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Making it easy for users to find your message

People are lazy. Take the phenomenon of television, for instance. People turn the set on and switch off, so to speak. If you watch the behaviour of the average viewer, you will see that he or she does not pay much attention. In fact, people often sit in front of their sets and do not watch. Their attentions will be divided, and very often the box will become ‘background noise’ or a flicker in the background.
The web is similar. People have it but do not use it well. If knowledge is needed, it is easy enough to go to Wikipedia and carry on scratching around from there. When a shop or a phone number or contact needs to be located, that can also be found easily enough. Just Google it. Yet with all the availability of knowledge and information, there are still people who do not bother to go to Google or Wikipedia.
Faced with this problem, the question is not so much how the web investment can be made to work better, but how the investment can be increased to better engage internet users?
If you are running an online strategy that involves more than ‘brochureware’, a site that rarely changes and doesn’t give news, you will use various methods to engage users. This will include e-mail newsletters and social networking, possibly also SMS driven from the back end of a site.
These are critical, but must be considered carefully.
The problem with e-mail newsletters is passive use. Although it is quite possible to put links into a newsletter, low click-throughs are the order of the day. It’s a phenomenon that has a similarity to people who have the television on, but don’t watch.
A lot has been said about getting people to click links. The solution however is not to get people to click, but rather to carry more content in the body of the newsletter so that the need for a link is reduced.
The idea of driving traffic to a website through newsletter links should be considered in light of the fact that the object of the exercise is not to measure the number of visits to a site, but actually to get the information across.
Social networking poses a different set of challenges. In the realm of corporate information, positioning statements and news, Linked In can be excellent as it allows for links to blogs and news on sites.
Facebook is challenging, and not entirely the answer if the object of the exercise is depth. It is a good social medium, but the site is skewed towards visual presentation in the form of photos. In other words, to get the message moving, images containing the information or accompanied by captions, have to be employed.
Twitter is challenging, as it is extremely frenetic and the ability to message is limited by the character count. However it does have strong potential for attitudinal marketing, by positioning the brand alongside individuals who can act as ambassadors. However it is an ongoing conversation and has to be monitored continuously
The third manner to reach people is through search engine optimisation. The core aspect of search engine optimisation is the technical aspect of finding the right keywords and descriptions that will lead to the site. The trick is to place individual metadata on each page, alongside core metadata that is generic to the site.
The fourth manner to reach people is search engine advertising. This obviously has the benefit of placing the brand at the top of search, but it needs to be carefully considered in the planning stage. Very often I see search advertisements for expensive Namibian lodges. The couple of cents that each of these advertisements costs would probably be better directed towards displaying the ads to overseas browsers.
Yet reason is needed. Web marketing routinely spits out huge figures that are superficially impressive, but among the huge numbers, there is very little thought given to the quality of the audience or the way to match brands to wants and needs.
Without a sound audience, all the eyeballs will not impact the bottom line.

About The Author

Following reverse listing, public can now acquire shareholding in Paratus Namibia


20 February 2020, Windhoek, Namibia: Paratus Namibia Holdings (PNH) was founded as Nimbus Infrastructure Limited (“Nimbus”), Namibia’s first Capital Pool Company listed on the Namibian Stock Exchange (“NSX”).

Although targeting an initial capital raising of N$300 million, Nimbus nonetheless managed to secure funding to the value of N$98 million through its CPC listing. With a mandate to invest in ICT infrastructure in sub-Sahara Africa, it concluded management agreements with financial partner Cirrus and technology partner, Paratus Telecommunications (Pty) Ltd (“Paratus Namibia”).

Paratus Namibia Managing Director, Andrew Hall

Its first investment was placed in Paratus Namibia, a fully licensed communications operator in Namibia under regulation of the Communications Regulatory Authority of Namibia (CRAN). Nimbus has since been able to increase its capital asset base to close to N$500 million over the past two years.

In order to streamline further investment and to avoid duplicating potential ICT projects in the market between Nimbus and Paratus Namibia, it was decided to consolidate the operations.

Publishing various circulars to shareholders, Nimbus took up a 100% shareholding stake in Paratus Namibia in 2019 and proceeded to apply to have its name changed to Paratus Namibia Holdings with a consolidated board structure to ensure streamlined operations between the capital holdings and the operational arm of the business.

This transaction was approved by the Competitions Commission as well as CRAN, following all the relevant regulatory approvals as well as the necessary requirements in terms of corporate governance structures.

Paratus Namibia has evolved as a fully comprehensive communications operator in Namibia and operates as the head office of the Paratus Group in Africa. Paratus has established a pan-African footprint with operations in six African countries, being: Angola, Botswana, Mozambique, Namibia, South Africa and Zambia.

The group has achieved many successes over the years of which more recently includes the building of the Trans-Kalahari Fibre (TKF) project, which connects from the West Africa Cable System (WACS) eastward through Namibia to Botswana and onward to Johannesburg. The TKF also extends northward through Zambia to connect to Dar es Salaam in Tanzania, which made Paratus the first operator to connect the west and east coast of Africa under one Autonomous System Number (ASN).

This means that Paratus is now “exporting” internet capacity to landlocked countries such as Zambia, Botswana, the DRC with more countries to be targeted, and through its extensive African network, Paratus is well-positioned to expand the network even further into emerging ICT territories.

PNH as a fully-listed entity on the NSX, is therefore now the 100% shareholder of Paratus Namibia thereby becoming a public company. PNH is ready to invest in the future of the ICT environment in Namibia. The public is therefore invited and welcome to acquire shares in Paratus Namibia Holdings by speaking to a local stockbroker registered with the NSX. The future is bright, and the opportunities are endless.