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Marketing trends for 2023

As the internet grows and new trends arise, so does marketing. Digital marketing has to constantly adapt and evolve to keep up with the growth of the internet and social media, as well as keep up with the demands of customers. If marketers do not take advantage of these new developments, they will be selling themselves short. Why every business needs digital marketing No matter what type of business you have, or whether it’s well-established or a start-up, every business needs digital marketing. Digital marketing allows businesses to reach their target audience, it optimises and improves conversion rates, increases…

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What are the types of digital marketing?

Since the advance of technology, marketing has never been the same. Today, businesses and marketers have utilised technology to create digital marketing. Digital marketing is a form of marketing that uses online media to spread brand messages and content. Digital marketing distributes brand messages and content through search engines, social media platforms, applications, email campaigns, and websites. This form of marketing functions to reach the target audience with conversion-oriented messages to make more sales and grow brand loyalty. Marketers know that being innovative is a part of their job description, and this is why there are many different types of…

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7 Top B2B Influencer Marketing Trends for 2020

An interesting extract on influencer marketing’s role in the B2B space, from a blog posted on toprandblog.com by Lee Odden (2019).  “While there are some who think the expression “influencer” is an expired term, the role of influence on B2B buying decisions is irrefutable. According to the World Federation of Advertisers, 65% of multinational brands will increase influencer marketing spending in the next 12 months and there’s good reason for increased confidence: The 2019 Content Preferences Survey from DGR reports 95% of respondents favour credible content from industry influencers as a top preference, a 30%…

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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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Veldskoen: Stepping out of the comfort zone

Influencer marketing is on the rise – even in South Africa – but there can be no greater endorsement of a product than having one of the world’s favourite royals stepping out in it. Lucinda Jordaan tracks the Veldskoen story.  If ever there was a case for celebrity endorsement, Veldskoen has it. The innovative start-up, founded in South Africa in 2017, had steadily been making inroads into the UK market when they got a call from one of the country’s largest newspapers, The Times, this past February. “The editor had spotted Prince Harry in a pair of veldskoene and…

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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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The revolution has been digitised

The revolution has been digitised  Three dynamic personalities, each of whom have taken the concept of digital disruption and melded it according to their particular creativity and experiences, gave delegates to the IMM Graduate School’s last Marketing the Future event of 2018 plenty to think about. The IMM Graduate School reconnects with past and present students at its Marketing the Future events which provide a platform to stimulate thought and discussion around some of the critical challenges and opportunities emerging from the marketing industry today. Here are some gems from trend analyst Dion Chang; Jay Badza, founder and head honcho…

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