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Advertising & Marketing

  • Need proof that content marketing is the future? Here it is

    There is currently a heated debate going on between business owners across the globe: SEO vs. content marketing – which will do more for your brand? The truth is that this argument is completely null and void. Why? Because the only way in which to really maximise one’s digital marketing results is to incorporate aspects of both disciplines into one’s marketing strategy. As Google has proven over the last couple of years, SEO and content marketing belong together, and should not exist as separate entities. They have an interdependent relationship and cannot provide businesses with much success when actioned in isolation...

  • Programmatic buying and what it means for advertisers

    Programmatic buying is often described as 'the future of display advertising', but with the inevitable expansion of the digital media landscape, specifically display ads, it is both corny and fair to say that the future is now. Display advertising is changing in many ways and programmatic buying is paving the way so that media buyers (and sellers) can invest in acquiring relevant consumer data that surpasses basic analytics. However, in spite of all the positive expectations that came with the recent surge in programmatic buying, there are many concerns for the discerning buyer and seller. Said concerns create opportunities for...

  • Mortimer Harvey buys direct marketing agency Action Ambro’s

    Mortimer Harvey, the 24-year-old advertising and communications agency, on Thursday announced that it has acquired direct marketing outfit Action Ambro's. The Johannesburg-based Action Ambro's has been around for 11 years and counts BMW, Lexus, Bayer, and Vodacom among its clients. While the Andrew Ambrogioni-led company primarily works in the direct marketing and CRM spaces, it says it tries to adapt the solutions it provides to its clients needs. According to a press release sent to Memeburn, however, it was a combination of exceptional creative underpinned by robust direct and CRM strategies which made Action Ambro's an attractive target for Mortimenr...

  • Hitting the Bull’s-Eye: 3 brand lessons from Target

    Companies are living organisms that need to keep moving to survive. Without a concerted focus on developing their organizations, owners can drown in the ever-changing market, dooming their companies to failure. Success comes, however, when companies like Target stay active and intentional by expanding their product lines, refreshing their brands, and acquiring new customers. Redefining chic By striving to “fulfill the needs and fuel the potential of guests,” Target lives its claim that consumers should expect more and pay less. Target’s story officially began in 1962 with a single store in Roseville, Minnesota, and has since expanded to employ 347 000 team members in...

  • 7 colours that have a psychological impact on sales and conversions

    It’s no mystery that color has an impact on how we perceive things. Just think back to your favorite color growing up. You didn’t, and you still might not understand why it’s your favorite color. But that color, above all the other wavelengths our eyes can see, is your undisputed favorite. Since we can all agree that color has power, let’s look at 7 colors that impact the way we perceive content, especially on e-commerce sites. 1. Pink: feminine, strongly associated with breast cancer awareness Pink is definitely feminine and can be a fun color (in moderation). Many consumers associate the color...

  • Use a magnetic content marketing strategy to generate leads

    A great magnetic content marketing strategy can generate a steady stream of leads, sales and can make your overall digital marketing campaign a success. It's a fact. But how do create a magnetic content marketing strategy that works? Start with the basics. You won't send a personal email to your family, friends or colleagues without referencing them, so why are you publishing content in your digital marketing campaign and social media profiles that are not targeted for the people you want to reach? It's crowded online and it's crucial that your content should be magnetic to attract your target audience, have...

  • B2B marketing: time to catch a wake-up

    Scratch a bit on the surface of the current South African Business to Business (B2B) marketing landscape and it is easy to believe that you have found a portal into a pre-internet world. For many, B2B marketing still revolves around golf days, remembering to send a card on a client’s birthday, and making sure your ad is in the right trade publication. While these still have their place, the internet and the opportunities built around it has so dramatically changed the B2B marketing space that it might as well be seen as a different ballgame altogether. In fact, in this...

  • 4 marketing lessons established brands should learn from digital native companies

    Digital native companies are setting customer expectations high in just about every industry and challenging established brands’ business models – a prospect that keeps many C-suite executives awake at night. The annual Crisis Survey from Burson-Marsteller last year found CEOs in EMEA ranked the entrance of a disruptive competitor into their marketplace as the biggest threat to their businesses. This danger is multiplying as the digital disruptors grow into powerful platforms that use their IT infrastructure, customer data and algorithms to extend into new industries. Just consider, for example, how Uber is expanding from personal transport into delivering food...

  • 4 signs of a great PPC agency

    Advertising on a pay-per-click (PPC) platform search engines such as Google seems like a no-brainer considering the revenue returns. Google reports that businesses make an average of US$2 in revenue for every US$1 spent on the search engine's AdWords platform -- so why aren't all online businesses who advertise there experiencing explosive growth? Ads that are slapped up on Google with no research or strategy behind the keywords and copy will fail. Ads that aren't constantly monitored, tested, and optimized will never improve, and businesses might keep repeating mistakes that are hurting their ad campaigns. Sometimes the business is...

  • Make the most of your surveys with these 3 strategies

    The marketing community’s obsession with finding the right audience has only intensified in the digital age. With so many ways to track consumer behavior now, we’re constantly seeking the next best method for getting inside people’s brains. Once we’ve cracked their compulsions and preferences, we can convert them by serving up the perfect products for their needs. We fixate on producing the rights ads, content, products, and services, and then we’re frustrated when conversions don’t go through the roof. Where did we go wrong? No matter how much money you invest in products and advertising, you’ll never see the numbers...

  • Follow this approach to attract new prospects

    attract verb - cause to come to a place or participate in a venture by offering something of interest or advantage."a campaign to attract more visitors to Shetland" cause (someone) to have a liking for or interest in something."I was attracted to the idea of working for a ballet company" There are thousands of individuals and companies using online communication channels to sell themselves, their companies, products, services and solutions however most of them are doing it wrong. Blatant promoting of your company and products does not attract new customers. In fact, it does the complete opposite and repels them. People are...

  • Marketing automation – spring cleaning for your content

    No one likes clutter; it makes finding the important stuff that much more difficult. But based on the plethora of articles titled “10 tips to declutter your life” (or something equally intriguing that you’ll read but never implement), we all find it challenging to achieve a clutter-free life. This same applies to the content clutter that fills up our inboxes. And while individuals might perform a periodic purge, as digital marketers we should be consistently spring cleaning our content and communication to better engage with clients and consumers. I was reminded, at the recent Girl Geek Dinner in Cape Town, that...

  • 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...