Open post

Twitter Fleets, is Twitter giving us EVERYTHING except the edit button?

Reflwe Mangweta, Digital Campaign Manager at The MediaShop

Twitter has recently launched its version of Facebook and Instagram Stories called Fleets. As with all Stories, these disappear after a 24-hour exposure period so Twitter isn’t offering anything different on that front.

 

As someone who engages a lot on social media platforms, I noticed how my own patterns of consuming social media changed before lockdown – Instagram was my number one go-to! Then everyone was locked in their houses and, let’s be honest, there’s only so many pictures you can show of your house and selfies you can post so Instagram content became a bit dry. I switched and became more active on Twitter for the quick updates about everything news, reactions to world events, and to amuse myself in the shady streets of black Twitter. If I heard a rumour or something interesting my go to to verify this information is on Twitter first.

With the introduction of Fleets, many Twitter users feel that the platform is trying to conform to every other social media offering. Fleets is also on the back of Twitter having launched its audio feature allowing people to tweet in their voice, which could be argued as similar to WhatsApp’s voice note function. For brands, Twitter has also launched Carousels to help marketers reach new audiences and drive people to their website or app through multiple images or videos. This allows marketers to share a brand story, show off different products or highlight specific features – all within a single ad.

 

The reactions to Fleets have been true to Twitter form with people complaining that the platform isn’t unique anymore. Users are also consistently mentioning how Twitter continues to give us everything except the edit button! If you’re an active Twitter user, you understand the frustration of not being able to go back and change that dreaded spelling mistake on your tweet after you have published it. Others who, like me, enjoy Instagram are asking if they should keep Instagram seeing as though Twitter is offering them all that they have on Instagram and then some. Twitter is a very conversational platform and now with the addition of the imagery and audio function I think that many people may revert to an either-or situation.

 

So, what does this mean for brands?

 

Twitter may have also seen consumer behaviour changes during this pandemic and is now catering to a broader market, particularly when it comes to brands. The combination of Carousels and Fleets means that brands run some really cool campaigns, and that Fleets paired with great imagery and short-form video content can result in great brand awareness and engagement. The Fleets can be used nicely to launch new products by running teasers and then later a big reveal. They can also be great for a brand that is rebranding. In a nutshell, the Twitter space for brands is opening up nicely and challenging marketing teams to come up with some really great and innovative content to reach the wide audience Twitter has available.

Open post

More drama as another local soapie gets canned!

Isabel Smit, Implementation Planner at The MediaShop

We all love a good drama.  Following our favourite characters, seeing them grow, falling in love and witnessing the newly created love triangles.  Discussing or more accurately, arguing with your friends and fellow soap lovers on how the latest plot will end.

Well, in line with the 2020 plot, here’s another surprise!  On the 16th of July 2021, one of the most popular and highest ranking TV shows’ plot will come to an end.  After 13 seasons, with the first episode that aired on the 9th of July 2007, Rhythm City’s last episode will be aired on e.tv.

Not the plot twist we saw coming, or did we?

With the TV channels fighting to keep the audience’s attention, creative storytelling and new ideas are more important than ever.  We all know the phrase local is lekker and over the past few years, local TV productions have performed really well.  Not only do they fulfil language requirements but they also have to inspire and entertain jaded audiences.  Customers are more demanding and diversity of choice is reshaping the local drama and soapie categories. According to Futurefact 2019, 86% of South African adults agree that they “like to watch TV programmes where our social and cultural issues are part of the story”.  This is evident in the Top 20 programmes where 90% are locally produced shows.

It is important that producers and channels get local content and mandates right.  The SABC for example, have to serve both a public broadcasting service and a public commercial service mandate.  ICASA sets local content quotas of 55% for the public broadcast channels (SABC1 and 2) and 35% for the public commercial service (SABC3).  The SABC Annual Report of 2019 shows that all three channels exceeded the local content requirements.

Quality content is key, shows need to be able to continuously inspire and connect with the viewer. Audience ratings is probably the most basic test to a programme’s success.  Good ratings in turn draws advertising revenue.

Take Uzalo for example;  the most popular drama on SABC 1 with a viewership of 11.4 million people in April down to 8.8 million in October.  The producers of this show were told to come up with a more creative story line or stand the risk of being canned after it was criticized for being “boring”.  This seems like a Generations 2.0 scenario.

What started off as a three-month contract, Rhythm City has accumulated millions of viewers over the past 13 years and peaked at almost six million viewers in 2020.  As a local e.tv production, no doubt the impact will be felt on your TV plans, with one spot accounting for over 9% reach against an All Adults audience. It is consistently ranked in the Top 10 most-watched prime time soap operas in the country.

The show has taken us from a four roomed home, following the Generos and the Ndlovu empires in the entertainment space. Moving between the townships and the suburbs, filled with industry conflicts, backstabbing, love and pain, good and evil to winning the Best TV Soap award at the 2020’s Saftas.

E.tv has given no specific reason for the cancellation, other than “part of a business strategy”.  Audience numbers were expected to increase over the lockdown period, but the numbers have gradually reduced back to almost 4mil.  This opens up the speculation as to why the show is being cancelled. Their managing director, Marlon Davids, said in a statement that “e.tv continues to look forward to fulfilling its mandate of producing exceptional and relevant local content”.

What we do know is that it will be replaced with another locally produced show. Given the revenue that e.tv has gained for Rhythm City in advertising spend in October alone (over R35mill), we can expect that it must be something that they believe will drive not only viewership but also increased revenue. We will watch this space…

Open post

E-Commerce is experiencing an accelerated process of change

Jarred Mailer-Lyons, Head of Digital at The MediaShop says that the future of e-commerce has arrived earlier than expected thanks to COVID-19 and that while this is good for brands that have an online presence, there is still a vast disconnect between brands and consumers throughout the marketing funnel.

As we begin to slowly transition from managing the pandemic to the recovery of the economy, it’s clear that the period of lockdown and a pandemic of this scale and magnitude is bound to have a significant impact on our lives. Of course, we will return to some sort of normality in the coming months, but there’s no doubt that much will change… possibly forever. Covid-19 has altered the way we think, behave and act in more ways than one.

These emerging changes can be seen across all spheres of life – from how we work through to the ways we shop. These shifts are having significant implications for brands and retailers alike.

I’ve always had a keen interest in spotting a fad that has potentially become a longer-term trend over time and when it comes to specific categories and verticals, we know very well that trends and fads tend to come and go. While trends tend to gain widespread momentum, fads appear in contained bursts sometimes only affecting or appealing to a smaller group. A trend is really just the staying power that’s brought upon through the change in behaviour.

We definitely can’t associate the current pandemic to a trend but the significance of life span is quite relatable. With the changes in behaviours that have been created as a by-product of COVID-19, many of the longer-term changes in consumer behaviour are still being formed, giving companies an opportunity to evolve and help shape the ‘next normal’.

Behavioural changes

Let’s put it into perspective – I am sure many can attest to making and breaking a New Year’s resolution. I’m the first to admit that New Year’s resolutions just don’t stick – for me at least! Putting your mind to something is simple enough to construct in your head but actually adapting to this new way of life is one of the most difficult learned behavioural changes – sometimes it’s even more difficult to break certain behaviours than to teach new ones.

Anyone who has ever made and broken a resolution can appreciate the difficulty of behaviour change. Making a lasting alteration in behaviour is rarely a simple process. We’re human beings and we crave a sense of comfort and are often unwilling, or resistant to change especially in the early stages of making such a commitment. It’s been well over eight months now since we went into our first lockdown and we can definitely start seeing the effects of a pandemic and how humans have naturally adapted. As the months pass on by and we continue adapting to the ‘new normal’, more behaviours are bound to emerge. However, in this short space of time we have definitely started seeing some of these subtle changes.

COVID-19 has certainly accelerated digital in what was predicted to take years to achieve and research is saying that consumers globally, have shifted their spending from in-store into the ecommerce space, some are calling it ‘compressing 10 years of anticipated digital growth into a matter of weeks’. Local channels and ecommerce sites are seeing significant lifts in audiences, browsing time on site, online purchasing spikes and bigger basket sizes. The future has definitely came early as consumer activities and preferences have somewhat shifted due to the shutdown of the economy but fear of catching the virus and spreading it onto those more vulnerable has really altered the way that consumers at least in the short term, transitioned from making purchases in-store to being forced into and becoming familiar and comfortable within the ecommerce eco-system.

But this type of behaviour change is not as linear as we think – let’s not forget about the New Year’s resolution example I spoke about earlier because the stickiness of this behaviour change or trend if you like, will really depend on the satisfaction of the consumer throughout their ‘new’ experience and that’s why it’s vital for ecommerce players to adapt and build their user journeys to cater to all users in that they’re simple and seamless – making that transition easier and enjoyable for the consumer in order to make sure that the ‘stickiness’ sticks!

Regaining trust in e-commerce

I’m sure like many, I’ve also had my fair share of online purchase and delivery fails but COVID-19 has re-ignited my trust in the ecommerce space. For me the fear of catching the virus when it was at its peak really spoke to the fundamental need for safety (Maslow’s law) which translated into me moving my regular daily shop in-store to a weekly online transaction regardless of the fair share of negative experiences I had in the past. The sense of fear diluted those previously constructed notions I had around the online purchase journey and what I noticed throughout this process of personal change is that brands, channels and retailers have come a long way in transforming this eco-system from click right the way through to live tracking and timeous delivery. For me, that fear led to an immediate short-term adjustment which has now become an instilled behaviour change thanks to the benefits and convenience of online purchasing.

Of course, I am a sample of one but I have no doubt that others are certainly experiencing the same outcomes and these changing consumer behaviours require brands, if they haven’t already, to start thinking about how they change their business behaviours because the future is now and if you decide not to adapt then you could very well become a case study of the past – much like Kodak did when digital photography took off and Kodak just wasn’t ready for it.

Digital is indeed revolutionizing how consumers learn about and engage with brands and how companies learn about and engage with consumers. If we look at the traditional shopping model – its inherently a social experience and with evolving technology, shopping is changing and becoming more social by placing commerce at the heart of where people socialise online.

I recently attended a Facebook short course facilitated through GIBS which really turned the intent-based purchase behaviour that we know on its head, in that with the growth in time spent browsing social channels, Facebook noticed a significant shift with their audiences globally from intent based purchases to a new world of discovery commerce – where products find people. With consumers today being constantly connected, browsing products on the go and comparing prices, it has most certainly become a place where FMCG brands need to look to position themselves and tap into this discovery phase.

The marketing funnel

The problem is that there is a complete disconnect between the top and bottom of the funnel. The top being that which the brands invests in media to drive a marketing objective and bottom of the funnel where transaction takes place on a partner’s retail ecommerce site. Because the brand and ecommerce site don’t necessarily talk to each other, there is a complete lack of data being transferred between the two which is like gold to the FMCG brand and therefore these brands are sometimes at the mercy of their ecommerce counterparts. Trying to understand sales funnel, drop off, loyalty and repeat purchase cycles are data points that FMCG brands may never come to know unless they take the plunge and build an ecommerce site

While there is sometimes opportunity in creating a category specialist ecommerce platform that caters to all brands hosted under a single stable, most shoppers see FMCG products as part of a wider shop, meaning they want the convenience of finding everything under one roof and not the hassle of having to visit a host of websites to buy each item. Which then makes FMCG brands question whether the ecommerce platforms they are partnered with are offering their customers value and benefit which of course also ties into the latest trends we’re seeing as an outcome of COVID-19.

While there are many predictions out there in terms of ecommerce trends that will stick beyond the post-COVID-19 world, we do know that if ecommerce growth especially in the FMCG space is set to continue at an accelerated pace then convenience, personalisation, seamless ordering and delivery need to become the key pillars in which to adapt to this changing market.

So while you may be an FMCG brand trying to understand what the future holds or just an ecommerce retail site that facilitates the transaction and delivery between the brand and the consumer – these are some key FMCG ecommerce category trends and insights to look like out for in the coming months and so you can have the right conversations, adapt to the times and ensure overall business success.

1.It’s about interrogating and understanding the individual shopper journeys and buying habits… because they have changed – through the refinement of this data, it will allow you to create personalised recommendations and even inform the creation of products which will in turn drive loyalty.

  1. By doing this we can also hopefully find ways to alleviate the issue that most ecommerce stores have with regards to online basket abandonment and find simpler and shorter paths to purchase.
  1. With economic uncertainty and the consumer’s looking to brands for value during a recession, targeted and instant redeemable rewards will help strengthen the brands quest to drive loyalty and win share of wallet regardless of whether this is done through the ecommerce channel or the brand.
  1. Let’s not forget that we’re a mobile first market and geo-targeting will play an even larger role pull in consumers in on the go or at least encourage impulse spend online.
  1. It’s about versatility, speed and convenience all round – from the consumer clicking to make a purchase right the way through to the delivery experience.
  1. Lastly, think beyond your traditionally digital owned channels. Social commerce is growing at a rapid rate and consumers are adapting their buying behaviours to new technology outputs like Voice Commerce, Conversational Commerce and Bots.

Thankfully as a country we’re adaptable and one of the most susceptible nations to change – I’ve seen and heard many local businesses owners changing their business model and adapting their product to the changing needs brought upon by COVID-19, and for FMCG brands to continue their growth trajectory, they need to remain engaged, agile and productive to sustain business growth in the long term.1It’s no longer the big beating the small, but rather the fast beating the slow.

–               Eric Pearson, CIO, International Hotel Group.

Open post

The MediaShop: Most awarded at this year’s Assegais

On the back of being named Network Media Agency of the Year at the AdFocus Awards, The MediaShop has claimed victory again at the Assegai Awards, entering and winning five awards, making it the most awarded media agency on the night.

Originating in 1998, the Assegai Awards acknowledge and award Integrated Marketing campaigns that deliver exceptional results. According to its website, since inception, the DMSA (Direct Marketing Association of South Africa) Assegai Awards have striven to benchmark the South African Direct Marketing industry, to highlight best-in-class examples and encourage all players in the industry to work towards achieving greatness in their campaigns.

 Chris Botha, Group Managing Director at Park Advertising says that the team at The MediaShop can be exceptionally proud. “The team should be, and are, bursting with pride today. Winning awards on the back of solid, innovative campaigns that provide a real return on investment for our clients is extremely rewarding and confirms that the agency is consistently making a difference to our client’s bottom lines – by thnking differently.”

The MediaShop received four Leader Awards for clients Debonairs, Fishaways, DSTV and SA Tourism and one Silver Award for DSTV.

“Congratulations to the teams involved in these campaigns and a big thank you to our clients that continue to work with, and encourage us, to produce award winning and tangible results.”

For more on The MediaShop visit www.mediashop.co.za, like them on Facebook: The MediaShop, follow them on Twitter @MediaShopZA or LinkedIn.

The MediaShop:

The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.

Open post

Virtually anything from anywhere

Chris Botha, Group Managing Director, Park Advertising

Allow me to start this article with three quick, personal stories to set the scene.

 Story 1
For the past month while our offices still remain closed, one of our very efficient staff members booked a house in the Kruger Park. He worked very effectively from there, and even managed to pop out for game drives every morning and evening. His clients never noticed, and his work was as excellent as ever.

 Story 2
My super-efficient PA has been in Durban caring for her Dad for three months. No one noticed, and she has remained as efficient and effective as ever, while caring for her nearest and dearest.

 Story 3

A friend’s daughter is studying at UCT. She came “home” to Johannesburg in March, and will not be returning to Cape Town until 2021. She will finish her full academic year here in Johannesburg.

I am sure you have stories like that too – of businesses that used to rely on massive office space that are giving it all up and in essence becoming virtual, of virtual sports events, virtual music concerts and so much more.

If there is one thing that 2020 has taught us – it’s that you can do anything from anywhere.

But what does this mean? What if my colleague, instead of booking a house in the Kruger, booked a house in the South of France (don’t worry, we don’t pay that well)? Could he carry on? Could he do the job? Heck yes. But here is where the law of unintended consequences come in. If location doesn’t matter – could we not just employ someone who can do the same job from a market like India, at a possibly cheaper salary, to do his job virtually? Yes.

So, there are two sides to this sword. Whereas in the past we would only scout talent from South Africa (for the most part) – we can effectively in this new world scout talent from anywhere in the world, and not have to deal with emigration and relocation headaches. Call centres have been doing this for years. Some tech companies too. It’s now becoming a reality for more and more businesses and industries.

There is a flip side to the euphoria of working from anywhere though. As an employer I worry about staff working from home too much. Hear me out.

A big part of the reason people work at our company is because of the physical location, nice offices, lots of friends, the buzz that our media owner partners create, and the general “gees” of our company. There is something special about working late with a bunch of smart minds, slogging in a boardroom – eating pizza until the presentation is perfect. That experience is drastically watered down in a virtual world.

If your office is your desk at home, doesn’t that mean that the company you work for becomes more “vanilla” and in the long run you work for whoever pays you the most? Company owners and management will also have to work harder to keep staff “loyal” and to maintain a very specific brand identity for their workforce.

I do believe we can however become a more caring people over time. Like my PA who is looking after her Dad, companies can and should, enable staff to not lose touch with family while working. A new Dad employee recently commented about how lockdown was such a blessing because he could experience so much more with their new bundle of joy without sitting in traffic. So, there is that as an upside.

The educational sector is an interesting one for me. Universities for example as educational institutions have been around for very many years, but let’s start micro. My friend’s daughter had to rent a flat in Cape Town and move to the Mother City to study at UCT. Is that still the case for new students? Maybe not. Maybe the future is virtual lectures, and a study from anywhere norm. Does that mean universities can now take on more students? Yes surely. Your numbers are no longer limited to a physical location’s capacity.

But don’t forget the double-edged sword.

Let’s for argument’s sake say that we all decide that we want to do our law degree at Harvard Law School in the future. No more moving to Boston, dealing with freezing winters, paying through your ears for everything in dollars. This can be achieved from the comfort of your bedroom in sunny South Africa.

But if everyone decides to study via Harvard (because they are supposedly the best) – does that not mean that fewer people will study in South Africa? Could we see major educational institutions offering world class degrees to anyone around the world, and in so doing, kill off local educational institutions? Well, maybe yes.

Apply this philosophy to retail – if location matters less – would you shop at a different store? Maybe in your suburb the Pick n Pay is 3km away from your home, and Checkers 10km away. So, you always shop at Pick n Pay. But if you move to online delivery shopping – purchases only happen via the PnP App or the Checkers Sixty/60 App – then you might go to the retailer with the better prices or the better online experience.

For us as South Africans we should use this as an opportunity to offer mass services across the globe at a competitive price. We have mass unemployment at 30% so the “anything from anywhere” trend can potentially open our workforce up to the globe, and not just to a stuttering South African economy.

Our weak Rand could help with competitive pricing.

COVID 19 handed us all some lemons, but hey, free lemons so let’s go out of our way to turn them into some much-needed Lemonade.

Open post

The MediaShop wins Network Media Agency of the Year

For the third time in the past four years, The MediaShop has been awarded Network Media Agency of the Year at the 2020 Financial Mail AdFocus Awards.

Chris Botha, Group Managing Director at Park Advertising, The MediaShop’s holding company, says that The MediaShop has experienced a tough but ultimately rewarding 2020. “Firstly, I’d like to extend congratulations to every staff member that made this happen – this is your award,” he said.

“The fact that The MediaShop has consistently won this award three times over the past four years is testament to the team’s hard work and enduring success over the years in pioneering innovative and evidence backed strategies. I’d also like to extend a special word of thanks to our ex Johannesburg MD Kgaugelo Maphai and our existing leadership team Bonita Bachmann in Cape Town and Arish Saroop in Durban in their efforts in making this award a reality.”

Chris also said that he’s celebrating this morning with mixed emotions. “I am very happy for the accolade, but also very sad that we cannot celebrate together. Special occasions like this make me quite sad for not having colleagues to hug, high five or share a healthy Debonairs Pizza and some Moet with!”

2020 has definitely been one for the record books but despite the pandemic the agency has maintained its high standard of output, functioned optimally with a virtual team and was also identified by global research company RECMA as number nine on its Top 16 Standalone agencies that are part of groups – the only South African agency with a mention.

“Here’s to the final push of 2020, and thanks once again to our teams, management, clients and media owner partners,” says Chris.

For more on The MediaShop visit www.mediashop.co.za, like them on Facebook: The MediaShop, follow them on Twitter @MediaShopZA or LinkedIn.

The MediaShop:

The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.

Open post

Click here to shop now!

Claire Herman, Media Operations Manager at The MediaShop

When lockdown hit at the end of March 2020, we all felt completely cut off from the outside world, only being allowed out of the house to get essential services like medical attention and food. And even when we did venture out, we were terrified of catching the Coronavirus, making sure that we had a plan to “get in and out” as quickly as possible, clad with our face masks and smeared with copious amounts of hand sanitizer… It wasn’t a pleasant experience at all.

One good thing that did come out of lockdown though was my introduction to online shopping, and more specifically, the Checkers Sixty60 app. At that stage it was still in its testing phase, but luckily, I fell within their catchment area, and soon became a pro.

I will admit, being in my mid-forties and a bit of a techno-phobe (and despite being married to a software developer) my previous online shopping experience had been limited to the occasional Netflorist purchase. But now, my eyes have been opened to the wonderful world of online shopping convenience and there is no stopping me! Woolies, Takealot, Nifty Gifts, Yuppiechef, you name it here I come, and in my opinion, there is no better way to shop. Now that we are in lockdown Level 1, I do feel a bit more comfortable going to the shops, even if it is just to get out of the house and see other human beings, but ultimately my shopping habits have shifted forever.

I am not unique – according to a recent IOL article “2020 sees boom for online shopping in SA” ( https://www.iol.co.za/business-report/economy/2020-sees-boom-for-online-shopping-in-sa-5ac5ab33-c2aa-4e29-96f9-f939c8b4449c ), stats from Mobicred, South Africa’s largest digital credit facility, show some interesting trends pre- and post-lockdown:

  1. Monthly online transactions grew by 40%;
  2. The 60+ years age group grew by a massive 90% (granted it is off quite a small base);
  3. Average purchase size is up by 25%; and
  4. Transaction frequency sees an increase of 30%.

The bottom line is that more people are buying more, more often. This is great for the bottom line for online retailers, which is why Mobicred has also seen a 50% increase in the number of new online retailer sign-ups, and thanks to COVID-19, the definite winners have been the food, alcohol and pharmacy retailers. According to the PayFast Ecommerce Performance Index (PEP Index), beer, wine and liquor online sales have grown by a massive 1,787% this year and ecommerce will double its retail market share this year from 1-2% to 2-4% ( https://mybroadband.co.za/news/business/373946-beer-wine-and-liquor-online-sales-in-south-africa-increased-by-1787-in-2020.html ).

But who else is winning? Despite the enormous blows for the fashion industry in the real world, the online fashion sales space has emerged from the ashes and is set to grow in leaps and bounds. I for one have a tough time shopping for clothes online – shout out to all the short girls out there – but several examples over the past few months are testament to this rapidly evolving space, where virtual change rooms and size guide tables are the order of the day.

Zara plans to close 1,000 of its smaller stores around the world, saying that they expect virtual sales to account for more than a quarter of their business by 2022, and H&M is following suit and will be closing 250 stores worldwide in 2021 in favour of their online platform ( https://www.news24.com/w24/style/fashion/trends/hm-to-follow-zaras-digital-footprint-with-plans-to-shut-down-stores-in-exchange-for-online-sales-20201006 ).

Woolworths is also actively relooking their business strategy to accommodate the massive shift to online sales that they are experiencing, which is up by 41.3% in the second half of this year ( https://www.iol.co.za/business-report/companies/woolworths-thinks-again-as-fbh-sales-drop-online-sales-soar-e520c7c0-a5bc-4d96-b6ce-6625502c8778 ). And then, following in the footsteps of the two largest fashion e-tailers in South Africa, Zando and Superbalist, a new kid on the block, StyleMode.co.za, has just been launched ( https://www.news24.com/w24/style/fashion/trends/sa-welcomes-a-new-online-fashion-portal-as-brick-and-mortar-retail-ebbs-and-e-commerce-flows-20201014 ).

But online growth isn’t only limited to these select industries. A year ago, I would have argued that clothes purchases wouldn’t have been impacted so severely, but I was wrong. A more logical online purchase for me is home décor and household appliances (which has been very helpful in setting up my home office space), but the usual suspects of high-end furniture stores are now also being challenged, with JD Group’s pending launch of Everyshop. Not only will you be able to continue to access Incredible Connection and HiFi Corp through their new shopping portal, but also Russells, Bradlows, Rochester and Sleepmasters. A whole new market will be opened up here for online furniture and appliance purchases in the mass market – watch this space to see if it gains traction…

What about cars? It is important to note that even if the final purchase doesn’t happen online, the decision-making process definitely starts online, and more dealerships are bringing more of the dealership experience home for potential buyers. Seeing as, at the point of sale, most of the time actually spent inside the dealership is on paperwork and finance, surely most of this can be done online too? But wait, there’s more… According to the Google/Kantar US Automotive Path to Purchase 2020 study, 63% of purchasers would consider ordering a new car online and having it delivered to their homes, and 65% expect more online purchase options in the future ( https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/automotive-digital-transformation/ ).

And travel? Sure, you can make bookings and payments online, and organise flights and accommodation, but did you ever think that you would buy a virtual travel tour? WildEarth is a case in point here, with daily live safari tours brought into the comfort of your own home in real-time, and you can now even add virtual travel to your Amazon Shopping cart ( https://www.washingtonpost.com/travel/2020/09/30/amazon-explore-virtual-tours/ ).

So as we enter the highest retail peak of the year, with Black Friday 2020 and Christmas fast approaching, and following on from this increasing trend of online shopping, spend on ecommerce sites is “set to soar”, with brands taking advantage of the increased site traffic close to the point of purchase ( https://www.businesslive.co.za/redzone/news-insights/2020-10-01-online-adspend-soars/ ). And brands who have not considered this shift need to start gearing up for this change in consumer behaviour, otherwise they will be left behind…

This shift not only impacts on how brands sell to consumers, by either enabling their online platforms for ecommerce or partnering with the likes of Takealot, but there is a knock-on effect for the entire supply chain ecosystem and the resultant marketing strategy that will need to be adopted. Stock availability, safe payment options, delivery options and timeframes, client query facilities, return policies and consumer communication strategies, to name a few, will all need to be considered and adapted. Is your brand ready to be added to my shopping cart?

Open post

A positive reality show for brands!

The second season of the incredibly successful and gender-neutral global production The Fashion Hero, is set to start filming from March 2021 at Sun City. The unique qualities of the show will act like a beacon for brands looking to integrate products seamlessly within the locally produced series aired across multiple countries.

 “The reality series that focuses on the fashion industry – with a significant difference – will flight over a period of two years across the globe, and we’re adding new channels to the mix every week, meaning that the exposure for our contestants and participating brands, will reach well over 500 million people,” explains Gail Hoffmann Parrish, Co-Founder of Marketing and Integration agency G2 Connection.

A gender-neutral reality show, celebrating everyone, The Fashion Hero is a completely new kind of series – challenging the fashion industry’s standard image of beauty. The first season of the show aired internationally in over 160 countries/territories on both linear TV and digital streaming platforms, the show has been seen by millions of people.

Season Two will be hosted by a very well-known international celebrity; we will announce the name soon.  Our host in combination with a team of 40 international influencers who reach millions of people will be promoting The Fashion Hero TV series and its website and the websites of participating brands on their platforms, with a potential global reach of close to 100 million.

“Brands can completely immerse themselves into the show across multiple platforms and touchpoints,” says Gail. “The Fashion Hero TV series shares important values such as individuality, passion, self-confidence and self-empowerment. With diversity at its forefront, The Fashion Hero empowers real people to be themselves and to celebrate that which makes them unique.”

Research out of the US looked at more than 2,800 placements for 99 brands and indicated that prominent product placement embedded in entertainment continues to have a strong positive impact. Effective product placement enables brands to connect with their personal reality, across multiple touchpoints in different ways that are subtle enough not to distract, but impactful enough to be noticed and remembered.

Looking for a possible 25:1 return on investment? The sky’s the limit when it comes to opportunities within and, more importantly, in media surrounding the show.

“Just as the old rules for TV sponsorship are being challenged, the rules of who should be a brand ambassador or role model no longer apply.  Now the world decides what is beautiful, what sells and what is fashionable, and The Fashion Hero brand partners will reap these rewards,” concludes Gail.

G2 Connection DNA

We connect brands to strategic, aligned communication opportunities to amplify and reinforce the creative brand message. G2 partners with leading production companies whose track record is well established in executing both quality international formats and local content for all broadcasters, including Africa. We complete our solutions offering through partnerships with highly respected PR agencies, specialist digital and mobile companies as well as all ATL media.

Issued on behalf of:                   G2 Connection

Virginia Hollis

Gail Parrish

Co-Founders

Facebook: G2 Connection

LinkedIn: G2 Connection

W: www.g2connection.co.za

Open post

We gotta get down to get up!

Herman Degener, Digital Media Strategist at The MediaShop

What interesting times we live in… pardon the cliché but seriously, each week brings with it something new and interesting that makes us less certain and more anxious about how things are going to turn out!

Google reports that 15% of daily searches are still of the ‘never-seen-before’ variety, so we are being served-up domestic and global events which are straight out of left field! At the time of writing this blog post, we are on a precipice of one of the most nail-biting elections in the history of the US-of-A; which way will it go? The ramifications for either outcome is equally fraught with complexity, with neither truly instilling a sense of real comfort, right? What interesting times… but whether it’s across the Atlantic or across the road, there’s not a lot we can control, so let’s turn our gaze away from Donald’s tangy glow and towards our own navels… yes, I am saying it’s perfectly okay to spend a (short) while navel gazing J After all, if you truly want to embrace #SelfcareSundays, some inward focus and self-indulgence is necessary.

The point of this blog post is not so much to wax lyrical about self-indulgence, but rather to write about getting down to get back up which is proving harder than ever given the sucker-punch to the solar plexus courtesy of year one of the new decade! Like a purely executed re-targeting campaign, worry is like an omnipresent display banner, lurking on every website or social media page we view after ‘just browsing a new pair of shoes’!

What will happen to our country? What will happen if the economy cannot recover quickly enough? Is my job safe? These are fair and reasonable thoughts that cross our mind, but worrying… well that never helped anybody. We all long for the good ol’ days, although to be fair, some of you reading this post aren’t old enough to use that cliché yet, so indulge me for a bit if you will. The good ol’ days… when things weren’t this hard. When most folk could still get a good night’s sleep sans medicinal help, when we could fit in some family time after a day’s work, or some self-care time! Like the Beetles sang… “Yesterday… all my troubles seemed so far away…” Well, guess what, them troubles are here to stay, for a while at least. But here’s the thing, how long we stay in a state of anxiety is largely dependent on us; yes, there are macro factors far beyond our control, but as the saying goes, manage what you can and let go of the rest.

The funny thing is, when we actually do just that, i.e. managewhat we can, and truly let go of the rest, the rest kind of takes care of itself and we come up roses. We have to realise that although things are tough right now, it’s us who ultimately determines not only the duration of tough times, but the level of difficulty we place upon ourselves during these tough times. Tough times… reminds me of a piece of creative-genius from the team on Johnny Walker at the time, where Robert Carlyle narrates the history of the striding man. Treat your eyes and ears here, and listen out for ‘tough

times’

To get back to a semblance of the good ol’ days (i.e. the get up part), we need to roll up our sleeves (i.e. the get down part) and get down to not only hard work, but also to putting in the extra time with family, with friends, and most importantly, with yourself. Don’t, under any circumstances, neglect yourself. But know this (cue another slice of cheese for my next cliché), there are no traffic jams on the extra-mile highway!

I was watching what is already now an old movie, Waiting (which, by the way, is a must see if you’re partial to frequently dining-out) and although arguably the most cheesy of all my clichés, one thing from that movie really resonated with me… when the manager in the mandatory intro-video which all new employees are subjected to says “ the difference been ordinary and extraordinary, is that little “extra! ” So cheesy, but yet so true… especially in today’s crazy times. Mediocrity was never acceptable, even less so now, so let’s not settle for it. It’s amazing how doing that little bit extra translates into success and happiness of the purest form, in all areas of one’s life.

Yes, I am a Digital Media Strategist for the best media agency in South Africa, possibly even the world (hey Chris, I hope you’re reading this! #SuckUp) so I should be writing about programmatic algorithms and that the death of the cookie will ultimately prove that contextual relevance was always right! Or perhaps the duopoly of Facebook and Google and how we can actually still achieve many marketing objectives and help SA publishers survive another day by sharing the marketing budget love… (by the way, if you haven’t watched The Social Dilemma it is arguably the most must-watch doccie of 2020, especially if, like me, you’re a parent!).

But for now, I choose to write about something which I believe is the core of our value proposition to the world around us, and that is belief. Belief and faith are one in the same, but hope… well that’s not a strategy. We all hope things will get better, but we have to believe in ourselves that we can make it better, and do the work. Wherever you find your inspiration, whether it’s reading self-worth quotes , listening to Al Pacino’s now famous halftime ‘ pep talk’ from Any Given Sunday, or looking into the eyes of a loved one, find it and let it inspire you to get down so that we can all get back up.

Like the saying goes “if life hands you a cactus, you don’t have to sit on it!”

Open post

Are you the next The MediaShop Johannesburg MD?

The MediaShop Johannesburg is an agency steeped in local and international recognition. Now the company is ready to expand its team again with the appointment of a Managing Director to head its flagship office.

“Our agency is known for being innovative and pioneering, and our next Johannesburg based leader will need to match those qualities and more, including having a firm grasp of the South African cultural and consumer landscape,” says Chris Botha, Group Managing Director of Park Advertising.

The successful candidate will be supported by an established team of highly capable staff and management. “The person leading us into 2021 and beyond will be someone with unwavering integrity, creativity and insights- and evidence-based thought processes,” adds Chris.

“This is an exciting opportunity to head up one of the most award-winning media agencies in the country and we’re looking forward to interviewing potential candidates.”

Interested applicants are invited to submit their CV’s to Ayanda Mda at Ayanda.mda@parkadvertising.co.za before the end of November.

The MediaShop:

The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.

Posts navigation

1 2 3 4 48 49 50
Scroll to top