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Advertising & Marketing

  • Social media customer care – a job for marketing or the call centre?

    While most businesses today are employing some sort of social media strategy, many are still very slow to respond to customer support issues and complaints that come in through this channel. This might be due to poor monitoring of social media conversations, or it could be due to a lack of clarity around whose responsibility it is to respond to these posts and when. And of course, not everyone is equipped to answer every enquiry. A marketer, for example is unlikely to have the technical expertise to help a customer with a complex problem, and a junior employee may...

  • 5 digital marketing lessons you can learn from trade shows

    Marketing professionals know the blood, sweat, tears, and money that go into finding new leads or making conversions. But it might come as a surprise that it costs 22% less to contact a potential buyer at a trade show than it does through traditional sales calls. Trade shows aren’t just cheaper than other sales tactics; they’re also more strategic and comprehensive and often make it into companies’ top three marketing budget items -- along with TV and online advertising. Investing time in trade shows informs future strategies, corrects current ones, and avoids wasting marketing dollars on campaigns that don’t speak...

  • POPI: there are actually massive positives for digital marketing

    With the immanent implementation of the Protection of Personal Information Act, marketing companies have the opportunity to affirm their customers that the systems they use are integrous and follow the new legal requirements. Marketing in the digital age has opened an array of new opportunities for businesses to reach their target audiences. But the exchange of personal information between an individual and a company can expose consumers to a degree of risk. This is why the South African government has introduced the Protection of Personal Information Act (POPI). In future, companies will be required to protect the personal information that they...

  • 8 things you need to know about lead generation for software businesses

    Your marketing team’s job is to generate leads. Indeed, lead generation takes a primary role in your business’s marketing division. Today’s lead generation tactics involve the internet. But many companies think they’re using enough of the internet to generate those leads. The truth is that any online efforts can be maximised when the following steps are taken. Prospect identification Knowing not only who your target market is, but understanding the characteristics of the individuals in that market is crucial. This involves locating them online and discovering what catches their attention. Finally, you must determine what it is about your business that...

  • Flash, with substance: how Apple mastered the art of the product launch

    Barring another “Star Wars” movie or an eighth “Harry Potter” book, nothing in the world could command as much excitement as Steve Jobs stepping on stage to announce Apple’s latest product release. Jobs made Apple the master of new product launches, and Tim Cook has continued the brand’s legacy of intrigue, hype, and anticipation. Any whisper of a new Apple product sends the tech universe into a frenzy of speculation, and it’s all because Apple makes the product the star. Think back to the first iPhone spot from 2007. It was a montage of famous Hollywood “hellos,” ending with...

  • Apple releases Apple Music ads to promote the ‘Discover’ feature

    Apple has released three new adverts aimed at highlighting Apple Music’s discover feature. In the advert, the voice-over says that the discover feature brings users the artists they love as well as the artists they are going to love. The Apple Music three month trial is halfway and user’s feelings are still divided. By now, there should be a clear win, either for or against. The uncertainty in numbers for or against leaves much work for Apple to convince everyone that they need Apple Music. The three adverts feature artists that are not widely known, showcasing the functions of the...

  • Loeries 2015: All the digital and interactive winners

    While digital may be playing an increasingly important part at The Loeries, South Africa's premiere awards showcase, the big awards are still going to big agencies. That much was evident on Saturday night when the winners in the digital and interactive categories were announced. Overall 33 awards were handed out in the digital and interactive categories, with Ogilvy & Mather Johannesburg walking away with the only Grand Prix for the night. The industry giant won for its KFC SoundBite campaign, which comprised a music platform that turns the restaurant’s regular tables into interactive audio tables which they can use...

  • New approaches to media planning required to keep pace with a multitasking customer

    It’s near-impossible to capture the undivided attention of today’s consumers, who routinely multitask across a number of devices, media and channels during the course of a given day. They might do online banking on a tablet with the radio on in the background; send tweets and post on Facebook while watching television; or flip through a magazine while watching some video clips cued up on YouTube. Whether switching between devices and media over the course of a session, or using two or more at the same time (usually, one in the foreground and another in the background), this customer can...

  • Personal branding and reputation management: what you need to know

    Personal branding working hand in hand with online reputation management not only supports your online marketing strategy, but it can also strengthen your overall digital footprint online. Whether you are marketing your business online or simply looking for a new job, the fact is that you should build your name online so that you can be seen as the leader in your market. Social media is a vehicle for communication online and using top social media channels is an excellent method for personal branding. Find below a couple of resources you can use to start building your own personal brand...

  • Loeries 2015: Durban flavour, digital ascending

    From as far back as the wall-to-wall carpet days in Sun City, each host location for the Loeries has brought its own flavour to the event. Durban is promising to do the same this year. The city of a million bathers is not to everyone’s taste but this is probably the closest the Loeries will ever get to feeling like Cannes. We’ll have our very own Boulevard de la Croisette in the form of OR Tambo Parade, the Elangeni and Maharani Hotel will bring the bling just as well as the famous Martinez and Carlton International, and Palais des...

  • Can your target market reach you online?

    Most often, small businesses assume that organic search engine traffic with an excellent SEO campaign is all that is required to get the best results. For others, a combination of organic search traffic and various paid advertising like pay per click marketing will get the best results. However, these are not the only digital marketing methods you should use to generate targeted traffic that will convert into sales or leads. If you have an online reputation management (ORM) strategy and campaign in place that you follow through, and if you are highly visible to your target market across the web,...

  • New Moto G ad features camels, Tinder

    Motorola has released the first ad for its brand new Moto G smartphone and it's pretty fun, if a little weird. The ad opens onto an anonymous, lacrosse-playing bro, riding a camel across an anonymous stretch of dessert. Out of water an seemingly lost, he turns to his Moto G for inspiration. Does he use an SOS app to call for help? Or open Google Maps to see where on Earth he actually is? If you've read the headline to this story, then you're probably aware that the answer to both those questions is no. Instead, our bro taps...

  • 5 questions to ask before hitting ‘publish’ on branded content

    In the midst of the content marketing rush, great content is becoming increasingly elusive. We can’t all be Red Bull overnight, but while everyone tries to become a content publisher, let’s take a step back and look at what we’re doing. Whether it’s crafting posts for social platforms, or penning a new blog post, it’s vital to examine the content we create. We have to be brutally honest about whether we’re adding to the sea of sameness or actually creating something worthwhile. Here are the key questions to ask before hitting the ‘post’ button. 1. Is it worthwhile? This is...

  • 5 ways to optimise email marketing

    Of all the marketing channels available to marketers, email is still the most effective. According to an article published by Mc Kinsey, email remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. While being a highly effective channel to engage with prospective customers, email is also abused by many marketers. I have provided 5 ways to build your subscriber list and to ensure you are viewed as a trusted adviser by your subscribers. 1. Provide a compelling reason for people to subscribe Always bear in mind that when you interact with...

  • Independent agencies really do still matter in South Africa’s digital landscape

    Over the past couple of years, the digital landscape in South Africa has shifted dramatically. We’ve seen international advertising players invest in the market, snapping up many of our leading digital marketing agencies and consulting firms to strengthen their presence in Africa. At the same time, some smaller agencies have merged to create larger players, and traditional ad and marketing agencies continue to build their digital skills bases. And there is also more and more talk about large corporations bringing digital activities such as social media and analytics back in-house rather than depending on external agencies for operational muscle and...