by Prakash Patel (@prakashpatel_1) Let’s use the advancement of technologies, the real-time nature of the web and the tools to harvest relationships with our consumers and target them with relevant messages or experiences. This isn’t NEW. This isn’t 2.0 and this isn’t ground-breaking.
Category archives: Marketing
eMarketing: the essential guide to marketing in a digital world
by Herman Manson (@marklives) If titles told the story, this would be a particularly interesting one. Now in its fifth edition, the emarketing handbook published by Rob Stokes and his team at Quirk has been evolving from 2008’s “eMarketing: The Essential Guide to Online Marketing” to “eMarketing: The essential guide to marketing in a digital world.”
Shelf Life: Dove calls on all South African ‘real’ women
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: Dove calls on all South African ‘real’ women; Philips unveils a portable shockproof speaker; Liqui-Fruit takes to the roads and social media; and Jockey takes to the streets in Botswana.
Brand View: The brand evolution of Windhoek Lager
Alan Roberts, Windhoek marketing manager at brandhouse, and Anton Twigg, global marketing manager for Namibia Breweries Limited, provide a visual case study of the Windhoek beer brand’s evolution over the years.
Dissident Spin Doctor: Measuring the success of PR
by Emma King (@EmmainSA) Just when we think that we have moved on from being deemed a success purely against a bunch of newspaper clippings, I find myself coming time and time again against scenarios that make little sense. And these bore me to death and make my heart sink a little.
Brand Politics: After-sale marketing — where political branding falls down flat
by Alistair Mackay (@almackay) Political parties really don’t get after-sale marketing. Just as with consumers after having made an important and expensive purchase, emotions run high after an election and the risk of “buyer’s remorse” is real.
Nollywood drives growth in Nigeria
The Nigerian film industry has finally been recognised as a key economic driver in what is now Africa’s largest economy. Jon Pienaar takes a look at Nollywood in this The Africa Annual feature.
Shelf Life: Spreading the marge market
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: Willowton spreads its brand footprint; new vintages from Glenelly; cheers from Drostdy Hof this winter; and new commuter ad options in Cape Town.
Tuned: Authenticity the ‘BOS’
by Thabang Leshilo (@Thabang_Leshilo) South Africa’s emerging middle market is being short-changed by the mass-produced, ubiquitous global brands, and it should look to brands that espouse authenticity for greater satisfaction. Hands down, a Corona and pair of Havaianas are far more — well, far more. And local brands can deliver the ‘gees’, too.
The Real McCoy: The tale of Tim
by Sean McCoy. This is the story of Tim — an everyday guy doing an everyday job. The difference, however, is that Tim has the foresight, interest and passion — and possibly even the training — to do his everyday job well and in a way that makes a difference to the company that he works for. See, Tim is a real person and happens to be a petrol attendant at a forecourt that also goes under a real brand name, Engen.