Marketing & Media trends
Industry trends
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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
10 predictions around fintech
Dominique CollettThe 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
5G is coming. Here's what it could mean for SA
Samantha Naidoo
Legal trends
3 big 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 bold year for beverages
Alex GlendayAcceleration of digital payments
Jonathan SmitSafety vs sustainability - the packaging industry's key conundrum
Nthabiseng MotsoenengThe evolving e-tail landscape
Vilo Trska
Covid-19
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#BizTrends2021: Reassessing media strategies to re-connect with consumers in 2021
The media and marketing space has changed significantly over the past year due to Covid-19. Over the course of the year, advertisers faced major challenges as media budgets were reduced and brands tightened their belts to brace for the impact of a global pandemic.
Strini Naicker, vice president of commercial and content distribution at ViacomCBS Networks Africa |
With consumers staying at home, media consumption has changed drastically along with the media buying behaviours. In 2020, brands were spending less or deferring their campaign ideas to a later date amid fears of the current climate, the economic implications, and decreased revenues.
As we look ahead to this year, we expect that the next focus for brands will be to recover their losses. Research by Kantar’s Media Trends & Predictions 2021 shows that next year, audience behaviours will be more complex and difficult to decipher than ever as they migrate between video on demand platforms and subscription services. In response to this, it is expected that advertisers, media owners and social platforms will have to re-assess their media strategies.
In addition to this, the report states that in order to maximise restricted budgets, analytics will have to be infused through marketing and campaign management.
2021 media trends and predictions
Boomerang subscribers, social e-commerce and analytics everywhere: these are the strategies that will shape 2021's media landscape...
Kantar 18 Nov 2020
“Despite the deprecation of cookies, brands will also need to quickly adapt to hybrid methods of ad effectiveness measurement and ROI. Brands will need to move up a gear in understanding how activism plays into brand strength; how their purpose and beliefs will be illustrated in their choice of media and creative strategies. Finally, brands need to place greater importance on the where ads appear and how they are optimised in those environments,” the report says.
With this in mind, in 2021, it cannot be business as usual for brands when targeting their audiences. Due to the shift in consumer behaviour, mindset and buying behaviour, brands will need to adjust their approach to reflect these changes.
These are the trends I expect to dominate the media and marketing industry in 2021:
A revision of trading models
I anticipate that 2021 will see media planning and strategy agencies commanding more efficient trading models from television broadcasters. The year 2020 has been characterised by extreme losses in revenue for most businesses. This has caused media budgets to be reduced significantly. This means that traditional pricing models will no longer be cost-effective for brands.
Currently, brands are cost conscious and looking for various ways to trim fat and save costs. Pricing models will need to be readjusted to reflect the new climate and reality.
Media currencies will have to be informed by audience behaviour
Publishers and advertisers have long taken advantage of behavioural data to drive the effectiveness of advertisements and increase relevance in the messages they display to audiences. When advertisers are aware of the ever-changing needs, patterns, and behaviours of consumers, it allows them to better serve the brand and consumer and drive more ad spend. Having a thorough outlook on your audience’s behaviour improves the success of any campaign.
In the age of programmatic technology, advertisers will continue to increase efforts to organise data and make meaningful audience connections for brands.
#BizTrends2021: A look at the advertising industry in 2021
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Future proof current research models to accommodate non-linear television viewing
The TV and video market is vibrant and constantly changing. With emerging new market offerings, linear television viewing is no longer the only tactic that advertisers can use to reach consumers. Brand storytelling through advertising has changed over the years, and the audience has many options to choose from. Non-linear viewing is on the rise as streaming and technology takes centre stage, and therefore our models need to be reflective of the changing landscape.
Overall, linear TV continues to play an important role in audiences' viewing habits, but non-linear viewing has gained serious ground and cannot be ignored.
Use non-linear content integration opportunities
Over the years, there has been a significant increase in the number of media options, leaving audiences fragmented and making media buying harder and more complex for marketers trying to reach their target audiences. Gone are the days of defining your target market using simple demographic terms, nowadays marketers depend on psychographic and behavioural information to gain a deeper understanding of target audiences.
I believe that in 2021, brands will need to increase their appetite for non-linear content integration opportunities. This will de-risk audience fragmentation and capitalise on a captive viewing audience.
About Strini Naicker
Strini Naicker is the vice president commercial and content distribution at ViacomCBS Networks Africa.Read more: marketing trends, Strini Naicker, media trends, media and marketing trends, #biztrends, ViacomCBS Networks Africa, #BizTrends2021