by Julia Ahlfeldt. For many businesses, journey mapping is their first foray into customer-centric thinking. Here’s how to make sure you make the most of customer journey mapping.
Category archives: Marketing
Thinking B2B: Applying espoused & enacted theory to B2B marketing
by Warren Moss. While it may sound complicated and academic, this theory has very pertinent applications in real life and, specifically, in B2B marketing.
#DesignIndaba: Notes on Design Indaba 2018
by Herman Manson. In spite of the physical space feeling more dreary than usual, Design Indaba 2018 ensured a number of strong and critical speakers this year.
Fair Exchange: Managing portfolios not for faint-hearted, egotists, selfish
by Erna George. The challenge for marketing managers or CMOs managing portfolios of brands within the same categories is not only the brands but the brand managers and the agency partners, too.
Agency takes SA products to global EC market
by Herman Manson. The incredible uptake of ecommerce means we need to find new, relevant ways of developing brands — as Michael van den Heerik is doing through Web Wiser.
Adnalysis: Running a business is a marathon — so, too, is brand-building
by Bogosi Motshegwa. Working within organisations that are trying to run their business and build their brands has given me insight into the parallels between this and marathon-running.
Media Redefined: Touchpoint strategy — cast, bait, catch, eat
by Martin MacGregor. Touchpoint strategy, which is what I do, is exactly like fishing and I often draw the parallels.
Headspace: Connecting with the millennial parent
by Tenielle Maris. The age-old saying goes that “it takes a village to raise a child”; however, the modern-day definition of village now encompasses the communities made possible through technology.
Only Connect: Influencer marketing is about more than just reach
by Bradley Elliott. The key criterion for selection in the influencer game? Reach. But this is a flawed, old-school approach to a digital world.
Stop debating digital
by Darren Mansour. How, in our global ecosystem of interconnected engagement, can businesses still be debating their digital transformation?