• BURN MEDIA
    • Motorburn
      Because cars are gadgets
    • Gearburn
      Incisive reviews for the gadget obsessed
    • Ventureburn
      Startup news for emerging markets
    • Jobsburn
      Digital industry jobs for the anti 9 to 5!

Advertising & Marketing

  • Why you should have a plan to generate leads with magnetic content

    Good leads and sales begin with great content. Even though you might have heard this a thousand times before, content is still king online because this is the universal currency to generate awareness and to drive action for all your marketing efforts. While many understand that good, unique, and shareable content is needed for digital marketing success, not everyone is sure how to start creating a content marketing plan and strategy that will yield results and help them achieve their business goals. Magnetic content marketing plan Creating a solid content marketing strategy takes time, but to get started is easy. Everything...

  • Once upon a time… business leaders thought stories were for entertainment only

    We’ve all grown up with stories –we’re told fairy tales when we’re very little, then the stories continue through school – and especially when we reach adulthood. Stories are all around us. Whether that’s getting engrossed in the latest crime fiction novel, religiously following our favourite soap -- or even a night out at the theatre, stories are generally seen as a device to amuse, entertain and provide a distraction from the real world. And these kinds of stories do just that. But, just because stories are often equated to flights of fantasy and the majestic, it doesn’t mean...

  • #IAmMuslim: powerful social campaign aims a blow at Islamaphobia

    Every week seems to bring with it new incidences of Islamaphobia. Spurred by a growing migrant crisis and the recent terror attacks in Europe, Africa, and the Middle East, intolerance directed at the Muslim community is higher than ever. In response to this, Native VML and People Against Suffering Oppression and Poverty (PASSOP) have teamed up for a social media campaign that aims to address this situation by confronting people's prejudices. It does so by posting photos of Muslim women wearing a traditional Islamic hijab, fashioned after the flag of their home country. “Juxtaposing these two symbols...

  • SA publishers join up to create digital co-operative

    Like it or not, programmatic advertising is going to play an increasingly large role in the digital publishing landscape. South Africa is not immune to that, with a number of local publishing houses already involved in co-operatives exploiting the technology and new ones forming all the time. The latest such co-operative, called AdJoin, is a joint effort between Us-based online advertising firm Rubicon Project, local programmatic buying house MaxAxion, and Kagiso Media. Launching in April 2016, AdJoin is a bid to serve local campaigns and global buyers looking to reach the African marketplace at scale, bringing together both its...

  • Who really makes the decision to suspend your AdWords account?

    Whether you call it getting sandboxed or Google slapped, or whatever name is popular these days, the result is the same. Google has suspended your AdWords account and your PPC campaign is wrecked. You may have no idea what you did wrong, but someone at Google thinks you violated their policies. So, how do you reach out to them? That’s easier said than done. Google does have a helpline for AdWords, but you’re not going to get the answers you need from that line. Here’s why: The person you talk to on the phone does not make the final decision Google has...

  • Instant engagement: the next step for online classifieds

    Whilst the primary function of classifieds still is the bringing together of buyers and sellers, the proliferation of mobile technology has seen a change in the way users want to experience online classifieds. Businesses wanting to realise the benefits of this change will need to find ways to cater to the anytime-from-anywhere delivery that is being demanded and ensure compatibility of their service offering with new and old technologies. Evolution is not a new phenomenon for the online classifieds industry, which since its inception in the mid 90s has had to adapt with the times. First making the move from...

  • Mind the gap: why a content gap analysis is vital to content marketing success

    A significant number of brands that have embraced content marketing now find themselves sitting on a large pile of content that yielded no results. Buried underneath this content you might find a few pieces that got a like or share here and there, but nothing worth celebrating. Yet, these companies stick to their modus operandi because their basic philosophy about content marketing is this: it’s a game of luck. Just produce a great variety of content in bulk and hopefully, sooner or later, something will stick. For companies that believe in this approach, the time has come to step...

  • Digital agencies: flash-in-the-pan fad, or here to go the distance?

    The digital space is fluid, changing rapidly to meet the demands of digital audiences – and playing within it means being able to adapt in order to survive. We’ve seen the majority of digital agencies in South Africa rise to the occasion over the years, restructuring their offerings and paying close attention to trends and behaviours online to provide increasingly tailored and specialised customer experiences. Some have stayed fiercely independent and locally focused while others have joined global groups, with founders making fortunes by facilitating favourable acquisition deals. Predictions for the future of digital and how this will translate...

  • 3 content marketing mistakes that could kill your brand

    When done right, content marketing has the potential to catapult your business into the limelight, earn you hordes of new followers, and drastically improve your bottom line. However, when done incorrectly, it has the potential to completely kill your brand. Below, we investigate three of the most common digital /content marketing mistakes that every entrepreneur needs to be aware of and avoid at all costs. Playing it safe Not only does this refer to the type of content that you choose to produce, but also to the content itself. Marketers tend to avoid stirring up controversy in the fear of...

  • 5 ways brands can avoid having their ‘authentic’ marketing backfire

    Marketing and authenticity seem like strange bedfellows. The whole purpose behind marketing is to capture people’s attention and then persuade them to buy a product or service by making them feel something. Causing just such a reaction sounds pretty manipulative, and it certainly can be. Many brands have used some fairly wily ways to get people to buy their wares. But that doesn’t mean marketing can’t be authentic. Being authentic means more than honesty. It’s about staying true to what you are as a brand. It’s about staying true to the products or services you sell. It’s about...

  • 3 key steps when conducting an online brand reputation audit

    The way businesses approach marketing has seen a lot of shift in recent years. Internet has made it possible for new brands to market themselves online to an audience which was not available for them earlier. With the help of internet marketing, it’s easier and cost effective to acquire customers. Consumers are constantly making buying decisions. But because they are also making informed decisions by vetting the brands and companies they are dealing with before them make their more. This makes it important for you as a marketer to ensure that you present yourself and your brand in a positive...

  • 5 digital trends driving business growth

    Keeping up with the latest digital trends is increasingly important as businesses fight to maintain competitive advantage and ensure strategic objectives are met. The digital space is evolving both locally and internationally as consumers become more discerning about the products and messaging they choose to engage with. These top trends provide businesses with further insight into the digital landscape and are worth examining as they relate to the growth and reach of your enterprise. 1. Niche vs 360° consulting Quality over quantity will be the rule of thumb over the next few years as the global demand for superior and relevant digital...

  • Wow customers at the post box: how to entice them to buy

    The Internet is where almost everybody lives in this new millennium. It is where we hang out with our friends (social media), do our research (educational sites, online schools, review sites), buy our goods and find people to perform the services we need. We use it to order food, find transportation and express ourselves. It is also where the vast majority of entrepreneurs do business. It is a mistake, however, to believe that the Internet is where all of your business dealings and marketing opportunities lie. The fact is that e-tailers and Web-based entrepreneurs still have to deal with problems...

  • Digital marketing is totally mainstream right now

    Attention digital marketing hipsters, it's time to put away your ugly sweaters, over-sized glasses, and latte art kits because digital marketing is now totally mainstream. That's according to the results of a new survey from Gartner, which shows that digital commerce is a top priority for corporate marketing departments, and that marketing budgets are likely to keep growing through 2016 and beyond. The survey included responses from business leaders responsible for marketing — in particular, digital marketing — in 339 large and extra-large companies in North America and the UK Respondents represent organizations with more than US$500-million in annual...

  • The 5 things nobody wants you to know about programmatic

    There is much ado about programmatic buying and advertising in the arena lately, it’s a little like teenage sex, everyone is talking about it but nobody is doing it right… yet. The attraction to programmatic cannot be denied, from purely a pricing perspective the efficiencies that it harnesses must be appreciated, its ability to bring immediate returns and showcase how messaging is optimised is awe invoking and it also offers scalability never before seen. That being said, there are some flaws with programmatic that nobody wants you to know about, it’s not a bed of roses or pot of gold at...