Why Aren’t We Seeing More Effective Personalisation?

March 27, 2025

Andrew Solomon, Client Strategy Director, Achievement Awards Group, says that businesses can do personalisation better. While there are a few examples of great personalisation, very few companies are really nailing it. The potential is alluring but getting there is more of a crawl than a sprint. There are reasons for that.

On a scale from creepy to cool, personalisation – and its newer offspring, hyper-personalisation – might just be heading in the right direction. Compared with five years ago, it’s now more accepted and perhaps also more expected, as more of us experience it and understand how we can benefit from it. But that is happening surprisingly slowly.

Personalisation: What It Is

If generalised is intended for everyone, personalised is tailored for me. At a very basic level, a generalised offer is something like ‘3 for the price of 2, while stocks last’. A personalised offer would be something like: ‘during your birthday month, get 20% off all cakes and candles’ — the kind of reward many loyalty programs started off with decades ago.

Of course, the degree of personalisation has evolved. For example, using historical data, my favourite supermarket could see that I’ve never bought a cake from them before, but I do regularly buy other confectionary, especially chocolates, and specifically one particular brand of dark chocolate. They could then reward my loyalty by giving me points to redeem on one of those slabs for free when I visit the store during my birthday week. Yes, please, and thank you very much!

Hyper-personalisation goes even further, incorporating multiple dimensions of data in real time, for example, geolocation. Let’s say I’ve received the aforementioned offer for a free slab of dark chocolate and head to the supermarket on my birthday. Picking up my live location, the supermarket could detect that I’m in the shop and send a message to my phone: ‘Great to see you in our store today. Please help yourself to a second free chocolate, on us. And happy birthday!’

Some may find this kind of hyper-personalisation intrusive, but with opt-in permission, it enhances the experience and strengthens loyalty.

The degree of personalisation that’s possible has evolved. Think of it as levels of personalisation, based on how much data is available and how much is known about a customer:

– At Level 1: this customer likes sport.
– At Level 2: this customer plays sport.
– At Level 3: this customer plays golf.
– At Level 4: this customer plays golf most Sundays.
– At Level 5: this customer plays golf most Sundays at a certain club.
– At Level 6: this customer is playing golf right now at this club.

Levels 1 to 3 are arguably more in the territory of segmentation than personalisation – an offer of discounted golf balls, for example, might go to a group of (hundreds or thousands of) people. But you can see how, at each progressive level, it’s possible to tailor rewards to make them more relevant, immediate and individualised.

Why Personalisation Isn’t Ubiquitous

Even more basic forms of personalisation are still surprisingly rare. And poor attempts at personalisation are still common — such as an email from a supermarket with ‘exclusive deals for you’ even though you haven’t shopped there in over a year. That’s not personalisation; that’s poor use of data and ineffective marketing.

So why aren’t we seeing more effective personalisation?

It’s shiny but new: The allure is clear, but personalisation is still in its early days. Many businesses are still learning how to navigate data and use the tools available. AI adds exciting possibilities but also complexity.

Not enough data: Personalisation requires data, and it takes time to build up sufficient quality data to be meaningful.

Too much data: Having loads of data is a good thing but also presents its own set of challenges. Finding relevant data amid the noise requires AI, however many businesses are still figuring out how best to use AI to mine data. A daunting task for most.

Too few experts: Data alone isn’t useful — it needs to be analysed and applied effectively. This requires strategists, marketers, and developers working together, which not all businesses are structured to support.

Lack of prioritisation: Businesses juggle many priorities, and personalisation may not be one of them. Risk aversion, complacency, or a lack of familiarity with data-driven strategies can slow adoption.

Time and budget constraints: Building and maintaining quality data takes resources. While data and AI are hot topics, budgets don’t sign themselves off.

How To Start: Small, Slow, But Steady

Businesses don’t need to jump straight to hyper-personalisation. Even basic personalisation is better than none. The key is to use the data available effectively, personalise rewards, and build up from there. It’s a marathon, not a sprint.

ACHIEVEMENT AWARDS GROUP
https://www.awards.co.za/

Heineken And Ster-Kinekor Join Forces To Drive Creative Innovation And Digital Excellence

Modern Marketing

March 27, 2025

Heineken And Ster-Kinekor Join Forces To Drive Creative Innovation And Digital Excellence

Heineken® and Ster-Kinekor are championing young creatives at Cannes Young Lions 2025. Ster-Kinekor, as the official representative to Cannes Lions, is proud to announce Heineken as the official sponsor of the Cannes Young Lions Competition for South Africa. For the first time, two briefs will be shared across two categories: Film and the new category, Digital, giving young creatives under 30 the chance to showcase their talent and represent South Africa on a global stage.

‘Heineken is enjoyed in over 190 countries and the Sponsorship of the Cannes Young Lions competition sees two premium, global brands joining forces to drive creative innovation and digital excellence. Through the introduction of the Digital Category, we aim to nurture the inventiveness of young talent while championing future-forward innovation. An approach that aligns with how we think, communicate, and create,’ added Andrea Quaye, Marketing Director at HEINEKEN Beverages.

Ster-Kinekor has long championed the Film Category, With Heineken as the official sponsor, this provides an opportunity to broaden the categories. This reinforces both partners’ commitment to fostering the next generation of creative talent.

‘The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a brief under intense pressure over 48 hours,’ said Lynne Wylie, Chief Marketing Officer of Ster-Kinekor.

Registrations are now open for teams of two young professionals (e.g. art director and copywriter), born on or after 20 June 1994, and working in the creative, advertising, production or digital industries. To enter, complete the entry form for the Ster-Kinekor Cannes Young Lions Competition and email it to younglions@sterkinekor.com. The closing date for registration is Thursday, 10 April at 12:00.

The brief will be published on Friday, 11 April at 12:00 on the Ster-Kinekor website, and teams will have 48 hours to conceptualise, film, edit and deliver. Entries must be submitted by Sunday, 13 April at 17:00.

A panel of leading industry experts will judge the work, with the winning team(s) announced before the end of April. They will go on to compete in Cannes, France, against other winning teams from around the world at the Cannes Lions Festival of Creativity, starting Monday, 16 June 2025.

‘When you are creating your advert, have fun. It will come across in the final film. Be brave; there are no wrong answers. It’s all about the big idea and the creative concept,’ concluded Wylie.

STER-KINEKOR
www.sterkinekor.com

HEINEKEN
www.heinekenbeverages.co.za

The Impact Of AI On Brands And Marketers

Modern Marketing

March 27, 2025

The Impact Of AI On Brands And Marketers

The Association for Communication and Advertising (ACA) hosted its first-ever AI in Advertising Forum at the WPP Campus in Johannesburg on the 13th March. The forum drew a full room and an active audience, confirming just how important this conversation has become. While much of the broader narrative around AI is focused on the fear of replacement, the key message that emerged from this forum was more grounded: AI is not going to simply replace jobs, but rather that industry professionals able to leverage it best probably will.

AI In Marketing, Communications And Advertising

In the opening panel, Dale Imerman (WPP), Lorraine Landon (Google), Vincent Maher (True I/O), and Ivan Moroke (Kantar) explored how AI is already being used across the marketing process — from developing insights to optimising delivery. Moderator Antonio Petra (VML) led the group through practical examples of how AI is supporting campaign creation, analysis, and iteration. The discussion moved beyond experimentation and into application, with the panellists emphasising that AI is not an abstract future tool — it is in everyday use. But integration, they noted, must be deliberate and linked to outcomes.

What AI Can And Can’t Do

In his keynote, Professor Benjamin Rosman (Wits University) provided a grounded explanation of how generative AI systems work, and why understanding their structure is essential for creative and strategic professionals. He cautioned that while today’s tools are powerful, tomorrow’s will be exponentially more so — and the time to learn and adapt is now. AI literacy, he argued, will soon be a defining skill in the workplace.

Impact Of AI On Brands And Marketers

In this session, Bellinda Carreira (Standard Bank), Natalie Druion (Momentum), Lerato Dumisa (Brand Strategist), and Tim Spira (Investec) shared the ways in which AI is being used to personalise content, refine customer targeting, and streamline internal processes. Moderator Lesego Kotane guided a discussion that acknowledged AI’s capacity to improve performance, but also highlighted the underlying needs for structure, clarity, and organisational readiness. Tools, they agreed, are only as useful as the teams deploying them.

For more insight beyond the forum discussions, Kantar recently published a report titled GenAI in Marketing: Fear or FOMO – an in-depth qualitative study based on interviews with over 50 global marketing and capability leaders. The report explores key challenges and best practices for fully leveraging the potential of generative AI in marketing. Download the full report here.

The Business Case For Using AI

Nanda Padayachee (BCG) outlined a pragmatic framework for evaluating the return on AI investment. He urged businesses to consider the objectives AI is expected to serve — whether reducing friction, unlocking speed, or enabling innovation. Padayachee emphasised that marketers should focus less on technology for its own sake and more on where it can unlock new thinking and measurable results.

Legal Implications Of Leveraging AI

Philani Mdingi (Tech4Good), Masilakhe Njomane (Nelson Mandela University), and Monisha Prem (M. Prem Inc), with Moderator Jarred Cinman, tackled the current legal vacuum around AI-generated work. Without clear legislation, the responsibility falls on agencies and marketers to manage the risks, particularly around copyright, IP ownership, and disclosure. The panel advised companies to establish internal governance now, rather than wait for external regulation to catch up.

Skilling The Current And Future Workforce

Moderated by Donna Rachelson (Ignite), the session featured Gillian Rightford (ACA), Tebogo Skwambane (WPP), and Greg Serandos (African Academy of AI). The group discussed the growing need for AI literacy, not just among current teams but within future talent pipelines. They emphasised the importance of integrating AI training and understanding into education pathways, ensuring that graduates entering the advertising industry arrive prepared to work in increasingly AI-augmented environments.

AI’s Impact On Creative Work And Operating Models

The final panel: Jarred Cinman (VML), Luca Gallarelli (TBWA), Mia Steenkamp Roets (Joe Public), Ross Symons (ZenRobot), and Melissa Carney (Ogilvy One), moderated by Imke Dannhauser (Google) —focused on how AI is influencing creative production and agency operations. The panel discussed how AI is already being used as part of campaign delivery, assisting with elements such as visual generation, copywriting, and content scaling. While AI is supporting speed and efficiency, the group cautioned against losing the human elements that drive resonance, originality, and cultural connection. They also raised concern about the shrinking of junior creative roles and the risk this poses to long-term industry capability.

A Clear Message For The Industry

ACA Executive Director Gillian Rightford wrapped up what was a focused and necessary day of learning and discussion around the implications of AI for the advertising and marketing industry. She repeated what was probably the biggest learning from the day: ‘AI is not taking your job. But the person who knows how to use it will.’

She added: ‘What was clear throughout the day is that AI is no longer an emerging trend. It’s here. It’s being used. And those who don’t start working with it now may find themselves at a disadvantage. Understanding how AI fits into our thinking, our processes, and our outputs is essential — especially if we want to ensure that human creativity and strategic thinking remain central. We need to integrate AI with care, skill, and a clear plan to protect both people and the industry.’

Rightford also thanked all attendees for their active participation and extended sincere appreciation to WPP South Africa, VML, and Kantar for their support in making the event possible.

As an added demonstration of AI’s practical use, Cinman created a podcast using the forum’s recording — generated entirely through AI tools in just 10 minutes. The podcast showcases the kind of efficiency AI is capable of, and is available to listen to here.

The full recording of the AI in Advertising Forum is available to view here, offering indispensable value to the industry and an opportunity for all professionals to learn from the insights and experiences shared on the day.

ACA

www.acasa.co.za

The TV Licence System Is On Life Support, Will A Streaming Levy Revive It?

Modern Marketing

March 20, 2025

The TV Licence System Is On Life Support, Will A Streaming Levy Revive It — Leslie Adams, Reach Africa.

Leslie Adams, Sales Director at Reach Africa, says TV licences are outdated, but is a streaming levy the right fix? The TV licence system is on life support. Less than 20% of South Africans with a licence actually pay, and the costs of chasing payments often outweigh the revenue collected. People simply don’t see the value in funding a public broadcaster when they have an endless stream of content available elsewhere.

That said, the SABC still matters. It provides news, educational programming and entertainment for millions who can’t afford premium services. But its role goes beyond just content – it ensures that vital information reaches all South Africans, promotes local storytelling and supports cultural preservation. A strong, independent public broadcaster is essential for media diversity and democracy, making its sustainability a national priority.

Solly Malatsi, South Africa’s Minister of Communications and Digital Technologies, recently announced that he was considering the possible introduction of a levy on streaming services as a funding option for the SABC, stating that the current TV licence model was inadequate due to ‘low compliance, high collection costs and the eroding effects of inflation’.

Yet forcing streaming platforms to foot the bill isn’t as simple as it sounds. Will streaming services absorb the levy or pass it to us? Should the levy be implemented, the biggest concern is who’s really going to pay.

In some countries, streaming services absorb levies as part of their operating costs – but that’s unlikely here. We’ve already seen Netflix, Amazon and Disney+ increase their prices multiple times in the past few years. If this levy goes ahead, chances are high that South Africans will be the ones covering the cost through higher subscription fees. And with the economy under pressure, that’s not great news. Many South Africans are already cutting back on entertainment spending. If prices rise again, more people might turn to illegal streaming, free ad-supported content or even ditching paid services altogether.

Could This Hurt Our Film And TV Industry?

Beyond funding the SABC, there’s a bigger conversation to be had about how global platforms support local content. Over the years, Netflix, Amazon and Showmax have invested heavily in local productions, giving our stories a global audience. But that investment is starting to slow down. Some platforms are becoming more selective with local content, and Amazon has already reduced its spend in Africa. Moreover, as streamers shift focus from subscriber growth to profitability, content churn is set to accelerate. Viewers, constantly switching platforms for fresh entertainment, are pushing streaming providers to deliver more at a faster pace. This leads to reduced budgets and a drop in content quality.

If the government forces streaming platforms to pay a levy, it’s a real possibility that streamers will cut back on local investments even further. On the other hand, if the levy is structured properly, it could be channelled back into funding local productions, creating jobs and supporting the industry. But that’s the key – it needs to be done right. If there’s no transparency in how these funds are used, we could end up with another tax that disappears into the system without benefiting South African creatives and content producers.

Could Streaming Platforms Exit South Africa?

Would Netflix, Amazon or Disney+ leave the country because of this levy? Probably not. South Africa is still a valuable market for streaming services, and global platforms have dealt with tougher regulations elsewhere. But they could scale back their operations, reduce local content investments or bundle the costs in a way that makes streaming less affordable for South Africans. It’s also worth noting that streaming services already face high costs here. Bandwidth isn’t cheap, and many platforms partner with telecom providers to keep data costs manageable. Adding another tax into the mix could make things even more complicated.

What Would A Fair And Sustainable Levy Look Like?

For this levy to work, it must support both the public broadcaster and the local content industry – without making streaming unaffordable. Funds should be reinvested in local films and TV shows, not absorbed into government budgets. The levy must also be reasonable. If it’s too high, streaming platforms will pass the cost onto consumers or cut local investments, hurting both viewers and the industry.

Different streaming models must also be considered – a flat tax won’t work for platforms that operate differently. Additionally, private broadcasters like MultiChoice and eMedia could also contribute: a local content levy for these broadcasters would ensure that funding responsibility is shared more equitably, rather than placing the entire burden on global streaming platforms.

Finally, the SABC must prove it can manage funds responsibly. Before imposing a new tax, the government needs to fix inefficiencies and ensure transparency, so this revenue benefits South African content producers.

A Levy Could Work – But Only If Handled Carefully

South Africa isn’t the first country to try taxing global streaming services. Some places have made it work, while others have seen unintended consequences – higher prices, less local investment and frustrated consumers. If done right, a streaming levy could strengthen South African content creation and help sustain the SABC. But if it’s rushed or mismanaged, it could drive up prices, push people toward piracy and hurt local content investment.

The government needs to engage with all stakeholders – streaming services, content creators and consumers – to find a fair, effective solution that benefits the entire entertainment ecosystem.

REACH AFRICA
https://www.reachafrica.com

Cache Creative Makers Studio Opens In Cape Town

Modern Marketing

March 20, 2025

Cache Creative Makers Studio Opens In Cape Town — Moe Mota and Marco Russolillo, Cache.

Cache, a new Creative Makers Studio, officially opened in Cape Town earlier this month. Co-founded by adland veteran Marco Russolillo and business development expert Moe Mota, Cache grows brands by combining critical thinking, beautiful design and the latest technology.

With a focus on craft, collaboration and long-term growth, Cache works as a creative partner to brands that value the power of creativity to drive tangible business results.

The agency’s creative partnership with brands is underpinned by its Growth by Design model, which works to achieve measurable growth and results through innovation, iteration and creative alignment.

‘Central to everything that we do and everything that we offer is the conviction that creativity is a tool that, if harnessed strategically, is your brand’s greatest asset. We’re here to create smart, beautiful solutions for brands, and we’re doing it collaboratively,’ said Mota.

Cache’s offering is categorised under branding and strategy, craft and design, and content and storytelling, and services include, among others, animation, motion graphics and 2D/3D design, UI/UX design, packaging design and prototyping, photography, videography, social content creation and curation, as well as media management.

Beyond its ‘traditional’ offering, the agency is also committed to lean, streamlined solutions that allow clients to hire around a specific project or need, without sacrificing creative excellence.

To this end, Cache Partnership Units (CPUs), one of the agency’s key offerings, is a fit-for-purpose solution that sees the agency partnering with clients as an extension of their business to leverage strategy and creativity to scale as the client’s business does.

‘It is not an in-house model but rather a creative collaboration where the parameters are defined by the business needs. The client has access to our cross-functional teams in a way that ensures our expertise meets their evolving needs,’ Russolillo explained.

For the Cache co-founders, part of meeting the evolving needs of the clients is to ensure that young creatives are being nurtured and developed to grow and thrive in the industry.

Mota’s passion for the power of creativity as a business imperative is complemented by Russolillo’s passion for mentoring. ‘I’ve been lucky to have many great mentors over the course of my career, and countless people who taught me and nurtured me and encouraged me. And now it’s my time to give back to the next generation. Mentorship is a big part of my focus at Cache Studio – taking the time to grow and develop people to become better creatives. Creatives that understand why we create, how to create for emotional resonance and, importantly, why the best creative output can and should solve a problem,’ he said.

Currently with offices in Cape Town and Singapore, working with clients in industries spanning automotive, wellness, social impact and fintech, Cache works locally while delivering on a global scale. This dual presence exposes the creative teams to a diverse range of brand challenges, requiring innovative solutions that resonate across different markets.

CACHE
www.cachestudio.co.za

Nacher Agency Launches In SA To Elevate Brands That Are Doing Good

Modern Marketing

March 20, 2025

Newly Launched Nacher Agency Will Elevate Brands That Are Doing Good

The Nacher Agency, named in tribute to nature to symbolise its strong commitment to sustainability, holistic wellness, and purpose-driven business, has officially launched in South Africa. Consumer demand for sustainable, ethical and holistic brands across Africa is rapidly growing. It has been projected that Africa’s natural cosmetics market alone is to reach upwards of R1.6 billion by the end of 2025, with an annual growth rate of 8.27%; while solar energy companies are working toward narrowing the energy gap for 600 million people lacking access to electricity.

Within the agricultural sector, sustainability-focused initiatives are becoming prudent – 65% of Africa’s farmland has degraded, fuelling conversations on regenerative practices to ensure security. The message is clear: Consumers desire brands that prioritise people and the planet over profit margins and the bottom-line.

Apart from being a holistic marketing agency, Nacher is a movement – helping brands with compassion, amplifying their impact through cutting-edge strategy, AI driven insights, and a passion for all things ethical and earth-centric.

As part of this launch, The Nacher Agency is proud to be the official media sponsor for the Organic & Natural Products Expo Africa, taking place in Cape Town on 28 – 30 March 2025. This partnership is a bold turning point in the agency’s mission to support businesses that prioritise people and the planet.

The Nacher Agency’s creed is that marketing is not solely about visibility – it’s about authentic connection. With over 40 years of expertise in brand consulting, media buying, digital marketing and PR, Nacher understands that today’s consumers want more than a product; they want a story, a mission, and a brand they can trust.

‘Our goal at Nacher is simple: to elevate brands that are doing good. We use data, technology, and storytelling to ensure their voices are heard, their missions are amplified, and their businesses thrive,’ said Irina Vlad, Co-founder of The Nacher Agency.

With the use of first-party data and AI-powered insights, Nacher builds audience profiles that help brands understand exactly who they are speaking to. Combined with competitor analysis and media expertise, The Nacher Agency creates strategies that not only generate buzz, but they build sustained customer loyalty and brand advocacy.

Strategic Partnership With Organic & Natural Products Expo Africa 2025

The Organic & Natural Products Expo Africa has long been the go-to platform for sustainable brands, ushering the best in health, wellness, and eco-friendly innovation into one space. Through their official media sponsorship, Nacher will work together with the expo to amplify the voices of participating brands, ensuring they reach the correct audience with maximum impact.

‘The Nacher Agency is the perfect media partner for this year’s expo. Their expertise in sustainable brand marketing aligns perfectly with our mission, and together, we’ll give socially responsible brands the spotlight they deserve,’ said Warren Hickinbotham, Sponsorships and Partnerships Manager at The Organic and Natural Expo.

The Nacher Agency is beyond just simply another agency; they walk the talk when it comes to sustainability. They have developed a carbon footprint calculator, allowing brands to track and measure the environmental impact of their marketing campaigns; with custom reports detailing campaign spend, audience engagement, and value received, they ensure accountability and continuous improvement for every brand they work with.

While they’re actively engaging with organisations for future sustainability pledges and impact-driven donations, their immediate focus is helping brands take S.M.A.R.T steps toward sustainability through smarter marketing.

NACHER AGENCY
www.nacheragency.com

Key Insights From The South African Automotive Industry Report

Modern Marketing

March 20, 2025

Key Insights From The South African Automotive Industry Report

Developed by Rogerwilco, in collaboration with YOUKNOW, The South African Automotive Industry Report explores the role of sentiment, search trends and consumer conversations in shaping South Africa’s automotive market. Designed with marketers and business leaders in mind, it provides insights to help refine digital engagement strategies, align messaging with consumer expectations and strengthen brand positioning.

Key Findings For Auto-Marketers:

Search intent predicts demand: Online search behaviour is a leading indicator of purchase intent, directly influencing showroom visits and market share.

Social sentiment shapes brand perception: A strong digital presence alone isn’t enough—managing sentiment and community engagement is crucial for sustained success.

Digital-first strategies work: Newcomers’ strategic digital campaigns demonstrate that product sales rely as heavily on perception as product quality.

Luxury brands must redefine value: In a price-sensitive market, premium automakers must balance aspiration with perceived value to maintain relevance.

Influencer marketing requires long-term strategy: While influencers can boost brand awareness, long-term partnerships, community engagement, and follow-up content are key to sustaining momentum.

As digital communities continue to rise, automotive marketers must shift from passive communication to active consumer dialogue, ensuring their brands remain relevant in an increasingly digital and consumer-driven landscape.

A Market In Transition

The South African automotive market experienced a 3% decline in new car sales in 2024, reflecting evolving consumer priorities. While overall sales dipped, passenger vehicle sales increased by 1.1%, signalling a growing demand for affordable and fuel-efficient options. This shift aligns with broader economic pressures and changing buyer behaviour.

Mongezi Mtati, senior brand manager at Rogerwilco, said, ‘Digital consumer trends mirror the shifts in car sales, with a 3% decline in automotive mentions and a 3% drop in online discussions about car brands. However, search visibility continues to drive market momentum.’

The report highlights that brands like Volkswagen, Toyota, and Suzuki, which maintain strong digital engagement are converting visibility into sales. Meanwhile, challenger brands are gaining ground — Omoda and Jaecoo sold a combined 655 units in December 2024, proving that search-driven visibility and influencer engagement are key to market entry and sustained growth.

Industry Leaders Weigh In

Mtati facilitated a webinar discussing the key findings of the report. He was joined by Shaun Pearson, product owner and insights analyst at YOUKNOW, Bobby Ramagwede, CEO of the Automobile Association of South Africa (AA), and Oresti Patricios, CEO of Ornico.

This is what emerged:

Affordable Luxury

Car ownership remains a milestone to which many South Africans aspire. However, the recent success of challenger brands points to the appeal of affordable luxury in a market where brands like BMW, Mercedes-Benz and Porsche are simply out of reach for most people, and consequently see significant negative sentiment online. Newcomers like Jaecoo and Omoda are throwing off concerns about quality and offering consumers quality they can afford, as reflected in their 81% and 79% positive mentions, respectively, on social media.

‘Where I see a big shift is in not so much the notion of vehicle ownership, but which cars are being bought. I think we’re going to see a lot more utilitarian use of vehicles. This is largely driven by affordability,’ said Ramagwede.

Sentiment Mirrors Sales

While not a direct indicator of vehicle sales, social sentiment is nevertheless reflective of what’s happening in the market. The drop in brand mentions and authors discussing car brands online that accompanied the downturn in car sales during 2024 illustrates this.

‘What people are saying online can forecast sales results, which is incredibly powerful data to unearth. We’re seeing that play out with disruptors and legacy brands alike,’ said Pearson.

Visibility alone isn’t enough: Share of search is a key predictor of market momentum and purchase intent. By monitoring and analysing sentiment and real-time search data, brands can better anticipate shifts in the market and tailor their strategies accordingly. However, to convert that visibility into sales, brands need to create engaging content, foster consumer trust and deliver excellent customer service. Volkswagen, Toyota and Suzuki are great examples of brands doing this right.

‘You can advertise as much as you like, but if your customer experience across the board isn’t good, you’ve got a problem,’ said Patricios.

Influencers Have A Part To Play

Brand collaborations with influencers, such as Subaru’s campaign with Liyema Pantsi or Omoda’s work with Khosi Twala, can drive visibility and engagement, but their long-term impact nevertheless hinges on sustained customer engagement.

‘In an ideal world you’d launch with a big announcement, then nurture and sustain that engagement through influencers, ongoing community management and other touchpoints in the digital ecosystem,’ said Pearson.

Community Is Key

Brands need to follow the consumer journey from search to social – and ideally to purchase – investing in engagement and real-time interactions. This requires a shift from passive marketing to active conversations.

‘It’s not enough to build a digital presence through search alone; you need native engagement. When consumers come into the community, they need to feel an element of trust and transparency – that there’s a human behind the brand,’ said Pearson.

Take Pole Position

‘The South African automotive market is evolving, with search trends and social sentiment emerging as key indicators of market strength,’ said Mtati. ‘Brands that leverage data-driven strategies, engage proactively with communities, and embrace authentic storytelling will lead the next phase of industry growth.’

This South African Automotive Industry Report can be downloaded here.

ROGERWILCO
https://www.rogerwilco.co.za

Key Trends Shaping The Future Of Marketing

Modern Marketing

March 20, 2025

Key Trends Shaping The Future Of Marketing — Paula Hulley, Digitas Liquorice.

The digital landscape is constantly evolving, presenting both opportunities and challenges for businesses. With marketing playing a crucial role in a business’s sustainable growth strategy, it’s more important than ever to understand emerging trends to implement actionable frameworks for success. Paula Hulley, Managing Director at Digitas Liquorice, outlines the key trends shaping the future of marketing and what businesses can do today to get ahead.

According to the World Advertising Research Center (WARC), ad spend in 2024 was projected at $1.08 trillion, a 10.7% increase from 2023. Digital channels, particularly pure-play internet advertising and social media, dominate this spend, reinforcing the critical need for brands to be where their audiences are.

In South Africa, where 75.2% of the population is online and boasts the highest time-on-screen usage rate globally, digital platforms are becoming the go-to channels for reaching and engaging with audiences. In fact, data from the IAB South Africa Internet Advertising Revenue Report (‘AdSpend Report’) notes that between 2022 and 2023, adspend on these platforms increased by 21.5%, with online ad spend comprising 40% of total ad spend — that’s R17.72 billion!

To capitalise on this, brands must redefine their digital strategies and foster meaningful consumer interactions. Get started with these four key trends shaping the future of digital marketing, including actionable steps to take now.

Targeting And Personalisation

Today’s consumers demand relevant, meaningful interactions with brands. This means personalisation should be a core concern for brands, focusing on reciprocal engagement. With the inevitability of third-party deprecation, first-party data and insights powered by artificial intelligence (AI) are essential. Businesses must explore ethical data strategies that align with the adoption of AI tools to enable hyper-targeted marketing at scale.

What You Can Do Now:

– Prioritise first-party data by building owned consumer databases through loyalty programmes, email sign-ups and value-driven interactions.
– Leverage AI responsibly to analyse user data and create dynamic, personalised campaigns.
– Ensure data transparency by providing clear opt-in and opt-out options to maintain consumer trust and comply with relevant data regulations.

The Influence Of Social Communities

Social media communities have emerged as a powerful marketing tool, offering brands a way to engage with consumers more authentically and in real time. With consumers as active participants within digital communities, pushing ads is secondary to connection, especially in a country where 78% of internet users are using social media to research brands and products. In particular, platforms such as TikTok are driving influence on purchasing decisions from niche communities.

What You Can Do Now:

– Engage authentically by offering real value through meaningful interactions, content and experiences.
– Encourage community participation and digital word-of-mouth by collaborating with leaders of niche communities and micro-influencers.
– Monitor social sentiment and adapt to audience behaviours to build brand loyalty. This includes listening and responding to your communities on all your channels.

The Rise Of Retail

Retailers have stepped up their game, becoming advertising platforms in their own right and reaching consumers in new ways. Platforms such as Takealot and Checkers have adopted omni-channel strategies that provide brands with innovative ways to engage audiences digitally and, in the case of Checkers, in physical stores, too. In South Africa, township e-commerce and social commerce present new opportunities for brands to connect with digitally engaged consumers.

What You Can Do Now:

– Investigate the potential of retail platforms for advertising, especially those who offer same-day shipping and personalised recommendations for a partnership in connected customer experience.
– Leverage shoppable ads to enable direct purchasing from social media and e-commerce integrations for a seamless, connected customer experience.
– Optimise for mobile with user-friendly experiences and maintain consistent offers across digital and physical channels.

The Impact Of AI

AI encompasses much more than generative AI and is revolutionising marketing by allowing brands to automate audience targeting, optimise budgets and enable predictive insights. Brands are using AI for content creation, monitoring social media sentiment and personalising ads. Given this proliferation of AI, there are concerns around the responsible use of the technology, with brands establishing usage guidelines and agencies developing private AI solutions to ensure brand data is protected.

What You Can Do Now:

– Invest in AI-driven analytics to understand the direct impact of marketing activities on key performance indicators (KPIs).
– Adopt ethical AI practices by developing internal policies to ensure responsible and privacy-compliant usage.
– Implement AI-powered tools, such as chatbots, to improve consumer experiences and advertising strategies.

From hyper-personalisation and social community influence to AI transformation and retail media opportunities, the future of marketing is dynamic. Connected brand experiences deliver growth, while disconnections lead to lost opportunities. Businesses that invest in connected experiences will lead the way in a digital-first economy. By adopting these actionable steps, businesses can future-proof their marketing efforts and turn the momentum of digital transformation into long-term growth.

Heineken® UEFA Champions League Campaign Inspires Social Connections

Modern Marketing

March 19, 2025

Heineken UEFA Champions League Campaign Inspires Social Connections

Heineken® and creative agency, LePub, collaborated to create a campaign to inspire social connections in a unique and powerful way using an innovative, smart technology. In a dynamic and high-profile event that redefined the UEFA Champions League experience, Heineken® unveiled the Heineken® Social Screen – an unprecedented, expandable screen wall created by seamlessly connecting multiple mobile devices.

Held at Hyde Park Corner, this cutting-edge activation transformed solitary screen time into a vibrant social experience, bringing together football fans in an unforgettable and immersive way. The event was a celebration, powered by innovation, community, and an undeniable passion for the sport. At its heart, the campaign was all about connections – uniting fans with their love for football, bringing people together, and leveraging cutting-edge technology to elevate the match-watching experience to new heights.

Millions of South Africans watch UEFA Champions League matches alone on their mobile phones, Heineken® sought to change the narrative. The Heineken® Social Screen experience allowed fans to combine their devices, forming a massive, synchronised screen display that turned isolated viewing into a vibrant, communal event.

‘Ironically, tech has the power to disconnect us more than ever. But with this idea, we’re using tech against itself by bringing audiences together in the most unique way possible,’ said Graeme Jenner, Executive Creative Director at LePub.

Participants were invited to disable mobile data and scan a large QR code near the Social Screen to join the experience. Once connected via Wi-Fi, the Social Screen’s Captive Portal automatically opened. Users selected an available slot, rotated their phones horizontally, and the match stream began seamlessly.

Developed in collaboration with LeGarage, LePub’s tech and innovation collective, the Heineken® Social Screen featured a custom-built technology that split DSTV Stream’s signal in real-time, dynamically adjusting to the number of connected devices at any given time.

The Heineken® Social Screen aligns with Heineken’s commitment to celebrating modern football fandom and challenging traditional viewing norms. Bringing together hundreds of football fans, the Social Screen activation transformed individual device screens into a shared, larger-than-life social spectacle.

‘We’re thrilled to have brought this innovative experience to South African football fans,’ said Warrick Wyngaard, Marketing Communication Manager at Heineken South Africa. ‘Our Heineken Social Screen is testament to our commitment to creating unique and memorable experiences for our consumers. It was a moment – and a fixture – to remember. Football is a community, and we are planning even more experiences where fans can socialise and share their love for the game.’

The Heineken® Social Screen wall featured:
· Expandable screen technology synchronised across multiple mobile devices.
· Complimentary data streaming and phone charging, ensuring uninterrupted viewing for football fans.
· Seamless device integration, regardless of phone make or model.
· Real-time screen expansion, adapting dynamically to hundreds of connected devices.

HEINEKEN
www.heinekenbeverages.co.za

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