Marketing & Selling

A piece landed in my feed recently that stopped me mid-scroll. Michael Farmer, a veteran advertising strategist, recently published a devastating analysis called Madison Avenue Media Madness. It examines what digital advertising has actually done to the world's biggest brands over the past 15 years.

Most loyalty programmes are built once and then applied across the board. While this approach may seem logical from an efficiency perspective, what works in aviation does not carry into hospitality or retail. Yet many programmes are still built as though customer behaviour follows a single pattern.

The Chief Marketing Officer role has transformed - but most organisations are still hiring as if it hasn’t. Artificial intelligence (AI), smartphones, social media, influencers and shifting customer expectations have transformed the way growth is achieved. Yet many organisations continue to misunderstand the evolution of the role.

For a long time, the digital playbook for businesses was relatively straightforward. Invest in SEO, rank on Google, drive traffic to your website and convert that traffic into customers. That model still holds value, but it is no longer the full picture.

The rapid growth of e-commerce has fundamentally reshaped the global retail landscape. It has pushed retailers to rethink how physical stores engage with modern consumers. However, rather than diminishing the role of brick-and-mortar retail, this shift has accelerated the evolution of experience-led shopping destinations. These destinations continue to attract consumers, tenants and investors alike.

In biology, a virus does not always destroy a cell from the outside. Instead, it injects genetic instructions into the host. It then hijacks the cell’s internal machinery. This process produces more viruses. In the digital world, prompt injection follows a similar logic. It operates with stealth and precision.

There is a noticeable shift taking place in South Africa's property market. However, it does not follow traditional routes. Owning a home no longer necessarily means living in it. Increasingly, millennials and Gen Z are renting in areas that suit their lifestyle. At the same time, they buy property elsewhere as investment opportunities.

Resilience and agility are key competitive advantages for companies. CRM is still one of the most reliable ways to activate these qualities. When it comes to Customer Relationship Management (CRM) software, the conversations are complicated.

As airlines strip lounge access, flexibility and baggage from business class fares, that lie-flat seat may not deliver all the perks you expect. You're at the airport with a business class ticket in hand. You head toward the lounge, only to be turned away at the door. Alternatively, your meeting moves and you try to change your flight. You then discover that the original ticket is non-refundable.

Buying the right tools is the easy part. However, orchestrating technology, people and process at the standard global customers expect is why specialist Customer Experience (CX) outsourcing exists. There is a seductive logic to the way the CX technology market presents itself. A new platform promises unified customer data. A new AI tool promises faster resolution.