Page 5 - Journal of Strategic Marketing Magazine - April 2019
P. 5
Journal of
STRATEGIC
MARKETING The marketing minefield
MARKETING THE FUTURE
EDITOR Glenda Nevill nce upon a time marketing was relatively simple. There were
glenda.nevill@cybersmart.co.za O the 4Ps – People, Product, Price, Promotion – and then a further
three were added, Place, Process and Physical Evidence, adding
DESIGN AND Darren Rosenberg up to the 7Ps. Of course the ‘Ps’ remain the backbone, the bedrock to any
LAYOUT darren@ideadesign.co.za
marketing campaign.
But in between all that practical stuff are the social issues and trends
PROjEcT Michelle Pretorius
MANAGER michelle@ideadesign.co.za which have become a mineield for the unwary or ‘unwoke’ marketer.
Beware the brand that steps on such a mine. It can blow up and cause
ADvERTISING Barbara Spence havoc, costing money, time and reputation.
SALES Avenue Advertising This is a theme we’ve explored in this issue of the Journal of Strategic
barbara@avenue.co.za
Marketing. Ipsos country manager in South Africa, Nick Coates, has written
on their research into whether brands should be responsible for changing
PUBLISHER Sandra Gordon
sgordon@stonesoup.co.za the world. He looks at the Gillette ‘toxic masculinity’ ad, that created such
a ruckus globally, as did Nike’s Colin Kaepernick creative, Dream Crazy.
Closer to home, Ipsos explored Carling Black Label’s Bold. Brave. Strong.
campaign. Bottom line: Three months after Black Label launched the ad,
the brand is showing record growth…
Generation Z is becoming a force to be reckoned with. And GenZ
embrace gender luidity, shunning marketing that peddles stereotypes.
Brands that mess with this will experience damage to their reputations.
Just think about Woolworths’ Valentine’s Day campaign. It was hardly out
www.imm.ac.za of the starting gates before it had to be put back into its box, never to see
the light of day again.
cHIEF Dalein van Zyl Which takes us to the importance of crisis communications and
EXEcUTIvE daleinv@immgsm.ac.za
OFFIcER reputation management. Global crisis comms trainer, Janine Lazarus,
takes a look at what’s to be done when the sh*t hits the social media fan.
cHIEF Charmaine du Plessis It’s not pretty, but ignoring a crisis will simply give it the air it needs to
MARKETING charmained@immgsm.ac.za
OFFIcER grow and spread.
Which is why NetFlorist co-founder, Ryan Bacher, hastily took to
YouTube when his e-commerce company, due to a number of reasons,
Journal of Strategic Marketing is published quarterly and
distributed to a database of IMM Graduate School alumni, wasn’t able to deliver lowers and gifts on that most important of days
current students, leading marketers and business people in
South Africa and Africa. on the commercial calendar, Valentine’s Day. Finally, there’s the issue
of sustainability in marketing, something consumers are increasingly
Should you wish to lift any material from the publication,
please liaise with the publisher beforehand. aware of. Thinking of this is a vital part of the brand playbook now, says
www.imm.ac.za Nielsen’s director of global responsibility and sustainability, Julia Wilson.
IMM Graduate School But beware inauthentic efforts to jump on that particular haywagon.
IMM Graduate School Consumers, she says, are sophisticated in their ability to discern between
@IMM_GSM true commitment and action taken just for show. And they will call out
imm_graduate_school that lack of authenticity, and the sh*t will hit the social media fan. And no
Disclaimer brand wants to be accused of ‘woke washing’ in this climate.
Although every effort is made to ensure that the contents
of this publication are accurate and legitimate no guarantee News from the IMM Graduate School is the launch of a new Jobs Portal,
is given. Views and opinions expressed, made or implied an initiative that aims to match current and past students (alumni) with
are those of the authors unless clearly stated as being the
publisher’s. The responsibility lies with readers to verify any employers who have vacancies in their organisations. Read more about it
representations, claims and offers made by advertisers in
advertisements that appear in this publication. Any objections on page 40, as it makes a lot of sense after reading the story on decoding
or claims should be referred to the advertiser concerned. The dodgy recruitment ads.
publishers, owners, staff, distributors and associates of this
publication will not be liable in any way for claims arising
from its contents.
Strategic Marketing - p3
STRATEGIC
MARKETING The marketing minefield
MARKETING THE FUTURE
EDITOR Glenda Nevill nce upon a time marketing was relatively simple. There were
glenda.nevill@cybersmart.co.za O the 4Ps – People, Product, Price, Promotion – and then a further
three were added, Place, Process and Physical Evidence, adding
DESIGN AND Darren Rosenberg up to the 7Ps. Of course the ‘Ps’ remain the backbone, the bedrock to any
LAYOUT darren@ideadesign.co.za
marketing campaign.
But in between all that practical stuff are the social issues and trends
PROjEcT Michelle Pretorius
MANAGER michelle@ideadesign.co.za which have become a mineield for the unwary or ‘unwoke’ marketer.
Beware the brand that steps on such a mine. It can blow up and cause
ADvERTISING Barbara Spence havoc, costing money, time and reputation.
SALES Avenue Advertising This is a theme we’ve explored in this issue of the Journal of Strategic
barbara@avenue.co.za
Marketing. Ipsos country manager in South Africa, Nick Coates, has written
on their research into whether brands should be responsible for changing
PUBLISHER Sandra Gordon
sgordon@stonesoup.co.za the world. He looks at the Gillette ‘toxic masculinity’ ad, that created such
a ruckus globally, as did Nike’s Colin Kaepernick creative, Dream Crazy.
Closer to home, Ipsos explored Carling Black Label’s Bold. Brave. Strong.
campaign. Bottom line: Three months after Black Label launched the ad,
the brand is showing record growth…
Generation Z is becoming a force to be reckoned with. And GenZ
embrace gender luidity, shunning marketing that peddles stereotypes.
Brands that mess with this will experience damage to their reputations.
Just think about Woolworths’ Valentine’s Day campaign. It was hardly out
www.imm.ac.za of the starting gates before it had to be put back into its box, never to see
the light of day again.
cHIEF Dalein van Zyl Which takes us to the importance of crisis communications and
EXEcUTIvE daleinv@immgsm.ac.za
OFFIcER reputation management. Global crisis comms trainer, Janine Lazarus,
takes a look at what’s to be done when the sh*t hits the social media fan.
cHIEF Charmaine du Plessis It’s not pretty, but ignoring a crisis will simply give it the air it needs to
MARKETING charmained@immgsm.ac.za
OFFIcER grow and spread.
Which is why NetFlorist co-founder, Ryan Bacher, hastily took to
YouTube when his e-commerce company, due to a number of reasons,
Journal of Strategic Marketing is published quarterly and
distributed to a database of IMM Graduate School alumni, wasn’t able to deliver lowers and gifts on that most important of days
current students, leading marketers and business people in
South Africa and Africa. on the commercial calendar, Valentine’s Day. Finally, there’s the issue
of sustainability in marketing, something consumers are increasingly
Should you wish to lift any material from the publication,
please liaise with the publisher beforehand. aware of. Thinking of this is a vital part of the brand playbook now, says
www.imm.ac.za Nielsen’s director of global responsibility and sustainability, Julia Wilson.
IMM Graduate School But beware inauthentic efforts to jump on that particular haywagon.
IMM Graduate School Consumers, she says, are sophisticated in their ability to discern between
@IMM_GSM true commitment and action taken just for show. And they will call out
imm_graduate_school that lack of authenticity, and the sh*t will hit the social media fan. And no
Disclaimer brand wants to be accused of ‘woke washing’ in this climate.
Although every effort is made to ensure that the contents
of this publication are accurate and legitimate no guarantee News from the IMM Graduate School is the launch of a new Jobs Portal,
is given. Views and opinions expressed, made or implied an initiative that aims to match current and past students (alumni) with
are those of the authors unless clearly stated as being the
publisher’s. The responsibility lies with readers to verify any employers who have vacancies in their organisations. Read more about it
representations, claims and offers made by advertisers in
advertisements that appear in this publication. Any objections on page 40, as it makes a lot of sense after reading the story on decoding
or claims should be referred to the advertiser concerned. The dodgy recruitment ads.
publishers, owners, staff, distributors and associates of this
publication will not be liable in any way for claims arising
from its contents.
Strategic Marketing - p3
