1. Are over 50s ignored by the advertising industry?
Advertisers tend to look at younger consumers when marketing most products, ignoring a huge portion of the market.
“Our neglect of old consumers and our pandering to young people is nothing but narcissism disguised as strategy. It’s marketing by selfie-stick,” says Bob Hoffman, the man behind Ad Contrarion and former chairman and CEO of Hoffman/Lewis.
Paul Jackson, MD of Grey Africa, notes that stereotypes of older consumers are often patronising and offensive. The demographic isn’t well understood and is vastly undervalued.
To read more, click here.
2. Getting to know The Brave Ideas Podcast
“The Brave Ideas Podcast … is geared towards showcasing the potential, ability, and intelligence of talent from all levels in our industry. The basis of our format is that we believe that every single person in our company has a brave idea, a fresh perspective on marketing that they can share with us, and that we can learn from,” says creator and co-host Dan Herman.
Together with Esther McGeer, head of conversation analytics at Aqua, Herman discusses a broad range of topics relevant to the media and marketing industries including consumer insights, leadership, tech and user experience, social media and content, agency life, and creativity.
The Brave Ideas Podcast has ambition to become a global platform for professionals across disciplines to inspire great thinking and powerful work.
To read more, click here.
3. Neuromarketing: The growing advertising brain science
The unconscious mind is gradually being explored and explained. The knowledge being acquired is being put to work in the field of behavioural economics in order to gain a better understanding of how consumers respond to advertising stimuli – this is neuromarketing, a brand new discipline.
Although there is a shortage of neuromarketing experts in South Africa at this stage, the field is growing rapidly and there is a wealth of information available online which marketers can use.
“Marketers can spend time researching the principles of neuromarketing and understanding the tools used in the field, how they are interpreted, and what they could mean for their own marketing strategies,” says Werner van Zyl, co-founder of Neuromarketing Association of South Africa.
He adds that while it is difficult to evaluate the relative effectiveness of different types of advertising media, such as out of home versus radio, “Every form of marketing can be optimised to maximise its impact using neuromarketing.”
To read more, click here.
4. The Talent Boom: Connecting creativity
The Talent Boom is not a traditional recruitment agency, even calling themselves a ‘word-of-mouth’ agency, focused on creative, ad, digital, sports, and tech talent. They take a proactive approach to finding talent, rather than waiting for the talent to come to them.
“We specifically target talent who are very happy working [where they are] and they’re only in the job market because our client has an awesome opportunity,” says founder, Emily Keyes.
To read more, click here.
5. Marketing on the next frontier: A Q&A with C2C Labs’ Johan Walters
Augmented Reality (AR) and Virtual Reality (VR) exploded in popularity during 2016 and marketers were taking note. New media agency Digital Narrative teamed up with Clicks2Customers to create C2C Labs where these technologies are being put to use to bring advertising to life and allow for engagement in ways never before possible.
Johan Walters, the digital marketing specialist heading up the project, says, “AR and VR will become integral to the brand's marketing arsenal and it will find its permanent place in the marketing mix as opposed to stand alone executions in isolation to the rest of the brand's marketing activities.”
To read more, click here.
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