Channel Reach Strategic Marketing Solutions’ Keshantha Naidoo will speak on the Digital Snacking panel at the World Spa & Wellness (WSW) Convention (1 & 2 September, Gallagher Convention Centre).
What would you like delegates to take away from your session?
I would love for delegates to get more insight into the various elements that drive social media success and why it’s so important to factor this into their content and social strategy. Being passionate about technology and the way it’s changing our world, I really want delegates to know the positives about technology in social media and to realise that they do not have to be techies to know the impact of it. It’s an exciting aspect to learn about.
Why do you think the topic of creating appealing social media content is important for spas to address?
The digital world is not just for B2B, in fact it’s very much present for consumers as it’s the space where we consume most of our content. Research shows that on average there are seven social media accounts per person, so there’s opportunity to be leveraged by spas to drive brand awareness and make conversions or ensure customer retentions. Appealing content is so key right now; we consume visually before we read and the time span to grab our audience attention is short. Content needs to be created to deliver what consumers want. It’s the best way to drive audience engagement.
What are the key reasons you want to speak at the World Spa & Wellness Africa Convention?
Speaking to delegates in this industry is not just from a business perspective. I frequent spas and wellness centres, I believe in the importance of these places and, as a consumer, I want to share my insights with my digital marketing expertise to bring value from both a business and customer point of view. I also understand that most marketers in companies often don’t have the time or capacity to continuously to learn about the changes and trends in digital and social media, which is where I come in.
What would you say is the biggest challenge facing spas in terms of marketing directly to their target audience?
I think the challenge is predominantly having the capacity to learn new trends and implement actionable strategies to directly drive goals. Also, there is a lack of knowledge of social media best practice and the algorithms behind it. Talent acquisition is also a factor to consider. Spas need to recruit marketing professionals who understand the industry, have the latest marketing tools, who fit their thinking and can align with their business goals.
Keshantha Naidoo is speaking on the panel – Digital Snacking – at 15h30 on Sunday, 1 September.
The 2019 World Spa & Wellness Africa Convention takes place at Gallagher Convention Centre in Midrand on 1 & 2 September, as part of the Professional Beauty Johannesburg Expo.
For more information on the convention programme log on to https://www.probeauty.co.za/programme