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Advertising & Marketing

  • 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...

  • 5 extremely effective content marketing strategies to boost site traffic

    We live in a technological era where companies are starting to show more and more interest in digital marketing and advertising. Digital marketing, with its easy to track progress, affordability and scalability seems to have built a keen interest in both small businesses and large corporations, allowing them to compete more aggressively on a level playing field. One part of digital marketing is content marketing (which entails generating content that serves to educate customers while selling to them, this is usually through branded content) plays a significant part in the overall digital marketing strategy of a business as it serves multiple...

  • How to measure the results of your content marketing campaign

    Many digital marketers have a hard time measuring the success of their digital marketing campaigns. What does success look like? There are literally hundreds of metrics you can use to measure your digital marketing strategy and there are some metrics that does provide clear results, but for some it still remains a mystery what real digital marketing success looks like and how to properly measure the success of their efforts online. If you do a simple search for "how to measure the results of my digital marketing campaign" or even "measure the ROI of social media", you will practically see...

  • Burn Media, Chargeads introduce programmatic journalism to South Africa

    Burn Media is excited to be the first South African premium publisher to utilise the 'Newsroom'. The Burn Network delivers programmatic journalism in proud partnership with Chargeads, and its platform ‘Newsroom’ – currently running successful campaigns in the US, UK, Spain, Romania and Singapore. So what exactly is Programmatic Journalism? “The newsroom provides publishers with the opportunity to (a), manage all their digital assets in one place, namely headlines, video, display, content and editorial recommendations and (b), focus on building audiences and not just inventory, which by definition is limiting,” explained Carl Jordan, Country Director of Chargeads South Africa. “By focusing on building segments, publishers...

  • Breaking News: Mark1 Media acquires Primedia Online’s Dash Of Lime & 365 Digital

    It's a big Friday in the digital media space, thanks to some breaking news. Primedia Online has announced that two of its businesses, 365 Digital and Dash Of Lime, have been sold to Mark1 Media, a digital media sales player. The deal exchanged hands for an undisclosed fee. The decision comes after Primedia conducted "a detailed review of its existing assets and platforms as part of its annual strategy formulation process," the company's legal executive Geraint Crwys-Williams explains in an exclusive release sent to Memeburn. As a result, Primedia has decided to sell some of "its interests in Primedia Online". So what does...

  • Here’s why mobile marketing in South Africa is a must

    South Africans are cell phone obsessed. This addict-like behaviour is highly annoying for family and friends but it’s excellent news if you’re in business. Unless, of course, you’ve neglected to reach out to your consumers through mobile advertising. If that’s the case, you’ve fallen behind and it’s time to sprint. The numbers don’t lie Over half of the website traffic in our country comes from mobile devices. In fact, if you live in South Africa, there’s a 57% chance you’re reading this article on one. What are people doing on their phones and tablets (besides reading articles and consuming highly curated images of...

  • Hard earned lessons from Twitter on branded domain extensions

    Even forward-thinking companies like Twitter manage to miss a golden opportunity from time to time. For example, when ICANN (the nonprofit that manages the domain space on the internet) opened up applications for domain extensions for a specific window of time, Twitter failed to apply for the .twitter domain. Barring a few minor restrictions, anyone with US$185 000 could apply for ownership of a new top-level domain extension by the deadline in early 2012. All told, 664 different brands applied for domains. While brands such as Canon (.canon), Barclays (.barclays), BMW (.bmw), and Nike (.nike) were awarded their own names,...

  • 4 things to consider for video game-based marketing

    The focus of Games-Based Marketing, a board term which extends past simple Gamification, is on making the consumer's experience of interacting with a brand engaging, enjoyable and memorable. One way that brands can do this is by incorporating a game into their marketing strategy. Games are a fantastic tool for brand awareness – something that McDonalds figured out in the 80s – as those that are well designed and well supported will excite and fascinate their users. This means that a well-designed game has more reach and is capable of spreading brand awareness further through word of mouth than any...

  • Call centre management: are you managing the people or the tech?

    It’s easy for businesses to get sucked into the technology available and the features it offers, forgetting that managing the people who are using the features is what is going to show a positive return on the investment in the technology itself. Lost in translation The old adage, communication is key is just as relevant in the business world as it is in other contexts. And when it comes to large enterprises, different departments with differing objectives often result in disparate systems and cumbersome processes. Contact centres can be caught at the heart of this. Not only does this increase the complexity...

  • Google Maps ups ad game to help businesses capture mobile users

    Google is about to get a lot more evil especially if you hold an absolute hatred for advertisements. Google Maps is getting a slew of new advertising features, that will help brands, physical stores and the like reach consumers more effectively. "To help marketers succeed in this mobile-first world, we have redesigned AdWords -- from the ground-up -- and re-thought everything from creatives and bidding, to workflow and measurement," Google's SVP of ads and commerce, Sridhar Ramaswamy, noted on the AdWords blog. This change comes courtesy of smartphone usage trends, which has seen Google receive close to 50% of its search queries...

  • 32 of the most influential women in SA digital marketing [Digital All Stars]

    Digital All Stars is a series of 24 articles which aims to celebrate the best of South African digital. The articles, which will appear on Memeburn and Ventureburn, recognise and celebrate South Africa’s best digital entrepreneurs, business people, advertisers, and media professionals among others. The All Stars listed in the articles are compiled using a combination of our editorial team’s own knowledge and that of experts in the fields covered by each article*. While there hasn't been any recent research on the matter, you only have to go to a few industry events to see that digital marketing in South Africa...

  • Creating brand value through your company’s user experience

    Technology offers an array of unending solutions, convenience and innovations that will thrill just about anyone. This progress has resulted in consumers who seek flawless, appealing, and easy user journeys, regardless of the business exchange they are engaging with. Consequentially, the user experience is becoming a critical decision-making factor for businesses. Those that don’t take this seriously are going to get left behind. In the past, devices were used in such a way that consumers had to carry out a number of different steps to reach their desired end result. We thought nothing of it at the time; it’s just...