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Consumers are demanding more control over their personal data

Data-driven marketing has been around for quite some time now i.e. using big-data processing technology to segment markets, identify target markets and develop customised marketing communications to those markets. We collect this information in various ways including but not limited to: Cookies: These store small amounts of user data…

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African consumer prosperity: Big dreams or actual spend?

When it comes to whether Sub-Saharan African consumers are feeling more prosperous and how this influences their propensity to purchase, Nielsen Africa MD Bryan Sun says markets are significantly polarised in terms of feeling โ€˜better offโ€™. It is therefore imperative to dig deeper to gain a comprehensive understanding of…

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Marketing gold at the tips of mobile fingers

Opinions offer brands an opportunity to tap into the minds of consumers who now, more than ever before, demand authentic communication and transparency from the makers of the products and services they use, writes Tanya van Tonder. Access to social media has elevated consumers over corporate marketing. Armed with…

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