Giving your audience what it wants - 14 Mar 2016By Leigh Andrews
Elaborating on the digital angle, Dee Stephens looks into just how long SEO takes to rank you at #1. The answer's not as simple as one might think, especially as there's no golden metric, single rule or small group of keywords that'll drive traffic to your site. Bottom line? It's all about knowing your audience. Jacques van Wyk adds that marketers must get to know 'Mark and Susan from Randburg' - we send out so much communication as an industry, but does our targeted reader even read it? The short answer is 'yes', but only when it's relevant and based on their interests... Lastly, we look at how EWN was awarded the title of 'digital publisher of the year' at the recent IAB Bookmark Awards 2016, with a special focus on their emoji-strong strategy employed in their Whatsapp news briefs projects, which communicates the news you need to know in the way today's consumer enjoys. Lots of learnings to improve your own business communication there. | Leigh Andrews
Andrews was on the inaugural Marketer of the Year (MOTY) jury for the 2019 Marketing Achievement Awards (MAA) as well as an #Inspiring50 2018 nominee herself, and judged over 500 entries for the most recent Epica Awards - the only creative prize awarded by journalists working for marketing and communications magazines around the world. She's also serving on the IAB (SA)'s #Bookmarks2020 Publisher panel. Responsible for keeping a finger on the pulse of the latest happenings in the marketing and media industry, this is an almost 24/7 role that involves keeping one eye on your inbox with the other on your social media feed, to write breaking news stories and interviewing key people in the B2B space. All made easier by 15 years of working for companies such as Microsoft, Kagiso Media, Fleet Street Publications, the Mail & Guardian Online, Caxton Community Newspapers and Newsclip's media, marketing and PR publications. |
It's not easy standing out from the crowd when your audience has come to expect a certain way of work - but that's not to say it can't be done. WPP's smallest agency, NOT NORM, is a key example of this as it bucks the trend and starts making a name for itself with global and local recognition alike. Here's how it's 