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:


What’s your consumer ‘share of intent’?

Digital marketing is an extremely innovative and creative industry that explores ways to bring people closer to brands through digital channels. Share of intent, coined by Google, is a powerful metric to understand your visible presence in a consumer’s world.


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


Your Brand Needs an Opinion

It’s marketing 101 to avoid the major contentious topics when allowing your brand a voice. Everyone knows that you don’t touch:


Why making your clients sweat is a good idea

With consumers becoming increasingly bored with, cynical or indifferent towards advertising, engaging your customers in a unique way is important to building a good relationship with them. A growing trend in retail is ‘playsumerism’, a type of consumerism that focuses on offering customers something more. Something more than the usual, the expected, the uninvolved. Brands engaging in playsumerism put together campaigns that offer customers life-enhancing experiences, ones that are fun, engaging, unique, surprising, off-beat, or even challenging.


Clothing companies doing something truly different

Technology is the means to doing new things in the retail space, but without creativity all that technology sits underutilised. What’s exciting is apparel companies who are coming up with innovative ways of using technology in their products and marketing endeavours.


7 top retail innovations in 2014

Retailers are getting crazy innovative with their use of technology, taking the shopping experience in exciting new directions. Ten years ago – five, even – who would’ve imagined store changing room mirrors that take full-length snapshots of you that can be sent to friends via social media to get instant feedback on potential clothes? Or who could’ve anticipated an airline partnering with eBay so customers booking a ticket online can see suggestions of household items they could sell to fund said ticket?