Shifting Focus From Success to Significance

I remember sitting in a conference in Morocco listening to the Ogilvy MD, Matthieu Plassard, as he shared that marketing in Africa was less about selling products and more about solving problems. He highlighted that in a world where the share of wallet is limited, brands need to drive lifestyle solutions instead of products aimed at disposable income. Matthieu’s comment echoed the sentiment I have been hearing from underground conversations in marketing circles. Building solutions for people is fast becoming the most valuable marketing tool that marketers can spend their time doing. Brand love won’t come from lifestyle alignment and it won’t come from fancy content.


What Conan O’Brien Taught Us

It’s always great to look at how celebrities use online marketing to build their brand and career. Over the last few years we have watched as Conan O’Brien receive a seemingly big blow to his career through a fall out with NBC. He has, however, managed to reinvent himself through this fall out, and has successfully used online marketing to rebuild his career. Let’s take a look at the lesson learnt:


How Data Helps Marketers Be More Innovative

Is it possible that marketers are out there raving about how data is the future, yet secretly hiding behind ‘data complexity’? All signs point to yes, and this is because they have not yet found out how to harness data in their marketing initiatives just yet. In essence, we believe in the impact of data but aren’t sure how it fits into our world yet. It’s more of a futurist idea than a real value-add today.


Authentic Loyalty Through Brand Utility

Gone are the days of promoting your brand, of talking it up as the coolest brand around so that the customer loves you. We are now in the age of the empowered consumer, and these customers are skeptical of traditional marketing tactics, all they see is a gimmick.


Be Brave: Differentiate with Digital

Originally published as Be brave: Differentiate with digital on Bizcommunity


How Brands are Using Video

In a world run down by information overload, video presents information succinctly and emotively, a huge asset in trying to attract attention and portray messages quickly. It’s no wonder that Axonn Research found that seven in ten people saw brands in a more positive light after viewing an interesting video about them. So, with video on the rise, let’s look at how brands are using online video in more detail.


Are you the biggest contributor to your brand sentiment?

It is possible that you are contributing to your own negative sentiment without even knowing it. Someone is upset with your brand and you respond with a simple statement:


Harnessing your digital platforms to retain key talent

Employers across the board are clear on the need to use their digital platforms to access and engage with customers, as well as potential employees. What is less clearly understood is the need to use those same platforms, give or take a few, to interact with present employees, driving company culture, loyalty and communication.


Charities: You Need to Tell Your Story

In honour of Mandela Day, DigitLab took to heart the philosophy of give a man a fish, and he eats for a day. Teach a man to fish, and he eats for the rest of his life. We wanted to use our knowledge and skills to empower others to take control of their own story and ability to reach the audience they needed to in a sustainable way.


This Week in Digital: 26 June 2015

Welcome back to your weekly roundup of our highlights in the digital world, coming to you just in time for you to hold your own in any tech-related conversation this weekend (for other topics though, you’re on your own a little there – good luck!).