Marketing & Media contributor articles

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Whose line is it anyway?
Whose line is it anyway?

Above-the-line (ATL). Through-the-line (TTL). Below-the-line (BTL). Terms according to which, we have come to define our different specialities in the media space...

By Lerato Tsotetsi 4 Aug 2015 14:00

Building data journalism products with users in mind
Building data journalism products with users in mind

It's a truism, albeit an often neglected one, that journalists should write stories for particular, defined audiences, not for themselves, their peers or some fondly cherished but imaginary ideal reader...

By Chris Roper 4 Aug 2015 14:00

Jessica Davis
Top four tools to share engaging content on your social media accounts

Simply creating social media accounts is not enough when you intend to leverage social media to boost your business' growth. To build an audience for your brand, you need to get more people to follow you or like your page...

By Jessica Davis 4 Aug 2015 13:03

Tralone Khoza
Effective strategies when confronted by crisis - KFC and Marie Clarie

Reputation management is key to the sustainability of a company brand or a person brand. Warren Buffett was quoted saying that it takes twenty years to build a reputation and five minutes to ruin it...

By Tralone Khoza 4 Aug 2015 12:49

Mogorosi Mashilo
Finally a "Black mass market" communication methodology

We have not had a lot of methodologies that guide us into understanding this market and have therefore relied on Living Standards Measures alone as the basis of our communication...

By Mogorosi Mashilo 4 Aug 2015 09:46

[Orchids & Onions] SuperSport scores a goal with rugby ad
[Orchids & Onions] SuperSport scores a goal with rugby ad

Perhaps it's because I like rugby (sometimes); perhaps it's because I will never forget those spine-tingling times, 20 years ago, when Joel Stransky booted our Rainbow Nation to the top of the world...

By Brendan Seery 4 Aug 2015 07:43

The four new mobile moments unpacked
The four new mobile moments unpacked

Recent findings published by Google show that there are now four new mobile moments that every brand should be aware of and try to leverage profitably...

By Joseph Neusu 3 Aug 2015 14:00

Brand trust - It's in the eyes
Brand trust - It's in the eyes

If you have seen any of the Planet of the Apes movies, you were probably amazed at how eerily human-like the apes are. Unlike some members of my family, they hold the remarkable ability to effectively communicate and display real emotion...

By John Laurence 3 Aug 2015 14:00

Ivanna Granelli
Essential for companies to shift from bootcamp training to performance support

Companies need to rethink the ways that they train and manage employees if they are to maximise returns from business processes and systems...

By Ivanna Granelli 3 Aug 2015 12:11

The advertising budget
The advertising budget

Before going any further about budgeting I implore you to not, under any circumstance, allow an accountant or a CA anywhere close to you when you are doing the necessary calculations...

By Chris Brewer 3 Aug 2015 09:57

Third Industrial Revolution: DevOps leads the way for digital transformation
Third Industrial Revolution: DevOps leads the way for digital transformation

The Third Industrial Revolution has begun and optimum use of digital infrastructure and massive databases floating around us are the decisive factors for competitive advantage...

By Chirag Shivalker 31 Jul 2015 14:00

Find bright new ways to connect to readers
Find bright new ways to connect to readers

News reporting followed a tight style and format for decades, largely driven by technology and deadlines. We call it the inverted pyramid: the most important information should be at the top of a report and the material that can most easily be cut out sits at the bottom...

By Anton Harber 31 Jul 2015 07:53

Maintaining focus amidst social media clutter
Maintaining focus amidst social media clutter

Social media usage amongst millennials is a given, if you don't embrace it you fall behind - fast! It is also becoming a very necessary marketing option for South African business to engage their market and build their brand in the digital space...

By Ronel Gerber 30 Jul 2015 14:00

Why now is the time to make that new product
Why now is the time to make that new product

If you're contemplating a move into e-commerce, then you should know that it's a great time to get into the market...

By James White 29 Jul 2015 14:00

Defining your audience is vital for effective marketing
Defining your audience is vital for effective marketing

Communication of any kind is a dynamic process. Even the most solid marketing strategy cannot do its work if the receiver doesn't understand or appreciate your messaging...

By Roxana Bouwer 29 Jul 2015 12:30

Jessica Taylor
[CEM Africa Summit] Shiny happy customers

Key to customer experience management is understanding the customer as an individual, but first you have to know your customer service staff, not as the call centre, but as internal and external customers. And then learning how to make them happy and, ultimately, your other customers too...

By Jessica Taylor 29 Jul 2015 11:30

The rural problem
The rural problem

At 1.2 million square kilometres, SA is nearly as big as all of Western Europe. Texas is the largest state in the USA (excluding Alaska, which does not count)...

By Erik du Plessis and Neil Higgs 29 Jul 2015 06:00

[Content Marketing] Getting the definition right
[Content Marketing] Getting the definition right

There are so many buzzwords bandied about for content marketing, that it is no wonder clients are still battling to understand how it differs from advertising and editorial content.

By Louise Marsland 29 Jul 2015 05:28

Bartering as a way to increase your business
Bartering as a way to increase your business

Smart business managers always think about bartering and it is a shame to notice that many still do not understand why this is something that has to be considered...

By Boris Dzhingarov 28 Jul 2015 14:01

[Orchids & Onions] Made in SA Chev ad drives point home
[Orchids & Onions] Made in SA Chev ad drives point home

Hooray! A car ad for real people, real, South Africans... and entirely produced in this country. Well done to Chevrolet...

By Brendan Seery 28 Jul 2015 14:00

Cape Town restaurant shows the world how to deal with racist online reviews
Cape Town restaurant shows the world how to deal with racist online reviews

Online reviews can be a tricky business, especially in the restaurant trade. Things can get very messy, very quickly...

By Stuart Thomas 28 Jul 2015 08:00

[Content Marketing] Is content marketing replacing traditional news media?
[Content Marketing] Is content marketing replacing traditional news media?

The pressure that traditional news media finds itself under is clear from the amount of publications, both newspapers and magazines, that are closing down on an almost monthly basis...

By Riaan Wolmarans 28 Jul 2015 06:37

The competitive offensive
The competitive offensive

There's nothing complicated about developing a competitive strategy - like anything else in advertising and marketing (and in life in general for that matter), it's all in the planning...

By Chris Brewer 27 Jul 2015 14:00

David Blyth
Five ways to approach marketing in Africa differently

With sluggish economic growth and low morale leading to reduced spending among consumers in many markets across the world, businesses are looking for opportunities for expansion in high growth African markets...

By David Blyth, Issued by Yellowwood Future Architects 27 Jul 2015 10:16

[Content Marketing] New trend: brand newsrooms
[Content Marketing] New trend: brand newsrooms

An interesting media and communications development in recent years is the establishment of newsrooms within advertising agencies and brands to deliver news, branded content and amplify social media campaigns...

By Louise Marsland 27 Jul 2015 06:36

The future of media monitoring is brand intelligence
The future of media monitoring is brand intelligence

Decades ago, media monitoring mostly consisted of a simple clippings service that delivered news clippings to clients and PR firms on a regular basis...

By Michal Wronski 27 Jul 2015 06:00

The IAS - Bringing marketers together
The IAS - Bringing marketers together

Not many people know of the IAS, but they should, as it helps marketers and agencies connect, says MD Johanna McDowell...

By Beverley Klein 24 Jul 2015 13:52

[TrendTalk] These brands are the BOSS of Twitter
[TrendTalk] These brands are the BOSS of Twitter

You won't find a better social media case study than what went down last Friday between Spur, Nando's and Woolworths, with a rock band thrown into the mix. This is how you do social media...

By Louise Marsland 24 Jul 2015 10:46

Bringing #TheFutureByDesign to the present
Bringing #TheFutureByDesign to the present

Last week, #TheFutureByDesign magazine was launched at the MTN Solution Space at the UCT Graduate School of Business in Cape Town. Hosted by the hilarious comedian and advertiser Mum-Z, the night was set for a quirky and insightful event...

By Beverley Klein 24 Jul 2015 10:22

The emperor in clothes
The emperor in clothes

It is anarchy out there with many brands and companies reviewing their media at present, in particular brands such as Unilever and Coca-Cola. This is because they are seeking assurances...

By Danette Breitenbach 24 Jul 2015 09:40

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