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All posts tagged "marketing"

  • Make your video campaigns pop with these Twitter-endorsed tricks

    As Twitter evolves from a social network reliant on short sentences to one that privileges video, content has never been more important for individuals and companies. Because the company's as curious as we are, senior director of Twitter's EMEA division Barry Collins took a closer look into the shift, and in particular, what type of video content works on the network. "New research has revealed what works best in newsfeeds and how effective brand video can be on Twitter, both for organic content and promoted," he writes, in a piece sent to Memeburn. While he naturally punted Twitter's video ads' effectiveness for...

  • Bell Pottinger ousted from PR body but South Africa isn’t happy just yet

    UK-based public relations and marketing agency Bell Pottinger has been expelled from an industry trade body after its business with the Gupta-owned Oakbay Capital was found to bring "PR and communications industry into disrepute". This comes after a complaint lodged by the Democratic Alliance in July prompted an investigation by the Public Relations and Communications Association (PRCA). The news also signals Bell Pottinger's removal from the PRCA for at least five years. PRCA announces expulsion of Bell Pottinger | Newsroom PRCA https://t.co/uuJsqyOJav — PRCA (@PRCA_UK) September 4, 2017 "Bell Pottinger has brought the PR and communications industry into disrepute with its actions, and...

  • Those ‘fickle, unreliable, killer’ millennials are actually your customers

    As businesses struggle with a number of challenges from a faltering economy to rising costs, analysts scan what’s happening in the market for reasons behind these challenges. Too often, millennials are labelled the number one suspects behind market shifts, shifts that can cause companies to lose ground or go under altogether. They’re called “fickle” or “unreliable”; in actual fact, though, despite their spending patterns shifting, they remain your customers. It’s what, and more importantly how, you’re presenting what you have to them that’s important to consider. Walkman, iPod and streaming Sony created the Walkman with an ingenious combination of technology and marketing...

  • How to give your customers a true omnichannel experience

    Two years ago I wrote an article, “Why South African brands really should adopt an omni-channel model” where I outlined that while omnichannel is a frequently used term, very few South African brands truly understood how to execute on a true omnichannel strategy. My findings then were that many brands, while thinking they were on the omnichannel path, were actually executing fragmented multi-channel experiences that often left the consumer with a disconnected experience. Fast forward two years and unfortunately there still seems to be confusion about what omnichannel really means. With so many buzzwords being thrown around, omnichannel amongst them, it seems...

  • How location data can send your campaign in the right direction

    From the largest biodiversity database in the world that maps over 1.7-million species in participating countries, to the company that promises to deliver your parcel to exactly where you are in real time, geo-location technologies are already being put through their paces in South Africa. In particular, a host of industries -- although definitely not any wildlife -- stand to benefit from the location data created by connected devices. Its range of applications include everything from hyper-convenient parcel delivery services to helping marketers reach on-the-go consumers in the era of mobile. Here’s how. Mapping your audiences Location data is one of many important...

  • Personalised marketing: Minority Report might not be so farfetched after all

    Steven Spielberg’s 2002 science-fiction film Minority Report imagines a world in 2054 where every aspect of life is monitored by personalised digital information, including shopping fueled by personalised marketing. The movie’s protagonist, played by Tom Cruise, walks into a mall and is immediately engaged by screens and audio offering him clothing in his size and tailored to his established fashion preferences. Though movies aren’t a reliable source of future trends, integrated real-world and digital experiences are becoming increasingly possible. With the development of devices that can send personalised information, and constantly improving data collection that lets companies aim their product messages accurately, the...

  • Cape Town brands look to profit off hashtags #CapeStorm and #KnysnaFire

    With every tragedy comes an outpouring of love and support from social media. Thoughts, prayers and tangible help are all offered to those in need. But with the good comes the bad too, and businesses and social media opportunists often look to cash in on destruction with profit and likes. These users take a hashtag, which others can view for information on events or for calls to action, and use it for their own personal gain, disregarding lives lost or homes destroyed. Take, for instance, this Instagram post using the topical #CapeStorm. Happy Thursday!!! Hope you have a good one and that...

  • Uk’shona Kwelanga review: if only it weren’t an ad

    With the rise of digital media comes a host of interesting ways for storytellers to express themselves. We've seen the likes of movies told exclusively on Snapchat, and television shows enriched by the fictional social media lives of their characters. And now we've seen a WhatsApp drama. Uk'shona Kwelanga (or Death of Langa) is an innovative ad campaign by Sanlam about a family dealing with the loss of its patriarch. Told entirely as if the viewer is part of the family's group chat, Uk'shona places you front and center for the drama that a family death inevitably brings. Unfortunately, what is an intriguing and exciting concept...

  • McDonald’s ‘Dad’ ad trends on YouTube again after global backlash

    When Pepsi suggested that its product could solve the world's problems with the help of Kendall Jenner, you might've thought it would be the most ridiculed brand of the year. But nope. McDonald's just joined that competition. The global fast food company this week pulled an advertisement it first aired on 12 May, featuring a boy and his mother chatting about the former's dead father. Although the ad is well filmed, adequately paced and genuinely touching, McDonald's too makes the mistake Pepsi made, suggesting that a Happy Meal (or in this case, a filet-o-fish) can help you forget about dead loved...

  • ‘Disaster’ Fyre Festival likened to ‘that alien movie in South Africa’ on social media

    If you pay US$12 000 for a ticket to a music festival, you'd probably expect... well, a music festival, right? That's not what attendees to Ja Rule's Fyre Festival experienced this weekend. The new luxury music extravaganza, which was supposed to kick off in the Bahamas this weekend, was met with a cascading comedy of errors. According to reports by attendees on Twitter and Instagram, festival goers arrived in the island country to find a "a disaster tent city". "So Fyre Fest is a complete disaster. Mass chaos. No organization. No one knows where to go," tweets William N. Finley, who's documenting...

  • Burger King’s ‘Connected Whopper’ ad is genius, but Google doesn’t agree

    Burger King just couldn't let Pepsi and United steal all the attention this week, could it? The fast food chain published an advertisement this week, touting the "fresh ingredients" included in its Whopper burger. Sounds fair right? Sure. But as the employee notes in the ad itself, 15 seconds is hardly enough time to sell a product. Burger King solved this by using seven sneaky but utterly brilliant words: "Okay Google, what is the Whopper burger?" This short line activated any Google Home devices within earshot of the ad, and read aloud the Wikipedia page for the burger. Some people labeled the ad intrusive...

  • Artificial intelligence: how is AI changing marketing?

    2017 is set to be the year of artificial intelligence (AI). With companies such as Amazon Web Services offering AI on tap -- including image recognition and natural language understanding -- an increasing number of machine learning powered services will be finding their way to the consumer. Those involved in marketing and retail might have already seen offerings filter through, with the following pointing the way the AI winds are blowing. Elementary, my dear In the world of AI, Watson is one of the best-known names out there. Built by IBM, this computer system is able to learn from massive amounts of...

  • South Africa, you can now Shazam this fragrance using Bluetooth technology

    You can Shazam a song, sure, but what about a fragrance? The music recognition service has now partnered with fragrance brand Azzaro to let users do just that -- let fragrance-shoppers Shazam a scent. From tomorrow, South Africans will be able to use the service to detect Azzaro Wanted's scent using Bluetooth beacon technology. The press release claims that spraying the fragrance, and tapping the Shazam button will allow "their phone will automatically identity the fragrance and offer them a unique page of Azzaro ‘Wanted’ content". Unfortunately, the app doesn't detect the fragrance itself, but rather the Bluetooth beacon. Nevertheless, the spritz...

  • Facebook’s ad tracking system now updates in milliseconds

    Facebook announced Friday that it would be providing marketers with in-depth analysis on the ads they pay for. Over the course of the year, the company intends to detail to buyers the milliseconds an ad is on screen -- that is the milliseconds 50% of an ad was on screen, and the milliseconds 100% of an ad was on screen. The company also intends to offer buyers more choice in how they pay for ads. The three new options are completed-view buying, two-second buying and sound-on buying. Completed-view will allow advertisers to pay for video ads that have been viewed in...

  • Real-time interaction management: how can it benefit you?

    The ability to interact with consumers in real time was once the stuff of science fiction. Having the capability to see what customers are doing on a site or in an app at any given moment, or having a timestamp on when an email was opened (or deleted), is fairly technical but fascinating stuff. The technology to reach out and actually connect in real-time with consumers offers an even greater opportunity above and beyond delayed analytics for effective sales. This real-time interaction has the power to make a sale where one may have been abandoned in the past. So what is...