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Advertising & Marketing

  • Build and protecting your online reputation: a brief how to guide

    In today's digital lifestyle, no matter what you do or where you are in life, it's important to have a good and solid digital footprint. Most people aren't just interested in the reputation of the brand they are dealing with, but they also want to see the face behind the business. This is where personal branding and online reputation management become friends. Before the big boom of the internet, most companies could count on the simple fact that news traveled slowly. They had plenty of time to create and develop a plan to any potential problem. With the current growth of consumer generated content any...

  • Call to action 101: here’s how to use them on your blog

    Using optimised calls to action in your digital marketing campaign can be a game changer. It can also be used in every blog post that you publish so that your readers can take an action if they find your content interesting. In a perfect campaign, a call to action should be included in everything that you publish and write online, but it's not always possible to get your readers and audience to act on what you write. Most online writers and publishers use calls to action on a regular basis. They add them to their emails, website content, and sales letters, but for some...

  • 5 debunked myths about selling and marketing on social media

    When marketers think about social media, they mostly regard it as a top-of-the-funnel tool. Specifically, it’s an avenue for communication that’s best used to identify and filter unqualified leads. This is not an unreasonable characterization; social media is a great tool for starting off the conversion funnel. But who’s to say it can’t also be employed as a bottom-of-the-funnel sales tool as well? Social media marketing myths, debunked Many marketing professionals haven’t yet recognized what an effective sales tool social media can be. Part of the reason this is not more generally known is that, everywhere you look, people repeat common myths...

  • A brief introduction to content marketing in South Africa

    A couple of decades ago, marketers had undivided attention. With not much more than three or four marketing channels to choose from, brands could secure blocks of time in front of their customers. TV wasn’t malleable  -- if anything commercial breaks were an opportunity to grab a snack  --  and radio was the only platform that we could find out about the latest band or artist. The advent of the internet has ensured, even in developing markets, the growth of available entertainment and information resources, marketing channels and, in turn, noise. Marketers have become increasingly good at interrupting consumers  --...

  • Digital everywhere: it’s time to break our attachment to traditional advertising

    The idea that brands are underspending in digital is a common assumption that needs to be tested. Some brands are already spending a huge portion of their marketing budget in digital, and this is growing. That being said, digital spend remains out of sync with the penetration of digital access in the market. This is due to a combination of three things: 1. Huge attachment to traditional advertising. Brands are accustomed to commissioning a TV or radio advert. It’s something they’ve done many times and, besides, there’s a kind of glamour in it. Why else do you hear advertisers...

  • How to generate more conversions with magnetic content

    If you are into digital marketing or just looking for new ways on how you can generate more conversions online for your brand, I’m sure you must have seen or know that everyone is still talking about content marketing online. Everyday you will find hundreds of brands starting to use content marketing to connect with their target audience digitally. Even though content is the heart and soul of the digital world and the main medium of any digital marketing campaign, we are still continually learning how to use content in the best form to get the best results. While writing and...

  • How to be more creatively calculated in your marketing efforts

    I always thought that being a contrarian was a smart idea. Going against the norm, doing things in ways nobody else would. That is a hard task particularly in a very creative industry. In my opinion, the only way to be a contrarian in the marketing industry is to be very analytical, and as some may say, “boring”. It is the one thing people do not aim to do when they start their careers in the marketing world - to be more like an accountant or engineer. I have heard so many marketing managers complain about how they don’t...

  • M&C Saatchi snaps up Dalmatian Advertisng

    M&C Saatchi has on Tuesday announced that it had acquired Dalmatian Advertising, a small Cape Town-based agency. Formerly known as Domino Digital, the agency's clients include I&J, Falke, and MiWay and was reportedly acquired to operate "conflict business" alongside the UK-based company's existing South African presence M&C Saatchi Abel. For those not familiar with the industry, that means Dalmation Digital can take on clients who operate in competition with M&C Saatchi's current client base. The company was founded in 2011, by Clinton Bridgeford, Bruce Norris, Leon Potgieter, and Gabrielle Weinstein. The founding team has since been joined by another...

  • 4 weird Parlotones marketing mashups through the years

    Whether you like the band's music or not, you can't deny that South African rockers The Parlotones are marketing powerhouses, owing to its partnerships with a ton of brands over the years. Let's be frank though: some of these endorsements are just strange fits. So we picked a few standout cases. The Parlotones had their own range of wine I'm not a wine person, so I can't tell you whether The Parlotones-branded range is delicate on the palate or scalding to the throat. Anyway, the band teamed up with Hands on Wine and Woolworths for this interesting initiative. The first wine was a red, their second...

  • 5 social tools to help boost brand awareness and audience engagement

    Every brand wants to easily identify and reach their target audiences as quickly as possible. Audience engagement is detrimental to forming a meaningful connections with consumers and emerge as a successful brand. Here are five new social media tools that will help you, and your business, reach your targeted audience easily and effectively. Socedo Socedo helps users discover the best prospects on social media in real-time. The service uses real-time social behavior based on user personas in order to find out leads who are about to enter your buying cycle. This activity info is combined with profile data from sources like Twitter and...

  • Relevance, value, creative and the customer in digital marketing

    I love the industry I work in with a passion, but the truth is we know that the old game is over. Creativity is our heart and soul, but Don Draper is long dead and we know it. Recent growth has come through digital, although the role of the agency is not yet defined as the complexities of the medium continue to evolve at pace. A high profile Global CMO recently proclaimed that he doesn’t care about the complexities that agencies face they just need to fix it. I agree. But this is a wholly naïve demand to be shouting through...

  • There’s money in smileys: emoji-based ad-targeting comes to Twitter

    For users, Twitter's just getting stranger and stranger. It's latest move however will probably be loved by advertisers. The company has announced that it will now allow advertisers to target advertising at individuals based on the emoji they've used. It's a move that follows its continued struggle for revenue, and also takes advantage of the sudden surge in emoji popularity on its platform. In its personal blog, Twitter suggests that over 110-billion emojis have been used on its network since 2014. In a recent post, Gartner suggests that marketers need to embrace the rise of emojis as a richer story-telling medium, and...

  • Influencers are impacting consumers’ purchasing decisions more than ever before

    In a recent article I read, a woman explained how, after coming across an Instagram post of one of her favourite bloggers, she rushed to the stores in search for the very doormat she saw in the post. After searching high and low she eventually got hold of the doormat and felt compelled to share the news on social media. So, not only did the blogger influence the woman’s decision to buy the mat but she also got her to talk about it online, further contributing to the digital conversation around the product. The fact that the influencer got her to...

  • Social media: the future of video advertising

    By 2019, Cisco predicts video will account for 80% of global traffic. That’s nearly 1 million minutes of video shared every second. And YouTube captures an estimated 20% of that US video advertising spend. Meanwhile advertisers are turning to social media to drive user engagement and increase brand awareness. Brands like Sephora, Wendy’s, and Toyota know the value in sharing their video ads on social platforms like Facebook. After all, that’s where consumers are: on mobile and social. So, it’s no surprise video ads on social media are on the rise. The future of video advertising is social. Advertisers would be...

  • 6 Twitter tools to optimize your social media marketing strategy

    As a social media marketing platform, Twitter has some excellent sells -- it hosts real-time Tweets and lets you make quick connects with the people who matter. Unlike other social media platforms, Twitter also allows you to interact with people who don't follow you and this feature instantly widens your real-time reach. Navigating Twitter is hard though. To leverage its enormous potential you require the right combination of tools and tips. Here's a quick list of some amazing tools along with tips on how best to use them: DrumUp Struggling to keep up with the speed on Twitter? Can't imagine creating volumes of...