How Businesses Can Improve Customer Experience And Build A Loyal Customer Base

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February 13, 2025

How Businesses Can Improve Customer Experience And Build A Loyal Customer Base — Dylan Piatti, Advantage Group Africa, Unathi Mhlatyana, Mondelēz Southern Africa and Zinhle Tyikwe, CGCSA, at the 2024 Annual CGCSA Summit.

In the competitive environment of the consumer goods industry, prioritising customer experience (CX) is a vital component of sustainable growth. The foundation of successful partnerships lies in shared expectations and collaborations, a thorough understanding of customer needs, and strong brand loyalty, which are all cultivated through trust and commitment.

Unathi Mhlatyana, Managing Director of Mondelēz Southern Africa, along with Amelia Vorster, Customer Services and Logistics Director, emphasise that delivering on promises to retailers and customers is essential for mutual business growth.

The sixth edition of the Salesforce State of the Connected Customer Report for South Africa highlights that customers are seeking more data privacy, customer-centricity and transparency from their favourite brands in order to remain loyal. While many South Africans have their preferred brands, these brands need to improve to keep their loyal customers.

The report reveals that preferred brands excel in three areas: data privacy and transparency, with 49% of customers trusting them to handle data responsibly; customer-centricity, where 44% believe their needs are prioritised; and visibility, with 44% acknowledging easy access to information. However, brands are missing the mark by over-communicating, with 55% feeling contacted too often, and only 24% receiving requests for feedback.

To elevate customer experiences, brands should focus on three strategies: strengthening data security by using cloud-based CRM systems; enhancing personalisation through unified customer insights and AI; and ensuring consistent communication across platforms.

Mondelez was rated the number one supplier in South Africa according to retail partners in the annual Advantage Report ‘Voice of Retailers’ survey.

The 2024 Voice of South African Retailers report highlights how retailers rate working with their supplier partners. Advantage Group Africa Managing Director, Dylan Piatti, highlighted the importance of relationship dynamics in trading environments. Better business relationships lead to better commercial outcomes. Advantage Group is the preeminent global partner for future-fit partner-centric organisations, providing data and insights that measure the health of business partnerships. Partnership feedback that is unbiased and anonymous provides real and actionable insights into working better together

The Advantage report assesses suppliers based on retail customer experiences and measures 26 key metrics benchmarked against their peers. These include Collaboration, Trust, Delivering on Commitments, Strategic Alignment, and a genuine focus on retailer centricity. The results unearth insights into South Africa’s trading dynamics between Retailers and Suppliers.

An interesting result from 2024 is in the Trust and Collaboration metric: Across categories, retailers’ perceptions of suppliers have consistently improved year-on-year, whereas suppliers’ perceptions of SA retailers have declined slightly overall (for more detail on South Africa’s results, please contact Advantage Group directly).

It is a significant accolade to be recognised as the #1 Supplier in South Africa’s Top25 FMCG Manufacturers rank set, especially as the top tier suppliers all improved their scores year-on-year. While Mondelez came out #1 Overall, it also excelled in a number of competencies, including being rated #1 for seven out of 26 metrics. Crucially, the overall Trust score for Mondelez also improved by 17 points (scores are in a range of -100 to +100).

What Mondelēz has gleaned from measuring its retail partnerships and retail centricity over time, is that a purposeful strategy is needed to build trust. When faced with challenges, clear objectives must be set to elevate a supplier’s offering. This commitment involves engaging every department within the organisation to align efforts towards the goal, acting as One Mondelēz, thereby ensuring clarity and transparency with retail partners. By promising openness and addressing challenges together, retail suppliers can elevate their trust quotient significantly.

Central to a supplier’s business strategy must be the recognition of the customer’s voice. By prioritising customer feedback and utilising it to inform decision-making processes, a business can establish its dedication to partner satisfaction. A company’s success is not measured solely by key performance indicators, but is rooted in understanding and empathising with customer needs, thereby fostering loyalty and reciprocal efforts.

Mondelēz openly acknowledges that building strong partnerships and securing business success is no simple feat. Both retailers and suppliers have distinct objectives, yet honesty and a collaborative spirit can turn challenges into shared opportunities for growth.

Once at the top of the Advantage Survey, however, the challenge lies in maintaining this position amidst fierce competition. Leadership must understand that achieving success is not a point of arrival but an ongoing journey. Continued innovation, proactive communication, and strategic investments in brand and product categories are essential to keeping retailers and consumers engaged and satisfied.

Key Strategies To Enhance Customer Experience

Leveraging technology for personalisation: using data analytics and CRM tools allows businesses to deliver tailored experiences that align with customer preferences.

Providing an omnichannel experience: ensuring consistency across various channels (social media, email, websites, and physical stores) helps create a seamless customer journey.

Training and empowering employees: investing in employee training enhances their ability to deliver effective customer interactions and fosters a culture of ownership and responsiveness.

Gathering and acting on customer feedback: actively seeking and responding to customer insights helps identify areas for improvement and adapting to changing expectations.

Ultimately, the focus remains on the consumer. Market share serves as the ultimate indicator of success, reflecting the effectiveness of a company’s strategies in creating meaningful connections with consumers. In this dynamic market, effectively understanding and responding to consumer needs will continue to be the cornerstone of success. To remain a leader in the industry, businesses must champion CX as a key driver of business strategy.

MONDELĒZ
www.mondelezinternational.com

Mediamark Joins Forces With Viu And TimeOut South Africa

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Modern Marketing

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February 13, 2025

Mediamark Joins Forces With Viu And TimeOut South Africa

In an ever-evolving digital-first world, Mediamark is staying ahead of the curve by strengthening its multi-platform approach with Viu and TimeOut South Africa. By integrating these dynamic platforms into its portfolio, Mediamark is bridging the gap between traditional and digital media, ensuring advertisers can engage consumers seamlessly across multiple touchpoints.

Viu is a leading pan-regional over-the-top (OTT) video streaming service available in 16 markets across Asia, the Middle East, and South Africa. TimeOut South Africa, a globally revered guide to cultural, lifestyle, and culinary experiences, offers advertisers access to a premium, experience-driven audience seeking the best in entertainment and travel.

Wayne Bischoff the CEO of Mediamark said, ‘This marks the next phase in Mediamark’s evolution. We are not just keeping pace with change, we are defining it. The addition of Viu and TimeOut South Africa to our portfolio represents a bold step into the future of media sales, where audience engagement is more dynamic and measurable than ever before.’

The addition of Viu and Commvibe significantly strengthens Mediamark’s ability to engage SEM 3–6, a rapidly growing consumer segment that demands meaningful, relatable content. At the same time, the company’s well-established footprint in SEM 7–10 remains robust, offering premium advertising solutions tailored for high-net-worth audiences.

Through Commvibe, Mediamark offers exclusive access to influential community radio stations, including Bok Radio, Zibonele FM, and Thetha FM, ensuring brands penetrate deep into diverse, highly engaged audiences. As Mediamark expands its digital and experiential reach, the company continues to position itself as the partner for advertisers looking to drive meaningful engagement and deliver tangible results.

MEDIAMARK
www.mediamark.co.za

Effie Awards South Africa 2025 Jury Applications Open For Marketing And Communication Professionals

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Modern Marketing

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February 13, 2025

Recognised globally as the benchmark for marketing effectiveness, the Effie Awards celebrate campaigns that have delivered measurable impact. Judging is conducted by a panel of senior industry leaders who evaluate entries based on the strength of their strategic thinking, creative execution, and tangible results. Modern Marketing is a proud media partner of the Effie Awards South Africa.

‘The integrity and success of the Effie Awards lie in the calibre of its jury. In 2024, we were privileged to have an exceptionally high-level panel, including industry leaders from diverse marketing disciplines. Under the expert guidance of Jury Co-Chairs Refilwe Maluleke and Ahmed Tilly, the jury engaged in robust deliberations, setting a strong precedent for effectiveness evaluation. We are delighted that both Maluleke and Tilly have agreed to continue as Jury Co-Chairs for 2025, bringing their extensive experience and leadership to the process once again,’ said Gillian Rightford, Executive Director of the ACA.

The Judging Process

The rigorous adjudication process consists of two rounds:

– Round 1: Senior marketing and agency professionals assess entries based on evidence that commercial communication was key to the campaign’s success.
– Round 2: Top-level executives evaluate the strongest cases, identifying finalists and category winners.
– Grand Jury: A select panel of C-suite leaders determines whether any campaign demonstrates an extraordinary level of marketing effectiveness, awarding a Grand Effie only if a case meets the highest standard of excellence.

Who Should Apply?

The Effie South Africa jury is composed of seasoned professionals with a proven track record in marketing effectiveness. Eligibility criteria include:

– Agency representatives: Senior strategists and creative directors for Round 1; C-suite executives for Round 2.
– Client-side representatives: Senior management for Round 1; top-level marketing executives for Round 2.
– Industry professionals: Research organisations, academics, and media experts are encouraged to apply.
– Inclusive representation: Agencies from all specialisations – including PR, digital, media, and integrated agencies—are welcome to participate.

‘To truly reflect the diversity of our industry, we need a broad spectrum of jury members. We encourage strategists, creative directors, marketers, media professionals, research specialists, and academics to apply. Effective marketing is shaped by multiple disciplines, and we want our jury to embody this richness of expertise,’ added Rightford.

Key Dates – Effie Awards South Africa 2025

– Judges Application Deadline – 8th May 2025.
– Jury Induction/Workshop – 18th June 2025.
– Round 1 – Cases to Jury 26th June 2025 / Jury Discussion 10th July 2025.
– Round 2 – Cases to Jury 5th August 2025 / Jury Discussion 7th August 2025.
– Grand Effie Judging – 28th August 2025.

How to Apply

Marketing and agency professionals interested in shaping the future of marketing effectiveness are invited to submit their applications here. The deadline for applications is 17h00 on 8th May 2025.

EFFIE AWARDS
www.effieawards.co.za

Veld Architects Partners With Sunshinegun To Refresh Its Visual Identity

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Modern Marketing

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February 13, 2025

Veld Architects’ new logo draws inspiration from the architectural process itself, with the ‘E’ symbolising building brick by brick. The result is a bold yet sophisticated brand expression – one that captures Veld’s passion for nature while showcasing their professionalism and expertise in high-end residential and commercial design.

Its horizontal elements also evoke architectural structures viewed from above, and the angular ‘L’ conveys dynamic precision. The solid first and fourth letters nod to Veld’s signature style: elegantly understated designs. Overall, the wordmark balances professionalism and structure with a playful energy that reflects the dynamic team behind the brand.

Building from the new wordmark, a triangular ‘V’ form was extracted to create a flexible graphic device. This ownable and impactful shape serves as a frame for showcasing Veld’s work, ensuring the brand remains recognisable while allowing the architecture to take centre stage.

Given Veld’s deep connection to nature, new seasonal colour palettes were developed to capture the changing moods of Summer, Autumn, Winter, and Spring. This evolution extended to typography, with the introduction of Google fonts for greater accessibility and seamless cross-platform application. A new sans-serif typeface complements the colour palettes in that it embodies Veld’s focus on simplicity and elegance.

‘At Sunshinegun, we believe that a strong visual identity should be as purposeful and considered as the brand it represents,’ said Sikhumbuzo Khoza, Group Account Director at Sunshinegun. ‘Veld Architects’ commitment to sustainability and beautifully crafted spaces inspired us to develop a design system that truly reflects their ethos. We are proud to have played a role in shaping their visual story.’

SUNSHINEGUN
https://www.sunshinegun.com

AI Trends That Will Shape 2025

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Modern Marketing

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February 13, 2025

AI Trends that will shape 2025. — Grant Lapping, Midnight.

Because automation and artificial intelligence (AI) is nothing new to us, digital media professionals bring a different perspective to AI than people who work in fields where the technology is relatively young. Grant Lapping, Digital Executive at midnight, the innovation agency of iqbusiness, reflects on the lessons AI adoption in digital media has for other sectors and looks at the AI trends that will shape 2025.

Expect the way you work to change, but remember that human expertise remains the key to unlocking value from AI. AI isn’t new to the digital media world. We’ve seen automation profoundly change how we work over the past decade, starting with the launch of automated bidding capabilities on programmatic and social platforms or otherwise known by Google as Smart Bidding.

Since then, we’ve seen AI transform every aspect of how we work at a blistering speed. But despite the disruption our industry has seen during this time, the technology has yet to replace human digital media experts. If there is one lesson that professional should take from this as we move into 2025, it’s that those who skill up in AI are more likely to remain relevant and potentially increase their value.

AI Trends

AI Will Drive A Step Change In Productivity In 2025 And Beyond

Coming from the perspective of an industry where AI disruption has been underway for 10 years, we have seen how rapidly it has transformed slow, laborious manual tasks into automated processes. Just a decade ago, we needed to track every ad we ran across each platform and adjust bids manually to ensure ad spending aligned with revenue generation.

We’d figure out how much we’d need to pay for a click to get decent return on ad spend for the conversions we achieved. Soon, machine learning algorithms were able to perform this function exponentially faster and significantly more accurately than any human could. Automation of campaign targeting and bid structures made the human role in these functions obsolete.

When a campaign is set up with the right conversion metrics and taps into the full capability of the machine learning algorithms supported with first-party data, you can be sure you are spending the campaign budget in the optimal way. The time we spend on optimising campaigns and creating tailored ads to target different users has been sliced down from hours to minutes, allowing us to take on more clients and spend more of our time on strategic, value-adding work.

It’s Not What You Know, But How You Apply It

The big recent development in AI is the advent of generative AI platforms like Gemini and ChatGPT, which promise to profoundly change how knowledge workers do their jobs. These platforms transform AI output from data and information into knowledge and content. This will challenge what so many professionals do in the years to come — from marketing consultants and lawyers to coders and designers.

If you want a medical or tax opinion, you can ask ChatGPT and interrogate its output. You’d still be wise to consult a doctor or accountant (gen AI is known to get things wrong), but you will be well-informed when you talk to them. Likewise, it’s now possible to generate your own images for social media posts, the first draft of a blog post, or a script for your website without being a designer, writer or coder.

We are seeing exponential growth in generative AI platforms and co-pilots that target a range of specialist use cases, from psychotherapy to search engine optimisation. Each knowledge worker and professional will need to think carefully about how to position themselves in a world where knowledge is a commodity and creation can be automated. Expertise and knowledge will need to be packaged and applied, rather than sold as is.

Human Touch Required In An AI-Driven World

If the second point sounds scary, our experience in the digital media sector offers hope. AI has enabled us to be more efficient and effective — but if anything, the demand for digital media experts has only grown as the complexity of the AI technology has increased. Machines are only as good as the instructions and the data they are given. The importance of the human role in overseeing AI from a quality, governance and ethics perspective cannot be understated. Equally important are creativity, empathy, interpretation and judgement — unique human qualities where AI still falls short of passing the Turing test, a measure of whether a machine can exhibit behaviour that is indistinguishable from that of a human.

Expect Acceleration In The Speed Of Change In 2025

2025 will be the year that companies across industries ranging from manufacturing and agriculture to media, professional services and finance will need to scale up and accelerate their investments into AI and generative AI in particular. Each business will need to think about how to get maximum value from the technology. Many task-based jobs will fall away and how businesses create and capture value will change.

I’m optimistic that AI will, much like the internet or the cloud, create massive opportunities for people and businesses. Think back to how the mainstreaming of the internet has changed our lives and how we work. Putting powerful generative AI tools into everyone’s hands will unleash new waves of innovation and creativity in the years to come.

As was the case with the internet, businesses and people will show amazing resilience and adaptability in adjusting to the new possibilities and dangers of AI at scale. While there are understandable concerns about data privacy, data ethics, and job security, AI will boost economies and open up job opportunities that never existed before.

Enjoy The Ride

As AI continues to gain momentum, businesses, industries and professionals all face a leap into the unknown. The important part is to put the governance and ethical guardrails in place to ensure we benefit from the rise of the machines. But along with the caution, 2025 promises to be the year AI truly starts to gain momentum and deliver on the potential it has shown over recent years. Buckle up – it’s going to be an exciting ride.

IQBUSINESS
www.iqbusiness.net

Polygon Taps Into Padel Court Network To Connect Advertisers With Consumers

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Modern Marketing

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February 10, 2025

Polygon Taps Into Padel Court Network To Connect Advertisers With Consumers

In the past decade, the number of people playing Padel worldwide has more than doubled from approximately 12 million people in 2014, to around 30 million people in 2024, leading to it being dubbed the world’s fastest-growing sport. And with fans that include David Beckham, LeBron James and even Serena Williams, this racket sport is predicted to someday eclipse tennis as the sport of the affluent.

South Africa is no exception, with Padel courts popping up rapidly all over the country. There are currently around 200 Padel venues in SA, with over 650 courts – and more are popping up all the time. For advertisers looking to tap into an affluent and educated audience, Padel offers an unmissable opportunity to connect with potential customers in a relaxed setting. It is this very potential that led to Polygon – through its partner Dream Box Media – to tap into Africa Padel, the largest Padel network of courts in South Africa.

Remi Du Preez, Managing Director at Polygon said: ‘Due to the cost of equipment and court hire, Padel generally attracts an upper income, professional audience with disposable income. It’s not only a fun and competitive sport, but it’s also used as a meeting point where business associates can establish and maintain relationships – like with golf – in a sociable setting.’

Digital billboards at Africa Padel venues have been integrated into Polygon’s aggregated digital out of home (DOOH) network. Large format digital screens are located between Padel courts and are optimally viewed from the venues’ restaurant and bar areas, which are generally frequented after games.

Explained Du Preez: ‘Our network is programmatically connected and available for Google-based programmatic traders. We also have the means to activate campaigns on the mobile phones of visitors to Padel courts. This dual-screen targeted approach ensures a higher ad recall and receptivity for brands advertising to these audiences.’

‘Polygon can accurately measure campaign attribution, meaning that we know whether consumers are going to an advertiser’s store or visiting their website after coming into contact with the brand ad and upon leaving the court. Anecdotal feedback from our first advertisers is that since flighting campaigns across the Padel network, they’ve seen a marked increase in sales.’

Mark Murphy, Head of Commercial at Dream Box Media, said: ‘The secret behind the explosion of Padel is that it’s a fun and inclusive sport that caters to players of all ages and physical conditions. Many of our venues are in sought after neighbourhoods and in multiple sports complexes, extending our reach to an energetic clientele. The early advertiser adopters on our screens are benefitting from reaching affluent men and women during their leisure time – ideal conditions to connect with them. Our programmatic offering has done really well since the onset, and we look forward to driving further growth in the year ahead.’

‘This integration will allow our clients to access a high SEM professional audience, which holds considerable purchasing power,’ concluded Du Preez.

POLYGON
http://pdooh.co.za

First-Party Data Can Be The Matchmaker Between Brands And Consumers

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Modern Marketing

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February 6, 2025

First-Party Data Can Be The Matchmaker Between Brands And Consumers

Ever been on an awkward blind date or approached by someone who completely missed the mark? That’s the disconnect many consumers feel when bombarded with irrelevant ads. And it’s a challenge brands face when their advertising fails to resonate. Daniel Levy, Co-Founder and Co-CEO of Flow, says in advertising, as in relationships, success lies in truly knowing the other person. Trying to impress someone without understanding their preferences, values, or interests will likely result in a missed connection.

What If You Had The Ultimate Wingman?

Levy suggested that first-party data – that which is collected straight from online and offline customer interactions – holds a superpower. ‘You see, to truly win a customer over, you must start by understanding their desire and intent.’

‘Brands can use the insights from first-party data to craft messages that hit home the way a thoughtful, handwritten note does. This level of personalisation can make your marketing not just memorable, but also the start of a meaningful, lasting relationship with your brand.’

The Disconnect Of Conventional Advertising

As anyone quick-scrolling past a stream of irrelevant ads knows, traditional advertising often misses the mark by being generic or intrusive. Despite good intentions, many ads fail to capture attention or connect deeply because they lack personalisation.

And frankly, today’s consumers expect more. According to McKinsey, 71% of shoppers want personalised interactions, and 76% feel frustrated when this expectation isn’t met. The stakes are even higher during emotionally charged times like Valentine’s Day, when brands compete to make meaningful connections.

Generic ads simply don’t cut it in a world where consumers crave relevance. Brands that fail to adapt risk being overshadowed by competitors who use data-driven insights to create tailored experiences.

Real Connections, Real Results

It’s like paying attention on a first date: brands with access to rich consumer insights – like purchase history and preferences – get to know their audience’s true needs and behaviours. If they use that knowledge to create campaigns that feel personal and purposeful, they’ll be far more effective at building trust, engagement, and lasting loyalty with their ideal audience.

That’s why access to high-quality first-party data is a game changer for brands. ‘Platforms like Flow help retailers and commerce businesses unlock and activate this exclusive data,’ said Levy – and the results speak for themselves:

– A prominent South African retailer saw a 5.40% increase in conversion rates within two months of activating first-party data audiences.
– A supplement brand achieved a 3.6x boost in conversions in just one month by using first-party data strategies.
– A local alcohol brand experienced a 2.94x improvement in click-through rates (CTR) in two months by leveraging first-party data insights.

The payoff: results brands will love

So, what’s the big fuss? By using first-party data audiences, brands can expect:

– Higher engagement rates: personalised ads capture attention more effectively, leading to more clicks and impressions.
– Increased conversions: precision targeting ensures ads reach the right audience at the right time, driving more conversions.
– Stronger customer loyalty: thoughtful, relevant ads build emotional connections, fostering long-term brand affinity.
– Improved return on ad spend (ROAS): with fewer wasted impressions, your digital advertising budget works harder.

Want The Attention Of Your Ideal Audience?

As the advertising landscape evolves, the brands that thrive will be those willing to embrace change and invest in meaningful connections, said Levy.

‘So why waste marketing budget running ads blindly, when the right data and strategy can help you create experiences that resonate and convert? For every brand competing for attention this month – the perfect audience match awaits!’

FLOW
https://flowliving.com/

These Are The Basics Of A Good, Brand-Serving Communications Strategy

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Modern Marketing

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February 6, 2025

Flow Communications says the days of distinct strategies for PR, social media, content, digital (and so on) are over. Today, brands and businesses invest in one communications strategy that informs tactical campaign delivery for all disciplines in the communications mix.

A good strategy will apply to every communication element: from newsletters to news briefings and from social content to symposium hosting. It won’t muck about much with tactical delivery; strategy isn’t tactics … but strategy does (and must) inform tactics. Importantly, it will be audience-centric, capitalising on market insights and segmenting audiences in line with what the brand wants them to know, feel and do.

More and more businesses are insisting on implementing strategic segmentation before writing a single social media post, setting up even one media briefing, or spending a brass cent on creative and media buys.

A centralised communications strategy brings simplicity and purpose to communications delivery. It guarantees economy of scale and ensures that the various specialist disciplines (and agencies) don’t deliver at cross purposes. It reduces intra-agency gamesmanship and helps everyone – from the creative genius in the above-the-line agency to the media buyer who is driven by budgets and reach – work together in agreeable, brand-centric harmony.

What do you need to look out for (and insist on) from your communications strategist? Here are the very basics of a good, brand-serving communications strategy:

Objectives rule: state the aim of communications clearly, concisely and with minimum fluff and bluster. Then go right ahead and include metrics to evaluate success. Clear targets encourage purposeful delivery.

Purpose and promise: decide and define exactly what your brand offers markets and audiences. Make this articulation as crisp as possible and put it at the centre of all brand communications delivery.

For the people: segment target audiences. For some audience segments, it may be sufficient to merely create brand knowledge and awareness. For others, a clear call to action to engage and support the brand may be necessary. Be clear on these distinctions and include them in the communications strategy.

Message deck: remember that the strategic messaging deck does not provide verbatim messaging. It informs the intent and spirit of messaging. Remember, too, that key messaging should be composed to address brand intent for each audience segment, and that it has to serve the purpose and promise of the brand.

Sharing is strategic caring: once approved, the strategy must be shared with the wider communications team to ensure everyone intimately understands the strategic direction of the communications. This way the comms strategy goes to work, serving the people who serve the brand. And this is as it should be.

FLOW COMMUNICATIONS
www.flowsa.com

Tips For Navigating The Digital Marketing Landscape In 2025

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Modern Marketing

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February 6, 2025

Tips For Navigating The Digital Marketing Landscape In 2025

Described by some as a year of chaos, last year ended with a collective sigh of relief from many CMOs. We expect the year ahead to be no less disruptive. CMOs must stay focused on adapting to technological changes, aligning with consumer values, and embracing the power of data and authenticity. The brands that do this stand the best chance of maintaining and growing their market advantage, no matter how chaotic the year ahead gets.

Michelle Goosen, Account Director at Incubeta Africa, says within the chaos there were also moments of innovation and adaptation that offer valuable lessons for the year ahead.

Google’s Tango With The End Of Third-Party Cookies

The uncertainty surrounding Google’s plans for third-party cookies left many brands unsure of how to prepare for a cookieless future as the two-steps-forward, one-step-back dance continues. Agencies stepped up to the plate, helping their clients pivot their targeting and measurement strategies to align with the evolving privacy landscape.

However, this shift required a deep understanding of the implications of the cookie deprecation, as well as the ability to guide brands towards alternative solutions. Agencies that could provide strategic guidance and practical support in this area were invaluable partners for South African brands in 2024 and will be again in 2025 as the uncertainty continues.

Adapting To The AI Onslaught

The lightning speed adoption of AI technology proved a balancing act for local brands. Integrating these powerful tools in a strategic and responsible manner became a top priority, as brands sought to harness the benefits of AI while still addressing concerns around privacy, ethics, and sustainability.

Forward thinking agencies responded by bolstering their internal capabilities, investing in data science and analytics expertise to empower their clients. This upskilling effort extended beyond the agency walls as brands worked to build their own in-house AI proficiency, ensuring that their teams could make informed decisions and effectively leverage these emerging technologies.

Navigating Economic Headwinds

The economic turbulence of 2024 cast a long shadow over the digital marketing landscape, forcing brands and agencies to navigate tightening budgets as well as shifting consumer priorities. Brands were increasingly selective about where they allocated their limited resources, putting pressure on agencies to demonstrate tangible ROI and adapt their service offerings accordingly.

Agencies had to be nimble, aligning their approaches with the specific challenges and priorities of their clients, whether that was sustainability, budget constraints, or the need for more agile, responsive marketing. By understanding the evolving needs of their clients, some agencies were able to position themselves as strategic partners, rather than just service providers.

Challenger Brands Shake Things Up

In 2024, the rise of challenger brands continued to make waves. Smaller, innovative companies continued to carve out their own niches by focusing on bold differentiation and sustainability. These challenger brands are often more agile, willing to disrupt established industries and capture market share through unconventional methods.

Consumers voted with their wallets, supporting brands that aligned with social and even political values that resonated with a more discerning and often younger generation.

The Rise Of Sustainability

The growing emphasis on sustainability and environmental impact presented both challenges and opportunities for brands. Consumers were increasingly demanding that the companies they support demonstrate a genuine commitment to reducing their carbon footprint and operating in a more eco-friendly manner. But those that could quickly reaped the rewards.

Five Insights CMOs Should Not Ignore

As South African CMOs look to the future, these five pieces of advice based on the learnings from 2024 offer a roadmap for navigating the digital marketing landscape in the year ahead:

1. Cultivate adaptability and agility: the ability to adapt quickly and pivot strategies in response to changing market conditions will be essential. CMOs must foster a culture of continuous learning and experimentation within their organisations.

2. Prioritise first-party data: investing in first-party data capabilities will be crucial for brands to thrive in a cookieless world. CMOs should work closely with their data and IT teams to ensure seamless data collection, storage, and activation.

3. Embrace responsible innovation: the integration of AI and other emerging technologies must be approached strategically and with a focus on privacy, ethics, and sustainability. CMOs should prioritise upskilling their teams and establishing clear governance frameworks.

4. Respond quickly to external forces: optimising marketing spend, diversifying media mixes, and adapting messaging to align with evolving consumer priorities will be key to weathering economic headwinds.

5. Maintain disruptor vigilance: the rise of nimble, innovative challenger brands serves as a wake-up call. CMOs must remain vigilant, continuously monitoring the competitive landscape and being prepared to respond to unexpected market shifts. Threats will not just come from their main competitors, but smaller ones, too.

INCUBETA
www.incubeta.com

Creators, Not Corporations, Are Shaping What’s Next

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Modern Marketing

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February 6, 2025

Creators, Not Corporations, Are Shaping Whats Next — Albert Makoeng, Nfinity.

Albert Makoeng, Managing Director, Influencer Division at Nfinity, says the creator economy isn’t a side hustle or a fad. It’s real, and it’s here to stay. This is the future of demand generation, and it’s built on collaboration, trust and shared success.

How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60 million from a Netflix event that attracted 120 million viewers, so many, in fact, that the streaming platform struggled to handle the overwhelming demand. This moment highlights a profound shift in media consumption habits over the past few years. To see where things are going in 2025, we need to take a step back.

Then: TV, print, and radio were the dominant channels.

Now: social media, YouTube, and podcasts are the primary platforms for influence.

For decades, demand generation followed a familiar script: brands dictated the terms, controlled the narrative, and funelled billions into traditional advertising to capture consumers’ attention. But traditional media consumption (like TV viewership) is now in secular decline. At the core of this disruption is the rise of the internet and the explosion of online information and content, which brings entirely new advertising opportunities with it. Social media has opened the door to highly targeted advertising, attracting a growing share of advertising spend, and we are now entering a new phase of media and consumption where creators are responsible for aggregating an audience to generate demand.

In this emerging ‘shared economy’, those who adapt will thrive. Those who cling to old models risk fading into irrelevance. We’ve been watching the curves on the creator economy closely, and creators and marketers should be too.

Here are the heat seeker creator trends you need to know in 2025:

Creators Are The New Titans Of Demand

Then: corporate-controlled media dictated demand and influence through traditional networks.

Now: creators drive massive demand, surpassing traditional media’s reach and influence.

The era of corporate-controlled demand is over, and the era of creator-driven influence is here. Consider this: Tucker Carlson’s first post-Fox show on X attracted 120 million viewers, compared to his Fox News audience of just 4 million. Mr. Beast, one of the most influential creators today, has a following larger than the audiences of Reddit, Pinterest, and X combined.

Trust And Authenticity Are The New Currency

Then: Brands controlled the narrative through polished, traditional advertising.

Now: Creators drive the narrative with authentic, relatable content that resonates more deeply with audiences.

In a world of misinformation, audiences crave authenticity. They want truth from people they trust, not marketing messages from detached corporations. Micro and nano influencers and creators are thriving because they offer what brands can’t: genuine human connection. These creators, no matter how niche their followings, wield immense influence because their audiences believe in them. Trust is the new currency, and it’s priceless.

The Death Of One-Off Deals

Then: one-off influencer deals with minimal long-term collaboration.

Now: true partnerships where creators get a stake in the brand’s success.

Brands that think they can simply ‘hire’ creators to post and pray for conversions are missing the point. Creators are no longer satisfied with transactional relationships (and they’re building their own brands, too, which we’ll discuss in the next section). Smart brands are adapting by offering creators a stake in their success. In this shared economy, brands and creators win together.

The Rise Of Creator-Backed Brands

Then: established brands dominated new product releases with huge marketing budgets.

Now: creators launch products that disrupt markets and challenge corporate giants.

Logan Paul’s Prime Energy Drink, for example. According to Venture capital firm Social Capital, the drink hit $1.2 billion in sales in just one year. Monster Energy took 12 years to reach that mark. The reason? Logan Paul isn’t just endorsing a drink; he owns the audience drinking it. By tapping into their audiences, creators are rewriting the rules of commerce and launching brands that outperform long-established corporate giants.

American YouTuber Mr Beast’s Feastables snacks shook up the candy industry, even affecting Nestlé’s share price. Reed Duchscher, MrBeast’s Manager, took to LinkedIn to share a clip where he explains the reason for Feastables’ success: “We don’t have customers, we have fans.”

New Agencies Facilitating The Future

As creators become more powerful, new agencies are emerging to connect them with brands in innovative ways. These intermediaries facilitate entire product lines for their clients through collaboration with manufacturers, allowing even small players to challenge giants. Imagine a niche cereal brand partnering with a creator to compete with a brand like Kellogg’s? In the shared economy, size matters less than strategy.

Creators – Not Corporations – Are Shaping What’s Next

Creators, this is your time to tap in and hold agency with your audience – and Marketers – it’s your time to reach back with a change in your thinking. As a global economy, we’re needing to embrace the shared economy, not compete against it. Because the power is back with the people, for the people, and creators are teaching us why.

NFINITY
https://nfinityinfluencer.co.za