Marketing & Selling

With the global economy going through uncertain headwinds, making business decisions on all fronts has become more difficult. A decision that could result in a multi-million rand outlay for the company has never been easy. Given the constant need to drive efficiency in the current economy, the pressure to generate Return On Investment (ROI) is relentless

The term “cultural relevance” is all the buzz. But is it truly culturally relevant when a brand simply hops on the latest meme, references the current big sports moment or issues a token nod to whatever is trending? This approach feels like the brand version of dropping in for a quick photo and then leaving. It is similar to being a cultural tourist, but in a digital context.

In 2025, the retail sector had grown by 4.2% year-on-year. The e-commerce sector is expected to reach R225 billion, reflecting a 150% increase over the past five years. Omnichannel retail capabilities, supported by personalisation, customer data analytics, AI-powered recommendations and automated inventory and storage solutions, help companies gain commercial ground and customer trust in a highly competitive environment.

To celebrate 65 years of providing trusted insights, we have released a new study that uncovers what truly influences the choices South Africans make when they spend their money. The South African consumer unveiled reflects a shift in behaviour that goes beyond price and focuses on emotion and trust.

In the B2B technology sector, the old Public Relations (PR) playbook has become obsolete. The days of measuring success by the sheer volume of media mentions are long gone. Today, an effective modern tech PR strategy is not just about getting your name into a headline. It is about strategically building undeniable brand authority until you become the headline. This marks the difference between pushing and being pulled.

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.