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Advertising & Marketing

  • 5 ways to create a seamless digital marketing experience

    When it comes to digital marketing, user experience is everything. Today’s consumers are quick to judge your digital presence, and if your online experience is outdated or clumsy, they won’t hesitate to take their business elsewhere. I recently experienced this firsthand. While booking a flight, I visited the website of one of the world’s largest airlines, but the page wouldn’t load. Frustrated, I purchased tickets from another company. A few weeks later, a visiting relative was flying on the same airline. But pulling up her flight status was a nightmare. It took five attempts to load the information on my...

  • Digital may be obsessed with numbers, but advertising’s still a people game

    An advertising sales rep trying to convince you to purchase premium space always leads with their traffic. Of course they should, but their traffic shouldn’t be presented as a figure. Advertising in 2015 is not a numbers’ game. Many companies are happy to pay to assemble an audience – the bigger, the better – and then to broadcast a message at them. In theory, you have a better chance of being spotted using this approach, but you choosing visibility over connectivity. You might be getting clicks, but are you making sales? Mobile technology has changed our world. Communication has moved into...

  • In the battle between social media and email, there’s only one clear winner

    The word “distraction” comes up all too often within the context of social media, and Bryan Adams said it himself -”Social Media is a giant distraction to the ultimate aim, which is honing your craft.” Whilst most companies today have invested large sums into social media efforts, many other businesses have watched the social media revolution like a bushman watches civilisation…with one eyebrow raised and a sense of bemused scepticism. A reality that we need to accept is that the social media era is huge, and various big players have a vested interest to ensure its continued expansion. But for how...

  • 4 ways to ensure your CRM system is a help rather than a hindrance

    Are you doing everything in your power to ensure that you use your Customer Relationship Management (CRM) system properly to ensure your customers have a positive experience and leave happy? There are hundreds of companies out there today that have spent literally millions on high-tech Customer Relationship Management (CRM) systems – and never used them to its full potential. It always surprises me to hear that so few businesses and SME’s implement strategies to make their customers feel good. Money spent on CRM is wasted unless your company can effectively use the systems properly to ensure that your customers...

  • 5 things you need to know about converting fans and followers into sales

    Your "followers" and "fans" on the social web consists of your blog readers, Google+ followers, LinkedIn connections, Facebook fans, Twitter followers, and even your Pinterest followers. For business growth, it is important to make your digital footprint trustworthy. An over advertised profile on the social web is really not what your audience prefers, because social media is transparent and it is a two-way communication medium. Social networking is about connecting with your target audience and to maintain your current customers. Most of the social media channels such as the ones mentioned above can be used to provide your audience with...

  • 5 April Fools’ pranks that would’ve made weird SA that much more interesting

    With additional reporting by Lethabo Mokgatle If the world -- like a broken record -- got stuck on 1 April 2015, there would have been too much weird and wonderful to go round for everyone to enjoy. Shoprite got smart GPS shopping trollies Shoprite announced a shopping trolley with GPS that would direct consumers fast and effectively, also alerting them to discounted products and promotions while in store. While retailers have been trying to adapt to the rise of online shopping across South Africa by adopting omni-channel strategies and the like, Shoprite is sticking to what it knows best: trollies. The trolley pairs with...

  • Targeting customers in emerging markets? Why you need to work harder to earn their attention

    There’s a statistic doing the rounds that, thanks to the internet, humans now have shorter attention spans than goldfish. I’m not sure how accurate this is, but it certainly makes sense. We have all become great multi-taskers, but that can make giving one task your full attention difficult. When last did you read the billboards along the road when driving? How often do you sit through ads on TV? Do you actually look at the adverts in magazines? 

Marketers and advertisers exist to capture attention. Our jobs are all about getting a message across to people who don’t really...

  • The digital experience needs to be about the customer

    It’s a dog eat dog world in the business sector as organisations scramble to find differentiators that enable them stand out from the competition. Disruptive technologies are changing how we do business, yet it isn’t the technology vendors nor software stacks that are providing the cutting edge. It’s the next step in the evolution of customer experience: the digital experience. According to a report compiled by the Economist Intelligence Unit, the impact of digitisation is so powerful that it has replaced regulation as the top concern for retail banks. A separate study by Accenture and Oxford Economics has also revealed...

  • The cre-haters: the 5 languages of marketing love

    Gary Chapman penned the Five Love Languages in 1995. It speaks to the different needs that individuals require in a relationship, such as physical touch, acts of service, gifts, quality time, and words of affirmation. These emotional connections are not only specific to the relationship between partners on a 50 Shades level, but also apt when it comes to the way in which brands should engage with their target market and existing consumers. Physical Touch Each day, consumers are bombarded by more advertising than they were the previous day. More than 100 hours of video content are uploaded to YouTube, alone, every...

  • SA retailers need to get to grips with location-based messaging

    The retail industry is faced with the challenges of maintaining market share and profits and while international companies are fast to adopt and exploit new marketing opportunities provided by location-based technologies, local companies have been slow to adopt and maximize the full potential of these mobile technologies. Reasons for the lack of uptake are often due to the infancy of their overall mobile strategies or because retailers quite simply do not know how to harness location based messaging to support their businesses. Many also have the misconception that implementing these advanced tools will prove highly complex, time consuming and...

  • Social media marketing: it’s about more than nice-looking profiles

    The web is the primary tool in market globalisation. Borders and distance are no longer a hindrance in getting people to buy and sell services or products. Social media marketing is becoming a top priority for many website developers and this is encouraged by the huge success of the popular social media channels. Various social media channels have millions of users around the globe and this makes these channels the perfect target for digital marketing. These channels are more than just a meeting spot where people can make friends. Marketers are using the potential of these channels in various...

  • Who should tell your brand’s story?

    The one thing I love most about working in digital is that I always feel like we’re moving forward at a rapid rate. We work in an industry where innovation has become the norm. What our clients buy into this month we can often improve on three months down the line because we’ve learnt something new ourselves. Good digital marketers understand the landscape. Great digital marketers challenge it. Marketers spent decades trying to understand consumers and more importantly how they react to advertising. Although the digital revolution has flipped everything we know on its head, there is one constant...

  • Real success in social media comes when brands must look at things from the customer’s perspective

    Over the past decade, the consumer landscape has shifted as customers have become more empowered to find and share information about the brands they interact with every day. Where brands once had a great deal of control over the information they shared and how they interacted with consumers, social media has now tilted the balance of power to the customer. Now, consumers have the ability to share their opinions about their experiences with brands and make their interactions with companies, products and services transparent to their friends, colleagues and family. A one-way broadcast has become a two-way dialogue that's guided...

  • Throwing shade on the timeline: 4 golden rules of personal brand strategy

    It’s a jungle out there, and there’s nowhere to hide. You’re going to have good days and bad days, and when everyone from your office frenemies to cabinet members is a tweet away, the chances of being drawn into brand-damaging conflict are high. Here are some of the golden rules I like to apply to my own life as well as client strategies. I sometimes break them, 1. Own your dirt The dustbin of history is overflowing with the careers of people who lied and got found out. If there’s dirt on you, or something that can be perceived as...

  • Google wants to make TV ads behave like they’re on the internet

    This is interesting. Google is trialing technology on its Fiber network that would allow TV ads to behave more like the ones you see online. In an announcement made on a Google forum group, the Fiber team said that in the next few weeks, it'll begin showing ads that will be digitally delivered in real time and can be matched based on geography, the type of program being shown (eg, sports or news), or viewing history. The trial will see ads shown during existing ad breaks, along with national ads, on live TV and DVR-recorded programs. The first...