Marketing & Media trends
Industry trends
Sponsors
Marketing & Media trends
Tech democratisation will set the tone for 2021
Andrew Smit and Johan Walters
Agriculture trends
Automotive trends
Construction & Engineering trends
CSI & Sustainability trends
5 sustainability trends that will shape business in 2021
Christelle Marais4 trends set to continue or be re-interpreted in the NGO sector
Innocent MasayiraStrengthening NPO skills and processes
Nazeema Mohamed, Feryal Domingo and Soraya JoonasSustainability is key for social investment in 2021
Keri-Leigh Paschal
Education trends
4 trends in employee skills development and training you need to know for 2021
Siphelele Kubheka and Desikan Naidoo
Energy & Mining trends
Digital solutions need small steps to succeed
Xanthe AdamsMining looks ahead to more Covid risk
Ralf HenneckeMining's year ahead will demand deep innovation
Frederick Cawood
Entrepreneurship trends
Finance trends
The 4 themes for the new year
Andrew Duvenage,3 wealth management trends to watch in 2021
Maarten Ackerman4 strategies to rethink investing in SMEs
Kuhle MnisiMicroinsurance ready to reach new heights
Marius BothaFinding alpha in the age of Covid-19
Nema Ramkhelawan-BhanaPurpose or profit. It's not a choice
Mike MiddletonShifting towards a digital - but still human - approach
Henry van Deventer
Healthcare trends
Healthcare innovation in 2021 and beyond
Reynhardt UysAre day hospitals the new trend?
Lee Callakoppen3 emerging medical scheme membership patterns
Nerine BrinkHealthcare innovations to look out for
Moshe Lichtenstein
HR & Management trends
ICT trends
Legal trends
3 wide-ranging issues demanding legal attention this year
Jonathan Veeran, Nozipho Mngomezulu and Burton Phillips
Lifestyle trends
Wine in the wake of corona
Kristen Duff and Gosia Young7 prospects and necessary shifts for the arts
Rucera Seethal
Logistics & Transport trends
Property trends
Auction industry survival depends on going virtual
Joff van ReenenCovid-19 drives new trends in local property market
Marcél du Toit
Retail trends
A challenging year anticipated for SA retailers
Tasmika RamlakanA bold year for beverages
Alex GlendayThe rise of D2C
Michael SmollanAcceleration of digital payments
Jonathan SmitSafety vs sustainability - the packaging industry's key conundrum
Nthabiseng MotsoenengThe evolving e-tail landscape
Vilo TrskaThe path forward for retail in 2021
Matthew Leighton
Covid-19
Marketing & Media jobs
- Multimedia Designer Johannesburg
- Mid-Weight Head of Digital Johannesburg
- Mid-Weight Head of Digital Johannesburg
- Senior Graphic/Multimedia Designer Pretoria
- Senior Editor Johannesburg
- Agency Account Executive Johannesburg
- Junior Community Manager Cape Town
- Mid - Senior Copywriter Johannesburg
- Marketing Executive - Tech Business Cape Town
- Junior/Mid Wordpress Developer Cape Town
#BizTrends2019: Youth marketing techniques to target the real SA youth market
Leigh Andrews, editor-in-chief of marketing and media at Bizcommunity. |
The UCT Unilever Institute of Strategic Marketing's Youth Report 2018 report, launched at the tail-end of 2018, offered a wealth of insights from researchers, economists and consumer behaviourists with a key focus on what life’s really like for South African youth.
Unfortunately, many marketers get the snapshot wrong. That snowballs badly if their brands keep trying to appeal to a market that’s either just not there, not interested or not able to afford their product.
I summarised the outtakes in five key findings at the time. #ICYMI…
#YouthReport2018: Smarter-than-you-think millennial coping strategies and life hacks
Not familiar with brand polygamy, Finstagram and Twitter suicides? You're not alone. In the final session at the launch of the UCT Unilever Institute of Strategic Marketing's Youth Report 2018, Dali Tembo, MD of Instant Grass International, explained how marketers can tap into the coping strategies of today's youth...
Leigh Andrews 11 Sep 2018
#YouthReport2018: Being a teenager in 2018, more pressure than peer pressure
The fourth session of the UCT Unilever Institute of Strategic Marketing's Youth Report 2018 release, also presented by Martin Neethling, director of groceries at Pioneer Foods, shared insight into the pressures SA's youth are really under - there's more to it than just 'being a teenager'...
Leigh Andrews 10 Sep 2018
#YouthReport2018: The SA jobseeker's catch-22, micro-privileges and the rise of 'adulting'
The third session of the UCT Unilever Institute of Strategic Marketing's Youth Report 2018 release was presented by Martin Neethling, director of groceries at Pioneer Foods, and was all about the 18- to 24-year-old market, the changing definition of teenagers and the game-changers in this regard...
Leigh Andrews 10 Sep 2018
#YouthReport2018: Generation jobless and the high inequality economy
Explaining concepts like the 'missing middle' and various African economic myths and misconceptions, Professor Haroon Bhorat shared the harsh economic realities of growing up in South Africa today, at the launch of the UCT Unilever Institute of Strategic Marketing's Youth Report 2018...
Leigh Andrews 7 Sep 2018
#YouthReport2018: Who are those 'SA millennials' you're marketing to?
The launch of the UCT Unilever Institute of Strategic Marketing's Youth Report 2018 explained the confusing terminology of 'millennials', 'Gen Z', 'born frees', 'generation jobless' as well as the often-misquoted numbers...
Leigh Andrews 6 Sep 2018
So in essence, the youth market is not what most of us imagine.
Where does this leave us in 2019?
We do need to go back to the drawing board in some cases, but we can also learn from 2018’s learnings. Most importantly:
The real South African youth market
We need to be more clear in who it is that we're targeting than ‘millennials’ – this is an exceptionally broad age cohort, covering everyone now in their twenties and thirties, doing their best at adulting, with so many cultural differences in between.
If it’s teenaged high school scholars and early tertiary students you’re looking to target, it’s time to research Gen Z, known locally as the ‘Born Frees’, born from 1995 to 2010, or the school-aged Gen Alphas.
Mommy's little cyborg: Meet Generation Alpha
Generation Alpha, made up of children born from 2010 onwards, has already attracted the attention of marketers and start-ups around the world...
Bronwyn Williams 11 May 2018
But cohort confusion aside, just consider the brand impact of the following, if you were simply targeting ‘millennials’:
Millennials Don't Want to Smell Like Celebs Anymore. https://t.co/bmObI4lVHj pic.twitter.com/KebG6q88qD
— TFL (@TheFashionLaw) December 18, 2018
Analysis: The reason millennials aren’t spending as much money is they don’t have any https://t.co/zvA0gsq9fa
— The Washington Post (@washingtonpost) December 17, 2018
Millions of Millennials Won’t be Able to Retire at 65 Based on Savings https://t.co/6ZrOwfjW6z pic.twitter.com/nWsX9oZUkx
— Lisa Baker (@LovelyLisaBaker) December 19, 2018
Not exactly a promising picture.
Then there’s the continual shift in popularity and effectiveness of marketing platforms to consider:
imagine being tasked to do all these while getting overworked/underpaid and getting told, "let's work harder" WHILE blaming millennials for being lazy um ok baby boomers ! ! ! pic.twitter.com/f25dgcCN0r
— Czari �� Dy (@CzariDy) December 18, 2018
It’s a wonder any of us stick at it, year after year. But it’s not all doom and gloom.
It's the variations in the norm that matter. Give them what they want, make it something that goes beyond the necessary and also delights and entertains, and they will come. Here's how to do so...
Keeping our focus further afield, as those global youth marketing trends set to slowly trickle onto our shores, we should note that Zephoria expects a lift in temporary pop-up stores and experiences.
It’s an unexpected way to experiment with layout and interact with consumers who may have otherwise skipped entering your established store.
Aye aye, AI
They’ve also marked the unprecedented rise of online competitive gaming or esports and suggest that brands should strategise “now how they can use esports to their advantage, whether through sponsorships or strategic advertising.” This ties into the AI trend – what trend review would be complete without it?
Interestingly, Zephoria suggests the following:
One industry that is taking full advantage of technology and augmented reality in their marketing strategies is beauty brands. Using social media filters to allow users to experiment with different beauty products or using interactive product ads and features are just a couple examples of how brands are now using augmented reality to market to millennials and centennials.So much new tech, so much new media, and so many new consumers. For best results, SA marketers will need to first fine-tune their understanding of who they are truly marketing to before making a brave move and trying something different in 2019.
That’s the only way to succeed in youth marketing of the future.