Marketing & Selling

If you’re a retailer, marketplace or e-commerce platform, you could be sitting on an untapped revenue stream – your first-party data. Brands are willing to pay for access to your audience, and with the right approach, you can turn that data into a powerful, scalable revenue channel.

Imagine you had a time machine. But instead of a Delorean, it was an old-school Opel Corsa. If you stepped into a supermarket in 1999, you would notice bold, no-nonsense branding, straightforward labels and packaging that did the job without much fuss.

In the world of advertising, strategy is often overlooked because it operates behind the scenes. Yet, much like the human nervous system, it plays a critical role in ensuring everything functions smoothly. The nervous system transmits signals that enable movement, sensation and reflexes, keeping the body in sync and responsive.

Given today’s competitive business landscape, decision-makers constantly seek innovative ways to engage customers, enhance productivity and drive revenue. This is where gamification plays a crucial role. Gamification applies game-like elements such as rewards, challenges and leader-boards to non-gaming contexts.

The TV licence system is on life support. Less than 20% of South Africans with a licence actually pay. The costs of chasing payments often outweigh the revenue collected. People simply don’t see value in funding a public broadcaster anymore. They have an endless stream of content available elsewhere. That said, the South African Broadcasting Corporation (SABC) still matters.

Forget outdated consumer demographics and marketing personas. Even knowing your customers’ names and preferences is no longer enough. According to a Marketing & Sales Practice report by McKinsey, 71% of consumers now expect personalisation. This expectation raises the bar for customer retention and engagement.

The South African retail landscape faces a range of challenges, including high unemployment, severe inflation, shrinkflation and the lingering effects of COVID-19. These pressures have reshaped consumer expectations and added layers of complexity to their shopping decisions.

I do not consider myself an early or late adopter of technology. I need the right nudges to start exploring. After trial, I enjoy playing and learning new applications. Recently, our business unit started exploring Artificial Intelligence (AI) tools to enhance strategy delivery.

Most enterprises prefer working with partners that provide an integrated media and creative offering when revamping or building a website. They seek this solution from either a single agency or two agencies working in a close collaborative relationship.

With programmatic advancements and a growing focus on omnichannel campaigns, the digital out-of-home (DOOH) industry continues to evolve rapidly. These trends provide insight into what to expect in the coming year. In digital advertising, DOOH is proving to be a dynamic and engaging medium.