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Improve your conversion rate with lifecycle marketing

If you want someone to buy you an ice-cream you don’t just walk up to them and say “Hey you buy me an ice-cream”. You would first introduce yourself and strike up a conversation. The aim would be to develop a relationship with points of common interest, you would then introduce the right messages at the right time about how hot it is say, or perhaps invoke a happy childhood memory of having ice-cream and then when you can see his mouth is watering for an ice-cream you mention that the little gelato shop on the corner makes the…

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Influencers: Superheroes or Supervillains?

Scrolling through my Instagram timeline I came across yet another self-proclaimed influencer flogging what seemed to be the millionth product in as many days. I couldn’t help but roll my eyes and instead of being influenced in a positive way and loving the product, I was annoyed… not only with the person who posted it, but also with the brand. Let’s face it, we’ve all been there and because of this the word ‘influencer’ has gotten a bad rep in recent years. Influencer marketing is still quite a new concept in South Africa, and it makes sense that we’ve been…

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The influencer equation: LIP = Lust + Investment + Proximity

One book every marketer should have on their bookshelf is Influence by Robert Cialdini. The author writes extensively on the six principles he believes underpin ‘influence’ –reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. And in 2016, he added a seventh: unity. The unity principle posits that the more we identity with others, the more we are influenced by them. Authority figures have the power to sway us. We’re seduced by powerful stats from experts. According to a 2015 Schlesinger Associates study for Augure (now LaunchMetricscom), 81% of marketers believe influencer engagement is effective. It begs the question of…

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