line to your audience, free from the whims of algorithm changes.

In conclusion, the glitter of social media is undeniable, but don’t let it blind you to the power of owning your client’s contact details. Invest in building direct relationships with your audience through email and text. This way, you control the narrative, the timing, and ultimately, the success of your marketing efforts.

So, marketers, take the reins and steer your strategies toward direct engagement. Your future self—and your bottom line—will thank you.

Email marketing at it's best

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

The Purpose of Social Media in Marketing Read More »

Your Online Presence
Content creation | Optimising Websites

Questionnaire to Save Website Development Costs

Company Information

Creating a Comprehensive Brief

Building or rejuvenating a website and developing an online marketing campaign can indeed be daunting and costly if not approached with clarity and precision. To streamline the process and ensure that you and your web developer are on the same page, a well-structured brief is essential. Below is a detailed questionnaire designed to facilitate the creation of a comprehensive brief, ensuring that your vision and requirements are clearly communicated.

Company Information

  1. What is your company name and slogan?
  2. Can you provide a copy of your strategic marketing plan?
  3. Please supply brochures, letterheads, and business cards to show your corporate identity.

Target Market

  1. Who is your target market in terms of demographics (age, gender, income, etc.)?
  2. Where is your target market located?
  3. Why does your target market need your product/service?
  4. How does your target market typically find and interact with businesses like yours?

Current Marketing Efforts

  1. Please provide any recent adverts or marketing campaigns you have run.
  2. What is your experience with social media marketing and campaigns? Please provide details of platforms and results.

Website Objectives

  1. What do you expect to achieve with your new website? (e.g., increase sales, generate leads, provide information, etc.)
  2. What are the key functionalities you need on your website? (e.g., e-commerce, blog, contact forms, etc.)
  3. Are there specific performance metrics you want to track? (e.g., conversion rates, site traffic, user engagement, etc.)

Design Preferences

  1. What are your design preferences? Please provide examples of websites you like and specify what you like about them.
  2. Do you have any specific color schemes, fonts, or styles you want to incorporate?
  3. How would you describe your corporate personality and how should this be reflected in your website?
  4. Do you have any existing images or visual assets that should be included? Please provide them with descriptive labels.

Content Strategy

  1. What key messages do you want to convey through your website?
  2. Do you have existing content that will be used on the new website, or will new content need to be created?
  3. What keywords or phrases are important for SEO purposes?

Technical Requirements

  1. Do you have any specific technical requirements or preferences for the website? (e.g., preferred CMS, hosting, integration with other systems)
  2. Are there any accessibility or compliance standards that need to be met? (e.g., ADA compliance)
  3. What is your budget for the website project?
  4. What is your desired timeline for the project completion?

Post-Launch Support

  1. What kind of post-launch support and maintenance will you require?
  2. Do you need training for your team to manage the website?

Competitive Analysis

  1. Who are your main competitors, and what do you like or dislike about their websites?
  2. What differentiates your business from your competitors?

Conclusion and Final Thoughts

By answering these questions in detail, you provide your web developer with a comprehensive understanding of your business, target audience, and specific needs. This clarity ensures that the development process is streamlined, reducing the time and costs associated with revisions and miscommunications. Remember, the goal is to achieve a meeting of the minds, where your developer not only meets your expectations but also guides you towards what you truly need to succeed in the digital marketplace.

Call to Action:

As you embark on your next web development project, take the time to fill out this questionnaire thoroughly. Reflect on your objectives, your audience, and your unique value proposition. By investing effort upfront, you can save significant time and money in the long run, and more importantly, create a website that not only looks good but also drives business results. Let’s make every pixel count and turn your online presence into a high-performing asset.

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Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

Creating a Comprehensive Brief Read More »

Your Online Presence
Know Thyself

The Egalitarian Entrepreneur

Myths, Realities, and the Quest for Success

In today’s rapidly evolving world, the concept of egalitarianism—promoting equal opportunity for all—has become a cornerstone of modern societal values. It permeates discussions on education, corporate governance, and entrepreneurship. Proponents argue that a level playing field leads to a more just and innovative society. Yet, the reality often diverges from this ideal. The entrepreneurial landscape, in particular, is marked by a stark contrast between the ideal of equal opportunity and the actuality of unequal outcomes.

The Egalitarian Vision vs. The Pareto Reality

Egalitarianism posits that everyone should have an equal chance to succeed, irrespective of their background. This ideal is compelling, especially in diverse and dynamic environments where innovation thrives on varied perspectives.

Research supports the notion that inclusive practices lead to better business outcomes. For example, companies that prioritize diversity are 21% more likely to outperform their peers in profitability, according to a McKinsey report.

However, Jordan Peterson, a well-known psychologist, argues emphatically that equal outcomes are a fantasy. He asserts that while everyone should have the opportunity to start on equal footing, the distribution of outcomes will always be uneven. This viewpoint aligns with the Pareto Principle, or the 80/20 rule, which states that 80% of effects come from 20% of causes. In entrepreneurship, this principle is evident as a small fraction of startups account for the majority of successes.

Peterson and Pareto: Unraveling the 80/20 Rule

Peterson’s critique of equal outcomes dovetails with the observations of the Pareto Principle, highlighted by Richard Koch in his book “The 80/20 Principle.” This principle underscores that significant imbalances are the norm rather than the exception. It’s visible in wealth distribution, where a small percentage of individuals control a large portion of the wealth, and in nature, where certain species dominate ecosystems.

This phenomenon begs the question: How can individuals position themselves within the favored 20%? What differentiates successful entrepreneurs like Elon Musk, Bill Gates, and others from the rest?

The Psychedelic Edge and Unconventional Thinking

Success often starts with a belief in one’s ability to change the world. Visionaries like Elon Musk embody this belief, operating with a conviction that transcends ordinary thinking. Musk, for instance, doesn’t shy away from controversial decisions or public scrutiny, whether it’s smoking marijuana on Joe Rogan’s podcast or making bold business moves like buying and then hesitating to buy Twitter.

These actions, while seemingly erratic, reflect a deeper strategy: pushing boundaries to see what’s possible. Musk’s public persona and unconventional methods serve as a catalyst for innovation, attracting immense attention and, consequently, capital and talent. This boundary-pushing attitude is reminiscent of historical figures like Archimedes and Isaac Newton, who were not just thinkers but doers, implementing their ideas and changing the course of history.

The Secret Sauce: High Intellect and Conscientiousness

Jordan Peterson posits that while IQ may predict how quickly someone learns, it’s conscientiousness—diligence, perseverance, and attention to detail—that determines how well they perform once they’ve learned the job. Entrepreneurs who succeed often combine high intellect with a relentless drive to implement their ideas.

These individuals reject groupthink and societal norms when necessary, opting instead for a path that aligns with their vision. This independence can sometimes lead to missteps, but it also fosters groundbreaking innovation. Musk, for instance, may have alienated some markets with his decisions, but his overarching vision and commitment to pushing boundaries continue to drive Tesla and SpaceX’s success.

The Egalitarian Paradox in Business Strategy

For businesses, navigating the balance between egalitarian ideals and the Pareto reality requires strategic finesse. Embracing diversity and inclusion can unlock significant innovation, but leaders must also recognize that not all efforts will yield equal results. This understanding can inform more effective marketing strategies.

For instance, targeting campaigns to resonate with specific audience segments can maximize impact, leveraging the 80/20 rule. Companies should also foster environments that encourage unconventional thinking and risk-taking, attributes that are often at the heart of entrepreneurial success.

Rethinking Marketing and Leadership Strategies

The intersection of egalitarian views and entrepreneurial success offers a complex but rewarding landscape for exploration. By understanding and embracing both the ideals of equality and the realities of the Pareto distribution, businesses can craft strategies that are inclusive yet strategically focused.

As you contemplate your next marketing strategy, ask yourself: How can you ensure your campaigns are inclusive while effectively targeting the most responsive segments? Reflect on the need for fostering diversity, encouraging unconventional thinking, and positioning yourself in the crosshairs of the favored 20%. This balance not only enhances business success but also contributes to a more equitable and innovative society.

Content Strategy and Plan

Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

The Egalitarian Entrepreneur Read More »

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