Page 40 - SM Aug-Sep-2014

Media strategy: OpiniOn The consumer does not diferentiate between media Media platforms planners and strategists must remember that digital South African media landscape – when is a major part of measured against all sectors of the many South market, not just the top end. So we Africans’ need to get to the point where – just as lives we think of Business Day, Financial Mail and Finweek when targeting a business to integrate with the traditional media AmPS (All media and Product Survey audience – then mxit and twitter should teams or to try and demystify digital and covering the adult population of be thought of in the same vein as radio make it more accessible. indeed, they South Africa) tells us that 9-million station 5fm and metro when we are themselves don’t understand where South Africans have accessed the targeting a 16-24 age demographic. digital fts into the overall media mix or internet in the past seven days. As media planners and strategists, we how it can be used to amplify a tV or By way of comparison, 11,7-million need to remember that digital is a major radio campaign. people watched DStV in the part of many South Africans’ lives and these digital demigods shake their same period. we can no longer afford to ignore it. mxit heads and smile condescendingly when google says 4,5-million South users, for example, spend 95 minutes a the traditional guys ask ‘silly’ questions – Africans watch youtube every month. day on the platform; while the average and so the traditional people step back, facebook tell us it has 10-million South African facebooker checks their absolve themselves of all responsibility monthly active users in South Africa, facebook 13 times a day. and just let the digital folk get on with it. with 93% of these users gaining i believe that the future success But, lest i am accused of laying all the access from a mobile device. of media agencies lies in developing blame at the door of the digital people, 5,5-million people read an average strategists and planners who those in the traditional media have also issue of the Daily Sun. understand and embrace all media – made no effort to try and understand or twitter has 1,8-million monthly active and the days of digital specialists integrate digital. they stick to what they South African tweeters, again with or tV specialists are fast disappearing. know and remain in their comfort zone. 80% of users via a cellphone. clients are looking for agencies that they plan traditional media strategies radio highveld has 1,8-million can provide them with complete frst and, if there happens to be some listeners every week. media solutions. So for a channel as budget left over, they might throw it the 6,5-million South Africans access important as digital to be treated so way of the digital team. their argument is mxit a month. half-heartedly is not only short-sighted, that digital is too small, it’s top-end only, 6,6-million people listen to radio but does a complete disservice to and there isn’t enough critical mass. station metro fm weekly. media agency clients. there are 12-million google searches Niche or not? in SA every day … and on weekends So let’s explore this argument for a 65% of it is via a cellphone. RicHaRd LoRd iS ASSOciAte meDiA DirectOr At the meDiA moment: is digital a niched medium, or Online measurement company ShOP, A SPeciAliSt meDiA is it a fully-fedged medium in its own effective measure shows that PlAnning AnD StrAtegy Agency With OfficeS in right? As in any argument or debate, the 3,9-million unique browsers accessed SAnDtOn, cAPe tOWn AnD PHOTOS: iStOck, SUPPlieD numbers don’t lie and we can put it into News24.com monthly. DUrBAn. he hAS Been in the meDiA inDUStry fOr neArly perspective (fgures correct as at early clearly, then, digital media must be a 20 yeArS AnD hAS WOrkeD in SeVerAl cOUntrieS AnD June 2014). major force to be reckoned with in the AcrOSS mUltiPle meDiA tyPeS. 38 strategicmarketing August–September 2014 strategicmarketing August–September 2014 38