Henri Bam, Chief Product Officer at revX, says there is a moment in almost every campaign debrief where the numbers look good and the room still feels flat. Impressions were up. Clicks were strong. Cost per lead came in under target. And yet, somewhere between the dashboard and the sales floor, the optimism quietly evaporates. […]
Decades ago, when marketing first emerged as a coined phenomenon and went on to become a major profession, the aim of the discipline was to understand consumers deeply, and use this understanding to apply effective principles and practices to create compelling messages. The model was straightforward: marketers give, consumers take. However, this simplicity couldn’t – and didn’t – endure forever. Today, [...]
According to Valiant, formerly known as BrandTruth, now more than ever, brands need to be brave, nimble and defiant in digital. Modern marketing professionals need to flip their thinking upside down – and think digital first. As events all but disappeared, media consumption patterns flew out the window and Out-of Home advertising became redundant, but […]
Quinton Luck, Managing Director at Arc South Africa, says that adopting a data strategy is like adopting a dog. With a few years into the game of developing and implementing data strategies, it is pretty clear to me that many potential clients seem to suffer from a ‘fear of commitment’ and ‘fear of the unknown’. […]
Claire Herman, Media Operations Manager at The MediaShop, stated that one good thing that came out of lockdown was her introduction to online shopping. She is not unique – according to a recent IOL article, statistics from Mobicred, South Africa’s largest digital credit facility, show some interesting trends pre and post-lockdown. These include: Monthly online transactions […]
According to Karena Crerar, Advisory Lead at Edelman Africa, before the pandemic brands were able to plan and prepare for potential crises based on known risks. However, things are no longer predictable. We do not yet know the nature of the challenges that await but we can be certain their effects will be felt for […]
Co-founder and Executive Creative Director of G&G Digital, Desirée Gullan, says one key learning is that the internet is the only place not locked down in a global lockdown. This has inspired communications agencies to create digital work which showed care, love and empathy. Research shows an increased reliance on digital mediums for many aspects of […]