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Path2Purchase E-Mag Launched By Dentsu Aegis Network 1st Quarter 2015

Awareness. Interest. Desire. Action.
Know Your Shopper. Grow Your Revenue.

The path to purchase isn’t always a direct route.
Shoppers face countless options along their journey, and each one forces them to make a decision before they can move forward.

Wouldn’t it be great to always have clear direction?Path2Purchase is our way of sharing insights into how consumers think and act in a marketplace that is filled with multiple elements they encounter along the way.

Path2Purchase is an industry platform for marketers by marketers – sharing insights, trends and global influence, contextualised from an African perspective.

Click Here

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iProspect drives digital performance

Justin Hartman, Group Managing Director – iProspect, SSA

Justin Hartman, Group Managing Director – iProspect, SSA

Not so long ago, you could only buy items from your area of living, some goods from other destinations were available, but they were expenses of the wealthy and privileged, far removed from ‘’Average Joe’s’’ life….

Fast forward to today, and the situation has changed completely; Globalization and the emergence of a true global Economy coupled with technological advancements in storage, distribution and management have meant that goods  (and services) from across the planet are available anytime, anywhere….. And if what’s needed isn’t available, it’s a phone call or a click away from being just a few days at your doorstep.

This means that competition for customers in all realms of the economy both locally and internationally have scaled immensely; especially since the 1950’s as technological improvements rocketed forwards.

Today this process is even more accelerated due to the Internet; Not only are consumers more conscious and picky about their purchasing power, but they can source what they need; with just a few clicks, consumers can side-line all marketing adverts, sponsorships and campaigns.

This means that brands need to know who their customers are, but also what it means to be a ‘’consumer’’ of said brand.

In essence the brand must have a connection with the consumer if profits are to be maximised whilst also fulfilling the needs of the customer at the same time, it is no longer just about the business profit in the 21st century.

Business’s need a Brand Manager to help them get across their message to consumers but at the same time provide feedback from customers as well building a relationship between the two parties to facilitate a dialogue that fulfils both the desires of the customer and the profits of the business.

IProspect was recently named the #1 Global Digital Performance Agency, but what does this mean, what does iProspect do?

In essence iProspect aims to provide digital performance for brands in an increasingly  ‘’Internetised’’ Age.

We do this via engagement with consumers online, providing not only data but especially the skills and expertise in the interpretation of that data factored around established trends in the market place. A lot of interaction on social media and monitoring of social media is done to achieve this.

The criteria under which we were judged were extensive and scorecards were collected from executives and major players across the global advertising/marketing industry from major financial centres such as New York (USA), London (UK), Beijing (China), Tokyo (Japan) amongst many others.
Agencies were rated according to the following broad criteria (with many scores/ratings within each topic):

  • Customer Engagement
  • Consulting level
  • Technology (use)/Production methods/ Plan execution
  • Search Innovation

Once the results were tabled, iProspect was number one, a fact we are extremely proud of.

Outpacing competitors

We are not just a company operating in isolation; we are part of Dentsu Aegis Network and this gives us access too many other forms of data as well as the expertise to harness insights from.

This multi- faceted approach, provided by our own work as well as of the other Dentsu Aegis Network brands of Posterscope, isobar, Vizeum and CARAT, means we have a multi angular approach to take to the market place.

In a world where convergence and interconnectivity is more and more common, we feel this is our greatest strength.

At iProspect we always find a solution and are always improving relations between businesses and their consumers. We continually innovate ways to connect to consumers and have our finger on their pulses so we know what they are wanting and needing from brands.

click here to view some of iProspect’s work.

Customers don’t think about channels – just what matters to them, at that moment. Our digital services work together, helping you stay in step with your audience at every touchpoint.

Click here to listen

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Justin Hartman to drive iProspect’s continued digital proficiency lead in SSA

Justin Hartman has been appointed Group Managing Director for iProspect SSA and will be joining the team on 01 February 2015. Having pioneered and spearheaded a number of great businesses; Social Code and Afrigator, he is a true visionary and has been growing and innovating the way brands are being built for more than a decade and is a perfect fit for iProspect.Justin Hartman profile pic

His expertise and passionate understanding of the digital marketing sector has made him a natural leader for both staff and clients, whilst his technical abilities will ensure that iProspect’s talent is continually nurtured and expanded to continue the current market lead they have in terms of innovation and agility to implement effective digital marketing strategies for the vast client base of both local and global brands.
“In our fast pace world of digital marketing it’s all about accountable media with a measureable purpose and iProspect doesn’t approach digital marketing in silos. They work to integrate digital initiatives with other marketing efforts to boost overall marketing ROI and appointing Justin as Group Managing Director gives me the confidence that he will not only continue this, but bring in many new aspects that will ensure their continued growth in the SSA market”, says Dawn Rowlands, CEO Dentsu Aegis Network SSA (iProspect being one of their 5 Network Brands globally).

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Vizeum SA wins 3 Awards at the prestigious Bookmarks

Vizeum together with Gloo have won a Gold, Silver and Bronze at the Bookmarks Awards on 19th February for the BMW 2 Series “Are You 2 Enough” campaign, which took place in the Turbine Hall in Newtown, Johannesburg.”

BMW 2 series

Their awards list stands as follows:

  • Integrated Mobile campaign category – BMW 2 Series “Are You 2 Enough” – Gold
  • Integrated Multi-platform campaign – BMW 2 Series “Are You 2 Enough” – Silver
  • Media Plan category – BMW 2 Series “Are You 2 Enough” - Bronze

Vizeum is thrilled to announce that by living to their motto, “Connections that Count” they have proved their ability to innovate and pioneer.

The Bookmarks Awards is an annual event that celebrates the contribution of digital and maintains the profile of online media and digital marketing. In its 7th year, the awards set the standard for the recognition and excellence within the digital and online space.

When asked about his teams’ success Kelvin Storie Media Director said, “The Bookmarks resembles the pinnacle of digital advertising in South Africa. It is an honour to firstly even make it as a finalist for this event. Last night proved that Vizeum has bridged the gap between traditional and digital; it has forged the way for accountable, effective and measureable campaigns that capture the heart of a desired audience. The three awards received, cover a great spectrum of what we strive to do; the best in media planning, driving the lead in integrating campaigns and more importantly driving multi-media campaigns. It’s a very proud moment for all of us and this type of accolade only inspires us more to keep igniting media passion points.”

Lizl van Zyl, Interactive Marketing Manager at BMW stated, “The BMW 2 Series Coupé launch campaign was an incredibly exciting project – a truly collaborative effort. Led by Digital, with ATL support, this integrated campaign offered an opportunity to connect with our tech savvy target audience through multiple channels and engaging media platforms. App downloads where driven mostly through online and social media, with radio also playing an integral part in this. Weekly challenges were released on the app, with a finalist receiving the call from DJ Fresh ‘live on air’ every Friday.” She added “Considering the world-class, very competitive, digital landscape in South Africa; we’re thrilled to have this campaign recognised by the IAB for three 2015 Bookmarks Awards. Producing creative work with measurable results is only possible with a strong and reliable agency partner. Congratulations to Kelvin and the team!”

The campaign was a huge triumph, with the results being a true reflection of the campaigns success. Well done Vizeum we look forward to your continued success in future.

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Social Media Marketing | Craig Page-Lee | Posterscope

We all know that consumers are already content marketers and that many brands incorporate social elements into all of their marketing campaigns – through the likes of # hashtags, whether in print material or in the closing frames of a tvc.
Consumers or brand loyalists use these mechanics to share ideas, thoughts and comments on their brand experience and marketers in turn collect this content and brand information to further shape the brand conversation and to learn from consumers on what works or doesn’t work for the brand.

social-media-and-marketing
I’d like to quote from one of the reports I’ve reviewed that cover aspects of this conversation. “The Marketing Trends to watch in 2014” is a short report compiled by offerpop – a USA based business that builds Engaging Customer Experiences and helps marketers launch social marketing campaigns.

Craig Page-Lee, MD Posterscope

Craig Page-Lee, MD Posterscope

The quote goes as follows:
“In 2014, companies will fully realize the benefits of user-generated content (UGC) in offering consumer insights, humanizing their brands, and amplifying the reach of their messages.
We’ll see UGC play more of a central role across all marketing programs. Brands will run more frequent UGC campaigns to leverage brand advocacy and grab more impressions. And to take advantage of the wider audience, they’ll build out more programs and tactics to convert their audiences through social.”
So what this is telling us is that we should expect to see many more brands calling for, and relying on consumers to broaden the brand conversation and to share their “love” for the brands in question.
Going back to the report, which I must add covers 5 key marketing trends, although in my opinion, those trends really only roll-up into two key trends, the very topics that I have mentioned from the connected consumer theme, namely those of:
• User-generated Content and the role of Social – The report states that “according to research from Forrester, every time a consumer posts a piece of content on the web, it reaches 150 people. By triggering your fans to share content, you’re helping new consumers discover your brand.” Tell me which brand does not want this level of brand earned reach?
Another important fact learnt from the report is that “messages and endorsements that come from users make your brand seem reliable and authentic, and are a powerful revenue driver. In fact, an increase in brand advocacy of only 12% results in a 2x increase in revenue.” Again, tell me which brand does not want this level of brand influence, and therefore revenue increase?
I do however believe that the challenge is to ensure that advertisers have the right philosophy of understanding on how to stimulate and effectively leverage off the User-generated content. This is where partnering with the correct media and creative agencies is essential, as well as having a highly competent CRM and Data Management team internally that can aggregate the content and repackage and re purpose for the brand conversation continuum.
The second point that I refer two, that of Social, covers four of the five trends referenced in the offerpop report. These trends being defined as:
• Tie social to Traditional Advertising
• Connect the Dots between Social and E-mail
• Embracing Social’s role in Driving Commerce and
• Increase the Frequency of Your Social Campaigns

So why Social or Social Marketing?
Well, social marketing is the means by which brand owners, or advertisers, can influence and change consumer behaviour, not just for the benefit of individuals, but idealistically, for the benefit of groups of society as well.
Threading the social media layer across tradition campaigns will most definitely drive further reach, and as we noted, possibly drive incremental revenue growth as well.
The offerpop report cleverly presents the social layer trend under the heading “Get to know the #SocialLayer” and goes on to describe how the inclusion of the hashtag in campaigns drives deeper and broader brand conversation.
I thought it an ideal opportunity to quickly address the topic of Hashtags and to give some context to their origin and current use as an “aggregator” of specific topics or conversation themes.
# Function – Hashtags are mostly used as unmoderated ad hoc discussion forums; any combination of characters led by a hash symbol is a hashtag, and any hashtag, if promoted by enough individuals, can “trend” and attract more individual users to discussion using the hashtag.
On Twitter, when a hashtag becomes extremely popular, it will appear in the “Trending Topics” area of a user’s homepage. The trending topics can be organized by geographic area which in turn can assist with developing bespoke / targeted messages.
Hashtags also function as beacons in order for users to find and “follow” (subscribe) or “list” (organize into public contact lists) other users of similar interest.

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# Usage
Mass broadcast media – Since 2010, television series on various television channels promote themselves through “branded” hashtag bugs. This is used as a means of promoting a backchannel of online side-discussion before, during and after an episode broadcast. Hashtag bugs appear on either corner of the screen, or they may appear at the end of an advertisement (for example, a motion picture trailer).
While personalities associated with broadcasts, such as hosts and correspondents, also promote their corporate or personal Twitter usernames in order to receive mentions and replies to posts, usage of related or “branded” hashtags alongside Twitter usernames (e.g., #edshow as well as @edshow) is increasingly encouraged as a microblogging style in order to “trend” the hashtag (and, hence, the discussion topic) in Twitter and other search engines.
Broadcasters also make use of such a style in order to index select posts for live broadcast. Chloe Sladden, Twitter’s director of media partnerships, identified two types of television-formatted usage of hashtags: hashtags which identify a series being broadcast (i.e. #SunnyFX) and instantaneous, “temporary” hashtags issued by television personalities to gauge topical responses from viewers during broadcasts.

Purchasing – Since February 2013 there is a collaboration between the social networking site Twitter and American Express that makes it possible to buy discounted goods online by tweeting a special hashtag. American Express members can sync their card with Twitter and use the offers by tweeting and look for a response in a tweet with the confirmation from American Express.

We know that digital and social are transforming the way that televisions ads are created and consumed as multiple screen engagement habits distract consumers from a single platform immersion or brand experience.

This has led to the development of integrated campaigns which consider all media touch-points and through the use of social media, can lead a consumer on an interactive and participative brand conversation or experience journey – from the traditional first screen, that of TV, to mobile, tablet usage or laptop – even when in front of the first screen.

The report states that Nielsen research found that 88% of marketers believe that integrated multi-screen campaigns will become very important in the next three years. I believe that 100% of marketers should think this!

Why do I say this? Well, if you consider a piece of Gartner research that found that 74% of consumers now reply on social networks to guide their purchase decision, you would want your brands to be on as many social networks as possible.

Click HERE to listen to Craig in conversation on www.ebizradio.com / #Retail