Page 5 - SMJune-July 2014

June–July 2014 Contents 28 COVerFeAtUReS theFeaTures 8 WHITHER MARKET 22 CORPORATE GIVEAWAYS RESEARCH? GLOBAL VIEW More than just throwaway junk … Is the failure of 3D TV technology corporate promotional products have indicative of how far traditional now developed into an enormous market research has fallen from global industry grace with big business? 25 HOT OFF THE PRESS 14 WHITHER MARKET Employees don’t just drive brands; RESEARCH? S.A. VIEWPOINT strong brands also attract good Times are changing in the South employees. New research on staff African market research industry as front-line brand builders too – but not necessarily for theregulars the better 38 IN CONVERSATION 4 IN MY OPINION His insight into what makes the 18 WASHROOM ADVERTISING Do consumers really need – or want ‘Afropolitan’ tick has helped Greg How the growing popularity of – seemingly endless product choices? Maloka turn Kaya FM into a go-to washroom advertising as a Helen McIntee thinks a return to the brand for black urban radio audiences marketing tool is changing the KISS principle is long overdue consumers’ view in the loo 42 MEDIA RELATIONS 6 IN SHORT Media relations used to be a lot more 28 INNOVATION: ACHIEVING Interesting and useful snippets from straightforward in the ‘good old days’ BREAKTHROUGHS the wonderful – and sometimes weird of public relations. Now it’s a rapidly New technologies and tougher – wide world of marketing. changing landscape times mean marketers must be at the forefront of capitalising on 41 SAFFER IN AMERICA 44 COMMUNICATION product and service innovations South African academic Michael CHANNELS Goldman, now based in San An analysis of South Africa’s rapidly 31 INNOVATION: DISRUPTIVE Francisco, gives a marketing shifting television industry and what it INNOVATION perspective from the US means from a marketing perspective Disruptive innovation and why we must remain young at heart in 47 BOOK REVIEW 48 GREEN MARKETING business to avoid becoming The Everything Store: Jeff Bezos and Beware the greenwashing backlash victims of our own constraints the age of Amazon. How the computer from consumers and activists as geek from Wall Street turned retailing your company makes half-hearted 34 TRANSFORMATIVE on its head attempts to appease them INNOVATION Base-of-the-pyramid consumers 56 OFF THE PEG 52 GLOBAL VILLAGE in South Africa and the rest of Terror on the back of a toilet door. The land of Samba gears up for a the continent constitute a prime Sarah Britten on why she tweets marketing bonanza. Brazil brims with audience for transformative advertisements from that most private opportunities as it hosts the biggest innovation of public places sports spectacle of them all 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 Growth of content 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 Protection of Personal Information Act that we or any other party may suffer as a result of your noncompliance with the CPA or as a result of The forecourt as a shopping channel any damages suffered by any party due to defective or unsafe goods/services supplied by you.” June–July 2014 strategicmarketing 3