In an increasingly polarised world, we tend to make somewhat extreme assumptions about how divided our behaviours must be, but in reality there are significant grey areas when it comes to the media consumption patterns of South African mid to top-income earners. BrandMapp is South Africa’s largest survey of the country’s tax paying base, drawing data every year from more than [...]
For years, digital advertising has followed the same pattern: run a campaign, target an audience, track performance, report on ROI, then rinse and repeat. So, what’s wrong with that? According to Theo Visser, Head of Sales at Flow, it’s a lost opportunity. ‘The truth is, performance often improves the longer you engage your audience. You gain more insight. Meta and Google’s [...]
Modern Marketing interviewed Moagi Bodibe, Managing Director Marketing Practice at Accenture Song South Africa, about the opportunities and challenges AI poses for marketers, as well as how marketers need to show up and claim their space in this new AI era. Bodibe will be a featured speaker at the upcoming New Gen Trends Conference on May 23rd at the Venue in [...]
According to Flow Communications, storytelling is fundamental to human nature. It’s theorised that humans first acquired language 20 000-odd years ago and it’s almost certain that since then stories have been told. Storytelling is as primal as our fascination with flame. There’s science that demonstrates the effect stories have on us. When you hear or see a story, your brain’s neurons activate in [...]
Not very long ago, big business seemed to be at the core of the creative world. Clients were set on aligning with the largest agencies, top talent would only consider industry giants for their CVs and award ceremonies seemed to dole out accolades to the same big names year after year. But things are very different now. Thanks to an ever [...]
Flow’s Co-Founder and Co-CEO, Daniel Levy, says for decades, third-party cookies were the cornerstone of digital advertising, enabling brands to reach their audiences. However, increasing privacy regulations and the threat to phase out cookies have disrupted this model. The silver lining? Retailers and e-commerce platforms already have a wealth of first-party data – direct insights into customer habits, preferences, spend and [...]
According to Madelene Cronje, digital campaign lead at midnight, the innovation agency of iqbusiness, most South African marketers have experienced how well digital works for marketing campaigns, where the goal is to get prospects to move from awareness and interest to consideration and conversion. However, many still cling to TV and radio as their primary channels for the big-branding campaigns, believing [...]
The Influencer Playbook, based on a survey of 560 influencers conducted over a three-month period, aims to provide transparency in the marketing landscape, particularly concerning influencer rates and expectations. The Racket Club, in collaboration with YOUKNOW, are proud to reveal the findings of their comprehensive influencer report, which sheds light on influencer engagement and industry benchmarks in South Africa. Braden Smulders, [...]
In a new whitepaper, Incubeta looks at why data unification is critical, how it serves as the linchpin for measurability as well as AI success, and what steps organisations can take to set themselves up for sustainable business growth in a data-driven future. Most 2025 prediction pieces will be focusing, at least in part, on how measurement strategies, predictive analytics, and AI-driven [...]
According to Madri van der Westhuizen, Campaign and Social Media Manager at ANEW Hotels & Resorts, many marketers are using AI-generated content to reach potential consumers. As a result, the uniqueness and originality of messaging have diminished. Most content is becoming the same, filled with the similar keywords and lacking substance, making it harder for brands to stand out and connect [...]