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All posts tagged "marketing"

  • 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...

  • 5 road rules for ethical content marketing

    Imagine the busiest urban streets and intersections sans road rules or traffic signals. It would be chaos, and the risks would far outweigh the reward of getting from A to B. Just as rules keep drivers organised (and sane), codes of conduct apply to publishers and advertisers on the crowded ‘highways’ of content marketing. While the government imposes and enforces driving laws and regulations, content marketing rules are codified in a different manner. Ethics, or community standards, (not laws), are relied upon to keep content marketing, and subsets such as native advertising, in check. These five road rules will help keep...

  • Facebook ads: pay up or get lost in the noise

    If entertaining an increasingly attention-divided online audience wasn’t already difficult enough, Facebook has made a strategic move that forces brands to invest in advertising. Brands, it’s time to pay up or get lost in the digital noise. Social media marketers and Facebook users alike will be frustrated to learn that Facebook’s latest algorithmic changes will not weed out spam or non-engaging content based on individual needs. Instead, it filters out brand pages that haven’t paid for organic reach. That’s right, no matter how sparkling and relevant your brand’s posts are, fans will not get the chance to like (or...

  • For the good of the industry: why social media types should stop bickering and pull together

    I want you to pay attention. What I am going to say, I am going to say deliberately. This build up is important, so hold on because I need you to listen. We need to stick together tighter than ever, digitally. I have been included in a group that was created specifically for social media community managers. This community is full of the old guard of people you would expect -- people who have run brands for some time and have been around for as long as the hashtag has... so not that long. This group was created as...

  • Decision makers still sceptical about social? Here’s how to sell it to them

    I often hear questions from business executives on why they should use and integrate social media marketing for their business. Traditional marketing methods such as radio, television, print, and newspaper advertisements are busy losing momentum by giving smaller returns on investment even though it is still popular for brand awareness campaigns. In today’s hectic digital lifestyle where most of our busy work schedule depends on the web, it’s time for a new way of thinking and strategy to utilize the web for digital marketing purposes. You must have heard this before, but with a social media marketing strategy it is...

  • 5469 ways to improve whatever: screw lists, it’s time we grew up and helped

    Is anyone else sick and tired of headlines like these?: “5 Ways to Improve your Social Media Strategy” “10 Hot Tips to be a better Marketer” “3 Surefire Ways to Build a Better Content Plan” Haven’t we moved on from here? Haven’t we already saturated the publication space with enough hullabaloo and who sets these numbers anyway? I for one am tired of the unoriginality, or maybe I just never got into self-help books. The problem with the social media and digital environment is that the people who are making things happen are too busy to write, or maybe they’ve just become unwilling to...