A Nielsen study, SA Shopper Trends 2015/2016, reveals that shoppers exhibit promotion seeking behaviour, actively searching for special offers at grocery retailers. Many admit to searching for promotions while shopping; others regularly switch brands because of promotions.
In the aftermath of the dramatic decision by the British people to leave the European Union, many are seeking to understand just how the polls and pundits could have got it so wrong.
Brands need to be aware of new technologies that allow for consistent consumer engagement, says Grey Africa shopper marketing expert Talita Myburg
The ad industry is talking about whether Y&R can switch from selling baked beans to fashion, writes Jeremy Maggs
There’s growth ahead for online grocery shopping, which creates opportunities for brands. But they need the right strategies in place to protect and grow their market share.
An investment in a competent search engine optimisation (SEO) strategy can boost visibility and sales for companies. Yet as few as 21% of organisations include SEO in their budget, according to research conducted on 300 senior marketing decision makers in the UK. The research is surprising as it is widely recognised that appearing prominently in Google’s organic listing is a surefire way to build a brand, generate leads and make sales.
With the right tools, marketers can make the most of the relationships they build with brand ambassadors, tracking and optimising influencer activity to inform smarter business decisions.
To pinpoint value opportunities, companies need to understand the forces at play at a local level
WPP says procurement and finance remain the dominant functions, for understandable reasons, with marketing taking a back seat
Being able to deliver a campaign that combines brand values with social good is by no means simple – but this was the intention of Ogilvy & Mather Cape Town with its Volkswagen Amarok “Social Test Drive” campaign, which has been receiving positive responses from consumers and dealerships.
Nike remains the coolest brand, according to South Africa’s youth. The results of the 12th annual Sunday Times Generation Next survey – the leading youth brand preference and consumer behaviour research – were announced at an awards ceremony in Johannesburg last week. Nike walked away with a slew of awards, including coolest clothing brand, coolest shoe/footwear brand and coolest brand slogan: “Just do it”.
The common theme running through all this year’s presentations and discussions at the annual Sunday Times Generation Next conference was that marketers and advertisers need to learn to speak the language of Generation Z in order to win their buy-in.
Technology tops brand rankings; mobile access is a key trend
What’s a flight without the obligatory airline magazine tucked into the back of the seat in front of you? Of course, for many it’s merely a way to pass the time between take-off and the firing up of laptops. However, a quality airline magazine should hold your attention a little longer than that. Successful airline publications know their readers and what their interests are, catering for them by providing content that is not only informative, but presented in an attractive and engaging manner.
“Traditional” shopping is being displaced as technology becomes a bigger part of the experience. Consumers are more aware of the choices open to them and shopping has become more convenient, as well more visual and appealing.
In the last few years “augmented reality” (AR) has started finding its way out of the dark corners previously reserved for niche technologies used by gamers and geeks and into the mainstream, where it has the potential to become a formidable marketing tool.
The Sunday Times Generation Next Awards take place this Friday (June 10) at the Sandton Convention Centre. It’s an annual event at which South Africa’s coolest brands – as determined by eight- to 22-year-olds – will be announced.
How Four Cousins disproved the idea that wine is for the rich and became a mass-market leader
While partnering with black-owned businesses or agencies is increasingly becoming a prerequisite for all manner of activities and ventures, finding suitable partners is no easy task, resulting in many missed opportunities for SA agencies and marketers. In a bid to combat this challenge, the Independent Agency Search & Selection Company (IAS) conducted extensive research and created an “A-list” database that provides industry players with access to over 50 black- and black female-owned agencies in 13 key sectors of the marketing communications industry. The database features suppliers, businesses and agencies.
Google has published its first case study for the South African banking industry, based on a successful online marketing and search strategy developed by Flume Digital Marketing for its client Nedbank Insurance.
In the digital era, marketers and brand custodians have found that their jobs and activities have evolved. While this has opened a new world of opportunities, it’s also posing challenges which need to be managed to ensure that consumers enjoy a consistently engaging experience with their brands.
New BEE code prioritises black ownership and widens pool of human resources in advertising
Outsourcing has been identified as a potentially lucrative way for South Africa’s specialist businesses to weather the economic storm and take advantage of opportunities. Glenn Gillis, MD of digital animation and augmented reality agency Sea Monster, says these prospects extend to outsourcing creativity too.
Video content is becoming an increasingly attractive option for brands wanting to connect with consumers. Pasta brand Barilla is the latest to use it. As part of its drive to target millennials, the brand has partnered with social influencer Hannah Hart to create a video series called While the Water Boils. Hart is the creator of My Drunken Kitchen, a YouTube series which features her cooking while drinking alcoholic beverages. My Drunken Kitchen, which launched five years ago on YouTube and is watched primarily by millennials, currently boasts more than 2.4m viewers.
Recent research conducted by Marketing Week shows that customer experience, data and brand strategy have all gained in importance, while advertising has become less of a day-to-day priority for marketers.
South Africa’s mass market and the growing black middle class offer numerous opportunities for marketers. Building meaningful connections through insights is an important part of being able to cater to the needs of this segment of consumers – and connections are key to building loyalty, agree Monkey Concepts Advertising founders Thato Tshabalala and Thando Makhathini, regardless of colour or which economic bracket consumers fall into. Township-born Monkey Concepts Advertising has recently partnered with Joe Public as part of its youth development programme.
Advertising’s creative directors rank agencies by how they do in the industry’s top award festivals
Marketers who want to build brands in Africa need to know how young Africans think, says Robyn de Villiers, CEO and chair of Burson-Marsteller Africa. “Empowered by a new, technology-enabled world order and the loosening of previously restrictive social hierarchies, young, cosmopolitan Africans are taking a bold approach to creating their own futures,” she says. “While the traditional narrative of hardship and struggle still contains some elements of truth, African youth are renouncing these stereotypes and bringing their A-Generation game – providing brands with opportunities for more creative and daring ways of engagement.”
Top ad man reflects on highs, lows and outlook for the industry as he hands over the CEO’s reins
When it comes to planning and bringing to life in-store and out-of-home brand activations, particularly for FMCG brands, consumer insights are the main determinant of success.