Page 5 - October / November Stratigic Marketing Magazine Africa
P. 5
ContentsFebruary-March 2015
24 THE LAW theregulars
The upcoming Protection of Personal 4 IN MY OPINION
Information Act has implications
that cannot be ignored by businesses Are we honest about ‘being
and their marketing teams authentic’? It’s one of marketing’s
newer buzz-phrases, but perhaps
28 GLOBAL VILLAGE it’s all hype and little substance …
Can South African marketers make 6 IN SHORT
inroads in Qatar, the oil-rich nation
14 whose influence way outstrips its size? News, views, trends, what’s hot
and what’s not. Interesting snippets
COVERFEATURES 40 HOT OFF THE PRESS of the latest news from the wide
world of marketing
8 BIG DATA: AN OVERVIEW Mid-level marketers have a key
role to play as interpreters, makers 16 JUST SAYING
Seventeen years ago, the term and shifters of broader corporate
‘big data’ made its first appearance. strategy, says new research A cynical Matebello Motloung
But what is it – and why should thinks the often-unrealistic hype
marketers care? 42 Brand Lifecycles around big data could lead to the
basics of marketing being forgotten
14 TECHNOLOGY AND THE Once the trendsetter in mobile
HUMAN TOUCH technology, the Nokia brand is being 47 SAFFER IN AMERICA
phased out after failing to match the
While technology and big data appeal of newer rivals South African academic Michael
can help build customer insights, Goldman, now based in San
it’s still the personal touch that 44 MARKETING TRENDS Francisco, gives a marketing
builds loyal customers perspective from the US
What are the trends that will shape
32 INDUSTRY ISSUES the South African marketing profession 56 WEIRD WORLD
in 2015? We canvass marketers and OF MARKETING
Is bottled water ‘the marketing trick their agencies
of the century’, as recently claimed Given the traditions associated with
by a British academic, or is it simply 48 ADVERTISING Scotch whisky, a recent marketing
fulfilling a consumer need? campaign must have raised the
Are we ready for the 15-second eyebrows of conservative drinkers
36 INNOVATION commercial? Globally, the number of
shorter commercials has increased by 40
Companies shouldn’t go head-to- 80% since 2008
head with competitors and chase Next issue:
market share. Rather, they must 51 RETAILING
create an uncontested market space Customer loyalty programmes
The retail sector is undergoing enormous The future of cinema
thefeatures change as a result of technology and the Apps as a marketing channel
evolving requirements of the connected
19 SERVICE EXCELLENCE consumer
While all leading global brands 54 TECHNOLOGY
share an unequivocal commitment to
service excellence, most businesses Geolocation technology will soon
remain at the lip-service stage reduce a key competitive advantage
that online retailers have over their
traditional counterparts
DISCLAIMER
“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 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 that we or any other party may suffer as a result of your
noncompliance with the CPA or as a result of any damages suffered by any party due to defective or unsafe goods/
services supplied by you.”
February–March 2015 strategicmarketing 3
24 THE LAW theregulars
The upcoming Protection of Personal 4 IN MY OPINION
Information Act has implications
that cannot be ignored by businesses Are we honest about ‘being
and their marketing teams authentic’? It’s one of marketing’s
newer buzz-phrases, but perhaps
28 GLOBAL VILLAGE it’s all hype and little substance …
Can South African marketers make 6 IN SHORT
inroads in Qatar, the oil-rich nation
14 whose influence way outstrips its size? News, views, trends, what’s hot
and what’s not. Interesting snippets
COVERFEATURES 40 HOT OFF THE PRESS of the latest news from the wide
world of marketing
8 BIG DATA: AN OVERVIEW Mid-level marketers have a key
role to play as interpreters, makers 16 JUST SAYING
Seventeen years ago, the term and shifters of broader corporate
‘big data’ made its first appearance. strategy, says new research A cynical Matebello Motloung
But what is it – and why should thinks the often-unrealistic hype
marketers care? 42 Brand Lifecycles around big data could lead to the
basics of marketing being forgotten
14 TECHNOLOGY AND THE Once the trendsetter in mobile
HUMAN TOUCH technology, the Nokia brand is being 47 SAFFER IN AMERICA
phased out after failing to match the
While technology and big data appeal of newer rivals South African academic Michael
can help build customer insights, Goldman, now based in San
it’s still the personal touch that 44 MARKETING TRENDS Francisco, gives a marketing
builds loyal customers perspective from the US
What are the trends that will shape
32 INDUSTRY ISSUES the South African marketing profession 56 WEIRD WORLD
in 2015? We canvass marketers and OF MARKETING
Is bottled water ‘the marketing trick their agencies
of the century’, as recently claimed Given the traditions associated with
by a British academic, or is it simply 48 ADVERTISING Scotch whisky, a recent marketing
fulfilling a consumer need? campaign must have raised the
Are we ready for the 15-second eyebrows of conservative drinkers
36 INNOVATION commercial? Globally, the number of
shorter commercials has increased by 40
Companies shouldn’t go head-to- 80% since 2008
head with competitors and chase Next issue:
market share. Rather, they must 51 RETAILING
create an uncontested market space Customer loyalty programmes
The retail sector is undergoing enormous The future of cinema
thefeatures change as a result of technology and the Apps as a marketing channel
evolving requirements of the connected
19 SERVICE EXCELLENCE consumer
While all leading global brands 54 TECHNOLOGY
share an unequivocal commitment to
service excellence, most businesses Geolocation technology will soon
remain at the lip-service stage reduce a key competitive advantage
that online retailers have over their
traditional counterparts
DISCLAIMER
“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 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 that we or any other party may suffer as a result of your
noncompliance with the CPA or as a result of any damages suffered by any party due to defective or unsafe goods/
services supplied by you.”
February–March 2015 strategicmarketing 3
