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Advertising & Marketing

  • Trust the tracking: 3 strategies for getting customer buy-in

    These days, customers are incredibly skeptical of how companies handle their personal information. A recent study found that 83% of consumers are aware of recent data breaches with major retailers. Since consumer awareness of hacking is so high, there’s a palpable fear that someone could use personal information to do harm. Even though the customer-tracking field uses anonymity measures to avoid personal information being shared, 69% of consumers are worried about getting unwanted, invasive product information. Most consumers don’t want software programs analyzing their demographics, social media postings, online search history, and emails to recommend products. In short, they don’t want...

  • Why Africa’s mobile games should become powerful marketing tools #MWA2015

    Even though the opportunities for them are quite vast and numerous, mobile game companies in most parts of Africa are still trying to crack the market with varying degrees of success. In a fireside chat at Mobile West Africa 2015 with Zubair Abubakar, the Nigerian game developer and co-founder of ChopUp admitted that no game company in Africa is at the same level of monetisation as their counterparts such as King's Candy Crush which makes more than US$1-million weekly from in-app sales alone. This is while the local industry continues to grow in terms of number of companies, games and...

  • Contagious 2015: 5 massive takeaways around why you should be ‘obsessing experience’

    A jam-packed room of brand managers, heads of development, insight folks and agency bods came to listen to Contagious 2015. Introduced by Contagious CEO, Paul Kemp-Robertson, the theme was “Obsessing Experience” or as Will Sansom, Contagious Insider, puts it “experience is overused in our industry, it is everything a brand does and stands for, it’s about the promise and making it come alive through the multiple touchpoints available”. Sansom explained a good point that is rarely mentioned, experience is an iterative process (or at least should be), it’s not deciding something once, it’s an ongoing focus...

  • 4 top tips for working with a virtual marketing department

    Virtual marketing departments are becoming more commonplace in many businesses today, as the practice saves time, money and produces better results when the work relationship is solid between the business and the virtual department. However, many businesses often simply leave everything in the hands of the virtual department, which subsequently results in less than favorable production, a waste of expenses and marketing efforts that don't produce a good ROI. To take full advantage of the benefits a virtual marketing department can provide your company, you must make sure to engage in ample communication and clear discussion about what exactly you...

  • 8 aspects of your brand social media can help you get right

    If you are already busy with social media marketing for your business, you might assume that you are "socially branded". There are quite a number of things you can do to improve your social media efforts, things that are most often neglected when it comes to building your profile on on the social web. Branding your profiles on the social web can be done to create lasting impressions on users, help grow your network, and make sure you stand out from the crowd. Find below a couple of tips to help you create an effective digital branding presence on the...

  • The curious evolution of brand storytelling [infographic]

    The way we (as brands) tell our stories to consumers has come a long way. Initially, before the days of technology and constant connectivity, our marketing strategies were focused around peer-to-peer communications. Telephones and small communities meant the most valuable way to advertise your product was to get others to talk about it. As the world evolved and technology became part of our day-to-day lives, brands were able to share their stories with more and more people. The idea of broadcasting your story became a popular one with brands, and marketing strategies gravitated towards one way communication. Brands focused on...

  • IAB SA launches tool to show what SA’s talking about online

    You'll often hear organisations claim to be "at the beating heart" of a country's digital industry. In the case of a new tool launched by IAB South Africa, that's a little more literal than you might expect. The member driven body, which oversees the online advertising and publishing space in South Africa has launched The Pulse, a 3D, heart-shaped manifestation of the main topics of interest South African web users on IAB SA publisher members’ digital platforms. It uses data gathered within the past seven days to show where the buzz is, and plugs into Twitter to analyse South...

  • Personalisation: not a technical tool, but a way to build closer relationships with people

    Watermark Consulting’s 2014 Customer Experience ROI Study confirms what marketers have always instinctively believed: providing a good customer experience makes sound business sense. Leaders in customer experience outperformed the Standard & Poor 500 Index by 26 percent, while laggards actually posted negative returns of -2.5 percent. Here’s the issue: Personalisation is one of the most important strategies that companies use to provide a great customer experience, and digitalisation provides new and powerful ways to personalise everything, so is it OK to just pull out all the digital stops and wow the customers? It may be counter-intuitive but the...

  • Your brand is more than a hashtag, treat it as such

    One of the most important things to get right in your social media monitoring strategy is to track the correct keywords in order to get a clear picture of social sentiment about your brand, product and services. This sounds as simple as tracking mentions of your company’s name or your products, but the truth is that your brand is more than a hashtag. It’s easy to miss vital customer insights by failing to track the right keywords, and even easier to become overwhelmed by useless information if you track too many terms and words. Thus, keyword segmentation for social media monitoring...

  • 5 reasons media partners are as important as ever in the era of content marketing

    With the rise of “owned” channels such as social media accounts and corporate websites, more and more brands are looking to distribute content directly to consumers as a major component of their marketing strategies. The thinking is that where publishers owned the audience in the era of mass media, digital channels allow brands to engage more deeply and meaningfully with their audiences. It’s a compelling idea and it’s one that many companies seize upon as a way of controlling customer data and driving down marketing costs. Yet the reality is that in today’s fragmented and cluttered landscape, publishers still have a great...

  • Watch that? Advertising on smartwatches to reach $70m by 2019

    Maybe you're one of the people who helped sell out the Apple Watch sell out in a matter of minutes. Or maybe you prefer or its Android equivalents. Then again, maybe you can't see the point of smartwatches at all. One thing that's hard to deny though is their immense advertising potential. According to new research by Juniper Research, smartwatches will reach US$68.6-million by 2019, up from an estimated US$1.5-million in 2015. The research company found that the two factors behind this growth will be high-profile brands like Apple entering the smartwatch arena and the consumer’s familiarity and acceptance...

  • This company compares its investment strategy to the Rumble in the Jungle

    In the pantheon of great sporting occasions Mohammed Ali's epic 1974 fight against George Foreman stands tall. Known as "The Rumble in the Jungle", the fight saw Ali appear to take a beating from Foreman for several rounds. Once he'd worn Foreman out however, Ali began to fight back and knocked him out in the eighth round. And if financial group Sanlam is to be believed, that's the approach we should all be taking to investment too. In its latest ad, the company goes back to Kinshasa in the DRC, where the fight took place. Recounting its biggest moments...

  • Struggling with time on social media? Create a schedule

    It really doesn't matter at all if you are a small business owner, medium sized or an big organization, find the right people, time, and money to carry out new innovative digital strategies is difficult. Most businesses are scared to try out new digital trends and technologies because they don't have the resources and time to manage it successfully. Did you know that if you had a clear digital marketing strategy that focuses on social media to humanize your brand can increase your sales and also obtain new customers? I bet you will most likely make the time then. A...

  • 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...