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Advertising & Marketing

  • 5 ways to get ‘tech-dumb’ CMOs to sign onto your digital marketing solution

    It’s easy enough selling ice to eskimoes; they actually know the benefits of ice and see it everday, but try selling a technology solution to a person who has never heard of it and the task becomes herculean. Digital era requirements stipulate that the CMO should be well versed in technology and its advantages, but more often than not in South Africa, it’s going to be the first time this person has heard of Google Adwords, Augmented Reality, and Integrated Marketing. So how do you get them up to speed on all the latest developments so that when you...

  • Is automation turning the proposal into a dying art?

    In my line of work, we often explain how easy technology makes the process of creating great-looking, accurate and compliant proposals and RFP responses. But maybe our solutions, and others like it, should come with a warning. While the benefits of document automation may be clear, the best way to use it is often not. Automation can be a dangerous thing Increased collaboration, efficiency and productivity are some of the biggest reasons businesses deploy proposal automation software. But when these things become more important than the quality of each proposal created, each story told, you risk generating proposals that were worse than...

  • Y&R CEO David Sable chats advertising’s next big markets, why ‘Dumb Ways to Die’ secretly sucked

    For a guy at the top of an industry worth billions upon billions of dollars, David Sable doesn't seem all that concerned with the bottom line. Instead, the global CEO of WPP-held giant Young & Rubicam seems more concerned with telling great stories about his clients and their products. That philosophy might explain why he hasn't cashed out, despite having been involved in the industry in form or another since 1976. It might also explain why his views on why agencies are so willing to follow those clients into new untapped markets. Having witnessed first-hand the entrance of Western...

  • 6 things adland needs to know about SA’s smartphone space

    Cheap smartphones are reshaping consumer behaviour in South Africa faster than many realise. Here’s how to position your brand at the forefront of the trend and create effective platforms for engaging with mobile customers. Most marketers understand that their customers in the higher band of the Living Standards Measure (LSM) are digitally enabled and mostly mobile in their behaviour. But fewer don’t yet quite appreciate how quickly smart devices that cost R500 or less are sparking a smartphone revolution among people who were previously too poor to access the Internet. Thanks to entry level Android smartphones and tablets from MTN, Vodacom...

  • Observations about content in 2015: fluidity and self-narrative

    This piece is largely referenced by my work and the outcomes of it over the last seven years working in South Africa’s digital advertising industry, and previous anthropological work I did for a number of companies in the African continent. I would like for it to be a starting point to understand the current intersection between identity, digital technology and content production. Content is key in creating a self-narrative It is common amongst content creators in their early 20s, and across all ages, to build and transform their identity by publishing content populated by their real lives’ experiences on social...

  • Taking a ‘partnership approach’ to digital pricing models

    In today’s fast moving and digitally-driven world of marketing and communications, it can be difficult for small and medium sized service providers to get their pricing models right. We work in a highly competitive, knowledge-based industry that is not only constantly evolving in terms of the relevant tools and platforms, but also with regards to the metrics for success. As a result, service providers have to constantly evolve and adapt their approach, in order to develop sound and sustainable partnerships with their clients. Understanding the commercial objectives In our industry, I believe that the time-for-money equation is the most...

  • The new extreme rules in marketing

    The marketing world increasingly sounds like something out of the world of the security services as the primary conversations are around behavioural profiling, extreme targeting, big data and programmatic advertising. Basically the race is on to use the unprecedented amount of information which brands now have about their consumers and their digital habits in a really effective way which connects personally with them. One of the obvious considerations is how to execute this without crossing an unseen line into an invasion of privacy. Direct marketing always has been concerned with targeting the right message to the right consumer...

  • Being KFC’d on social media: the new big risk for business

    Getting a "roasting" from the eye-witness consumer is a growing risk for business now social media can broadcast even the appearance of questionable behaviour. To be more specific, a brand can be "KFC'd". The danger was recently highlighted by the case of the hosed-down chicken at a Braamfontein KFC where employees scattered chicken pieces on the ground and hosed them down. A KFC statement said later the workers were trying to hide from management the fact that they had mistakenly coated chicken that was to be discarded. The raw chicken was not meant for customers. The hosing was to remove the...

  • I’m calling it: digital advertising is finally coming of age

    Although tablets have become ubiquitous, their potential for engaging consumers in new ways is still being explored. Tablets and tablet advertising offer a new frontier in getting the consumer to really lean in and take notice. Designers and digital agencies are constantly pushing themselves to effectively use the unique advantages of tablet advertising as well as to overcome the distinctive restrictions that accompany this technology. Although there has been much talk of tablet sales slowing in 2015, regions with emerging tablet markets, such as South Africa, are still just discovering their appetite for tablets. Also, with coloured, high-resolution displays and...

  • Community management: can you really handle it?

    Perhaps you have forgotten, in-between your unrivaled push to create the perfect content, that there is another, really important portion of the social media function that we are missing terribly. It's a portion that is as important as content, just a little more tedious to do, because unless you’re starting out in the industry, it’s about as important as a tin of Ricoffy in an agency pantry. You see, the trouble is, while you were birthing the perfect piece of tactical advertising, sat on your toilet scrolling through Twitter first thing (having woken up to news that a musician...

  • These are the ingredients you need for a winning pitch book

    A lot goes into winning a pitch. From getting the fundamentals right to sheer chemistry, you never know what could sway a decision in your favour. Too many firms rely too heavily on the people pitching - they are important of course, but so is what you leave behind. While the people presenting the pitch may be able to read the signs while they are in the room with your audience, and adjust direction as needed, controlling what happens after they’ve left the room, or in a week’s time when the prospect has met with the other three or...

  • Mobile adspend set to top $105bn by 2019

    It's difficult to overstate the importance of mobile. According to GSMA, there are currently around 3.6-billion unique mobile subscribers around the globe, with another billion expected to be added by 2020. By the time that happens, Sub-Saharan Africa alone is expected to have more than half a billion mobile subscribers. With that growth comes opportunity, especially in mobile advertising, which is expected to worth US$105-billion by 2019. That's according to a new paper by Juniper Research, which suggests that as mobile adspend tops the US$100-billion mark, it will also account for 44% of worldwide digital adspend around. The...

  • 6 customer care myths it’s time to leave behind

    Proper customer service is often left behind and is only handled when a “customer issue” arises. It is important to recognize that excellent customer service is a key element when building a brand and helps to make brands more eye-catching. It has become a constant challenge to integrate and align the marketing, brand and sales strategy; however marketing professionals and brand strategists must extend their strategic focus to customer service. What are the top six myths about customer service and delight? 1. Customer care and customer loyalty are “nice to haves.” After all, goes the logic, being nice...

  • Mobile marketing’s consumer success shows why it has massive B2B potential

    The success of mobile marketing with consumers makes this a potentially valuable asset in B2B communications. But there are some important rules that must be observed. When brands speak to customers, their main priority is to grab those customers’ attention, so they tend to drop the formalities. This is why business-to-consumer (B2C) marketing tends to be more playful in tone than business-to-business (B2B) marketing, where the need for decorum is given more weight. Mobile marketing exemplifies this unspoken rule. Texting has been adopted far more in B2C conversations than B2B, which may be because the mass adoption of the...

  • Facebook introduces three new native ad tools on its native ads format

    Facebook has announced a slew of improvements to its Native ad products, which form a crucial part of its Audience Network. “Today, more than half of developer revenue from Audience Network comes from native formats, and publishers are seeing 7x higher CPMs for native ads when compared to standard banners,” the company said. Audience Network by Facebook was launched a year ago, on 30 April 2014, and its function is to improve the relevance of adverts inside mobile apps by extending the reach of existing Facebook campaigns beyond Facebook and helping developers and publishers monetize their apps. Facebook says...