Marketing & Selling

The African diaspora is one of the fastest-growing communities in the world. The United Nations estimates that more than 170 million people of African descent live outside the continent. Among them is me, a South African living in the Netherlands. My personal journey reflects how diaspora identities continually reshape the way brands are perceived across continents.

Most small business owners I meet share a similar story. They began with a brilliant idea and invested their energy and capital in building a brand. They fought hard to win their first customers. But somewhere along the way, between juggling sales, operations, HR, marketing and finances, their customers’ voices faded into the background.

South Africa is on the brink of one of the most game-changing moves in media measurement in decades. In September, the Broadcast Research Council of South Africa (BRC) announced that it had appointed GfK, an NIQ company, to design and deploy the next-generation Total Video Measurement service.

The Chief Marketing Officer (CMO) used to be the rock star of the boardroom. The role determined how a company presented itself to the market. It also carried the authority of being the customer’s voice in an executive team dominated by finance and operations. The death of the CMO is now a growing concern.

Still building campaigns around the same old audience segment? You’re not alone. Most marketers are doing the same. Not because it’s working, but because there hasn’t been a better or easier way to access fresh, high-quality audiences. For too long, audience buying has been fragmented. It has also been expensive and slow to scale. That is exactly what needs to change.

Social influencers in South Africa must declare all income, including non-monetary compensation, as clarified by the South African Revenue Service (SARS)! On 5 September 2025, SARS issued a media release. It stated its zero-tolerance position regarding social influencers and undeclared income.

Different kinds of rewards have different behavioural pros and cons. However, when used together, they can produce outstanding results. Almost all employee engagement, channel incentive and customer loyalty programs include some form of tangible, extrinsic reward. While there is a vast middle ground, in general, there are two kinds of rewards. These are micro and macro rewards.

For years, LinkedIn carried the aura of a digital name tag. It was present, but it largely stayed out of the spotlight. Now, in South Africa, corporate engagement with LinkedIn has moved beyond routine activity and into strategic intent. The new SA Social Media Landscape Report 2025, we produced, in partnership with brand intelligence company Ornico, reveals a sharp shift.

For decades, television was the heavyweight of media spend. If you wanted mass reach, you bought primetime TV. Simple. However, audiences no longer consume video in the same way. The living room screen is still central. Yet, it is now connected, streaming, and personalised. This shift is pulling advertising budgets in a new direction.

Channel partners loyal to your business are the ultimate partners. They willingly and passionately advocate for your brands and products over the many others that they sell, even when there are many competitors vying for their attention and support. That kind of personal and professional endorsement is pure gold.