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August–September 2014 Contents theFEATUREs 26 26 RETAIL: NEW MARKETS 48 GLOBAL VILLAGE Frozen yoghurt is a phenomenon that While India poses many marketing took America by storm, moved on to challenges, the enormity of the Europe and has now hit our shores – numbers make it a market not with great success to be ignored 30 REPUTATION MANAGEMENT 52 GLOBAL CONSUMERISM Despite a few issues of its own in Even though the global recession recent times, one of South Africa’s has ended, the more frugal most upmarket retailers has the best buying patterns learnt by reputation in the country consumers during that period have remained 33 ON THE UP Farewell babes, balloons and hot COVERFeAtUReS air? Up-and-coming PR man Tebogo theREgUlARs Ditshego has frm ideas about the 8 CONTENT MARKETING: future of the industry 4 IN MY OPINION OVERVIEW They call it progress. Why we The growth of the Internet and social 36 MEDIA STRATEGY: OPINION shouldn’t mourn the passing of media has created a food of material Richard Lord laments the lack of Greasy George and the ‘corner that is challenging the success of understanding that media planners café brigade’ of a bygone era brand-driven content and marketers have for digital and its place in the wider media mix 6 IN SHORT 12 CONTENT MARKETING: Youth brands, valuable brands and SOCIAL MEDIA 40 HOT OFF THE PRESS the art of good customer service. Building true social media engagement The trend towards greater levels of Interesting snippets of news from means creating a content strategy to product co-creation is generating new the wide world of marketing hook the audience, not simply ‘having customer service challenges and a presence’ opportunities 32 SAFFER IN AMERICA South African academic Michael 16 RETAIL: SHOPPING MALLS 42 CULTURE AND MARKETING Goldman, now based in San Until now, relatively little independent While the opportunities in Africa for Francisco, gives a marketing research has been done to SA companies are acknowledged, the perspective from the US understand the millions of people practicalities of gaining a competitive who shop in our many malls advantage are still being debated 56 WEIRD WORLD OF MARKETING 20 RETAIL: CONVENIENCE 46 PRICING STRATEGY Marketing history is full of strange SA’s major retailers and big fuel Strategies based on price promotion brand collaborations, with one of brands are joining forces to create a can be a double-edged sword, as new the more uncommon being the high quality new retail channel with research from Columbia Business luxury fashion brand and the ice 24/7 convenience School in New York shows cream manufacturer DISCLAIMER Next issue: “As supplier of the goods/services, you, the Advertiser warrant that you are familiar with and will comply with the provisions of the Consumer Protection Act, Act 68 of 2008 (‘CPA’) in all transactions between Big data and marketing us. Among other, the CPA provides for some consumer rights regarding delivery, returns, disclosure of information and product quality and safety. You accordingly indemnify Mikateko against any damages What’s up with private labels? that we or any other party may suffer as a result of your noncompliance with the CPA or as a result of Adding value via brand differentiation any damages suffered by any party due to defective or unsafe goods/services supplied by you.” August–September strategicmarketing 3