With the introduction of increasingly immersive platforms such as virtual reality and tools like programmatic buying and gamification, the media landscape is becoming an ever more complex space for brands and marketers to navigate. But, by the same token, it also offers greater opportunities for brands to create memorable experiences with their customers.
In an age of voyeurism and commoditised, recycled content, the only way forward for media platforms hoping to stay relevant is to make the move from volume to value – so said Juan Senor, partner at Innovation Media, in his opening address at the Future of Media conference in Johannesburg yesterday.
Effective storytelling still lies at the heart of all forms of media, no matter how fragmented and complex the media landscape becomes as it continues to transform at a rapid pace. “If brands want to speak meaningfully to audiences, they need to tell stories; storytelling is, after all, a human truth,” said CEO of Lucky Bean Media, Donald Clarke, at the Future of Media conference in Johannesburg last week.
Marketers across every brand and consumer market are trading in a very challenging business environment, says Yvonne Diogo, GM: promotions & trade marketing for Ster-Kinekor Theatres. Not only is there commercial pressure such as heightened demand for return on investment, but South Africa also has certain socioeconomic issues to contend with, she says.
Unilever has launched an initiative against gender stereotyping, #unstereotype. The company says it would like the industry as a whole to move away from advertising that uses stereotypical portrayals of gender.
As new trends and technologies constantly emerge, the worlds of marketing and advertising have become like moving targets. Industry players need to be on their toes to keep up, says Boomtown MD Andrew MacKenzie.
Online tool makes use of a 'freemium' revenue model, has been running in live beta form since early June and already has 137 listings
Marketers must be more adept at interpreting data of consumers swamped by brand touchpoints
It’s a frightening reality, and one that South Africans have been fighting for years – rhino poaching. In the first four months of 2016 alone, 363 rhinos were killed by poachers. Much of the illegal rhino horn ends up in Vietnam, currently the world’s largest recipient of legal and illegal rhino horn from South Africa. In an effort to change perceptions of rhino horn among Vietnamese youth, the Wilderness Foundation approached Boomtown to conceptualise a campaign to reduce future demand.
The fifth annual Future of Media conference will take place at the Sandton Convention Centre on 21 July. The full-day conference offers a packed line-up, covering the latest insights and trends relating to every aspect of the industry, from branded content to digital migration, location media, start-ups, word of mouth marketing, gamification, virtual reality and programmatic buying.
Thanks to the rapidly expanding smartphone market, as well as access to cheaper data, South Africa is seeing massive growth in the popularity of podcasts.
Joe Public was the big winner at this year’s Apex Awards, perhaps among the most important awards in the marketing and advertising calendar given that they acknowledge and reward ad campaigns that deliver tangible and measurable returns.
Marketers should produce engaging content — and only after that select the right device
South African marketers continue to debate whether to include Snapchat in their social media strategy
Lighthouse brands are purpose-driven in everything they do. They tend to be high-quality brands which engender trust in the consumers who support them. Their behaviour, products and services are aligned, and what they say, do and believe is consistent with their brand messaging. These brands know who they serve and why. Moreover, they understand the emotional and rational attributes that are relevant to their customers and appeal to their hearts and minds in an engaging, tangible and believable way. Consumers tend to support lighthouse brands because they demonstrate leadership and make a meaningful difference.
The big winners in this year’s Cannes Lions ad awards and the key trends that have emerged
Brexit is likely to have a short-term effect on the advertising industry, says Mat Baxter, global chief strategy & creative officer at IPG Mediabrands
A seminar focusing on financial services advertising at the recent Cannes Lions festival discussed the fact that work produced in the sector globally is overwhelmingly dull, clichéd and poorly informed. The most recent Financial Mail AdForum, hosted at Vega School of Brands in association with Ornico, put the claim to the test.
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.