Unpacking Software Development Lifecycle Models

Unpacking Software Development Lifecycle Models

 

SDLC stands for Software Development Life Cycle and is also known as the Application Development Life-Cycle. SDLC describes the phases (often used in IT and Systems) of planning, creating, testing, and deploying a process or information system. There are different types, or more accurately, different elements of types of SDLC models used. The most common ones are Waterfall, Iterative, Spiral, V-shaped as well as the Agile model.

System Development Lifecycle (SDLC)

As I’ve mentioned in a previous article, Tools to Create Effective Project Plans, I’ve used many different SDLC models for a variety of projects, including helping start-ups with business plans, building marketing strategies, supporting change management, developing IT solutions as well as building and tracking e-commerce sites and social media campaigns.

Regardless of which SDLC model you use, there are six key stages in the SDLC cycle:

  • Analysis
  • Design
  • Development and Testing
  • Implementation
  • Documentation, and;
  • Evaluation

The beauty of the more agile SDLC models (excluding Waterfall and V-Shape) is through the methodology; you can go backwards and forwards between steps and adjust where necessary.

 

Waterfall Model

“The Waterfall model is the pioneer of the SDLC processes.” Softwaretestinghelp.com

The Waterfall model is a Sequential model as the software development processes are split into phases and each phase has to be completed before the next step can be taken. A step-by-step overview of the phases is as follows: Requirement analysis, system design, implementation, system testing, system development and system analysis.

Introduced in 1970 by Winston Royce, the model works well when implemented in a stable environment and it is best used for smaller projects. If your needs are straightforward the Waterfall model will yield the best results but it is not right for big jobs requiring agile changes.

 

The Iterative Model

“During software development, more than one iteration of the software development cycle may be in progress at the same time.” Defense Systems Software Development

According to Andrew Powell-Morse over five decades ago the US Air Force and NASA worked together to develop X-15 hypersonic aircraft. They began by following an Iterative design process and the positive results of this prompted NASA to implement an Iterative SDLC model for their software development.

The Iterative model differs from the rigid stages of the Waterfall model and is described as a cyclical process, rather than a step by step one. There’s the initialisation phase at the start and the deployment at the end and in many small steps in between which may be repeated and fine tuned including: Planning – requirements – design – implementation – verification and evaluation.

Because this model is agile and quickly implemented this helps to show up any functional or design flaws early on in the process, but it’s not suitable for small projects. It is also worth noting that as not all requirements are gathered in the beginning of the entire life cycle it can be heavy on resources, management and budget.

 

The Spiral Model

“The Spiral is a risk-driven model which means that the overall success of a project highly depends on the risks analysis phase.” Dmitry Gurendo

Using the Spiral models involved both sequential and prototype processes.  It is a complex model and best understood by first being broken down into four main quadrants:

  1. Planning Phase
  2. Risk Analysis Phase
  3. Engineering Phase
  4. Evaluation Phase.

The model is known as Spiral because the development processes repeatedly passes through these stages and each iteration is called a Spiral. During the Risk Analysis in Phase Two, for example, all the four phases – planning, risk analysis, engineering and evaluation are repeated.

When working with the Spiral Model, “Team members try to gather the product objectives, requirements (e.g. Business Requirement Specifications or BRS, System Requirement Specifications or SRS), alternatives in design, etc,” explains Dmitry Gurendo, “In the subsequent spirals; all requirements are generated according to the customer’s feedback. Thus, permanent communication between the customer and project management is crucial.”

Use of the Spiral Model is recommended for large projects where software requires continuous risk evaluation and changes. Although development can be fast, Spiral can also go on infinitely. The time during the Risk Analysis Phase is too detailed for low-risk projects and the planning, resetting objectives, risk analysis, and prototyping needs to be carefully managed with users being involved early on with the prototyping tools and subsequently at every other stage.

 

V-Shaped Model

“As the industry has evolved, the technologies have become more complex, increasingly faster, and forever changing, however, there remains a set of basic principles and concepts that are as applicable today as when IT was in its infancy.” Geeks For Geeks

Also called the Verification and Validation model, the V-Shaped Model is an extension of the Waterfall model, with testing stages adhered to during each development phase.  On the one side of the model are the Verification phases with the Validation phases on the other side, these are linked by coding phase which gives the model its “V” shape.

Testing in the V-Shaped Model is done in a hierarchical perspective so what it’s needed by the project team, for example, informs the high level and detailed design phases. As each of these phases is completed the requirements, they are defining become more and more refined and detailed.

Detractors of the V-Shaped Model say it puts too much emphasis on testing, particularly during the test planning phase, which  leads to testing being “squeezed into tight windows” at the end of development when initial phases have taken longer than expected but the date of implementation has to be the same.

Supporters argue that over time the V-Shaped Model has changed and with proper understanding it can support flexibility and agility throughout the development process. It is interesting to note that the V-Shaped Model is, in some areas, being adopted by the medical device industry. This, according to Barriers to Adopting Agile Practices When Developing Medical Device Software, is because it leans towards the principles of documentation, maintaining traceability and regulatory compliances.

Agile Model

“Agile methodologies were developed as a solution to the challenges of the traditional Waterfall model of software development and the traditional project and team management principles.” Jacob Aliet Ondiek

In Jacob Aliet Ondiek’s article, 12 Agile Manifesto Principles, he unpacks how there was a shift towards more agile methodologies by prioritising the following:

  • More focus on individuals and interactions above processes and tools
  • Correctly built software over vast amounts of documentation and,
  • Client collaboration over contract wrangling, and;
  • Valuing responsiveness to change instead of adhering to a rigid model.

In fact, in Utah, USA in 2001, 17 software developers actually put together The Agile Manifesto to define their basic principles and from this emerged different Agile methodologies including (with reference to Smartsheet’s Comprehensive Guide to the Agile Manifesto Scrum) the dynamic systems development method (DSDM), crystal clear, extreme programming (aka “XP”), adaptive software development and feature-driven development.

The Agile Model does as it says and has agile back and forth communications between the cores phases of: Requirements, architecture and design, development and test and feedback.

Interestingly, the developers of the Manifesto back in 2001 saw the model as something to be used by software development teams develop code more efficiently but now a lot of the Agile Model methodologies are being used across a variety of different businesses.

I’ve found what Dave Sharrock, VP of Agile42, says to be true of our consulting business as well: “We’re seeing more and more [agile-oriented consulting business] being brought in by business managers or leadership teams with the need to bring in the whole product portfolio – the product development process  – into an agile way of working.”

 

 

Jainita Khatri, Managing Director, Prana Business Consulting

Written by Jainita Khatri. She is the founder of Prana Business Consulting and has 15 years of practical experience in marketing for blue chip organisations and has consulted extensively with entrepreneurial and medium sized businesses. Jainita’s passion lies in digital marketing – helping businesses to build their brands and businesses. Jainita is a speaker at conferences and guest lectures Monash University and UJ on various marketing related topics.

About Prana Business Consulting

Prana Business Consulting is a marketing partner to your business.  Using omni-channel principles, Prana builds a connection between your brand and your client. Prana drives high performance and tangible results in Marketing, Branding, CRM and Social Media. Prana leverages industry specialists to deliver customized solutions for baby, beauty, health and wellness brands, locally and internationally. Prana is a level 1 BBBEE certified company.

Email: info@pranabusinessconsulting.com

Phone: +27 (0) 11 794 1409 / + 27 (0) 83 414 9796

Facebook / YouTube / Twitter / LinkedIn

Eight Tools to Create Project Plans and Deliver Marketing Success

Eight Tools to Create Project Plans and Deliver Marketing Success

Anyone with a business strives for success but not everyone systematically implements the project plan tools which are readily available to assist with marketing. This may be because many of the resources seem too academic or perhaps it’s the sheer volume of information which is daunting. In this article I highlight eight tools which can be used to create a solid project plan, helping create the strategic backbone to marketing success.

For project plans to produce the desired results they need to integrate, support and inform marketing strategy, development and direction. A project plan can be made up of one or more of the business tools below which include matrices and models to help identify almost every aspect of a business, from brand purpose, role players, actions, insights, competitors and company growth.

 

1) Project Charter

 

“If you don’t know where you are going. How can you expect to get there?” Basil S. Walsh

Creating a Project Charter is recommended for someone in project management who needs to identify, get buy in, track and measure a specific project. It outlines the:

  • Breadth of project
  • Goals
  • Who is involved and their responsibilities.

A Project Charter should:

  • Encapsulate the project’s purpose
  • Keep the people involved on the same page
  • Be a contract between the project sponsor, key stakeholders and the project team.

SmartSheet has Project Charter useful templates available for free download in word or excel.

 

 

2) Project Plan

 

“Plans are worthless. Planning is essential.” Dwight D. Eisenhower

 

While a Project Charter is an overview of a project, often to get buy in and approval for the framework, a Project Plan works on the approved structure and framework of the charter.

Bright Hub Project Management outlines the following points on how a Project Plan assists with the specific detail on executing, managing and controlling:

  • Project Value Proposition
  • People involved and their responsibilities
  • Business structure
  • What needs to be done
  • Phases, activities and tasks
  • Identification the work breakdown structure (WBS)
  • Allocation of resources
  • Time lines and milestones or critical path schedule (CPS)
  • Documentation of project inter-dependencies.

There are various ways to create a Project Plan but the traditional Microsoft Project Templates always work effectively, or explore the option of using a free Gantt Chart template.

 

3) Project Plan Scope Triangle

 

“Time is the most valuable thing a man can spend.” Theophrastus

 

The Scope Triangle has been used in project training programmes for over 25 years and is a useful tool to use when looking at the three “primary forces” of a project as well as if, when and where a “trade off” between them is necessary:

  • Time
  • Quality

As Nick Jenkins, from Project Smart says, “The best project managers will juggle all three like hot potatoes and will make decisions every day which effectively trade-off time versus quality versus resources.”

 

4) Ansoff’s Matrix

 

“Management is, above all, a practice where art, science, and craft meet.” Henry Mintzberg

 

This strategic planning tool dates back to the 1960s and is named after its creator, Russian American mathematician and business manager, Harry Igor Ansoff, also known as the “father of strategic management”.

The Matrix is based on Ansoff’s definition of product-market strategy as being: “A joint statement of a product line and the corresponding set of missions which the products are designed to fulfil.” Within the axis of existing / new markets and existing /new products are:

  • Market penetration
  • Market development
  • Product development and;

The benefit of using Ansoff’s Matrix (also known as the Product/Market Expansion Grid) is that it can be used to, as MindTools explains, “Identify alternative growth strategies by looking at present and potential products in current and future markets.”

 

5) The Boston Matrix

“The major reason for setting a goal is for what it makes of you to accomplish it. What it makes of you will always be the far greater value than what you get.” Jim Rohn

 

The Boston Matrix uses the axis of Relevant Market Share in relation to Relevant Market Growth to chart portfolios within a business, defined as:

  • Dogs – Products with low growth or market share
  • Question Marks or Problem Child – Products in high growth markets with low market share
  • Stars – Products in high growth markets with high market share
  • Cash Cows – Products in low growth markets with high market share.

I’ve included this matrix as it is useful for companies with separate business units or diverse products, but as Strategic Management Insights points out, it needs to be used by following these steps –

  • Choose the unit
  • Define the market
  • Calculate relative market share
  • Find out market growth rate, and;
  • Draw the circles on a matrix.

 

 

6) Gartner’s Hype Cycle

 

“Realistically, the world (and the technology) aren’t quite ready for autonomous flying taxis.” Kasey Panetta

Unlike most of the tools on this list, Gartner’s Hype Cycle positions us firmly in the 21st Century. It’s described as, “A graphic representation of the maturity and adoption of technologies and applications, and how they are potentially relevant to solving real business problems and exploiting new opportunities.” But, more simply put, it’s positioning your product or business within a technology curve of expectation and time to see where it is / isn’t potentially relevant to the marketplace.

Gatner’s project tool drills down into the five key phases of a technology’s life cycle:

  • Innovation Trigger
  • Peak of Inflated Expectations
  • Trough of Disillusionment
  • Slope of Enlightenment
  • Plateau of Productivity.

Which – as they explain – helps to “separate the hype from the real”. For further insights on this, read 5 Trends Emerge in the Gartner Hype Cycle for Emerging Technologies.

 

 

7) System Development Lifecycle (SDLC)

“Operations keeps the lights on, strategy provides a light at the end of the tunnel, but project management is the train engine that moves the organisation forward.” Joy Gumz

Over the last 15 years I have consciously or unconsciously used the SDLC model in many projects including helping start ups with business plans, building marketing strategies, supporting change management and of course developing IT solutions. This simple model is an method in defining the steps in the project plan through there are various other tools.

The SDLC, also known as the Application Development Life-Cycle, describes the process (often used in IT and Systems) is for planning, creating, testing, and deploying an process or information system.

There are six key stages in the SDLC cycle:

  • Analysis
  • Design
  • Development and Testing
  • Implementation
  • Documentation, and;

An additional note on the importance of this from Innovative Architects: ”The life cycle approach of any project is a time-consuming process. Even though some steps are more difficult than others, none are to be overlooked. An oversight could prevent the entire system from functioning as planned.”

For additional project planning tools Smart Insights have an article with more suggestions, including SWOT Analysis, the BCG Matrix, more on the Product Lifecycle Model, the Pestle Analysis Model and the BCG Matrix.

 

8) Bespoke Project Planning Tools

“Vision without action is a dream. Action without vision is simply passing the time. Action with Vision is making a positive difference.” Joel Barker

At Prana Business Consulting we also create bespoke project planning tools based on our experience as well as specific client needs.

  • Prana Business Flow Pyramid
  • B2B marketing model
  • Digital marketing Flowchart, and our
  • Marketing to Moms Model.

 

Jainita Khatri, Managing Director, Prana Business Consulting

Written by Jainita Khatri. She is the founder of Prana Business Consulting and has 15 years of practical experience in marketing for blue chip organisations and has consulted extensively with entrepreneurial and medium sized businesses. Jainita’s passion lies in digital marketing – helping businesses to build their brands and businesses. Jainita is a speaker at conferences and guest lectures Monash University and UJ on various marketing related topics.

 

 

About Prana Business Consulting

Prana Business Consulting is a marketing partner to your business.  Using omni-channel principles, Prana builds a connection between your brand and your client. Prana drives high performance and tangible results in Marketing, Branding, CRM and Social Media. Prana leverages industry specialists to deliver customized solutions for baby, beauty, health and wellness brands, locally and internationally. Prana is a level 1 BBBEE certified company.

Email: info@pranabusinessconsulting.com

Phone: +27 (0) 11 794 1409 / + 27 (0) 83 414 9796

Facebook / YouTube / Twitter / LinkedIn

 

Successful Brands: Leading, Challenging and Exploring

Successful Brands: Leading, Challenging and Exploring

Coca-Cola dividing their products into three categories – leaders, challengers and explorers is a good way of defining the future of any brand. Those who are successful need to be at least one of these, preferably two, ideally all three. Here are five ways I see brands (and a continent) leading, challenging and exploring in 2019.

1) Uber-Agile

“The only way to remain in business is creating brands. The moment we stop creating brands then the e-retailers are going to rule.” Javier Meza, CMO of Sparkling at Coca-Cola

In an interview with Marketing Week  CMO of Sparkling at Coca-Cola, Javier Meza, shared how the brand remains current by aiming to be extraordinarily agile. He said in Japan, for example, the business was launching two new products a week. Each product is tracked for six weeks and then a decision is made whether to keep or cull.

There’s now a separate entity for Coca-Cola called Global Ventures who scale new products as the business diversifies away from fizzy drinks. Rodolfo Echeverria, Coca-Cola’s global vice-president of creative, says explorer brands require “a typical West Coast, California attitude” which means looking towards healthier products. In China, for example, they have recently launched a tea brand for the eighth time as well as having Coca-Cola Clear with lemon. In Japan the brand has Coke Plus Fibre, which lowers the body’s fat absorption and is targeted at over-40 year olds.

Other big players we can expect to see being uber-agile in 2019 are Samsung (who spent around US$15.3 billion on research and development in 2018), Volkswagen and Apple. But will they be swift enough to match Amazon’s meteoric innovation? Bearing in mind Amazon’s R&D spend in 2018 was a cool US$22.6 billion.

2) On-Site Robotic Personalisation

“There are new possibilities for self-assembly, replication, repair in our physical structures, our buildings, machines.” Skylar Tibbits, Founder of the Self-Assembly Lab

The Ministry of Supply in collaboration with MIT’s Self-Assembly Lab in the US are rolling out a service which introduces the next level of on-site robotic personalisation. Now robots will resize a jersey (or sweater) to fit you while you wait.

Skylar Tibbits, Founder of the Self-Assembly Lab speaks of the innovation, saying there’s something psychologically rewarding about watching a garment transform before your eyes, “You want to see that it’s actually active, that it’s alive and transforming with you and around you.” This is the future of customisable products – not just fashion – robotics sprinkling electronic fairy dust and personalising your product while you wait.

3) I’m Still Standing: Bricks and Mortar 

“We’ve found that interacting with the brand in store makes a customer more loyal.” Paul Hedrick, CEO of direct-to-consumer cowboy boot startup Tecovas

Retailers housed in bricks and mortar will still be around but not necessarily in a way we’re used to. Some of the new stores going up are to support their online sales offering, designed to complement the customer’s digital experience. Digital retailers Everlane, for instance, created technology in a bricks and mortar setting, with the checkout using online customer profiles and their saved credit card details. As VendHQ writes, “Technology will fuel – not curb – the rise of brick and mortar retail.”

We are also seeing some retailers launch stores which stay open all hours. For example, BookXcess in Malaysia has just opened its doors to the country’s biggest-ever bookstore and it will stay open twenty-four hours a day, seven days a week.

Within the shop of 3,437m² they stock half a million books. The space (more like a mall) also has individual reading areas and a cafe to entice readers to stay for longer.  We may see more stores like these in the Asia Pacific region as their middle class is predicted to rise  to 65% of the continent’s population by 2030, and physical 24/7 is a way of shopping which suits their lifestyle.

4) More Specialised: Less Spend

“2019 will be the year of conspicuous conservation.” Elizabeth Segran, FastCompany

While brands are working overtime to meet customer needs there are real benefits in store (and app!) for the person who wants to streamline their consumer spend. The recent reveal at CES 2019 of L’Oreal’s My Skin Track pH is an example of this. It’s touted as the first “wearable sensor and companion app to easily measure personal skin pH levels and create customized product regimens.” If it works as well as promised the reality will be ways of really knowing what our skin needs and less experimenting with products, therefore less wastage.

The My Skin Track opens intriguing doors to the future of beauty, health and technology, but brands need to hold on to the human touch. I recently read a list of ways the BBC World Service engages younger audiences which can be applied to what customers want. They are: update me, give me perspective, educate me, keep me on trend, amuse me and inspire me.

5) Brand Africa and the Wisdom of emerging markets

“90% of the media’s 24/7 coverage is concerned with the West, whereas 90% of the opportunity is in emerging markets.” Stephen Jennings, CEO, Renaissance Capital

According to Africa Business Communities, the World Bank estimates economic growth in the Sub-Saharan regions to be at a positive 6% average in 2019-20 and McKinsey says Africa is the world’s next “big growth market”.  CBNC Africa also reports there’s a trillion-dollar opportunity to industrialise Africa, “meeting rising domestic demand and create a bridge-head in global export markets.”

But tt’s not only in the business facts and figures that position the continent of Africa to become a powerful challenging and exploring brand – it is the people. We’ll be seeing more ideas and products being created by Africans to meet our most pressing needs. For example Nigerian college student, Segun Oyeyiola, recently upcycled a Volkswagen Beetle and turned it into a wind and solar-powered car, made up of scrap parts, for less than US$6,000, paving the way for more local innovation in this field.

With consumer spending in Africa expected to hit $25 trillion by 2025, our emerging markets are amazing opportunities for international trade and growth, but it will be our spirit of Ubuntu (a quality representing compassion and humanity) which will keep Africa creating innovative products to improve quality of life.

Jainita Khatri, Managing Director, Prana Business Consulting

 

Written by Jainita Khatri. She is the founder of Prana Business Consulting and has 15 years of practical experience in marketing for blue chip organisations and has consulted extensively with entrepreneurial and medium sized businesses. Jainita’s passion lies in digital marketing – helping businesses to build their brands and businesses. Jainita is a speaker at conferences and guest lectures Monash University and UJ on various marketing related topics.

 

About Prana Business Consulting

Prana Business Consulting is a marketing partner to your business.  Using omni-channel principles, Prana builds a connection between your brand and your client. Prana drives high performance and tangible results in Marketing, Branding, CRM and Social Media. Prana leverages industry specialists to deliver customized solutions for baby, beauty, health and wellness brands, locally and internationally. Prana is a level 1 BBBEE certified company.

Email: info@pranabusinessconsulting.com

Phone: +27 (0) 11 794 1409 / + 27 (0) 83 414 9796

Facebook / YouTube / Twitter / LinkedIn

 

The Humanising Factor #BizTrends2019

The Humanising Factor #BizTrends2019

The Humanising Factor #BizTrends2019

In 2019 marketers will be focused on how to best implement the potential wave of artificial intelligence flooding our homes, vehicles, online habits and workplace. But there are important humanising pockets of influence which brands should also take note of. Here are four consumer needs we’ll also be responding to as marketers in 2019.

 

1) Intellectual Snack Breaks with Podcasts

Taking intellectual snack breaks in 2019 will be a necessity to counteract the social media junk food we’re force fed at every consumer touch-point. Where will thoughtful people go when they need to take a break? Very likely somewhere that doesn’t require a screen and provides snackable content, as podcasts do.

Just the  iTunes podcast stats are impressive, it is home to over 525,000 active shows, with more than 18.5 million episodes available, with content in over 100 languages. In an online survey conducted by Nielsen of 7,000 podcast listeners between the ages of 18 to 49 – 69% said the podcast ads made them aware of new products and services.

The five most popular podcasting genres in the US are Society and Culture, Business, Comedy, News and Politics and Health. 19% of listeners increase their listening speed (listen faster) and weekly podcast listeners spend an average of 6 hours 37 minutes per week listening to podcasts. That’s a lot of listening space for brands to tap in to.  Check out the informative and thought provoking Tim Ferris Show to see (and hear) how it’s done.

2) Packaging with Care (and Collaboration)

Products making eco-friendly waves – like L’Oreal  – who has gone as far as launching a new brand called Seed Phytonutrients. The goal for these products is to be separate from L’Oreal and to create “non-synthetic, effective products that support small-scale organic farmers”.

In 2019 you’ll see the words, “craft” and “natural-origin” used more often and if the packaging of Seed products is anything to go by (compostable bottles made from post-consumer paper, combined with clay) the wave of eco-design and product with gather momentum.

Big retailers branching out into natural origin packaging creates opportunities for organic producers and community businesses. Manufacturers will be also be more accountable as to where they source their ingredients as consumers can follow the supply chain journey.

3) Planet or Plastic

In October 2018 the European Union voted overwhelmingly to ban a wide range of single-use plastics in every member state and New Zealand is the latest country to ban single-use plastic shopping bags, which were being used at an incredible 750 million bags per year – about 150 bags per person.

Closer to home Woolworths, The Shoprite Group and Pick n Pay are making inroads into more sustainable plastic bag offerings with good news from Plastics|SA who say South Africa has an input recycling rate of 43.7% above Europe’s recycling figure of 31.1%.

Woolworths’s commitment to zero packaging waste and making all packaging recyclable or reusable by 2022 is ahead of most international retailers and producers whose similar targets are being implemented by 2025. Woolworths are trial-ing a new in-store bag for R5.50 – reusable and locally-made from recycled materials. Their partner is South African small black enterprise development company, Isikwama, who employ and up-skill people from the local community.

Shoprite and Checkers have introduced ‘planet’ bags which are 100% recycled and recyclable plastic costing R3.00 each. Their strategy is to give customers using the planet bag 50c off their tab. A lot of their vegetable packaging will also be in biodegradable and compostable containers from November 2018.

Pick n Pay is introducing South Africa’s first compostable supermarket bag made of vegetable matter, including maize and potato starch. These bags break down after about six months compared to the 500 to a thousand years it takes for an ordinary plastic bag decompose.

Another thing we’ll see more of  next year are  “reverse vending” machines which eat goods for recycling. They are being tested by Tesco in the UK and Woolworths in its flagship green store, in Palmyra, Cape Town.

Other retailers take note, as Jeremy Sampson, Director at Brand Finance Africa, says: “It isn’t unheard of now for shoppers to prefer one supermarket brand over another, purely because they express a serious commitment to recycled content in packaging or encourage their shoppers to bring their bags every time they shop.”

 

4) Embracing Zen (or at least the App)

 Trendsetters Virgin Australia have taken mindfulness to a whole new level – 30,000 feet above ground, to be exact. Partnering with Smiling Mind, an app which helps to create a mindful life, the airline now has mediation on their in flight entertainment, encouraging passengers to practice mindfulness during their flight. But that’s not all; you can also take a yoga class in the Sydney Virgin Australia Lounge while you wait for your next flight.

Mindfulness is on the rise and you’ll find new “zen” apps gently jostling for space on your Smart Phone in 2019, edging your fitness apps to one side. For brands and retailers the opportunity lies in capturing the heart of the mindful consumer.

In the words of Poppy Jamie, creator of the Happy Not Perfect app, “How do we make sure that our technology is helping us feel better rather than worse? How can we wake up in the morning and like ourselves first?” Here are the best Mindfulness apps from The New York Times to help you on your way.

 

Jainita Khatri, Managing Director, Prana Business Consulting

Written by Jainita Khatri. She is the founder of Prana Business Consulting and has 15 years of practical experience in marketing for blue chip organisations and has consulted extensively with entrepreneurial and medium sized businesses. Jainita’s passion lies in digital marketing – helping businesses to build their brands and businesses. Jainita is a speaker at conferences and guest lectures Monash University and UJ on various marketing related topics.

About Prana Business Consulting

Prana Business Consulting is a marketing partner to your business.  Using omni-channel principles, Prana builds a connection between your brand and your client. Prana drives high performance and tangible results in Marketing, Branding, CRM and Social Media. Prana leverages industry specialists to deliver customized solutions for baby, beauty, health and wellness brands, locally and internationally. Prana is a level 1 BBBEE certified company.

Email: info@pranabusinessconsulting.com

Phone: +27 (0) 11 794 1409 / + 27 (0) 83 414 9796

Facebook / YouTube / Twitter / LinkedIn

 

Trends 2018: Omnichannel is the New Normal

Trends 2018: Omnichannel is the New Normal

Trends 2018: Omnichannel is the New Normal

As smart technology enters our homes, cars, work and leisure time, marketers have the opportunity to innovate and reach potential customers via ever-expanding touch points. No purchasing decision is too small and omnichannel marketing is the new normal in 2018.

omnichannel is the new normal

 

 

 

Shopping: Mobile Integration  

The future of shopping will be phygital as we see options to purchase in both the physical and digital realms. Mobile is the common denominator between customer retail experiences. Deloitte in the US reports that more than 90% of consumers now use their phones in the shopping process.

 

omnichannel is the new normal-shopping

According to Think With Google people are also using their phones as an “in-store research adviser” with a massive 82% of smartphone users saying they consult their phones on purchases they’re going to make in a store. Online shopping South Africa is forecasted to grow to over R53 billion in 2018 and it is estimated there will be over 21 million active smartphone users here within the next five years so mobile shopping integration is an imperative for marketers in 2018.

 

omnichannel is the new normal-shopping-mobile

 

 

Home: Your Voice is Your Command

The Annual Consumer Electronics Show (CES) was held recently in Las Vegas and the home of the future is truly something to behold with everything geared towards a technologically integrated lifestyle. The dominant tech feature of 2018 is voice assisted integration, the question is, whose voice- OK Google, Siri, Alexa or Cortana?

For marketers this means relooking at their brand platforms to ensure they are optimised for voice search. For an idea of how big this is and is going to become, Google Assistant is now available on over 400 million devices, and the global predictions, summed up by Branded3 are:

  • “50% of all searches will be voice searches by 2020.” – comscore
  • “About 30% of searches will be done without a screen by 2020.” – Mediapos
  • “We estimate there will be 21.4 million smart speakers in the US by 2020.” – Activate
  • “By 2019, the voice recognition market will be a $601 million industry.” – Technavio via Skyword.

omnichannel is the new normal-voice-command-google

 

 

Social Media: Personalisation

It’s only natural that in 2018 we might start yearning for more “human” interaction. How can social media help? By becoming more personalised.  Social is going to need to reassure the user (if they want to keep them) that they know them better than Siri or Alexa does. The days of marketers churning out generic content are almost over.

On the up side, marketers have the skills and tools to create content which is genuinely useful and ads which reach the correct target market. In terms of personalisation, INC.com mentions “Social Listening” as one of the trends this year, and I agree. Analytics need to be more than tracking growth; they need to monitor what people are saying and act on the feedback.  Ironically, it’s Chatbots which will give customers some of the personalisation they’re looking for. There are at least 100 000 monthly active bots on Facebook Messenger and a staggering two billion messages are exchanged between brands and audiences each month.

omnichannel is the new normal-facebook-messenger

 

 

In closing, 2018 is going to be the year of the consumer and by extension, time to make your brand’s omnichannel presence a strategic priority.

 

 

 

 

Jainita Khatri, Managing Director, Prana Business Consulting

About Prana Business Consulting

Prana Business Consulting is a marketing partner to your business.  Using omni-channel principles, Prana builds a connection between your brand and your client. Prana drives high performance and tangible results in Marketing, Branding, CRM and Social Media. Prana leverages industry specialists to deliver customized solutions for baby, beauty, health and wellness brands, locally and internationally. Prana is a level 1 BBBEE certified company.

Email: info@pranabusinessconsulting.com

Phone: +27 (0) 11 794 1409 / + 27 (0) 83 414 9796

Facebook / YouTube / Twitter / LinkedIn

 

Written by Jainita Khatri. She is the founder of Prana Business Consulting and has 15 years of practical experience in marketing for blue chip organisations and has consulted extensively with entrepreneurial and medium sized businesses. Jainita’s passion lies in digital marketing – helping businesses to build their brands and businesses. Jainita is a speaker at conferences and guest lectures Monash University and UJ on various marketing related topics.

 

Corporate ID and Marketing: What is it and why does it matter?

Corporate ID and Marketing: What is it and why does it matter?

Corporate identity makes up the physical look of a brand, it is a combination of colour schemes, graphic and verbal techniques, designs, words and other elements that an organisation employs to make a visual statement and communicate a single image of a company. Corporate identity is generally made up physical elements such as buildings, décor, stationery and uniforms. Here’s how it works.

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