Page 5 - October / November Stratigic Marketing Magazine
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ContentsOctober-November 2014
12 26 GLOBAL VILLAGE theregulars
A rising middle class and a new 4 IN MY OPINION
generation of sophisticated young
consumers are changing the rules of As marketers increasingly target the
marketing in China growing ‘forever young’ consumer
culture, often the result is simply
30 VISUAL MARKETING helping people to look desperate
The inexorable growth of YouTube as a 6 IN SHORT
COVERFEATURES communication channel is now leading News, views, trends, what’s hot
to the next stage of a visual marketing and what’s not. Interesting snippets
and the latest news from the wide
8 WORD-OF-MOUTH revolution world of marketing
MARKETING: GLOBAL VIEW 34 SOCIAL MEDIA 16 SAFFER IN AMERICA
To make word-of-mouth marketing
work, marketers must understand why Social media enables businesses to South African academic Michael
people talk in the first place. connect directly with customers; but use Goldman, now based in San
New research sheds light on this it incorrectly and the result is a hashtag Francisco, gives a marketing
wall of shame perspective from the US
12 WORD-OF-MOUTH 36 IN CONVERSATION 47 JUST SAYING
MARKETING: SA VIEWPOINT
He’s serving one of the world’s great Our print titles, already under
It’s almost impossible to control, brands. But Khaya Dlanga’s outspoken pressure from newer channels,
but it’s increasingly one of the most persona has also made him a brand in will cease to be a viable medium
effective ways to reach new and his own right for advertisers unless the
existing customers in-fighting stops
38 BUSINESS STRATEGY
21 RETAILING: PRIVATE LABELS 56 WEIRD WORLD
Is brand differentiation, as a competitive OF MARKETING
Why consumers can get ready for a advantage, still the primary driver of
tidal wave of private label growth in customer, staff and investor value for Restaurants may be doing
South Africa’s retail sector over the business? themselves a disservice by marketing
next five years their mobile connectivity, while a bar
48 HOT OFF THE PRESS has a strange billboard strategy
42 CASE STUDY: SONY
What’s in a name? We examine recently 18
For generations raised on portable published research on the complex topic
music made possible by the Sony of how to optimise brand architecture
transistor radio and Walkman, the
Japanese firm’s decline is almost 52 BRANDING
unfathomable
For the second year in succession,
thefeatures telecommunications company MTN
has been named the country’s most
18 TRENDS valuable brand
One of the assumptions has been 54 RESEARCH
that democracy would make us all
homogenous. But SA’s ‘born frees’ A handful of businesses are still finding
are surprisingly diverse growth opportunities within their existing
customer bases, new research reveals
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 us. Among other, the CPA Big data and marketing
provides for some consumer rights regarding delivery, returns, disclosure of information and product quality and safety. Targeting the over-50 consumer
You accordingly indemnify Mikateko against any damages that we or any other party may suffer as a result of your Apps as a marketing channel
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.”
October–November 2014 strategicmarketing 3
12 26 GLOBAL VILLAGE theregulars
A rising middle class and a new 4 IN MY OPINION
generation of sophisticated young
consumers are changing the rules of As marketers increasingly target the
marketing in China growing ‘forever young’ consumer
culture, often the result is simply
30 VISUAL MARKETING helping people to look desperate
The inexorable growth of YouTube as a 6 IN SHORT
COVERFEATURES communication channel is now leading News, views, trends, what’s hot
to the next stage of a visual marketing and what’s not. Interesting snippets
and the latest news from the wide
8 WORD-OF-MOUTH revolution world of marketing
MARKETING: GLOBAL VIEW 34 SOCIAL MEDIA 16 SAFFER IN AMERICA
To make word-of-mouth marketing
work, marketers must understand why Social media enables businesses to South African academic Michael
people talk in the first place. connect directly with customers; but use Goldman, now based in San
New research sheds light on this it incorrectly and the result is a hashtag Francisco, gives a marketing
wall of shame perspective from the US
12 WORD-OF-MOUTH 36 IN CONVERSATION 47 JUST SAYING
MARKETING: SA VIEWPOINT
He’s serving one of the world’s great Our print titles, already under
It’s almost impossible to control, brands. But Khaya Dlanga’s outspoken pressure from newer channels,
but it’s increasingly one of the most persona has also made him a brand in will cease to be a viable medium
effective ways to reach new and his own right for advertisers unless the
existing customers in-fighting stops
38 BUSINESS STRATEGY
21 RETAILING: PRIVATE LABELS 56 WEIRD WORLD
Is brand differentiation, as a competitive OF MARKETING
Why consumers can get ready for a advantage, still the primary driver of
tidal wave of private label growth in customer, staff and investor value for Restaurants may be doing
South Africa’s retail sector over the business? themselves a disservice by marketing
next five years their mobile connectivity, while a bar
48 HOT OFF THE PRESS has a strange billboard strategy
42 CASE STUDY: SONY
What’s in a name? We examine recently 18
For generations raised on portable published research on the complex topic
music made possible by the Sony of how to optimise brand architecture
transistor radio and Walkman, the
Japanese firm’s decline is almost 52 BRANDING
unfathomable
For the second year in succession,
thefeatures telecommunications company MTN
has been named the country’s most
18 TRENDS valuable brand
One of the assumptions has been 54 RESEARCH
that democracy would make us all
homogenous. But SA’s ‘born frees’ A handful of businesses are still finding
are surprisingly diverse growth opportunities within their existing
customer bases, new research reveals
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 us. Among other, the CPA Big data and marketing
provides for some consumer rights regarding delivery, returns, disclosure of information and product quality and safety. Targeting the over-50 consumer
You accordingly indemnify Mikateko against any damages that we or any other party may suffer as a result of your Apps as a marketing channel
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.”
October–November 2014 strategicmarketing 3
