Innovating online beyond click-throughs - 19 Sep 2016

It's all about digital innovation this week, with Andre Steenekamp writing that SA's ad industry must not regress to using outmoded digital metrics for ROI - if you're one of the agencies regressing to click-through rates as their key measure for success, best you rethink your measurement strategy as the world speeds towards doing everything online.

One agency that got the memo on this is Hero, which recently won the City of Cape Town's communications and PR account. MD Andrew Hall explains how his team of marketing MacGyvers are tackling the task with passion by being inventive, creative and using whatever's at hand to get the job done and provide the best possible results and returns.

Thabiso Moloi offers tips on what to do if you've take the plunge to creating great online content that no one seems to be noticing. Take a step back and check that you're actually telling a great story that educates and entertains while delivering the right message to the intended audience - influencer marketing may be the step you're missing.

Do your research, rethink your strategy... go forth and innovate!