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All posts tagged "marketing"

  • Email marketing is still relevant, ignore it at your peril

    Email has found itself in a precarious situation. While it’s still everywhere -- and not going anywhere -- its users have no shortage of legitimate complaints. Chief among them: email marketing -- which fills inboxes all day, every day -- is basically synonymous with spam. It’s not targeted and not helpful. It’s insincere, and attempts at personalization are trite. It’s difficult to read on mobile devices. Because of its comparatively long career in the marketing world, it gets dumped into the “boring, but necessary, I guess” category. While this may sound like bad news to email marketers, there’s no better time...

  • 4 viral marketing lessons from the Pokemon Go craze

    If by now you don’t know what Pokemon Go is, you are truly out of touch with digital reality. Pokemon Go has taken the world by storm. In less than a month it has more daily users than Twitter, longer daily time usage than Facebook and more people flicking their fingers through phone screen than Tinder. The game is undoubtedly the most popular mobile phone activity at the moment. But how did Niantic, Nintendo and the Pokemon Company do it? What can we learn about going viral from Pokemon Go? I have discovered four things that have been key to Pokemon...

  • Musical marketing: brands should fine tune campaigns using music

    F and F-sharp -- two simple bass notes that define the classic thriller Jaws. That score still effectively strikes a chord of suspense and fear in many fans. And can you imagine the crawling text that opens each episode of Star Wars without its epic soundtrack? Music is a powerful force for evoking endless varieties of emotions and connecting people around the world. Music is so influential, in fact, that people in an A/B test environment spent 433% more time using products when they were accompanied by music, according to a recent study. Beyond movies, we draw automatic and intense connections...

  • 5 debunked myths about selling and marketing on social media

    When marketers think about social media, they mostly regard it as a top-of-the-funnel tool. Specifically, it’s an avenue for communication that’s best used to identify and filter unqualified leads. This is not an unreasonable characterization; social media is a great tool for starting off the conversion funnel. But who’s to say it can’t also be employed as a bottom-of-the-funnel sales tool as well? Social media marketing myths, debunked Many marketing professionals haven’t yet recognized what an effective sales tool social media can be. Part of the reason this is not more generally known is that, everywhere you look, people repeat common myths...

  • A brief introduction to content marketing in South Africa

    A couple of decades ago, marketers had undivided attention. With not much more than three or four marketing channels to choose from, brands could secure blocks of time in front of their customers. TV wasn’t malleable  -- if anything commercial breaks were an opportunity to grab a snack  --  and radio was the only platform that we could find out about the latest band or artist. The advent of the internet has ensured, even in developing markets, the growth of available entertainment and information resources, marketing channels and, in turn, noise. Marketers have become increasingly good at interrupting consumers  --...

  • 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...

  • 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...

  • Need proof that content marketing is the future? Here it is

    There is currently a heated debate going on between business owners across the globe: SEO vs. content marketing – which will do more for your brand? The truth is that this argument is completely null and void. Why? Because the only way in which to really maximise one’s digital marketing results is to incorporate aspects of both disciplines into one’s marketing strategy. As Google has proven over the last couple of years, SEO and content marketing belong together, and should not exist as separate entities. They have an interdependent relationship and cannot provide businesses with much success when actioned in isolation...

  • Here’s how to monitor your influence with your social media campaign

    It is really common knowledge these days that your business needs a solid social media presence as part of your digital marketing strategy. Not only because your competitors are active on the social web but that your audience expects it. Social media isn't new, yet many are still getting the basics wrong. Only having profiles on the top social media channels doesn't mean you have a strategy in place. It means you don't know how to take advantage of this medium to help you reach your business goals and supplement your current marketing campaign. The name of "social media" says it all. It's a...

  • 12 steps to assist you in your business-to-business online marketing efforts

    If you're considering the use of business-to-business digital marketing to assist your pursuit of marketing and business goals, it's suggested to have a decent plan in place to maximise return on your digital marketing expenditure. Here are twelve steps to think about before commencing with the implementation of your B2B digital marketing program. 1. Listen first Employ the use of tools to monitor conversations regarding your company, industry and competitors. This is the primary and most vital step in building a solid digital marketing strategy. Focus on the following areas: How many mentions of your company or brand and sentiment of the...

  • Experiential design: Helping brands stand out from the clutter

    We live in an era of mass personalisation. Go to Nike, you can choose the colour of your shoes. At Mini, you can mix and match practically every part of your car. You can even get personalised smartphone covers. Times have changed for retailers because consumers now expect a lot more than a homogenised shopping experience. They want to be drawn into your business and exposed to something new and surprising. They want to feel a connection with your brand and your story, and when they do you will reap the reward of brand referrals – both online and in...

  • The biggest mistakes you are making with online advertising (and how they’re costing your business)

    Digital has become such a pervasive layer in our lives, it’s hard to extract ourselves from it – much harder than television advertising (thanks to PVRs!), radio (you can change the channel with a flick of your thumb on the steering wheel) and hard-copy flyers (that more often than not go straight to the bottom of the budgie cage). Most brands know that they need to be online – return on investment is more measurable, and there is immediacy because the audience can be steered straight to action, whether you are looking for likes, competition entries or an email address....

  • It’s Loeries time again: here are some predictions on who could take home the bird

    So it's time to honour some of South Africa's best creatives and campaigns again. Yup, it's Loeries time again. The good folks at ‘i did that ad’.com, a resource for agency creatives to find the right talent, gathered up some industry folks and asked them who they think will win. So into their crystal ball they gazed and came up with some pretty interesting thoughts on who will take home the bird, or, several birds. We picked out some of the top-rated digital and tech-based campaigns, lauding gadgets or companies with their fingers in the tech pie, all for you...