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Advertising & Marketing

  • How to be more creatively calculated in your marketing efforts

    I always thought that being a contrarian was a smart idea. Going against the norm, doing things in ways nobody else would. That is a hard task particularly in a very creative industry. In my opinion, the only way to be a contrarian in the marketing industry is to be very analytical, and as some may say, “boring”. It is the one thing people do not aim to do when they start their careers in the marketing world - to be more like an accountant or engineer. I have heard so many marketing managers complain about how they don’t...

  • M&C Saatchi snaps up Dalmatian Advertisng

    M&C Saatchi has on Tuesday announced that it had acquired Dalmatian Advertising, a small Cape Town-based agency. Formerly known as Domino Digital, the agency's clients include I&J, Falke, and MiWay and was reportedly acquired to operate "conflict business" alongside the UK-based company's existing South African presence M&C Saatchi Abel. For those not familiar with the industry, that means Dalmation Digital can take on clients who operate in competition with M&C Saatchi's current client base. The company was founded in 2011, by Clinton Bridgeford, Bruce Norris, Leon Potgieter, and Gabrielle Weinstein. The founding team has since been joined by another...

  • 4 weird Parlotones marketing mashups through the years

    Whether you like the band's music or not, you can't deny that South African rockers The Parlotones are marketing powerhouses, owing to its partnerships with a ton of brands over the years. Let's be frank though: some of these endorsements are just strange fits. So we picked a few standout cases. The Parlotones had their own range of wine I'm not a wine person, so I can't tell you whether The Parlotones-branded range is delicate on the palate or scalding to the throat. Anyway, the band teamed up with Hands on Wine and Woolworths for this interesting initiative. The first wine was a red, their second...

  • 5 social tools to help boost brand awareness and audience engagement

    Every brand wants to easily identify and reach their target audiences as quickly as possible. Audience engagement is detrimental to forming a meaningful connections with consumers and emerge as a successful brand. Here are five new social media tools that will help you, and your business, reach your targeted audience easily and effectively. Socedo Socedo helps users discover the best prospects on social media in real-time. The service uses real-time social behavior based on user personas in order to find out leads who are about to enter your buying cycle. This activity info is combined with profile data from sources like Twitter and...

  • Relevance, value, creative and the customer in digital marketing

    I love the industry I work in with a passion, but the truth is we know that the old game is over. Creativity is our heart and soul, but Don Draper is long dead and we know it. Recent growth has come through digital, although the role of the agency is not yet defined as the complexities of the medium continue to evolve at pace. A high profile Global CMO recently proclaimed that he doesn’t care about the complexities that agencies face they just need to fix it. I agree. But this is a wholly naïve demand to be shouting through...

  • 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,...