by Erna George. Direct marketing has a real role in marketing strategy but many are applying it bluntly in the hope of getting one hit —it ends up being like firing a shotgun in a china shop, hitting much but blowing all prospects to smithereens in the process.
Category archives: Marketing
The Word: Appletiser’s crush on brunettes, or is it blondes?
by Mongezi Mtati (@Mongezi) In instances where brands take accountability for errors on social media, issues subside after a while and their positive followers emerge from the darkness. In other cases, it seems to be a long endless tunnel. Appletiser recently experienced this.
The Real McCoy: A Sorbet by any other name
by Sean McCoy. Would taste as sweet, with apologies to the great William Shakespeare. That may or may not be the case for Sorbet, the dynamic new entrant into the local South African beauty industry.
Dissident Spin Doctor: PR needs to get serious about content
by Emma King (@EmmainSA) What is great PR? It’s a question I sometime get asked by clients, and I do believe for each brand and client the answer will be different. But common to all of them, I think, is the ability to create a story or capture people interest with stuff that they want to hear or read.
#TheFutureByDesign: An intelligent future
a #TheFutureByDesign feature by Dave Duarte. The question is: how do we use our intelligence to create a better future? As an educator, what I am interested in about the future is that it is fairly unpredictable in most ways.
#TheFutureByDesign: The future of digital engagement
a Future By Design interview. Scarcely a few years ago brands were debating the longevity of social media as a viable marketing channel, but now it’s an integral part of every communication strategy, or should be if it isn’t. Today, says Andre Steenkamp, CEO of digital marketers, 25AM, that same uncertainty exists about wearable technology.
Talk Africa: Understanding the Ghanaian market through the lens of soccer
by Remon Geyser (@remongeyser) In an exciting country where infrastructure is booming, the economy of Ghana is growing fast and the people are embracing a new age of online socialism. However, it’s time for brands to step up to the plate and synchronise their communication to better unify the Ghanaian football warcry
Motive: Brands need to rethink their strategy from the bottom up to win in Africa
by Grant Hillary (@granth01) Global brands are starting to realise that Africa is not one country, and brands that tailor their marketing strategies by country will enjoy more of the economic growth that is up for grabs.
Green Sky Thinking: Branding like a Buddhist
by Colwyn Elder (@colwynelder) What with all this talk about finding your brand purpose, creating meaningful connections with customers and making advertising that matters, it would seem that our industry is having a self-help moment.
Masterclass Notes: Update on IP law and the CPA, plus social media and the law
by Johanna McDowell (@jomcdowell) It was a bumper, third masterclass session for marketers, with Danie Strachan of Adams & Adams Attorneys providing a huge amount of very important information regarding intellectual property law and the Consumer Protection Act (CPA), as well as social media and the law.