[Diane Charton] To be truly successful in marketing and advertising, we need to understand human motivation and behaviour at a deep level so that we are more able to influence it.
[Diane Charton] Brands around the world face a significant challenge in understanding new consumer behaviours and patterns of thinking, which are rendering many of the techniques marketers and advertisers relied on in the past obsolete.
[Diane Charton] Many great brands have used rich, relevant content to reach out to and build relationships with their customers for years, but content marketing is now more powerful than ever before.
[Diane Charton] Video, once an expensive and cumbersome format for Web users in South Africa, is quickly moving into the mainstream. Marketers that don't buy into its potential are at risk of falling behind the needs of their audience.
[Diane Charton] Many companies run Twitter, Facebook or YouTube accounts to supplement their other offline and online marketing activities, yet few have understood that social media is quickly becoming as important a customer service channel, as it is a marketing opportunity.
[Diane Charton] Online reputation management (ORM) is the discipline of monitoring and analysing the reputation of a person, organisation or industry. Far from only using it as a crisis management tool, it can also deliver benefits to businesses that use it in a more proactive manner by analysing content across all types of online media.
[Diane Charton] 2011 looks set to be an exciting year for the digital marketing world, with a great deal of action likely to take place in the mobile and social media spaces. Here are a few of the trends I expect to see shaping the year ahead.
[Diane Charton] The news that MWeb is to offer uncapped ADSL data access from as little as R219 a month will help to spur massive growth in online marketing and advertising in South Africa in the months ahead.
[Diane Charton] As we move into 2010, we can look forward to robust growth for the online advertising industry as bandwidth prices keep falling, more consumers join the broadband world, and more companies embrace the benefits of digital.
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