challenging economic conditions Archives

Between a hard and a soft space: What makes modern marketers more employable

24 May 2021

Categories: Newsletters

It is not just Covid-19 that has turned the marketing sector inside out. The pervasive need for businesses to gather and analyse data and then use the resulting insights effectively is a much sought after skill, says AMELIA JACOB. At the same time, soft skills are essential too. Marketing is one of the fastest growing functions in companies today. According to Career Junction’s Index for March 2021, despite an overall uptake in hiring activity, demand is volatile for marketing professionals. So what is it businesses are looking for when it comes to the skills needed for modern marketing? What…

The impact of Covid-19 on income and consumer habits in Africa

30 March 2021

Categories: Newsletters

Sub-Saharan Africa has not experienced as many Covid-19 cases as other regions. But there has been a significant impact on day-to-day livelihoods, with varying degrees of restrictions across countries. Internal and external trade and tourism almost come to a standstill for vast stretches of time. In turn, this economic downturn has had ripple effects on many businesses and individuals’ financial situations. A report by GeoPoll in July 2020 found that 76% of people across six countries in sub-Saharan Africa had lost income due to Covid-19, primarily influenced by the large percentage of the population who operate in the informal…

The rebirth of email as a marketing tool

30 March 2021

Categories: Newsletters

Email engagement rates in 2020 were higher than they have been in six years. And new functionality and data analysis tools have strengthened email as a marketing and customer communication channel. Brands can now be far more strategic and personalised thanks to having a better understanding of what the end-user likes and wants, writes KARYN STRYBOS. Even though many businesses might have been tempted to focus primarily on social media activities, the reality is that this, along with public relations and email, must form part of an integrated campaign to be truly effective. While social media and PR are…

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