• 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

  • Email is dead . . . . Long live email

    Even with the proliferation of new communication platforms that are now available such as social media and mobile communication apps, email is still the most effective way to nurture clients and prospects. I have been managing and interacting with a large email community for a number of years now and these are my observations. Managing subscribers Most organisations who are communicating with individuals at companies require subscriber information such as company name, job title, industry, country, telephone number, postal and physical address in order to effectively categorise subscribers. This is very important if you intend to share relevant content...

  • 5 things to know before your affiliate marketing programmes go international

    If your affiliate marketing programmes have taken off domestically, chances are you’re considering international expansion as a natural next step. After all, a global presence provides an additional source of revenue, the opportunity for diversification among affiliates, more profitable customers (if your product offerings are viewed as premiums in overseas markets), and the opportunity to learn from other international companies. However, while global expansion seems like a logical -- and profitable -- next phase, it’s important to understand how affiliate marketing differs on an international level before you dive in. Keep these five ideas in mind before launching your programme: 1. Your...

  • Landing pages: their use and importance in today’s online marketing scenario

    Let us start with the basic definition of a landing page. A landing page is essentially a webpage that captures the visitor’s attention and fetches their details to be contacted later by: Providing targeted information Lead generation form A good landing page is one that targets specific audience and provides appropriate information to the visitor without further navigating him away. Such a landing page target specific audience from an online media like that of an email or through PPC ad campaign that promotes any specific service offering by you. Landing pages are an important part of today’s digital marketing scenario as...

  • 5 tips in winning the 2016 content marketing challenge

    2015 has been a long year, with a myriad of new algorithms affecting search and social media, content quality taking center stage, long form content fast on its heels, not to mention the advance of video marketing and the micro moment. PR and SEO are now one output or at least should be, as is SEO and content marketing. The blurred line is spreading across all the digital marketing outputs. We now know that SEO and SEM are not the same thing, that syndicated content is duplicate content, that social media has serious ranking power and that authenticity and...

  • ‘Tis the season to go the extra mile for your customers

    With only a couple of weeks to go until Christmas, shoppers are starting to feel a bit stressed by the insane nightmare of mass advertising, crowded shopping malls, overstretched banks, and businesses that never seem prepared enough. As a retailer or store-owner it’s one of the busiest times of the year and a hugely important period that provides the perfect opportunity to give your customers memorable shopping experiences that make their lives easier and spread Christmas cheer. Here are a few little service treats that you can include to get your store ready and get your customer service team into...

  • 4 big digital marketing trends SA will see in 2016

    As we all wind down (read: freak out, break out in hives) and skid into the much needed holiday season, it’s important to take time to reflect and prepare for the year ahead. Here are four key trends that will shape the approach to digital marketing in 2016. 1. Eschewing product-focused content The ‘infomercial’ approach to branded content on social media and digital channels isn’t working for anyone. You cannot claim to be successfully mastering storytelling if your story is: “Our product is the best thing on the planet and is 10% more amazing than everything else. Everyone who bought...

  • Turn your customers into brand ambassadors with referrals

    Often when new brands are looking for ways to expand their digital footprint online through social media, one powerful method often overlooked is turning customers into brand ambassadors that could help them market their services and products. This doesn’t necessarily mean that they should turn their customers into hard core do or die brand custodians, but it could be a simple as launching a refer a friend program. This is an easy way to get your customers to share your services and products with their own social circles that will help you garner more social reach, generate targeted traffic...

  • SA online advertising revenue now worth more than R1.5-billion

    If you're in the digital advertising space, the latest IAB SA Internet Advertising Revenue Report comes with some seriously good news. According to the report, online advertising in South Africa grew 15% between 2013 and 2014 and is now worth more than R1.5-billion. And while online news and media outlets remain the most popular outlets for online advertising, online classifieds are on the rise. The annual report, which is compiled for the IAB by PwC, shows that the bulk of online advertising revenue still comes from search, which accounted for R865-million in internet advertising revenue in 2014, up...

  • What everyone in marketing needs to know about data analytics

    The expansive growth of the internet is evident as the telecoms industry is spending billions in infrastructure to boost internet penetration even further. In developed countries where broadband internet is already available, quality is being focused through introducing new innovations such as upgraded conventional cable and fiber optic technologies. For device makers, the number of internet enabled devices have expanded with bigger scales, particularly the smart phones and tablets. Internet is now becoming the new protocol in communication, workplace, and gamer centers among others. The internet's role in commerce There are two reasons why internet has become an important tool for...

  • 2016: the year of the consumer snitch

    Never waste a good crisis… this advice to business leaders was bandied about during the global financial meltdown and subsequent recession. Well, another crisis is on the way and winners and losers across our economy will be determined by whoever seizes or wastes the opportunity. Losing will really hurt because 2016 will be the year of the consumer snitch. Whistle-blowers and those driven to Net-wide bellyaching (often with good reason) will ensure service-challenged businesses are publicly pilloried. US companies are already trying to work out responses to ‘the Connected Customer’. South African retailers and service companies face a similar challenge. One response...

  • M&C Saatchi PLC acquires independent digital player Creative Spark

    M&C Saatchi, the London-based agency network, on Friday announced that it has acquired a majority stake in Creative Spark -- the five-year-old digital agency founded by Matthew Buckland. Creative Spark today has more than 40 employees with offices in Cape Town and Johannesburg. The agency has annual revenues of approximately R20-million. Birthed as a web development shop, Creative Spark has expanded into a full service digital agency with a specialisation in digital strategy, content marketing, social media and web, mobile and app development. While neither party was willing to put a number on the deal, Memeburn sources and our own calculations...

  • Visually wired: human physiology and content marketing success

    Photo: Stuart Miles The above image serves no other purpose than to prove a point. The point is this: the image was the first thing that drew your attention after you opened this link. You did not first scan through the opening paragraph of this article or even read over the heading. For the first couple of seconds, you focused solely on the image and your mind tried to decipher its meaning. In those initial moments, the image was more important than the words. This, in fact, is a common reaction and the question that we need to ask ourselves...

  • 5 expert tips for getting your social content shared to the max

    Considering the exponential evolution of the digital age, the question is no longer whether businesses should feature on social media platforms. It is rather how to best leverage social media to create awareness and drive business results. By now it is also no longer a secret that having your content shared on social media will expand your reach in a manner that is second to none. Again it is the “how to” part of it that still remains largely elusive. Here are a couple of top tips to help increase your content shares and let you gain optimal exposure. 1....

  • How learning to code can make you a better CMO

    Most marketing executives think learning to code is strictly for programmers. After all, CMOs have enough to do without taking on tasks they can either outsource or ask someone else in the company to take care of. However, it’s not always that easy. Coders are in high demand, so there’s no guarantee that you’ll be able to find a good one immediately. Even if you do, how would you know it? If you don’t know the first thing about coding and technology, you could find yourself making uninformed decisions without realizing it. Why outsourcing knowledge backfires In today’s tech market, you can’t...

  • Your marketing and sales efforts must be data driven

    Marketing and sales are the genesis of organizational growth and success and while noble and necessary, as disciplines, they are not without their detractors. Company leaders bemoan the volumes of cash spent by marketers on brand awareness, advertising campaigns and all other forms of creative communication services. To the untrained eye, advertising decisions are based on intuition, personal preference and lack any sort of scientific foundation. The resulting advertising expenditure is therefore difficult to align to actual business results due to limited data to prove “cause and effect” correlations. Enter digital marketing with its ability to track and measure interactions...