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All posts tagged "marketing"

  • 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...

  • 7 red flags that should tell you it’s time to change agencies

    Marketing agencies have been having a tough time of late. Specifically the traditional agencies who are having to get to grips with new business models and new ways of delivering value to their clients. Digital marketing is arguably the biggest ongoing disruption to the marketing industry since the advent of; well; since the advent of something else that was particularly disrupting. If your marketing agency ever utters any of the following seven things; it might be time to drop it for one which is riding the digital disruption wave better than Filipe Toledo (arb surfing reference). 'We don’t use inbound marketing;...

  • What Twitter analytics means for the murky world of social media influence

    In the first 30 minutes of waking up, among wrestling the last grips of the sandman, most people reach for their mobile devices and check Twitter. We want to see what happened while we were sleeping and we want to know who responded to our last tweets. Aside from the counts of retweets, the occasional favourites and perhaps the number of replies a tweet gets, it's hard to figure out how well your Twitter account is performing. But do you really care how your tweet is doing? If you are anything like anyone that works at Burn Media HQ, you...

  • 3 powerful social media lessons you can learn from Adidas and Birchbox

    What do Birchbox and Adidas have in common? One is a rugged sports icon, and the other is a wildly successful “stuff in a box” beauty subscription service, but both companies have impressive histories. Birchbox raised US$72-million in funding in just four years and grew its subscriber base to more than 400 000, while Adidas has pulled in an excess of €10-billion for the past four years straight. But that isn’t all. These brands boast impressive social media followings, and it’s not because they’re incredibly active (though they are); it’s that they understand the power of becoming ingrained in their audience’s...

  • Can the paid, owned and earned media model really be adapted for content marketing?

    The paid, earned and owned (PEO) media model has proven to be a fairly adaptable one. It allows people to identify the nature of the different communications tools at their disposal and conceptualise the best combination of them for achieving results. The model suggests for example, that the easily controlled product page on a website (owned) can be brought to a larger audience through the use of targeted advertising (paid) or coverage by a respected publication (earned). The model highlights and compares the strengths and weaknesses of each category. When applied to branded content, PEO highlights the blurring lines...

  • This clever parody mocks every slick-but-meaningless brand video ever

    Ever sit through an ad break, then reach the end and wonder exactly what the brand was trying to say? You're not alone. In between shots of viral goodness and touchy feely clips, you're likely to spot an ad which uses abstract terms, a mix of attractive people, some artistic representations of research and some nice stop motion night shots, complete with trailing headlamp lines. It's a generic way to represent ideas and craft an image of a progressive, inspiring business -- so generic in fact that you could make the whole ad out of stock video clips. We...