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Advertising & Marketing

  • 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...

  • Why are online companies still struggling to understand the SA consumer?

    Leading South African online experts have their sights set on the convergence of customer-centricity, agility and data. These concepts have been around for a long time, but today they are different. This is enabled by the connected, platform economy where companies can finally unlock deep personalisation and, let’s not forget profits. Woolworths’ Head of Online, Nikki Cockcroft and Accenture’s MD of Technology and Digital, Lee Naik, both believe we are not there yet, but are not far off. Each suggests that our approach needs to change before we can lay claim to the 360-degree customer. Addressing the Digital Economy Summit, Naik...

  • SA comedian, banking giant ask you to #RespectYourMamma

    Barring the odd exception, it's probably pretty fair to say that we all love our moms. How is it then that "your mamma" jokes are still a thing? Wouldn't it be better if we, say, flipped them around and showed a little respect? That's the question asked by a new Mother's Day campaign from South African banking giant Absa. Rather than getting South Africans to tell "your mamma" jokes, the bank has challenged the South African Twittersphere to flip them on their head and say something nice about their mothers. The people who tweet the best "mompliment", as the...

  • You need to focus your marketing efforts on search intent: here’s why

    Search intent is one of the most important aspects of search engine optimisation (SEO). Do you know what it means? For the most straightforward answer on this, have a look at the blog post Moz published in 2007 "Segmenting search intent". Basically all that it means is that every search can be categorised in either navigational queries with the intent of visiting a specific website, informational queries that focus only on information, commercial investigation queries which is only for research, and transactional queries that focuses on the intent on taking an action. Google isn't big, it’s massive. And to take...

  • Stitch Video: unlocking Africa’s growing video ad industry

    Having been responsible for launching one of the first video ad exchanges, Adapt.tv, which was then later acquired by AOL for over US$400-million, Chris Smith has a strong background in video products and solutions. Today, with South African-born Henk Van Niekerk from AOL and serial entrepreneur Vinny Lingham on board as advisors, the startup founder is looking to Africa's growing video market as the next big thing. Ventureburn sat down with Smith from Stitch Video to talk about how an American came to set up a startup at the very tip of Africa.

  • Facebook drives video ad strategy by targeting desktop users with games

    As you might know, video on Facebook is massive. With over four billion native videos on the platform every day, the company says that people are uploading, sharing and discovering videos on Facebook more than ever. To boost this number even further and show how effective video advertising can be, Facebook has announced that it will soon be rolling out video ads for desktop. It will do so by focusing on game developers first. About 445-million people who play Facebook-connected games across desktop and mobile every month. For users, this means that video ads of games like Farm Heroes and...

  • Predictive analytics could change online marketing for good

    Back in 2013, Martin Zwilling announced that predictive analytics was a goldmine for startups, referring to a wide variety of applications such technologies may have. Indeed, as big data gets bigger and as processing technologies advance, the potential of using predictive analytics in different industries keeps growing. Correspondingly, the market expands too and, as suggested in a report by MarketsandMarkets, is estimated to grow at 25.2% CAGR to reach US$5.24-billion in 2018. This digit only implies that the pace at which the number of companies competing to offer this form of data intelligence grows, with Framed Data being one...

  • Setting goals on social media is absolutely imperative

    Unbelievable as it may seem, you'll still find many stating that social media marketing is a waste of time, money, effort, and how much it sucks. These are the people who started their campaign on the wrong foot and most likely don't have a clearly laid out social media marketing strategy that aligns their business goals with their social media goals. These people should stop wasting time and learn how they can actually create a social media strategy that will work for them and that will yield an increase in their ROI. Social media is a powerful instrument on communication...