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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 and helps companies to track site visitors and personalise web pages. Credit or loyalty cards: Data collected from loyalty and credit cards tell retailers how many times a certain item was sold. This information can be used by marketers to target customers based on their purchase history. Social media profiles:…

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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 ‘better off’. It is therefore imperative to dig deeper to gain a comprehensive understanding of how consumers truly feel about improvements to their lives and the impact this will have on their purchasing behaviour. Across Sub-Saharan Africa (SSA) there are a considerable number of consumers who feel optimistic about improvements in their quality of life and financial wellbeing, despite their relatively lower levels of income…

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Five reasons to prioritise sustainability in your brand’s playbook

By Julia Wilson  Increasingly consumers are becoming more sophisticated in their ability to discern between true commitment to sustainability and action taken just for show. And they’re not afraid to call out that lack of authenticity on social media, in conversations with friends, or in any other channel. This has made some brands hesitant – afraid of the brutal consumer backlash against well-intentioned efforts. Others are still sustainability sceptics. In our work with clients, I often hear, “Yes, consumers say they want sustainability, but will this actually boost my bottom line?” There is a wealth of evidence that proves…

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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 their smartphones, they have a powerful voice, which they’re only too happy to use. Consumers are unforgiving and vocal when companies let them down or run campaigns perceived as disrespectful, and often turn to social media to vent their disapproval. All of which makes brands more vulnerable to consumer sentiment.

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