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FROM THE EDITOR PublISHINg Publisher Desireé Johnson brand Director Bulelwa Mtsali South Africa’s retail sector EDITOrIAl continues to innovate Editor Mike Simpson strategicmarketing@imm.co.za mike@mikesimpsonmedia.co.za Art directors Rashied Rahbeeni & Pascale d’Offay lthough there is well-documented Proofreader Tracy Greenwood A ranging from glossy magazines produced Project coordinator Sive Booi concern around a lack of consumer by supermarket chains, to newsy websites PrODuCTION confdence in South Africa, the from medical aids and online newsletters by reproduction New Media Repro retail sector continues to be a robust and professional service companies. Printing CTP Web innovative space, with new players entering The diffculty now, though, is that the market and many examples of refreshing everyone’s doing it and getting seen amidst SubSCrIPTIONS RNA Tel: 011 473 8700 new thinking coming to the fore. It’s no the clutter is becoming increasingly diffcult. Distribution Ezweni Magazine surprise, then, that several articles in this How to ensure your content marketing Distribution Tel: 011 887 2650 issue touch on the retail industry. initiatives are noticed – and absorbed – by ADvErTISINg Our story on the strong growth of the the right people is a key theme in both our Barbara Spence frozen yoghurt market also makes for content marketing articles in this issue. Avenue Advertising intriguing reading. Virtually unknown in this Tel: 011 463 7940 country a few years ago, it has now seemingly Fax: 086 518 9936 Mobile: 082 881 3454 moved beyond being a fad to become more Getting your Email: barbara@avenue.co.za mainstream as a business model – attracting content marketing MIkATEkO MEDIA credible investors, experienced franchisees Executive directors and a number of new players into the market. noticed is the Bulelwa Mtsali, Desireé Johnson, Interestingly, from a marketing perspective, challenge Ingrid Jones all seem to follow a similar ‘bright, colourful IMM INSTITuTE Of MArkETINg and fun’ brand strategy – begging the MANAgEMENT question as to whether there is suffcient Striving for excellence Director Nigel Tattersall brand differentiation and if we’ll see a Of course, Strategic Marketing, whether Director Helen McIntee market shakeout at some point? you’re reading us in print or online, is itself a IMM CONTACT DETAIlS Sticking with consumer-facing businesses, content marketing strategy by the Institute of Atlas Studios, 33 Frost Ave I found the research article on mall shoppers Marketing Management (IMM). And although (cnr Owl Street), Braamfontein Werf, Johannesburg; PO Box 91820, fascinating. Let’s be honest, “going to the our readers will be the fnal judges of our Auckland Park 2006 mall” has become an institution in this excellence and value, we would like to think NATIONAL CALL CENTRE Tel: 011 628 2000 country – whether it’s to shop for groceries, we’re enhancing the brand by producing Email: imm@immgsm.ac.za grab a burger, see a movie, hang out with a high-quality publication that provides 0861 IMM GSM | 011 628 2000 PublISHED ON friends, or simply ‘be seen’. So for marketers impartial thought-leadership in the marketing bEHAlf Of THE IMM by sphere. In this issue alone, our contributors to have access to independent research on what makes our mall-going population tick include no less than three marketing www.immgsm.ac.za should be valuable indeed. professors, one senior marketing lecturer and one CEO – plus several other high-level Mikateko Media, New Media House, Content marketing 19 Bree Street, Cape Town 8001 expert contributors and journalists. Postal address: PO Box 872, Green Point 8051 The concept of content marketing has been It’s also worth mentioning that, unlike Tel: 021 417 1111 with us for a long time and was once most many other publications, we strive for the www.mikatekomedia.co.za frequently seen in the form of newsletters from highest standards of editorial integrity. We companies and other bodies wishing to give don’t disguise cheap PR as credible articles; IN ASSOCIATION WITH their clients, and the marketplace in general, we don’t give editorial in exchange for something a bit more ‘meaty’ and usable advertising support. Our concern is for you, than organisational propaganda and fawning the reader and marketer. meet-the-MD profles. These days, the growth The IMM Graduate School of Marketing (IMM GSM) is registered with the Department of Higher Education and Training (DHET) as a of new communication mediums and the Happy marketing! private higher education institution under the Higher Education Act, 1997. Registration certifcate number 2000/HE07/013. expense of traditional advertising has seen the Brought to you by the IMM Institute of Marketing Management and Mikateko Media, Strategic Marketing proliferation of content marketing initiatives, Mike Simpson refects an unbiased perspective of local and international marketing trends and opinion without compromise, August–September strategicmarketing 1 courageously and coherently. IMM GSM Ad - SM March.indd 1 2014/03/17 1:43 PM