Page 3 - Strategic Marketing Complete

Contents

COVER STORIE S
14 A mArketer mAking wAves 07 letter frOm lOnDOn kambuni of Bean interactive. they
As head honcho of boutique tales of working in another city, are like no other audience around
brand marketing communications by Dr thOmAs OOsthuiZen. the world, and brands need to
consultancy Orchard On 25, Jay be creating solutions to their
Badza has been making quite a problems to keep them engaged,
name for himself in the marketing 08 ZimBABwe insiDer he reveals to lisA JOhnstOn.
world. this is in part due to his throw out the textbook,
willingness to take bold, but by ChArles mutemerA.
calculated, risks. 46 hOw sChOOls mArket
themselves
12 tO DisruPt Or nOt tO
16 meet the CmO DisruPt? every institution is a business
Nedbank chief marketing officer while disruption can bring new whether they realise it or
khensani nobanda is a big fan not; even schools. the rise of
of innovative strategies to get life to a brand, or increased independent high-cost and
brands noticed, and touts digital exposure, it needs to be done in low-cost educational institutions
as a game changer. she chats with the right way. mAriA PetOusis has necessitated a shift in the
mike simPsOn. argues that disrupting for the way schools are marketed. By
sake of it, is pointless. AnDreA vinAssA.
21 the Art Of influenCe
Influencer marketing is a 25 grOwth hACking 50 CreAting sustAinABle
buzzword in the industry at simPlifieD relAtiOnshiPs with
present, with seemingly every looking to grow your brand? Clients
marketer looking to tap into its then it’s crucial that you keep an relationships are the key
potential. BrittA reiD explores eye on the data, writes miChAel differentiator in the 21st century
how it should be utilised to wAlker. and brands failing to respond to
maximise its potential, as well as this will ultimately succumb, write
the don’ts. 26 whAt i’ve leArnt mAri JAnsen vAn rensBurg
Joe Public founder PePe mArAis and AngelO niCOlAiDes.
36 integrAting urges brands to find a purpose
merChAnDising AnD the for their business, beyond simply
suPPly ChAin money. unlocking this will lead to REGULARS
the seamless distribution of true value.
products goes hand in hand with 02 eDitOr’s letter
merchandising, and yet many
brands keep these two areas 28 APPle: A life-ChAnging IMM GraDUaTE SCHool
siloed. glenDA nevill explains BrAnD 10 BursAries fOr stuDents
why they should be brought if there’s one brand that has
together. made all the right moves since ipsos sA has joined forces with
its inception, it’s tech giant Apple. the imm graduate school, to
42 whAt’s next in AfriCA it recently passed the $1-trillion provide partial funding to 17
stArts nOw market capitalisation mark. female students so they can excel
keeping up with the accelerated Jeremy sAmPsOn details its at their studies.
pace of change taking place on meteoric rise and the takeaway
the African continent is essential lessons for marketers. 11 mArketing friDAys
for brands. many factors need to since the imm graduate school
be considered in this complex, 32 the CritiCAl neeD tO partnered with marketing fridays,
ever-changing landscape. By imPrOve sA’s lOgistiCs the monthly, interactive sessions
AilsA wingfielD. (which include a keynote and
A major element hampering
south Africa’s growth and networking opportunities with
development is shoddy logistics. like-minded marketers) have
FEATURES Beverley wAugh and myles become even more useful and
wAkehAm unpack the problems, insightful.
Global wrap possible solutions and the
04 sOCiAl meDiA importance of this field. 52 mArketing mOment
under scrutiny globally. get rid of all the marketing
40 Delving intO the AfriCAn buzzwords that don’t actually
06 letter frOm AmeriCA truth mean anything and just waste
The end of influencer’s influence, the African audience is a time, and simply get down to
by miChAel gOlDmAn. “peculiar” one, says Allen business, emphasises AnDy riCe.

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